Digital Marketing Manager - B2B SaaS

Digital Marketing Manager (B2B SaaS)

Location: Remote-first (Wales), with in-person time in Swansea for key moments

Salary: Up to £50,000 depending on experience

Type: Full-time, Permanent

Own the engine, not just the campaigns

Most marketing hires are brought in to run what's already there. This one is different: you're building the demand generation function itself, then running it.

The business operates a B2B SaaS platform at the intersection of learning, talent, and performance management, selling into NHS Trusts, UK police forces, local authorities, and mid-market enterprises. These are slow-trust, high-stakes buying environments - long sales cycles, cautious senior buyers, and a marketing function that has to earn credibility before it earns pipeline.

Growth here has outpaced the marketing function's ability to keep up. That's what this role fixes.

The shape of the job

You report directly to the Chief Commercial Officer. Marketing sits inside the commercial function, not off to the side of it - you'll be judged on pipeline contribution, not activity.

The CRM is yours to run, end to end: workflows, lifecycle stages, lead routing, attribution, segmentation, nurture sequences, dashboards - without leaning on external support to do it. Whether your background is HubSpot or Salesforce, what matters is that you've owned it properly, not just used it. You'll set the brief for external SEO and paid media agencies and hold them to commercial outcomes, not just deliverables. You'll write content that lands with clinical leads, HR directors, and chief constables - audiences that don't respond to generic B2B copy. And you'll build the reporting that gives leadership an honest, unfiltered view of what's working.

Two things matter here that don't always make it into a job spec: a real, credible LinkedIn presence - yours, not just the company's - and genuine curiosity about how AI can make the function faster and sharper. Both are part of the job, not extras.

Working pattern: this role is remote-first. In-person time is built around specific moments that actually benefit from a room - team days, quarterly planning, onboarding, campaign launches - rather than a fixed number of office days each week.

What you'll actually be doing

• Demand generation — planning, building, and running campaigns across Healthcare, Police and Blue Light, Local Authorities, and Mid-Market Enterprise, reported on pipeline contribution rather than vanity metrics.
• CRM ownership — the operational core of the role. Advanced workflows, lead scoring, lifecycle stages, custom attribution, in HubSpot or Salesforce.
• Agency management — setting strategy and targets for SEO and paid media (Google Ads, LinkedIn Ads), reviewing performance with real rigour.
• Content — website, email, LinkedIn, sales enablement, written for very different audiences across regulated sectors.
• Reporting — owning the marketing reporting layer: channel mix, attribution, pipeline contribution, ROI.
• Thought leadership — sourcing industry voices for webinars and events, including LT Show and sector conferences.
• AI fluency — using AI tools to make the function faster, not just talking about the idea of it.

Requirements

What we need from you

• 5+ years in B2B marketing with a track record of campaigns that generate qualified pipeline, and comfort being measured on revenue contribution.
• Deep CRM fluency in HubSpot or Salesforce - not surface-level, but advanced workflows, lead scoring, and custom attribution.
• Experience managing external agencies with genuine accountability, not just oversight.
• Strong writing, adaptable across very different senior audiences.
• Real comfort with data and analytics.
• A working understanding of what good LinkedIn looks like in a long B2B sales cycle — and a personal profile that reflects it.
• Background in B2B SaaS, EdTech, HR Tech, GovTech, or another regulated sector.
• Genuine, active use of AI tools in your current work.
• Able to get to Swansea for anchored in-person moments - a workable route in, not a fixed weekly commute.

On the profile we're looking for

This combination - commercial demand gen, deep CRM ownership, agency management, regulated-sector experience, a real personal presence, genuine AI fluency - is a rare mix, and we know it. We're not expecting a perfect match on every line.

If most of this sounds like you, get in touch even if one or two elements aren't fully there. Track record, attitude, and fit will carry real weight in how we assess applications.

This isn't the right move for someone looking for a quieter role after a demanding agency stint, or someone who needs the brief explained to them step by step. It's a building role, in a business that's actually building.

Benefits

On offer

• Salary up to £50,000, depending on experience
• 25 days annual leave plus public holidays
• Salary sacrifice pension with employer contributions
• Remote-first working, with travel support for anchored in-person days
• Home office setup allowance
• Real ownership, and genuine room to grow with the business

How to apply

Send a concise CV - ideally two pages maximum. We're looking for relevance and clarity, not volume.