Demand Generation Manager, ANZ

📌 Core Information

🔹 Job Title: Demand Generation Manager, ANZ

🔹 Company: GBG

🔹 Location: Melbourne, Victoria, Australia

🔹 Job Type: Full-time, Hybrid (On-site)

🔹 Category: Marketing

🔹 Date Posted: May 16, 2025

🔹 Experience Level: Mid-Senior level (5-10 years)

🔹 Remote Status: On-site with hybrid flexibility

🚀 Job Overview

Key aspects of this role include:

• Developing and implementing demand generation strategies and integrated campaigns to generate high-quality leads and drive customer acquisition for identity fraud solutions in Australia and New Zealand.
• Collaborating cross-functionally with sales, marketing, and product teams to support revenue growth and achieve business objectives.
• Creating and managing campaign content, including emails, landing pages, blogs, and thought leadership articles, to ensure messaging consistency and accuracy.
• Analyzing campaign performance and applying data-driven optimizations to enhance future campaign effectiveness.
• Managing relationships with external agencies, vendors, and partners to support demand generation initiatives.

ASSUMPTION: This role requires a strong understanding of B2B demand generation, lead nurturing, and conversion rates, with experience in a SaaS or tech environment preferred.

📋 Key Responsibilities

✅ Lead the development and implementation of demand generation strategies and integrated campaigns to generate leads, nurture prospects, manage lead scoring, and drive customer acquisition.

✅ Work closely with sales on strategy, sales plans, and campaigns to support revenue and new sales targets.

✅ Drive the development and execution of retention campaigns to maintain the existing customer base.

✅ Collaborate with the UK marketing team to support the execution of multi-channel campaigns, including email marketing, content marketing, social media, paid advertising, SEO, and SEM.

✅ Create and manage campaign content, including emails, landing pages, blogs, website content, thought leadership articles, whitepapers, guides, case studies, webinar content, and explainer videos.

✅ Lead the development of experiments and tests for marketing channels to test incrementality and channel purpose to inform future investment strategies.

✅ Make data-driven decisions to enhance future campaign effectiveness.

✅ Work closely with the Marketing Operations Manager, ANZ, to monitor and report on key performance metrics for all campaigns, analyze campaign performance, and provide valuable insights to stakeholders through comprehensive campaign reporting.

✅ Manage relationships with external agencies, vendors, and partners to support demand generation initiatives.

✅ Collaborate with local sales, pre-sales, and product teams to support the development and design of effective campaigns across all marketing channels.

ASSUMPTION: This role requires a high level of collaboration and cross-functional teamwork to ensure effective lead handoff and nurturing, driving measurable marketing demand and achieving business objectives.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field.

Experience: 5-10 years of experience in B2B demand generation, campaign management, or field marketing, ideally in a SaaS or tech environment.

Required Skills:

• Proven success designing and executing multi-channel marketing campaigns that drive qualified leads and pipeline.
• Strong content development skills, with the ability to write and edit persuasive, well-structured marketing content for both online and offline assets, aligned with brand tone and business goals.
• Experienced with marketing automation platforms such as HubSpot (or equivalent) to plan and schedule email marketing campaigns.
• Proficient in using Google Analytics and campaign analytics like Power BI.
• Experience managing CMS platforms and familiar with CRM systems such as Microsoft D365.
• Proven experience in SEO and SEM, and social media (LinkedIn) to optimize campaigns.
• Analytical, data-driven mindset with the ability to interpret complex data and derive actionable insights, and act on performance metrics.
• Excellent problem-solving abilities, critical thinking, and a proactive approach to optimizing campaign performance.
• Strong project management skills with the ability to handle multiple campaigns simultaneously.
• Exceptional communication skills, both written and verbal, with the ability to collaborate effectively at all levels.

Preferred Skills:

• Experience working in the identity fraud, RegTech, or Fintech industries.
• Fluency in multiple languages, with a focus on English and either Mandarin or Cantonese.

ASSUMPTION: Candidates with experience in the identity fraud, RegTech, or Fintech industries may have a competitive advantage in understanding the nuances of this role and its target audience.

💰 Compensation & Benefits

Salary Range: Based on experience and market rates, the estimated salary range for this role in Melbourne is AU$120,000 - AU$160,000 per annum.

Benefits:

• Competitive benefits package, including health insurance, superannuation, and employee assistance programs.
• Flexible working arrangements, with a hybrid on-site/remote work model.
• Opportunities for professional development and career growth within the organization.
• An inclusive and collaborative work environment that values diversity and empowers employees.

