Demand Generation Manager - AI & DA

Job Description We believe in bold ideas, diverse perspectives, and the drive to transform knowledge into impact. Here, your curiosity fuels progress, your voice shapes innovation, and your ambition helps redefine what’s possible within science and learning. We are a culture that obsesses over impact, challenges, and drives what’s next to power infinite possibilities for our customers, colleagues and society at large.

About The Role The Demand Generation Manager will drive new pipelines through always-on, multi-channel demand generation programs targeting new logos, new verticals, and new domain segments across AI, Analytics and Data solution portfolio. The role owns top-of-funnel acquisition, MQLs (value), and pipeline coverage in tight alignment with Wiley’s commercial sales teams — directly supporting revenue targets.

Key Responsibilities Demand Generation & Campaign Execution

• Owns always-on, multi-channel demand generation programs across focused on building a proactive, planned pipeline model
• Develops full-funnel campaign architecture with clear channel strategy across email, paid social (LinkedIn), content syndication, webinar, and events
• Builds and maintains 3x pipeline coverage models per sub- with a mathematical breakdown of MQL volume required at each stage
• Creates a intent-led, persona-specific campaigns; ensures all campaigns drive MQLs
• Audience & Persona Targeting
• Leads ICP definition and audience identification for each sub-segment
• Targets audiences using B2B segmentation by job title, domain, and intent signals
• Works with enrichment tools to build and qualify net new contact universe

Sales Alignment

• Defines MQL criteria in partnership with sales leadership, grounded in business math (pipeline targets, conversion rates, deal size) — not benchmarks alone
• Builds closed-loop feedback process between sales and marketing on lead quality, ensuring campaigns are calibrated to buyer intent
• Attends regular MBR/QBR sessions with commercial teams to review marketing-influenced pipeline

Content & Messaging

• Localises and executes Wiley’s three core commercial narratives for demand gen purposes — ensuring outcome-based, CMO-level messaging.
• Briefs and deploys 90%-ready assets from Content Marketing team, adapting for specific campaign context
• Ensures campaign messaging is consistent across paid, email, social, and events

Marketing Technology & Reporting

• Leverages internal data sources to create a single source of truth for pipeline attribution to inform, guide and build data-driven outcome marketing
• Delivers weekly/monthly performance reports to commercial and marketing leadership covering MQL volume, pipeline influence, cost-per-MQL, and channel ROI

Qualifications

• Bachelor’s or Master’s degree in Marketing, Business, or related field
• 5+ years B2B demand generation experience, ideally in data, SaaS, or professional services
• Proven track record building pipeline from net new segments — and has directly shown revenue contribution through marketing
• Experience working in or alongside a sales organisation with joint KPIs and pipeline accountability
• Hands-on experience with: Salesforce (required), ZoomInfo, Power BI, LinkedIn Campaign Manager, marketing automation platforms (Marketo/HubSpot equivalent), Google Analytics

Skills

• Commercial acumen first — able to connect campaign activity directly to pipeline and revenue; fluent in business math (TAM, pipeline coverage ratios, conversion rates)
• Outcome-based thinking — focuses on buyer results and business impact, not platform features or content volume
• Proactive, not reactive — builds forward-looking campaign plans; does not wait for sales to brief marketing
• Data-driven — adapts quickly based on performance signals; comfortable with attribution models and funnel analytics
• Cross-functional collaboration — works effectively with Sales, Revenue Ops, Content Marketing, Product Marketing, and external agencies without creating dependencies or bottlenecks
• AI tool literacy — comfortable adopting AI tools for campaign optimisation, lead scoring, and content personalisation
• Strong written and verbal communication — able to brief creative teams, present to commercial leadership, and write compelling campaign copy for C level audiences

We power infinite possibilities. For more than 200 years, we’ve transformed knowledge into discoveries that shape the world. Today,…