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Director of Demand Generation & Growth
Job Posted: 2 hours ago
Salary: £ Competitive
Job Type: Permanent
Location: B24, Wylde Green, City and Borough of Birmingham
Expire in: a month
Job Description
Director of Demand Generation & Growth
Location: Hybrid - Regular travel across our London, Birmingham and Leicester offices
Salary: £80,000 - £90,000 per annum, DOE + benefits!
Contract Type: Full Time, Permanent
What We Can Offer You: Hybrid Working, Performance-Related Bonus, Life Assurance, Vitality Private Healthcare, Additional Holiday Purchase, Health Cash Plan, Subsidised Gym Memberships, Cycle to Work Scheme, Discount Vouchers and Access to Wellbeing Resources!
Why Do We Want You
You think like a commercial director about all growth levers while executing like a world-class demand leader. You see the gap between marketing activity and closed deals, and build the conversion infrastructure to close it. This isn't just demand generation - you're the architect of our revenue engine.
If you have a solid background in demand gen and growth marketing with demonstrable experience of growing a marketing-sourced pipeline, we'd love to hear from you!
Please note: To complete your application, you will be redirected to Wilmington plc’s career site.
At Wilmington plc, we celebrate individuality and are committed to fostering an inclusive workplace. As a Disability Confident employer, we shortlist all applicants who meet the essential role criteria and guarantee an interview for candidates with disabilities who meet these criteria. For reasonable adjustments or to apply under our interview guarantee scheme, please use the contact details provided once you have clicked “apply”!
You will truly own the numbers. You'll drive marketing-sourced pipeline from current state to 40%+ contribution, as well as build the demand conversion engine that turns marketing activity into qualified sales opportunities. If pipeline doesn't hit target, you'll own both the problem and the solution.
You'll be responsible for:
• Build and manage a lead qualification, scoring, routing, and handoff system to prevent leakage and maximise conversion.
• Define and maintain firmographic + behavioural scoring models across all business units.
• On the full lead-to-revenue process, including SLAs with sales, pipeline velocity, and conversion optimisation.
• Implement multi-touch attribution models and reporting that sales and executives trust.
• Partner with BU sales teams on pipeline quality, shared metrics, and revenue targets; support inside sales development if/when established.
• Scale multi-channel demand generation across all BUs with clear ROI accountability and a £2–3M+ budget.
• Direct campaign strategy, paid media, SEO/organic, events, and cross-BU campaign efficiency.
• Build a rigorous testing culture—cut ineffective activities and scale proven ones; drive CRO across the entire funnel.
• Develop referral and advocacy programs that are systematic and measurable.
• Identify, activate, and manage strategic partnerships (technology, channel, co-marketing).
• Lead marketing input into international expansion and market entry strategy.
• Support M&A by assessing acquisition targets for customer acquisition and marketing synergies.
• Explore and test new growth channels (community, marketplaces, platform partnerships, affiliate).
• Build customer expansion programs to drive upsell and cross-sell.
• Work closely with commercial directors, COO, and executive leadership to align on growth strategy and pipeline health.
• Present pipeline, performance, and growth initiatives to the executive team and board; build business cases for new markets/channels.
• Report pipeline contribution, conversion rates, CAC, and ROI across all channels.
• Create real-time dashboards, identify bottlenecks, and run quarterly reviews of all growth initiatives.
What’s the Best Thing About This Role
You’ll have full ownership of one of the company’s most critical growth levers.
This role gives you the autonomy to design and optimise the revenue engine, directly impact marketing-sourced pipeline, and see your decisions translate into measurable commercial results.
You’ll work across multiple business units, shaping strategy and execution at scale.
What’s the Most Challenging Thing About This Role
You are fully accountable for hitting pipeline targets in a complex, multi-BU environment.
Success depends on aligning diverse teams, driving operational rigor, and balancing strategic planning with hands-on execution. The role demands influence, resilience, and a relentless focus on measurable growth outcomes.
To be successful in this role, you must have/ be:
• Solid B2B demand gen and growth marketing in complex, multi-brand/multi-BU environments
• Proven track record building marketing-sourced pipeline from <10% to 40%+
• Experience building demand conversion engines: lead scoring, SDR management, or inside sales development
• Deep understanding of B2B buying cycles, ABM, multi-touch attribution, demand waterfalls
• Commercial acumen: can evaluate growth opportunities beyond traditional marketing
• Partnership development experience with measurable business results
• Fluent in marketing technology: CRM, marketing automation, analytics, attribution tools
• Can read P&L and build business cases - talks revenue with CFO and commercial directors
• Executive presence: presents to board level and influences C-suite
• Collaborative leadership style: Works with BU sales leaders to improve pipeline quality and velocity
We know it’s not a skill, but the successful candidate must have permission to work in the role’s location by the start of their employment.
About us
Wilmington plc is a dynamic and expanding group of companies with a common aim – turning knowledge into advantage. We provide information and training to professional business markets within the Risk & Compliance, Finance, Legal and Insight sectors.
Our businesses enable professionals and their organisations to perform better by providing quality, relevant and reliable information, education and knowledge. We share ideas and successes across the group, harness shared resources and focus on our customers’ needs.
Find What You’re Looking For
We are ambitious and inclusive, filled with integrity and curiosity. We are Wilmington plc. Are you
Join us and achieve more within your career with mutual respect, support, and fair rewards.
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