Head of Demand Generation and Growth

📌 Core Information

🔹 Job Title: Head of Demand Generation and Growth

🔹 Company: PeopleCert

🔹 Location: Athens, Greece

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 29, 2025

🔹 Experience Level: 12+ years

🔹 Remote Status: On-site (Athens, Greece)

🚀 Job Overview

Key aspects of this role include:

• Strategic leadership of Demand Generation and Growth team
• Defining and executing comprehensive demand generation strategies
• Driving product campaigns and go-to-market plans
• Collaborating with cross-functional teams to optimize performance
• Building and engaging customer communities at scale

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of B2B marketing to drive growth and impact across multiple channels.

📋 Key Responsibilities

✅ Lead the Demand Generation and Growth team, including Product Marketing, Marketing Communications, and Community Management

✅ Define and execute a comprehensive demand generation strategy to drive awareness, consideration, and conversion across channels

✅ Own the product marketing competence, including messaging, positioning, competitive insights, and go-to-market planning

✅ Lead marketing communications and content marketing strategy & planning

✅ Develop and scale a strong B2B community that engages customers, nurtures advocates, and reinforces brand loyalty

✅ Partner closely with sales, product, and digital experience teams to drive demand generation and growth

✅ Monitor key performance metrics across the marketing funnel, continuously optimizing for ROI and pipeline impact

ASSUMPTION: This role involves a high level of strategic thinking, cross-functional collaboration, and data-driven decision making to maximize marketing impact and drive business growth.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing, Communications, or a related field; A Master’s degree in a relevant field will be considered as an asset.

Experience: 12+ years of experience in B2B marketing, with a focus on Marketing Communications, Product Marketing, and growth. Global experience across different markets will be considered an advantage.

Required Skills:

• Proven leadership experience managing and scaling high-performing, cross-functional marketing teams
• Deep understanding of the B2B buyer journey, sales cycle, and marketing/sales alignment
• Excellent knowledge of English (C2 level certification desired, LanguageCert C2 LTE or C2 IESOL certificate would be a plus). Extra languages desired.
• Advanced computer literacy is required. ECDL Advance level certification is desirable.
• Exceptional communication skills and the ability to distill complex ideas into clear, insight-led, compelling narratives
• Experience in building, engaging, and activating customer communities at scale

Preferred Skills:

• Experience with SELT (Secure English Language Tests) services
• Familiarity with the assessment and certification industry

ASSUMPTION: Candidates with a strong background in B2B marketing, proven leadership experience, and a data-driven approach will be most successful in this role.

💰 Compensation & Benefits

Salary Range: €70,000 - €90,000 per year (based on industry standards for a senior marketing role in Athens, Greece)

Benefits:

• Competitive remuneration package
• Two free vouchers for all certifications from PeopleCert's Portfolio per year for all employees
• Huge learning experience in using best practices and global environment
• Constant personal and professional development

Working Hours: Full-time, 40 hours per week

ASSUMPTION: The salary range is estimated based on market research and may vary depending on the candidate's experience and qualifications. Benefits are subject to change and may be confirmed during the interview process.

📌 Applicant Insights

🔍 Company Context

Industry: Education Administration Programs. PeopleCert is a global leader in assessment and certification of professional skills, partnering with multi-national organizations and government bodies for the development & delivery of standardized exams.

Company Size: 1,001-5,000 employees. PeopleCert offers a dynamic and agile work environment with a culture of diversity.

Founded: 2000. PeopleCert has been operating for over two decades, providing professional certifications in various fields.

Company Description:

• PeopleCert delivers exams across 200 countries and in 25 languages over its state-of-the-art assessment technology
• The company enables professionals to boost their careers and realize their life ambitions
• PeopleCert's core values are Quality, Innovation, Passion, and Integrity

Company Specialties:

• Certification
• Examinations
• Online Proctored Exams
• e-Certificate
• and Technology

Company Website: https://www.peoplecert.org/

ASSUMPTION: PeopleCert's global presence and diverse portfolio of certifications offer unique opportunities for professional growth and development.

📊 Role Analysis

Career Level: Senior Management. This role reports directly to the Chief Marketing Officer and oversees multiple marketing functions.

Reporting Structure: The Head of Demand Generation and Growth will lead the Demand Generation and Growth team, collaborating with sales, product, and digital experience teams.

