Senior Campaign Manager – ABM

 About the candidate  

Etain is a highly motivated and results-driven Marketing specialist with 10+ years’ experience driving revenue and pipeline growth across UK and global markets. Proven expertise in ABM, digital marketing, brand development, content strategy, and team leadership. Adept at leveraging automation and AI tools to achieve organisational success.

Skills 

• Digital Marketing Strategy
• Account Based Marketing (ABM)
• Email Campaign strategy
• AI-lead marketing initiatives
• SEO / SEM / PPC
• CRM & Automation
• B2B Lead Generation
• Content & Brand Strategy
• Team Leadership & Development
• Budget Management
• Performance Analytics
• Stakeholder Engagement
• Brand Development & Stewardship
• Breaking silos/collaboration

 

Software Tools

• Adobe Creative Cloud
• Demandbase
• Salesforce
• Canva
• Scenario
• Zoho CRM
• Zoho Campaigns
• Mailerlite
• Midjourney
• Act-On (automation)
• Dotmailer
• Monday.com
• Campaign Monitor
• ChatGPT
• Google Analytics
• HTML
• WordPress
• Craft CMS
• Google ads
• GoToWebinar,
• ZoomInfo
• Sales Navigator
• Lusha
• Cognism
• LinkedIn paid ads
• HubSpo
• Wix
• Squarespace
• Meta ads
• SEMRush
• Ahrefs
• Moz (SEO)

 Experience 

• • Head of marketing for organisation, driving brand visibility, market expansion, and strategic growth
    initiatives across UK and US markets.
  • Developed and delivered integrated, multi-channel, high-impact demand generation/ABM campaigns
    working cross-functionally to identify TAM and ICPs across the UK.
  • Developed audience segmentation and tailored annual campaigns, events and ad hoc ABM initiatives
    for each audience.
  • Used performance analytics to evaluate campaign effectiveness across channels, delivering data-driven
    insights to maximise ROI.
  • Served on senior management team, delivering key marketing performance insights to the board.
  • Designed and delivered an interim rebrand strategy to support the company’s acquisition and post merger integration.
  • Introduced new marketing platforms and workflow improvements, working with channel partners to
    maximise ROI.
  • Planned and executed integrated, multi-channel marketing campaigns to support Sales targets.
  • Collaborated with and reported to the Managing Director, to define marketing strategy, demand
    generation programmes, and long-term commercial planning.
  • Managed the annual marketing budget and content calendar, ensuring alignment with business goals
    and measurable outcomes.
  • Developed and managed entire social media strategy, content planning and execution, to drive brand
    engagement and audience growth.
  • Developed and implemented a business event strategy, including industry conferences and networking
    initiatives to support pipeline development.
  • Leveraged AI platforms to streamline and support marketing content and design processes.
  • Led the end-to-end brand marketing function from start-up, to scale-up and acquisition by a FTSE 100
    company (Experian).
  • Collaborated closely with Sales/Product Marketing on campaign and sales enablement collateral.
  • Designed and deployed automated complex email nurturing programmes: workflows and landing
    pages incorporating audience segmentation, A/B testing, and progressive profiling to enhance MQL
    quality and conversion.
  • Applied data-driven insights to inform content development and optimise user journeys.
    Managed the entire marketing budget, ensuring cost-effective allocation and measurable ROI.
  • Executed comprehensive SEO research and strategies to improve organic visibility, adapting
    messaging to align with evolving product USPs.
  • Developed and optimised PPC initiatives across Google and LinkedIn sponsored ads.
  • Built and managed multi-level KPI prospect and account dashboards in Salesforce, aligning with Sales’
    targets and KPIs to be delivered in leadership meetings.
  • Extensive stakeholder management, including agencies, vendors, consultants, designers, press, and
    professional bodies.
  • Directed content marketing initiatives and annual content calendar, producing thought leadership,
    web, social and third-party content.
  • Managed the content, structure, UX and performance of both company websites to support
    acquisition and engagement goals.
  • Developed and led a robust social media strategy to elevate brand presence and drive follower growth
    across all platforms.
  • Owned the full marketing lifecycle for the Payroll Services Summit – the industry’s largest event –
    delivering record attendance and enhanced brand visibility.
  • Produced, promoted and delivered live webinars with sector professionals to support pipeline
    generation and top-of-funnel brand positioning.
  • Worked with Product Manager on persona and competitive research/sales enablement collateral.
  • Developed client retention strategy via newsletters, early adopter product features, focus groups, etc.
  • Responsible for all lead generation efforts, working with Product Manager to develop compelling
    value-add content and collateral to drive awareness, engagement, conversion.