Intelligent People

Demand Generation Manager recruitment

If you are seeking a career as a Demand Generation Manager, or looking to hire a candidate for this role, this comprehensive guide will provide you with the essential information you need.

We cover everything from the key responsibilities of a Demand Generation Manager, the required skills, salary expectations and what employers are looking for today. 

If you’re an employer looking to recruit a Demand Generation Manager, please see our marketing recruitment page. If you need to hire and would like our services, contact us today.

Speak to us about your hiring needs

What is a Demand Generation Manager?

A Demand Generation Manager is an increasingly sought after and crucial role, with companies needing skilled professionals to lead demand generation efforts and drive growth in competitive markets.  This role is responsible for creating and executing campaigns that generate awareness, engagement, and demand for a company’s products or services. By developing effective marketing strategies, they attract high-quality leads and guide prospects through the buyer’s journey, helping to build a sustainable sales pipeline.

Main objectives for a Demand Generation Manager

The main goal of a Demand Generation Manager is to generate and nurture leads that convert into revenue. Here’s a closer look at their key objectives:

  • Lead Generation – Create high-impact campaigns to attract qualified leads.
  • Conversion Optimisation – Refine marketing strategies to improve lead-to-customer conversion rates.
  • Revenue Growth – Drive activities that contribute directly to the company’s revenue targets.
  • Brand Awareness – Strengthen the brand’s presence within target markets through online and offline channels.

Demand Generation Manager's responsibilities

  • Developing and executing strategies to generate leads.
  • Managing budgets for campaigns and optimising performance.
  • Analysing data to track campaign effectiveness and ROI.
  • Collaborating across departments to support sales and content marketing efforts.
  • Using CRM tools and analytics software to track customer engagement.

Skills needed for a Demand Generation Manager

To excel in demand generation, candidates need a combination of analytical and creative skills:

Marketing strategy & analytics

Ability to design and assess the effectiveness of campaigns.

Content marketing & SEO

Skills in creating and optimising content to attract and engage leads.

Data analysis & reporting

Proficiency in interpreting campaign performance metrics.

CRM and marketing automation tools

Familiarity with platforms like HubSpot, Marketo, or Salesforce.

Communication & collaboration

Strong communication skills to work effectively with sales and marketing teams.

Upload my CV

Demand Generation Manager Salary Expectations

It is expected in today’s market that the salary for an experienced professional Demand Generation Manager would be in the region of £60,000 – £70,000 per year.

This figure can be influenced by location, experience and the industry concerned. If you can evidence a proven track record of successful achievement over the years, this can enhance the package being offered. Equally, the overall salary package can include equity, pensions, health care and other benefits.

Read our guide:
Digital Marketing salary 2025

Get the guide

Education and qualifications required for Demand Generation Managers

To become a Demand Generation Manager, most employers will expect candidates to have:

  • Bachelor’s degree: Typically in marketing, business or a related field.
  • Professional certifications: Relevant certifications can be beneficial, such as:
  • Experience: Typically, most Demand Generation Managers will have 3-5 years’ experience in demand generation or a similar marketing role.
Upload my CV

Career path for Demand Generation Managers

The demand generation field offers excellent growth opportunities. Entry-level roles in digital or inbound marketing can lead to Demand Generation Manager roles, with potential career progression towards:

Specialising in areas like data analytics or SEO can further enhance career prospects.

Demand Generation Manager job description

Here is a typical job description for a Demand Generation Manager:

Overview:

As a Demand Generation Manager, you will develop and execute comprehensive demand generation strategies aimed at attracting and engaging potential customers, driving awareness, and increasing conversions. Working closely with the marketing and sales teams, you will build high-impact campaigns across multiple channels, including email, social media, paid media, and webinars, to support the company’s revenue goals.

Key Responsibilities:

Campaign strategy & execution:

Plan, execute, and manage multi-channel campaigns aimed at generating demand and nurturing leads through the marketing funnel.

Lead generation & nurturing:

Develop and optimise lead generation programs to grow the marketing database and nurture prospects into qualified leads.

Collaboration with sales:
Work closely with the sales team to align on target audience, messaging, and lead handoff processes, ensuring high-quality leads and conversion rates.

Content creation & distribution:

Partner with content and creative teams to develop engaging and relevant content, including whitepapers, eBooks, infographics, and email campaigns.

