Marketing Manager - Digital & Demand Generation (B2B SaaS)

Marketing Manager - Digital & Demand Generation (B2B SaaS) Location: Hybrid — 2–3 days per week at the Swansea HQ. The rest is remote. Salary: Up to £50,000 depending on experience Type: Full-time, Permanent Own the engine, not just the campaigns Most marketing hires are brought in to run what's already there. This one is different: you're building the demand generation function itself, then running it. The business operates a B2B SaaS platform at the intersection of learning, talent, and performance management, selling into NHS Trusts, UK police forces, local authorities, and mid-market enterprises. These are slow-trust, high-stakes buying environments - long sales cycles, cautious senior buyers, and a marketing function that has to earn credibility before it earns pipeline. Growth here has outpaced the marketing function's ability to keep up. That's what this role fixes. The shape of the job You report directly to the Chief Commercial Officer. Marketing sits inside the commercial function, not off to the side of it - you'll be judged on pipeline contribution, not activity. The CRM is yours to run, end to end: workflows, lifecycle stages, lead routing, attribution, segmentation, nurture sequences, dashboards. Whether your background is HubSpot or Salesforce, what matters is that you've owned it properly, not just used it. You'll set the direction for SEO and paid media - hands-on or through agencies you hold to commercial outcomes. You'll write content that lands with clinical leads, HR directors, and chief constables - audiences that don't respond to generic B2B copy. And you'll build the reporting that gives leadership an honest, unfiltered view of what's working. One thing matters here that doesn't always make it into a job spec: genuine curiosity about how AI can make the function faster and sharper. It's part of the job, not an extra. Because you're building the function rather than inheriting one, much of this happens in the room: sitting alongside the sales team whose pipeline you're feeding, hearing directly what prospects are objecting to, and shaping campaigns with the CCO in real time rather than over a call scheduled for next week. That's what your days in the Swansea HQ are for. What you'll actually be doing Demand generation - planning, building, and running digital marketing campaigns that generate leads and pipeline across Healthcare, Police and Blue Light, Local Authorities, and Mid-Market Enterprise, reported on pipeline contribution rather than vanity metrics. CRM ownership - the operational core of the role. Advanced workflows, marketing automation, lead scoring, lifecycle stages, custom attribution, in HubSpot or Salesforce. Paid media (PPC) and SEO - setting strategy and targets (Google Ads, LinkedIn Ads, organic), executing directly or through agencies, and reviewing performance with real rigour. Content - website, email marketing, LinkedIn, sales enablement, written for very different audiences across regulated sectors. Reporting - owning the marketing reporting layer: channel mix, attribution, pipeline contribution, ROI. Thought leadership - sourcing industry voices for webinars and events, including LT Show and sector conferences. AI fluency - using AI tools to make the function faster, not just talking about the idea of it. Must have Able to commit to 2–3 days per week at the Swansea HQ The ideal candidate will have… A track record in B2B marketing of campaigns that generated qualified pipeline, and comfort being measured on revenue contribution Hands-on CRM ownership in HubSpot or Salesforce - building workflows, lead scoring and attribution yourself, not just working around them Direct experience running paid media and SEO, or managing agencies with genuine accountability for commercial outcomes Strong writing, adaptable across very different senior audiences Real comfort with data, analytics, and attribution A working understanding of what good LinkedIn looks like in a long B2B sales cycle Genuine, active use of AI tools in their current work A background in B2B SaaS, EdTech, HR Tech, GovTech, or another regulated sector Strong in some of this, lighter in others? Apply anyway. That list is the ideal, and we know the full combination is rare. We would rather hear from a brilliant CRM owner who has never sold into the public sector, or a regulated-sector marketer whose paid media experience is still developing, than miss them because they ruled themselves out. What you've actually built and shipped matters more to us than years served or job titles - show us the trajectory, and tell us where you're strong and where you're still building. On offer Salary up to £50,000, depending on experience 25 days annual leave plus public holidays Salary sacrifice pension with employer contributions Home office setup allowance for your remote days Real ownership, and genuine room to grow with the business How to apply Send a concise CV - two pages maximum, relevance over volume. No cover letter required