Working Hours: Full-time, with standard business hours (Monday to Friday, 9:00 AM to 5:00 PM AEST) and flexibility for hybrid work arrangements.

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications. Benefits may be subject to change and are based on the company's current offerings.

📌 Applicant Insights

🔍 Company Context

Industry: GBG operates in the IT Services and IT Consulting industry, focusing on identity data, identity verification, location intelligence, and fraud detection solutions.

Company Size: GBG has 1,001-5,000 employees globally, with a presence in multiple countries, including Australia, the United Kingdom, and the United States. This size allows for ample opportunities for collaboration and growth within the organization.

Founded: GBG was founded in 1989 and has since grown to become a leading expert in global identity and location tech, enabling safe and rewarding digital lives for genuine people worldwide.

Company Description:

• GBG is the leading expert in global identity and location tech, enabling safe and rewarding digital lives for genuine people, everywhere.
• The company combines global data with innovative technology to ensure that genuine people everywhere can digitally prove who they are and where they live.
• GBG protects against digital crime, strengthens business resilience, and drives responsible growth, at scale, across a diverse range of sectors.

Company Specialties:

• Identity data
• Identity verification
• Location Intelligence
• Fraud detection
• Document validation
• Employee background screening
• KYC
• AML
• Age verification
• Identity fraud
• Address validation
• Trace and investigate
• Application fraud
• PEPs and Sanctions checks
• Customer registration
• Criminal record checks
• ID verification
• ID scanning
• Data quality
• Fraud management
• Contact validation

Company Website: https://www.gbg.com/

ASSUMPTION: GBG's extensive experience and global presence make it a well-established and reputable organization in the identity and location tech industry.

📊 Role Analysis

Career Level: This role is at the mid-senior level, requiring a proven track record in demand generation, campaign management, and cross-functional collaboration.

Reporting Structure: The Demand Generation Manager, ANZ, will report directly to the Head of Marketing, APAC IDF and work closely with regional sales, marketing, and product teams.

Work Arrangement: This role follows a hybrid work arrangement, with a combination of on-site and remote work, allowing for flexibility and a better work-life balance.

Growth Opportunities:

• Progression to a senior or management role within the marketing department or related functions.
• Expansion of responsibilities to cover additional regions or product lines within the organization.
• Development of skills and expertise in areas such as data analysis, marketing automation, or content strategy.

ASSUMPTION: GBG's global presence and diverse product offerings provide ample opportunities for career growth and development within the organization.

🌍 Location & Work Environment

Office Type: GBG's Melbourne office is a modern, collaborative workspace designed to foster innovation and creativity.

Office Location(s): Level 4 / 360 Collins St, Melbourne, Victoria 3000, Australia

Geographic Context:

• Melbourne is the second-most populous city in Australia, with a vibrant culture, diverse communities, and a strong economy.
• The city is known for its arts, sports, and education sectors, providing ample opportunities for personal and professional growth.
• Melbourne has a temperate oceanic climate, with mild winters and warm summers, making it an attractive place to live and work.

Work Schedule: The standard work schedule for this role is Monday to Friday, 9:00 AM to 5:00 PM AEST, with flexibility for hybrid work arrangements.

ASSUMPTION: The Melbourne office provides a collaborative and inclusive work environment that supports the success of its employees.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the company's careers portal.
• Phone or video screening with the Talent Attraction team to discuss the role and assess cultural fit.
• In-depth interviews with the hiring manager and relevant team members to evaluate skills, experience, and alignment with the company's values.
• Final interviews or assessments, as required, to ensure the best fit for the role and the organization.

Key Assessment Areas:

• Strategic thinking and planning for demand generation campaigns.
• Cross-functional collaboration and communication skills.
• Analytical and data-driven mindset, with the ability to interpret complex data and derive actionable insights.
• Cultural fit and alignment with GBG's values and mission.

Application Tips:

• Tailor your resume and cover letter to highlight relevant skills, experience, and achievements that demonstrate your fit for this role.
• Prepare for behavioral and situational interview questions that focus on your problem-solving abilities, critical thinking, and campaign management experience.
• Research GBG's products, services, and industry to show your enthusiasm and understanding of the company and its mission.

ATS Keywords: B2B demand generation, campaign management, lead nurturing, content development, marketing automation, Google Analytics, SEO, SEM, data-driven decision making, project management, communication skills, problem-solving, critical thinking

ASSUMPTION: GBG's interview process is designed to assess candidates' skills, experience, and cultural fit, ensuring the best possible match for the role and the organization.

