Demand Generation Manager, Defence
At Clarion, our people are at the absolute heart of what we do. We’re proud that our core values of PASSION, CARE, IMAGINATION, and TRUST define the way we carry out our work across all of our teams.
If you share our values and want to be a part of a successful, dynamic, and creative global business then we want to hear from you.
The Opportunity:
This role, which will report to the Head of Marketing, will work across the Defence sector, will focus on building a growth engine that can create high-intent demand for our products which include live events, membership, directory and jobs. This is a hands-on, high-impact role with ownership across audience growth and demand generation. You’ll work closely with the wider marketing and content teams to ensure we’re attracting the right audiences and converting attention into high-quality and engaged prospects that are ready to buy. This role will own the demand generation strategy and will be accountable for driving consistent traffic and lead volume. The ideal candidate will be outcomes focused, be able to balance strategy with execution and enjoy working in a fast-moving environment where your work directly drives impact.
Key Responsibilities:
Audience growth & lead generation
• Own the demand generation strategy (from creation to experimentation and execution) across channels like paid ads, organic search, organic social, partnerships and referral.
• Build and optimise scalable demand programs that drive traffic and new data for each product in the portfolio to support the achievement of commercial revenue targets.
• Manage the demand generation budget allocation across channels based on performance.
• Collaborate with wider marketing team (brand, campaign and marketing operations) to ensure messaging and assets meet brand guidelines, prospects that are nurtured and ready to buy are being sent appropriate campaigns and learnings are shared.
Lead nurture
• Develop, launch and manage best-in-class automated lead nurture campaigns ensuring that new data is onboarded effectively.
• Create an automated customer engagement engine that provides ‘always on’ nurturing that helps accelerate conversion campaigns.
• Create a process to ensure seamless handover of nurtured leads to the campaign team to promote specific products.
Measurement & data-driven actions
• Measure, analyse and report on growth metrics like traffic growth, impressions, CPL, audience growth, engagement rates, conversion rates, CAC.
• Optimise the performance of demand generation campaigns and idenity any key trends that can drive growth.
• Drive CRO initiatives across paid media, landing pages, welcome and nurture emails, and content distribution to improve performance.
Team management & collaboration:
• Manage the Demand Generation Executive day-to-day ensuring that all output is delivered to a high standard and reflects a deep understanding of our customers, market and channels.
• Conducting regular team meetings, 121, performance reviews and ensuring that everyone has a clear development plan.
• Work closely with the agencies, internal stakeholders and the campaign, brand and marketing operations teams to ensure alignment and optimisation across demand gen and conversion campaigns.
• Ensuring a culture of continued learning (and implementing that learning!) across the demand gen team through attending events, reading, listening to podcasts and webinars.
Knowledge, Skills & Behaviours:
• Significant experience of developing strategic frameworks and processes as well as creating highly effective strategic and tactical multi-channel marketing plans, demonstrably driving demand.
• Excellent knowledge of best practice across social media, referrals, partnerships, search, paid media and email (ideally with depth knowledge in 2 – 3 channels).
• Experience with marketing technology including email marketing automation and CRM (Salesforce, Pardot or Microsoft Dynamics preferrable), social media management tools, website analytics like GA4, CRO tools like AB Tasty and more.
• Data-driven, continuous learning mindset, with a focus on testing, measurement, and ongoing optimisation.
• Excellent communicator – great verbal and written communications skills.
• Thrives in a collaborative environment which requires strong partnership with multiple functions and a shared view of success.
About Clarion Events
Clarion Events is one of the world’s leading event organisers, producing and delivering innovative and market-leading events since 1947. (https://clarionevents.com/welcome)
Clarion Events embrace diversity and equal opportunities in all that we do. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. The more inclusive we are, the better our work will be.
Clarion is private equity backed and owned by Blackstone. Blackstone is one of the world’s leading global investment funds, investing capital for the long term in order to build successful, resilient businesses. (https://www.blackstone.com/)
Our purpose is to deliver exceptional customer outcomes and experiences, by making every connection count.
Our vision is we want every one of our products to be a market leader in customer satisfaction and delight.
Benefits
25 days’ holiday plus bank holidays
End of year wellbeing shutdown (closed for the last week of the year)
Employees on a permanent or fixed-term contract are gifted an extra day of leave that can be used for a celebration of your choosing, e.g. birthday, Eid, Diwali, etc.
Summer Hours in August (3pm finish on Fridays)
Helping Our World (HOW) Days – one paid day per quarter to carry out charity work
Pension Scheme
Private Medical Insurance
Health Cash Plan
Wellbeing Library (MYNDUP)
Mentoring Programme
Season Ticket Loan
Cycle to Work Schemes
Free on-site gym and shower facilities
Free eyesight tests
Free flu vaccination – offered on site once a year for all employees
Our Values
PASSION
We deliver all our events with passion for people, the environment and businesses. We form connections with those who are just as passionate about what they do as we are. We always strive to exceed expectations and celebrate success. We love what we do, and it shows.
CARE
We care about our people and our products and work tirelessly to achieve lasting connections and satisfaction for ourselves, our customers and the businesses they support. We really get people - everyone is welcome.
IMAGINATION
Everything is possible. We constantly challenge the status quo and create amazing experiences and opportunities. We take huge satisfaction in solving problems. As open-minded and fun-loving people, the sky is our limit.
TRUST
We trust our skills, people and partners to deliver extraordinary events our customers have come to rely on. We support everyone around us and always learn through our experiences. We are honest and straight forward. You can always rely on us.
Equal Opportunities
We encourage employees to be open and confident and recognise that every member of the team makes a vital contribution.
Clarion embraces equality, diversity and inclusion and seeks to promote these principles in all of our business activities.
When recruiting new employees or providing opportunities for promotion, we will:
• Recruit, develop and retain the most talented people, regardless of background, and make the best use of their talents;
• Ensure that no person is unlawfully discriminated against;
• Select the best person for the role based on their skills, qualifications and abilities.
This statement sets out our commitment to equal opportunities and to preventing discrimination in the workplace.
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