The Role:

We are looking for a Senior Demand Generation Manager in our Cologne office to lead demand generation strategy, campaign planning, ABM execution, and pipeline creation for the DACH Enterprise and Mid-Market segments.

This role is highly cross-functional. You will work closely with DACH SDRs, AEs, Sales Leadership, RevOps, Paid Media, Content, PMM, Web, and Brand to build integrated programs that create, accelerate, and convert pipeline across priority accounts.

The ideal candidate has strong B2B SaaS demand generation experience, a clear understanding of ABM, and the ability to turn DACH GTM priorities into focused campaigns for larger, higher-value accounts.

Responsibilities:

DACH Enterprise & Mid-Market Demand Generation

• Own and evolve demand generation strategy for DACH Enterprise and Mid-Market segments.
• Build integrated campaigns across ABM, paid media, 1P events, webinars, content, email, direct mail, and outbound support.
• Translate DACH GTM priorities into clear campaign plans aligned to ICPs, personas, buying stages, and pipeline goals.
• Define programs for priority Enterprise and Mid-Market accounts, industries, buyer groups, and use cases.
• Identify growth opportunities across DACH accounts, verticals, regions, and channels.
• Balance scalable demand creation with focused account-based activity.

ABM, Sales Alignment & Pipeline Creation

• Work tightly with DACH SDRs and AEs to align campaigns to target accounts, outbound plays, pipeline gaps, and live opportunities.
• Build ABM plays for priority Enterprise and Mid-Market accounts, including messaging, offers, events, sales enablement, and account progression.
• Partner with DACH Sales Leadership to forecast, track, and optimise pipeline coverage.
• Ensure campaigns support both new pipeline creation and pipeline acceleration.
• Gather feedback from SDRs and AEs to improve targeting, messaging, lead quality, and conversion.
• Create clear campaign briefs, talk tracks, and follow-up motions that sales teams can use effectively.

Campaign Planning & Execution

• Plan, launch, and optimise multi-channel demand generation campaigns for the DACH Enterprise and Mid-Market audience.
• Coordinate with Paid Media, Content, PMM, Web, Brand, and Events to deliver joined-up programs.
• Own campaign objectives, audience strategy, channel mix, budget, timelines, and success metrics.
• Ensure messaging, creative, and offers are relevant to senior buyers, buying committees, and account needs.
• Support campaign execution without being the sole owner of every channel.
• Manage performance against MQL, SQL, pipeline, revenue, and account engagement targets.

Budget, Reporting & Optimisation

• Own DACH Enterprise and Mid-Market demand generation budget allocation across relevant campaigns and programs.
• Track spend, performance, ROI, CAC efficiency, pipeline contribution, and account engagement.
• Analyse campaign and funnel performance to identify what is working, what is not, and what needs to change.
• Partner with RevOps to ensure campaign tracking, attribution, CRM data, and reporting are accurate.
• Build regular reporting that connects DACH activity to pipeline and revenue outcomes.
• Use performance data to improve targeting, messaging, channel mix, conversion rates, and sales follow-up.

Cross-Functional Collaboration

• Partner with PMM to shape messaging, personas, positioning, and DACH campaign narratives.
• Work with Content and Brand to develop relevant assets, thought leadership, and campaign creative.
• Partner with Paid Media and Web teams to improve acquisition, landing pages, conversion paths, and campaign journeys.
• Work with RevOps to improve attribution, reporting, lead management, and funnel visibility.
• Act as a strategic partner to Marketing and DACH Sales stakeholders.

Requirements  

• 5–7 years’ experience in demand generation, growth marketing, or B2B marketing, preferably in SaaS or technology.
• Proven experience building and running multi-channel demand generation campaigns for Enterprise and/or Mid-Market audiences.
• Strong understanding of ABM, including target account planning, sales alignment, campaign orchestration, and account progression.
• Proven experience working closely with SDRs, AEs, Sales Leadership, RevOps, and Marketing teams.
• Track record of driving qualified pipeline and revenue impact through demand generation activity.
• Experience managing campaign budgets and optimising spend based on performance.
• Strong understanding of channels such as paid media, events, webinars, email, content, direct mail, outbound support, and ABM.