Digital Marketing Manager (Demand Generation & Operations)

Digital Marketing Manager – Demand Generation & Operations

Location: Swansea, Wales (Hybrid – regular office presence required)Salary: Up to £50,000 depending on experienceType: Full-time, Permanent

This role probably isn't for you. But if it is, keep reading.

Most B2B marketing roles want someone who can run campaigns. This one wants someone who can build the engine underneath them - and then drive it.

The company is a UK B2B SaaS platform operating at the intersection of learning, talent, and performance management. Their clients include NHS Trusts, UK police forces, local authorities, and mid-market enterprises. These are complex, high-stakes buying environments where trust takes time to build, sales cycles are long, and the quality of marketing has to match the quality of the product.

They are growing fast and their marketing function needs to grow with them. That means they need someone who can take real ownership - not coordinate, not oversee from a distance, not wait to be told what to do next.

What this role actually is

This is a hands-on, commercially accountable position. You will report directly to the Chief Commercial Officer and work closely with sales, product, and leadership. Marketing here is treated as a commercial function, not a creative one.

You will own demand generation end-to-end. You will run HubSpot as the operational backbone of the marketing function. You will brief and hold external SEO and paid media agencies to account with the rigour of an internal lead, not a passive budget holder. You will create content that lands with senior buyers - NHS clinical leads, local authority HR directors, chief constables - and you will build the reporting layer that gives leadership a clear, honest view of what is working and what isn't.

You will also be expected to show up on LinkedIn - not just manage a brand account, but build a credible personal presence that adds to the company's voice in market. And you will bring genuine curiosity about how AI can make marketing smarter, faster, and more efficient. Neither of these are afterthoughts. They matter to this business.

The specifics

Demand generation: Own end-to-end campaign planning, build, and execution across key verticals, including Healthcare, Police and Blue Light, Local Authorities, and Mid-Market Enterprise. Report on pipeline contribution, not vanity metrics.

HubSpot ownership: This is a priority of the role. Build and maintain workflows, lifecycle stages, lead routing, attribution reporting, segmentation, email nurture sequences, and commercial dashboards. You should be able to operate HubSpot without external support.

Agency management: Set strategy and targets for external SEO and paid advertising agencies (Google Ads and LinkedIn Ads primarily). Review performance with rigour. Hold them accountable to commercial outcomes.

Content and copy: Plan and deliver content across website, email, LinkedIn, and sales enablement. Adapt tone for very different audiences across regulated sectors. Write with authority and clarity.

Social media: Maintain a credible, consistent presence — LinkedIn first — that supports demand generation, amplifies customer stories, and builds genuine engagement. This includes your own professional profile, not just the company account.

Reporting and analytics: Build and own the marketing reporting layer. Channel mix, attribution, pipeline contribution, ROI. Use data to decide what happens next.

Thought leadership and events: Identify and engage industry voices, customers, and partners for webinars, roundtables, and events. Support and deliver event presence, including LT Show and sector-specific conferences.

AI and continuous improvement: Bring a genuine interest in how AI tools can drive efficiency and process improvement across the marketing function. Stay close to what is working in B2B SaaS and EdTech marketing and bring that thinking back to the team.

Who you are

• You have 5+ years of B2B marketing experience with a clear track record of running campaigns that generate a qualified pipeline. You are comfortable being measured on revenue contribution and ROI.
• You know HubSpot well - not surface-level well, but advanced workflows, lead scoring, lifecycle stages, and custom attribution well.
• You have managed external agencies and know the difference between reviewing their work and genuinely holding them to account.
• You can write. Properly. For very different audiences.
• You are genuinely comfortable with data and analytics. You enjoy the numbers as much as the creative.
• You understand what good LinkedIn looks like in a long, considered B2B sales cycle - and you practise what you preach on your own profile.
• You have worked in B2B SaaS, EdTech, HR Tech, GovTech, or a similarly regulated environment. You understand what it means to market to cautious, senior buyers in complex organisations.
• You are curious about AI and already using it to work smarter, not just talking about it.
• You are based within commuting distance of Swansea, Wales, and comfortable with a hybrid working pattern.

A note on the profile

We will be direct: this combination of skills - commercial demand generation, deep HubSpot operations, agency management, regulated sector experience, strong personal social presence, and genuine AI fluency - is rare. We know that. We are not expecting every box to be ticked perfectly.

If you read this and feel you are a strong match across most of it, we want to hear from you. If you are missing one or two elements but everything else fits, get in touch anyway. The right attitude, the right track record, and the right cultural fit will carry significant weight.

What we are not looking for is someone who needs the role explained to them, or who is looking for a quieter life after a busy agency stint. This is a building role in a business that is genuinely moving.

What's on offer

• Salary up to £50,000 depending on experience
• 25 days annual leave plus public holidays
• Salary sacrifice pension with employer contributions
• Hybrid working - regular Swansea office presence with flexibility to work from home
• Home office setup allowance
• Discounted local parking season tickets
• Real ownership and genuine scope to grow with the business

How to Apply

Please send a concise CV - two pages maximum. We are looking for clarity and relevance, not volume. If your CV runs longer, edit it down before applying. The ability to communicate clearly and efficiently is part of what this role requires.

Alongside your CV, please answer the following three questions. Keep each answer to a short paragraph. We are looking for specificity, not length.