Regional Marketing Lead, Demand Generation

Please note: this is an individual contributor (IC) position, not a people leadership role.

Job Description

We are seeking a Demand Generation Marketing Lead in the EMEA focused on Mid-Market to Enterprise audience segments. You will orchestrate the strategy and execution of always-on demand generation campaigns and lead nurturing programs to enhance awareness and sales pipelines across Shopify’s solutions. This pivotal role is responsible for crafting and implementing comprehensive strategies across the full marketing funnel and requires a highly cross-functional approach, necessitating close partnerships across sales, partners, growth ops, and more.

You will be responsible for leading the strategy, execution and optimisation of all always-on programs in EMEA with the goal of increasing market awareness, generating demand to accelerate pipeline and revenue growth, and improved funnel conversion. You thrive in a fast-paced environment with a passion for testing, learning, and iterating. You are data-driven with deep expertise in measuring, tracking, and reporting on demand generation programs.

Responsibilities

• Develop and Implement Always-On Lead Nurturing Programs; Create and execute continuous lead nurturing programs to engage prospects throughout their buyer journey and drive them into the sales funnel.
• Develop and Implement Always-On Demand Generation; Craft and execute a comprehensive always-on demand generation strategy focused on Mid-Market to Enterprise audience segments in the EMEA region. Spearhead pipeline growth initiatives to drive new customer acquisition and expansion opportunities.
• Utilize Multi-Channel; Implement Onbound, Outbound and Partner channels to increase pipeline coverage for all market segments, owning the Account-Based Marketing (ABM) foundations in the region.
• Align Marketing Efforts with EMEA Objectives; Collaborate closely cross-functionally to understand the marketing and sales funnels, target audiences, and buyer journey’s. Ensure marketing campaigns, content, and messaging align with sales objectives and resonate with prospects.
• Contribute to Sales Pipeline Meetings; Participate in sales pipeline meetings to ensure appropriate insight is gathered to optimize MQL to SA transition and address challenges in pipeline progression to help teams move leads and accounts through the pipeline efficiently.
• Develop Measurement Models; Create and implement measurement models that reflect the contributions of different channels and touchpoints. Provide insights into revenue drivers to inform strategic decisions.
• Analyze Campaign Data and Optimize Performance; Regularly analyze campaign data and key performance metrics to measure effectiveness. Use insights to optimize performance and maximize ROI.
• Collaborate with Cross-Functional Teams; Collaborate with stakeholders including Creative, PMM, FED, Data Science, RevOps, Sales, and channel teams to develop integrated multichannel always-on programs.

Requirements

• Extensive experience in the EMEA market.
• Proven track record in marketing or revenue-focused roles, preferably within a B2B SaaS environment.
• Experience in demand generation roles, with a demonstrated ability to work effectively across sales, marketing, product, and finance teams.
• Proven track record of designing and implementing successful always-on and account-based marketing (ABM) tactics, complex persona targeting, and conducting deep analysis of campaign performance.
• Ability to translate complex data into actionable insights, driving informed decision-making and campaign optimization.
• Strong communication and interpersonal skills, capable of collaborating with multiple stakeholders across various functions.
• In-depth experience with Account-Based Marketing (ABM) strategies, including an understanding of when and how to leverage them effectively.
• Ability to manage multiple priorities in a dynamic, fast-paced environment, demonstrating flexibility and adaptability.
• Demonstrated ability to align demand generation strategies with sales objectives and product roadmaps.
• Proficiency with Salesforce (SFDC) and Demandbase, leveraging these tools to enhance demand generation efforts.