Work Arrangement: On-site in Athens, Greece. Remote work may be considered for specific arrangements.

Growth Opportunities:

• Potential to expand the team and take on additional responsibilities as the company grows
• Opportunities to work on international projects and gain global experience
• Access to continuous learning and development through PeopleCert's certifications

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a substantial impact on the company's marketing efforts and overall business growth.

🌍 Location & Work Environment

Office Type: Corporate office in Athens, Greece

Office Location(s): Korai, 3, Athens, 10564, GR

Geographic Context:

• Athens offers a vibrant cultural scene, rich history, and a Mediterranean climate
• The office is located in the city center, with easy access to public transportation
• Greece is a member of the European Union, offering opportunities for international collaboration

Work Schedule: Standard office hours, with flexibility for remote work arrangements

ASSUMPTION: Working in Athens provides a unique blend of cultural experiences and professional opportunities, with a dynamic and diverse work environment at PeopleCert.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the HR department
• In-depth interviews with the hiring manager and relevant team members
• Final interview with the Chief Marketing Officer

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Communication and presentation skills
• Understanding of B2B marketing and demand generation strategies

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your past achievements in demand generation, product marketing, and community management
• Research PeopleCert's certifications and industry to demonstrate your understanding of the company and its offerings

ATS Keywords: Demand Generation, Product Marketing, Marketing Communications, Community Management, B2B Marketing, Sales Alignment, Content Marketing, Leadership, Performance Optimization, Customer Engagement, Brand Loyalty, Communication Skills, Market Insights, Strategic Planning, Cross-Functional Team Management, Digital Experience

ASSUMPTION: PeopleCert's interview process is designed to assess candidates' strategic thinking, leadership skills, and cultural fit, with a focus on finding the best fit for the company and the role.

🛠️ Tools & Technologies

• Marketo
• Salesforce
• HubSpot
• Google Analytics
• Microsoft Office Suite

ASSUMPTION: Familiarity with these tools is preferred, but not required. Candidates should be willing to learn and adapt to new technologies as needed.

👔 Cultural Fit Considerations

Company Values:

• Quality
• Innovation
• Passion
• Integrity

Work Style:

• Collaborative and cross-functional
• Data-driven and results-oriented
• Agile and adaptable
• Customer-focused

Self-Assessment Questions:

• How do you embody PeopleCert's core values in your daily work?
• Can you provide an example of a time when you drove growth through strategic marketing initiatives?
• How do you approach building and engaging customer communities at scale?

ASSUMPTION: PeopleCert values candidates who align with their core values and can demonstrate a strong work ethic, strategic mindset, and customer focus.

⚠️ Potential Challenges

• Managing a team across multiple time zones and cultures
• Balancing short-term priorities with long-term strategic goals
• Adapting to a dynamic and evolving business environment
• Ensuring consistent and high-quality communication across multiple channels

ASSUMPTION: These challenges can be overcome through strong leadership, effective communication, and a data-driven approach to decision making.

📈 Similar Roles Comparison

• Unlike other demand generation roles, this position requires a strong focus on product marketing and community management
• PeopleCert's global presence and diverse portfolio of certifications offer unique opportunities for professional growth and development
• This role offers significant growth potential, with opportunities to expand the team and take on additional responsibilities as the company grows

ASSUMPTION: This role is unique in its combination of demand generation, product marketing, and community management responsibilities, offering a broad scope of impact and growth opportunities.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new certification program
• Building and engaging a global community of IT professionals around a new technology standard
• Analyzing market trends and competitive landscapes to inform product positioning and messaging

ASSUMPTION: These sample projects illustrate the strategic and cross-functional nature of the Head of Demand Generation and Growth role at PeopleCert.

❓ Key Questions to Ask During Interview

• How does this role fit into the company's overall growth strategy?
• What are the biggest challenges facing the Demand Generation and Growth team currently?
• How does PeopleCert support the professional development of its employees?
• What are the key priorities for this role in the first 90 days?
• How does PeopleCert measure the success of its demand generation efforts?

ASSUMPTION: These questions demonstrate a candidate's interest in the company's growth, the team's challenges, and their own professional development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your past achievements in demand generation, product marketing, and community management
• Research PeopleCert's certifications and industry to demonstrate your understanding of the company and its offerings
• Follow up with the HR department one week after submission to confirm receipt of your application

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