Arcadis
Global Lead Lifecycle & Conversion Manager
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Arcadis is the world's leading company delivering sustainable design, engineering, and consultancy solutions for natural and built assets.
We are more than 34,000 people, in over 30 countries, dedicated to improving quality of life. Everyone has an important role to play. With the power of many curious minds, together we can solve the world’s most complex challenges and deliver more impact together.
Role description:
The Global Lead Lifecycle & Conversion Manager is responsible for managing and optimising the end-to-end lead lifecycle, from initial engagement through to lead qualification, nurture and conversion. The role sits at the intersection of Marketing, Sales, Operations and Technology, ensuring that lead management frameworks, nurture programmes and conversion processes drive measurable commercial outcomes.
Working closely with Demand Generation, Sales, Key Account Leadership, Sales and Marketing Operations and Digital Experience teams, this role will establish scalable processes, improve pipeline velocity and maximise the conversion of marketing-generated leads into sales opportunities.
Role accountabilities:
Individual accountabilities
Lead Lifecycle Strategy & Management
- Own and continuously evolve the organisation’s lead lifecycle framework.
- Define and implement lead management processes, governance and best practices.
- Develop and maintain audience segmentation and lead scoring models.
- Design and oversee nurture strategies and automated engagement journeys.
- Ensure lifecycle activities remain aligned to organisational objectives and revenue targets.
- Monitor lifecycle performance and identify opportunities to improve lead progression and conversion.
Funnel Performance & Optimisation
- In close partnership with Demand Generation teams, design and manage progressive lead nurture programmes to accelerate movement through the funnel.
- Analyse lead capture, flow, funnel performance and conversion rates to identify optimisation opportunities.
- Apply buyer intent insights to identify high-propensity accounts and contacts, calibrate nurture journeys and prioritise follow-up actions with Sales.
- Use customer, behavioural and buyer intent data, including engagement signals, content interactions and buying-stage indicators, to improve lead qualification, prioritisation and nurture relevance.
- Optimise lead routing, scoring and qualification criteria to ensure high-quality leads are delivered to Sales.
- Drive continuous testing and process improvement across lifecycle programmes.
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Lead Tracking, Analytics & Reporting
- Partner with Sales and Operations teams to ensure accurate lead tracking, attribution and reporting.
- Monitor key performance indicators and provide actionable insights related to buyer intent and engagement signals to stakeholders.
- Drive collaboration across Demand Generation, Digital Experience, and Operations teams to establish reporting frameworks that provide visibility of lead performance from acquisition through to opportunity creation.
- Ensure lead tracking, reporting and data enrichment activities follow agreed data governance standards, consent management requirements and privacy obligations.
- Use data and analytics to influence strategic decisions and investment priorities.
Key shared accountabilities
Sales Alignment & Collaboration
- Build strong partnerships with Sales teams to streamline processes and increase pipeline velocity.
- Define and maintain service level agreements (SLAs) between Marketing and Sales as part of the Sales and Marketing Engine ways of working.
- Drive alignment on lead definitions, scoring frameworks and qualification criteria.
- Facilitate regular reviews of funnel performance and pipeline progression.
- Collaborate with stakeholders to ensure effective handoff, follow-up and conversion processes.
- Partner with Sales & Marketing Operations to drive lead management training, user adoption and education across Sales and Marketing communities.
- Partner with Sales & Marketing Operations and Technology teams to optimise and mature the Oracle-based lead management technology solution, improving lead tracking, data enrichment, automation, routing and compliant data management.
Qualifications & Experience:
- 6–8+ years' experience in Demand Generation, Lifecycle Marketing, Marketing Operations, Sales Operations or a related growth function.
- Proven experience managing lead lifecycle strategies, nurture programs and conversion optimization initiatives.
- Demonstrated experience using data and analytics to improve marketing and sales performance.
- Strong understanding of lead management frameworks, funnel management and CRM processes.
- Experience working closely with both marketing and sales teams in a complex organization.
- Bachelor's degree in Marketing, Business Development or a related discipline.
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Preferred experience:
- Experience with marketing automation and CRM platforms (Oracle CX including Eloqua and Oracle Sales Cloud).
- Experience using buyer intent, behavioral engagement or account-level signal data to inform lead scoring, nurture strategies, and pipeline velocity activities.
- Hands-on experience with Oracle BI and Power BI for lead lifecycle reporting, funnel analytics and performance dashboarding.
- Knowledge of attribution modelling, lead scoring methodologies and customer journey orchestration.
- Experience implementing process improvements in a B2B environment.
- Familiarity with account-based marketing and account-led pipeline management practices.
Why Arcadis?
We can only achieve our goals when everyone is empowered to be their best. We believe everyone's contribution matters. It’s why we are pioneering a skills-based approach, where you can harness your unique experience and expertise to carve your career path and maximize the impact we can make together.
You’ll do meaningful work, and no matter what role, you’ll be helping to deliver sustainable solutions for a more prosperous planet. Make your mark, on your career, your colleagues, your clients, your life and the world around you.
Together, we can create a lasting legacy.
Join Arcadis. Create a Legacy.
Our Commitment to Equality, Diversity, Inclusion & Belonging
We want you to be able to bring your best self to work every day, which is why we take equality and inclusion seriously and hold ourselves to account for our actions. Our ambition is to be an employer of choice and provide a great place to work for all our people.
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