Manager, Campaigns and Lifecycle Marketing

Manager, Campaigns and Lifecycle Marketing 

About  

The GLG Marketing team shapes GLG’s brand and promotes our products to diverse audiences, including clients in financial services, professional services, and corporate sectors. Our global team of strategists, storytellers, and relationship builders delivers targeted messaging across multiple channels. 

Job Description 

The Manager, Campaigns and Lifecycle Marketing will own GLG’s lead and client journeys end to end. You will design and execute sophisticated multi-channel campaigns, orchestrate lifecycle programs across acquisition, nurture, conversion, onboarding and re-engagement, and continuously optimize experiences using data and testing. You will be the connective tissue between Marketing, and Sales/CS to improve lead quality, routing and velocity, and to drive measurable pipeline and revenue impact.

This role blends audience strategy, analytics and MarTech excellence, with hands-on ownership in Marketo and strong partnership in Salesforce. You will mentor teammates, set best practices and raise the bar on operational excellence. This role reports to the Campaign Management Team Leader. 

Specific responsibilities include but are not limited to: 

• Own and optimize GLG’s B2B lead and client lifecycle for financial services and professional services firms—from first touch through expansion. This includes mapping customer journeys and defining tailored contact strategies across prospects, active clients, and dormant accounts.
• Drive the development and execution of global, product, and brand campaigns across email, web, paid social, search, and events—in close partnership with Business Unit and Regional Marketers—to ensure alignment with overall growth objectives.
• Build and maintain scalable lifecycle programmes in Marketo, including onboarding, multi-stage nurture, re-engagement and upsell or cross-sell.
• Define and manage lead scoring and grading models, lead-to-account matching, and routing rules with clear SLAs in partnership with BU Marketers/Sales/CS.
• Drive advanced audience segmentation and personalization using firmographic, behavioural and intent signals suitable for complex buying committees.
• Partner with ABM practitioners to activate account-centric plays for priority segments and regions.
• Present clear performance narratives to senior leaders, translating data into insights and actions.
• Establish experimentation frameworks, including A/B and multivariate testing across message, offer, timing and channel mix.
• Define and socialize campaign and lifecycle best practices, playbooks and QA standards; mentor and upskill team members.
• Ensure data quality, compliance and preference management across regions, including GDPR, PECR and CAN-SPAM in consultation with Legal and Compliance.

Requirements:   

• Bachelor’s degree in Marketing, Business, Engineering or related field. A focus in Data, Analytics or Programming is a strong plus.
• 5+ years in B2B marketing, campaign or lifecycle management within complex, long sales-cycle environments. Experience with professional services, financial services or enterprise B2B is preferred.
• Hands-on expertise in Marketo for build and operations of scalable lifecycle and campaign programmes. Marketo certification is a plus.
• Strong Salesforce familiarity for lead management, routing and reporting.
• Proven experience with audience segmentation, personalization and intent-informed targeting.
• Demonstrated ownership of lead scoring, grading and handoff processes, including SLAs with Sales.
• Analytical proficiency using marketing and revenue analytics or attribution tools, with the ability to turn insights into clear recommendations.
• Experience with ABM concepts and coordinating account-level plays.
• Excellent stakeholder management and communication skills, including presenting to senior executives.
• Track record of mentoring others and establishing operational best practices.
• Working knowledge of regional email and data privacy regulations and deliverability best practices.