Marketing Manager

Role Overview

• Pipeline Generation & Outbound Campaigns
• Campaign strategy: Develop and execute sector-targeted outbound campaigns for both Board Portal (mid-market sectors: Cajas Rurales, SGRs, business associations, professional colleges, sports federations, retail) and Presgo ESG (CSRD-obligated enterprises with 1,000+ employees).
• Email sequences: Brief, review, and approve multi-variant outbound sequences in HubSpot, segmented by sector and product. Ensure consistent messaging and competitive positioning against DiliTrust.
• Pipeline sourcing for Sales Lead: Specifically identify and qualify large opportunities (€20k+) for the Sales Lead’s pipeline. This is the critical marketing deliverable – without it, the 60/40 split makes her Spain pipeline unsustainable.
• Pipeline attribution: Track and report marketing-sourced and marketing-influenced pipeline in HubSpot. Monthly reporting on outbound performance, meeting generation, and pipeline value.
• Competitive Positioning & Sales Enablement
• Competitive collateral: Develop and maintain sales enablement materials including certification one-pagers (highlighting Convene’s ISO 22301 and CMMI Level 5 advantage over DiliTrust), differentiator guides, and product one-pagers for both Board Portal and Presgo.
• Case studies: Produce Spanish-language case studies from reference customers (banking, retail, associations), structured for both sales use and AI search discoverability.
• Buyer’s guide: Create and maintain a gated buyer’s guide for board portal selection, positioned as a lead generation asset.
• GEO & Digital Marketing (AI Search Visibility)
• GEO strategy ownership: Own and execute the Generative Engine Optimisation programme for Spain. Ensure Convene is the most-cited board portal provider in Spanish AI search results (ChatGPT, Perplexity, Gemini).
• Content production: Brief freelance specialists to produce GEO-optimised pillar pages, sector landing pages, and comparison content in Spanish. Focus on certification territories where DiliTrust cannot compete (ISO 22301, CMMI Level 5).
• AI visibility tracking: Implement and monitor AI search citation tracking. Establish baselines and report quarterly on citation rates and brand mentions.
• LinkedIn campaigns: Manage paid LinkedIn campaigns targeting board secretaries and governance officers (BP) and CFOs/sustainability officers (ESG). Maintain organic content calendar (3x/week) and ghost-write personal profile content for the sales team.
• SEM: Set up and manage Google Ads campaigns for Spanish governance search terms.
• Associations, Events & Market Presence
• Association partnerships: Own relationships with ASES (Asociación de Secretarios de Entidades Españolas) and IC-A (Instituto de Consejeros-Administradores). Develop sponsorship proposals, co-branded content, and event participation plans.
• Roundtable events: Plan and execute 4–6 governance roundtable events per year across Madrid and Barcelona. Manage venue selection, speaker relationships, invitation sequences, and post-event follow-up.
• Conference attendance: Identify and attend 3–4 sector-specific conferences per year (banking, governance, retail). Secure speaker slots where possible.
• Chamber of Commerce: Manage memberships with Barcelona and Madrid Chambers of Commerce for networking and credibility.
• Database Management & HubSpot
• Target database: Build and maintain a 500+ company database in HubSpot, segmented by sector, territory (North/South), product fit (BP/ESG/both), and deal size. Oversee contact enrichment for key decision-makers.
• GDPR compliance: Ensure all outbound activity is GDPR-compliant with documented legitimate interest basis. Maintain opt-out records and compliance documentation.
• Workflow management: Set up and optimise HubSpot workflows for outbound sequences, nurture campaigns, and event follow-up.
• Website & Content Localisation
• Spanish web presence: Oversee Spanish-language pages on azeusconvene.es for both products. Ensure pages are optimised for both traditional SEO and AI search (GEO), with appropriate schema markup.
• Content localisation: Adapt global Convene and Presgo marketing materials for the Spanish market. Ensure cultural relevance and alignment with local competitive positioning.
• Resource & Budget Management
• Budget ownership: Manage the €36,000 annual marketing budget across association sponsorships, events, digital advertising, GEO content, and collateral production.
• External resource management: Brief, manage, and quality-control freelance specialists (Spanish copywriters, GEO content producers, graphic designers, digital PR) and coordinate with remote marketing operations support for database building, scheduling, and basic reporting.
• Reporting: Deliver monthly marketing performance reports covering pipeline attribution, outbound metrics, GEO progress, and budget spend. Present quarterly to CEO.
• Collaboration & Communication
• Sales alignment: Weekly sync with the Spain sales team to review pipeline, identify deals requiring marketing support, and flag large opportunities for the Sales Lead.
• UK marketing: Fortnightly alignment with the Head of Marketing (UK) on global campaigns, content sharing, and campaign learnings.
• Customer Success: Coordinate with CS for case study access, Presgo cross-sell qualification, and reference customer management.

Requirements

• 5+ years of B2B marketing experience with clear ownership of pipeline generation.
• Proven experience in the Spanish market, with understanding of business culture and regulatory dynamics.
• Track record of delivering measurable multi-channel campaigns tied to revenue outcomes.
• Hands-on experience with HubSpot or equivalent marketing automation platforms.
• Experience managing freelancers, agencies, and distributed stakeholders.
• Strategic mindset with ruthless prioritisation skills.
• Native Spanish and professional English proficiency.
• Ability to work autonomously in a hybrid/remote environment with UK-based stakeholders.
• Experience in SaaS, governance, compliance, or ESG is highly desirable.

Benefits

• True ownership of Spain market growth.
• Strategic, high-visibility role with international exposure.
• Hybrid working model based in Madrid with travel across Spain (6–10 trips/year) and occasional UK visits.
• Competitive salary and benefits aligned with Spanish labour law.