Demand Generation Manager - AI & DA

Job Description: We believe in bold ideas, diverse perspectives, and the drive to transform knowledge into impact. Here, your curiosity fuels progress, your voice shapes innovation, and your ambition helps redefine what’s possible within science and learning. We are a culture that obsesses over impact, challenges, and drives what’s next to power infinite possibilities for our customers, colleagues and society at large. About the Role: The Demand Generation Manager will drive new pipelines through always-on, multi-channel demand generation programs targeting new logos, new verticals, and new domain segments across AI, Analytics and Data solution portfolio. The role owns top-of-funnel acquisition, MQLs (value), and pipeline coverage in tight alignment with Wiley's commercial sales teams — directly supporting revenue targets. Key Responsibilities Demand Generation & Campaign Execution Owns always-on, multi-channel demand generation programs across focused on building a proactive, planned pipeline model Develops full-funnel campaign architecture with clear channel strategy across email, paid social (LinkedIn), content syndication, webinar, and events Builds and maintains 3x pipeline coverage models per sub- with a mathematical breakdown of MQL volume required at each stage Creates a intent-led, persona-specific campaigns; ensures all campaigns drive MQLs Audience & Persona Targeting Leads ICP definition and audience identification for each sub-segment Targets audiences using B2B segmentation by job title, domain, and intent signals Works with enrichment tools to build and qualify net new contact universe Sales Alignment Defines MQL criteria in partnership with sales leadership, grounded in business math (pipeline targets, conversion rates, deal size) — not benchmarks alone Builds closed-loop feedback process between sales and marketing on lead quality, ensuring campaigns are calibrated to buyer intent Attends regular MBR/QBR sessions with commercial teams to review marketing-influenced pipeline Content & Messaging Localises and executes Wiley's three core commercial narratives for demand gen purposes — ensuring outcome-based, CMO-level messaging. Briefs and deploys 90%-ready assets from Content Marketing team, adapting for specific campaign context Ensures campaign messaging is consistent across paid, email, social, and events Marketing Technology & Reporting Leverages internal data sources to create a single source of truth for pipeline attribution to inform, guide and build data-driven outcome marketing Delivers weekly/monthly performance reports to commercial and marketing leadership covering MQL volume, pipeline influence, cost-per-MQL, and channel ROI Qualifications Bachelor's or Master's degree in Marketing, Business, or related field 5+ years B2B demand generation experience, ideally in data, SaaS, or professional services Proven track record building pipeline from net new segments — and has directly shown revenue contribution through marketing Experience working in or alongside a sales organisation with joint KPIs and pipeline accountability Hands-on experience with: Salesforce (required), ZoomInfo, Power BI, LinkedIn Campaign Manager, marketing automation platforms (Marketo/HubSpot equivalent), Google Analytics Skills Commercial acumen first — able to connect campaign activity directly to pipeline and revenue; fluent in business math (TAM, pipeline coverage ratios, conversion rates) Outcome-based thinking — focuses on buyer results and business impact, not platform features or content volume Proactive, not reactive — builds forward-looking campaign plans; does not wait for sales to brief marketing Data-driven — adapts quickly based on performance signals; comfortable with attribution models and funnel analytics Cross-functional collaboration — works effectively with Sales, Revenue Ops, Content Marketing, Product Marketing, and external agencies without creating dependencies or bottlenecks AI tool literacy — comfortable adopting AI tools for campaign optimisation, lead scoring, and content personalisation Strong written and verbal communication — able to brief creative teams, present to commercial leadership, and write compelling campaign copy for C level audiences We power infinite possibilities. For more than 200 years, we've transformed knowledge into discoveries that shape the world. Today, our global team of innovators, creators, and experts is driving what's next in science, education, and publishing—creating impact that reaches everywhere. We're not just observers of progress. We're the ones accelerating scientific breakthroughs, advancing learning, and sparking innovation that redefines entire fields and improves lives. Here, your talent matters. Your ideas have room to grow. And your work creates breakthroughs that can change everything. Wiley is an equal opportunity/affirmative action employer. We evaluate all qualified applicants and treat all qualified applicants and employees without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, disability, protected veteran status, genetic information, or based on any individual's status in any group or class protected by applicable federal, state or local laws. Wiley is also committed to providing reasonable accommodation to applicants and employees with disabilities. Applicants who require accommodation to participate in the job application process may contact tasupport@wiley.com for assistance. We are proud that our workplace promotes continual learning and internal mobility. Our values support courageous teammates, needle movers, and learning champions all while striving to support the health and well-being of all employees. We offer meeting-free Friday afternoons allowing more time for heads down work and professional development, and through a robust body of employee programing we facilitate a wide range of opportunities to foster community, learn, and grow. We are committed to fair, transparent pay, and we strive to provide competitive compensation in addition to a comprehensive benefits package. The range below represents Wiley's good faith and reasonable estimate of the base pay for this role at the time of posting roles either in the United Kingdom, Canada or USA. It is anticipated that most qualified candidates will fall within the range, however the ultimate salary offered for this role may be higher or lower and will be set based on a variety of non-discriminatory factors, including but not limited to, geographic location, skills, and competencies. When applying, please attach your resume/CV to be considered. Salary Range: 44,800 GBP to 64,133 GBP #LI-AW1 If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us! Introduce yourself to our recruiters and we'll get in touch if there's a role that seems like a good match. We're a forward-thinking organization dedicated to innovation and growth. Our success is built on the diverse talents and perspectives of our team members, who work together to solve complex challenges and create meaningful impact. We foster a culture of continuous learning, collaboration, and professional development. Applicants who have any questions about the job application process may contact Talent Acquisition Support for assistance.