Analytics & reporting:

Track and report on the performance of demand generation campaigns, using tools such as Google Analytics, CRM, and marketing automation platforms to refine and improve strategies.

Paid media management:

Oversee paid media campaigns, including search engine marketing (SEM), social media advertising, and other paid channels.

SEO & website optimisation:

Collaborate with the digital marketing team to enhance SEO and ensure the website effectively supports demand generation goals.

Event marketing:

Coordinate and promote virtual and in-person events, including webinars, trade shows, and conferences, to drive lead acquisition and brand awareness.

Key skills & qualifications:

  • Educational background: Bachelor’s degree in Marketing, Business, or a related field (Master’s preferred).
  • Experience: 3-5 years of experience in demand generation, B2B marketing, or a similar role, ideally within a fast-paced environment.
  • Technical proficiency: Proficient with CRM (e.g., Salesforce), marketing automation platforms (e.g., HubSpot, Marketo), Google Analytics, and other demand generation tools.
  • Analytical skills: Strong data analysis and interpretation skills, with an ability to use insights to guide decision-making and campaign optimization.
  • Project management: Exceptional organisational skills with experience managing multiple projects, timelines, and stakeholders.
  • Creativity & initiative: Innovative mindset with a proactive approach to identifying new opportunities for generating demand and driving engagement.
  • Communication: Excellent written and verbal communication skills, with a strong ability to create compelling messaging for diverse audiences.

Salary and benefits:

Competitive salary package, including performance-related bonuses.

Flexible working hours and remote work options.

Professional development and training opportunities.

Comprehensive benefits package, including healthcare and pension.

This job description is crafted to appeal to candidates with strong marketing acumen and technical expertise who thrive in dynamic, data-driven environments.

Demand Generation Manager interview questions

Preparing for an interview? Here are some commonly asked questions for Demand Generation Manager candidates:

  • Experience-based: “Tell us about a campaign you successfully managed. What strategies did you use?”
  • Skills-based: “How do you measure the success of a demand generation campaign?”
  • Situational: “How would you approach a drop in lead volume?”

These questions help recruiters assess whether the candidate can bring both creativity and results-driven strategy to the role.

Speak to us about your hiring needs

Demand Generation Manager FAQs

What does a demand generation manager do?
A Demand Generation Manager develops and executes demand generation strategies to drive awareness, engagement and revenue for a business. This includes planning and managing marketing campaigns across various marketing channels, such as email marketing, social media and paid advertising, to create demand for products or services. They analyse marketing data to refine their approach, ensuring that marketing tactics are both efficient and effective. By leveraging integrated marketing strategies, a Demand Generation Manager ensures a cohesive brand presence and maximises the impact of campaigns across all platforms.
Is demand generation the same as lead generation?
Not quite. While they overlap, demand generation is broader, covering the entire process of creating awareness and engagement, while lead generation focuses specifically on capturing contact details of potential customers.
What’s the typical career path for a Demand Generation Manager?
Career progression can lead to senior positions like Head of Demand Generation, with pathways to broader marketing leadership roles such as Marketing Director, Chief Digital Officer and Chief Marketing Officer.
How does demand generation contribute to revenue?
By nurturing leads and guiding them through the sales funnel, demand generation helps increase conversions and, ultimately, boosts revenue.
What is demand generation marketing and how does a demand generation manager’s job contribute to it?
Demand generation marketing focuses on creating awareness, interest and engagement with a brand to drive leads and revenue. A demand generation manager is responsible for developing and implementing effective demand generation strategies that align with business goals. This role involves creating targeted campaigns, nurturing leads and collaborating closely with the VP of Marketing to ensure consistent growth marketing efforts. Demand gen managers play a critical part in ensuring that marketing initiatives convert prospects into loyal customers.
How can demand generation campaigns help businesses achieve their growth goals?
Demand generation campaigns are designed to attract, engage and convert high-quality leads into sales, contributing significantly to a business’s growth. The role of a demand generation manager is to craft these campaigns strategically, ensuring they resonate with the target audience and generate measurable results. By focusing on effective demand generation techniques, a demand gen manager will work to optimise campaigns, nurture leads and drive both short-term wins and long-term success in leads and revenue.