🛠️ Tools & Technologies

• HubSpot (or equivalent) marketing automation platform
• Google Analytics
• Power BI or other campaign analytics tools
• Microsoft D365 CRM
• Content management systems (CMS)
• SEO and SEM tools (e.g., Google Search Console, Google Ads, SEMrush, Ahrefs)
• Social media management platforms (e.g., Hootsuite, Buffer)

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are integral to the day-to-day responsibilities and campaign management processes.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric: We put our customers at the heart of everything we do.
• Innovative: We continuously seek new ways to improve and grow.
• Collaborative: We work together to achieve our goals and support each other's success.
• Integrity: We act with honesty and transparency in all our interactions.
• Respect: We value and celebrate the diversity of our people and our customers.

Work Style:

• Data-driven: We make informed decisions based on data and insights.
• Agile: We adapt quickly to change and embrace new opportunities.
• Inclusive: We foster an environment where everyone feels valued and empowered to contribute.
• Accountable: We take ownership of our responsibilities and deliver on our commitments.

Self-Assessment Questions:

• How do you align with GBG's customer-centric value, and how have you demonstrated this in your previous roles?
• Describe a time when you had to adapt quickly to change or a new opportunity. How did you approach this situation, and what was the outcome?
• How do you ensure that your work style is inclusive and supportive of a diverse team, and can you provide an example of this in action?

ASSUMPTION: GBG's cultural fit considerations focus on finding candidates who align with the company's values and work style, fostering a collaborative and inclusive work environment.

⚠️ Potential Challenges

• Managing multiple campaigns simultaneously, requiring strong project management skills and the ability to prioritize effectively.
• Working with cross-functional teams and stakeholders, necessitating excellent communication and collaboration skills to ensure effective lead handoff and nurturing.
• Keeping up-to-date with industry trends and best practices in demand generation and marketing automation, requiring continuous learning and professional development.
• Adapting to a hybrid work arrangement, balancing on-site and remote work effectively.

ASSUMPTION: These challenges are inherent to the role and require a proactive, adaptable, and collaborative approach to ensure success.

📈 Similar Roles Comparison

• Compared to related roles, such as Field Marketing Manager or Campaign Manager, this role places a stronger emphasis on demand generation strategies and integrated campaigns, with a focus on customer acquisition and retention.
• In the identity fraud and RegTech industries, this role requires a deep understanding of the target audience and their unique needs, as well as the ability to tailor campaigns to specific verticals and market segments.
• Career progression in this role may lead to senior or management positions within the marketing department or related functions, with opportunities for expansion of responsibilities or geographic focus.

ASSUMPTION: Understanding the unique aspects of this role and its industry context is crucial for candidates to tailor their applications and interviews effectively.

📝 Sample Projects

• Developing and executing a multi-channel campaign to generate leads and drive customer acquisition for GBG's identity fraud solutions in the financial services sector, targeting C-level executives and decision-makers.
• Creating and managing a series of thought leadership articles, whitepapers, and webinars to establish GBG as a thought leader in the identity fraud and RegTech industries, focusing on trends, best practices, and industry-specific insights.
• Collaborating with the local sales team to develop and implement a targeted account-based marketing (ABM) strategy, focusing on high-potential customers and key verticals to drive revenue growth and market share.

ASSUMPTION: These sample projects demonstrate the range of responsibilities and initiatives that the Demand Generation Manager, ANZ, may undertake to drive customer acquisition, retention, and revenue growth for GBG's identity fraud solutions.

❓ Key Questions to Ask During Interview

• Can you describe the current demand generation strategies and campaigns for GBG's identity fraud solutions in the ANZ region, and how this role will contribute to their evolution and optimization?
• How does the marketing team collaborate with the sales team to ensure effective lead handoff and nurturing, driving measurable marketing demand and achieving business objectives?
• What are the key priorities for the first 90 days in this role, and how can I best support the team and the organization in achieving these goals?
• How does GBG support the professional development and career growth of its employees, particularly in the marketing department and related functions?
• What are the most challenging aspects of working in a hybrid environment, and how does GBG foster a collaborative and inclusive work culture to address these challenges?

ASSUMPTION: Asking these questions demonstrates a proactive and engaged approach to understanding the role, the team, and the organization, setting candidates up for success in the interview process and beyond.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Workable application portal.
• Tailor your resume and cover letter to highlight relevant skills, experience, and achievements that demonstrate your fit for this role.
• Prepare for behavioral and situational interview questions that focus on your problem-solving abilities, critical thinking, and campaign management experience.
• Research GBG's products, services, and industry to show your enthusiasm and understanding of the company and its mission.
• Follow up with the Talent Attraction team one week after submitting your application to inquire about the status of your application and express your continued interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.