Director of Digital Demand Generation

Location UK-London | UK-London | IE-Dublin
Job ID
Marketing/Public Relations/Creative Design
Position Type


The Director of Digital Demand Generation leads a team of digital specialists to deliver demand generation capabilities to campaign groups across our marketing teams that are accountable for generating pipeline and revenue for small, medium and large business.


This position sits within our shared services function within Field Marketing and leverages our global teams across demand, brand, digital, social and corp comms to deliver end-to-end campaigns in market.

The purpose of the Director of Digital Demand Generation is to:


  • Work closely with each of the field marketing teams in region and Worldwide Field Marketing Shared Services to support the localisation, optimisation and execution of demand creation programmes in market.
  • Bring together Conversion Rate Optimisation, Content and Social Media Marketing expertise & resource to deliver cohesive, multi-faceted support on campaign delivery in market across solutions and market segments in a repeatable, consistent manner.
  • Integrate closely and leverage resource and best and strategic insights of the Field Marketing Shared Services Team, and represent specific market / region requirements.
  • Optimise and execute measurable demand creation programs that drive revenue through direct and indirect sales teams.
  • Work with product/solution marketing to establish a campaign framework based on the local market priorities.
  • Interlock with regional field sales leadership to ensure agreement on priorities, adjusting as required by changing market conditions and emerging opportunities.
  • Work with Web site resources to ensure that inbound traffic can be converted into known leads through a best-in-class Web experience.
  • Implement testing methodologies to enhance the demand creation process, including response and conversion rates and multivariate testing.
  • Define the end-to-end lead management process in conjunction with sales operations and marketing operations, including lead capture, nurturing via portfolio marketing, and service-level agreements (lead definitions, lead acceptance/rejection reasons and disqualification reasons that feed into appropriate nurture streams when applicable).
  • Forecast, measure, analyze and report on the impact of demand creation activities on sales pipeline, revenue and sales cycle length.
  • Evaluate, select and manage outside vendors that contribute to demand creation programs including direct marketing agencies, search engine optimization (SEO) experts, designers, copywriters, email providers and list brokers.
  • Juggle multiple projects in a dynamic, high-pressure environment
  • Manage and adhere to budget
  • The Director of Digital Demand Generation is accountable for the alignment, coherence, power and performance of all always-on PDE’s (Perpetual Demand Engines) in region, to ensure that the markets meet or exceed their business goals.
  • This person will represent and advocate the voice of the customer and the needs of the market within the worldwide field marketing organisation.


  • Directly accountable for the implementation, execution, optimisation, and prioritization of all category campaigns.
  • Directly accountable for new logo growth driven through marketing demand generation programs as well as all end results & sales performance for Sage One and Sage Live (# of customer adds & ACV).
  • Bringing into market best practice and insights from the Field Marketing Shared Services organisation
  • Marketing-attributed leads and revenues in each category.
  • Alignment, coherence, power and performance of all demand generation marketing activities in region as evidenced by the region meeting or exceed its marketing goals
  • Sage’s demand marketing strategy & plan, including compelling business cases, based on facts and insights, that lead to decisions on the truly “big actions” that result in Sage taking a distinctive market position and disproportionate value share
  • Development and implementation of leading practices in the planning and execution of demand generation activities and marketing programs
  • Speed to market for marketing plans and programs, being the end-to-end timeline for development, planning, execution and measurement
  • A marketing culture of unparalleled ambition, exceptional performance, and commercial, fact-based rigour in the application of business resources to market opportunities
  • Representation and advocacy of the voice of the customer within region and also of the customer to the wider field marketing shared service.
  • Development and maintenance of the consolidated rolling 18-month region marketing plan, continuously applying and integrating the latest facts, insights, analytics and trends to yield a plan of marketing programs and actions that can be confidently relied upon to deliver and exceed the marketing goals and targets
  • The organisational effectiveness of demand marketing, in working seamlessly at pace with Sales and the CMO functions to drive frictionless demand generation
  • Demand marketing performance management, taking actions to both accelerate areas of performance above plan, and “course correct” negative deviations from plan
  • As a member of the Regional Field Marketing leadership team, accountable for leading, motivating and inspiring colleagues to achieve outstanding performance on every key measure, in accordance with Sage’s leadership standards


Skills, know-how and experience:

Must have:


  • 10 or more years of b-to-b demand creation experience through integrated campaigns (ideally based on Eloqua, Salesforce, and digital marketing technologies)
  • Five or more years of b-to-b digital/inbound marketing including Web and content marketing, ability to leverage social media to seed demand, search engine optimization/search engine marketing (SEO/SEM), association marketing and content syndication.
  • Marketing automation, Web content management, Web analytics and business intelligence (reporting and analysis tools)
  • Building and managing a shared demand waterfall with sales
  • Proven record of supporting sales to meet or exceed pipeline and revenue targets
  • Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation and spoken formats to a variety of audiences.
  • Demonstrated strong listening, information gathering and empathy skills for uncovering and defining deliverables, needs and outcomes.
  • Experience creating and implementing proven successful, seeding, demand creation, lead nurturing and pipeline acceleration programs.
  • Team player with cross-functional project leadership skills
  • Demonstrated skills in positioning and differentiating products and services
  • Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements
  • History of budget management


Company Information

Our Story

Sage is the market leader for integrated accounting, payroll and payment systems, supporting the ambition of the world’s entrepreneurs.


Like many of the businesses we serve, Sage began as a small business and has grown beyond what seemed imaginable. Today over 13000 colleagues now support millions of entrepreneurs across 23 countries as they power the global economy.


It is these entrepreneurs who are the drivers of prosperity and it’s our privilege and honour to serve them. We take real pride from how many of our customers have flourished and, that our products have grown with them as they moved from start-up to successful, international businesses.

In a world where only the voices of the biggest are heard, we will always fight to hear the voice of the entrepreneur.


An innovator today and tomorrow


Our smart people use the smartest technology to reinvent and simplify business accounting - working with a thriving community of entrepreneurs, business owners, tradespeople, accountants, partners and developers. 


We enable our customers to focus on their business and help them to leapfrog to the future.


Inventing the future


We are changing the way that millions of businesses track the movement of money through their business. We are also changing the way we do business. And as a FTSE 100 business we believe in a socially-responsible world and we are active in supporting our local communities and invest in making a real difference through the philanthropy of the Sage Foundation. Our Sage Foundation is based on the 2+2+2 model - 2% of free cash flow, 2% of colleagues' time and up to 2 free products each year to charitable organizations. Colleagues are empowered to give to the causes that matter to them.

Our customers make life-sacrifices. They take risks to follow their dreams and pursue their passions and, on this, global prosperity is built. They deserve a bigger voice and we will always work hard to champion this noble cause.


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