Demand Marketing Manager

Demand Marketing Manager

Caseware is one of Canada's original Fintech companies, having led the global audit and accounting software industry for over 30 years, with more than 500,000 users across 130 countries and available in 16 different languages. While you might not have heard of us yet, over 36,000 accounting and audit professionals list Caseware as a skill on their LinkedIn profiles!

As the Demand Marketing Manager at Caseware, you’ll be responsible for designing and running targeted programmes that create demand, accelerate deals and convert interest into qualified pipeline. You’ll work closely with SDRs, Commercial and the wider Marketing team to plan and execute campaigns for both net-new and existing customers that drive real business growth. You’ll use a mix of tactics and help shape the UK strategy. The role requires someone who can think strategically, execute tactically and communicate clearly.

This is a full-time, permanent position. Location: This position is available to all applicants residing and eligible to work in UK. This role is hybrid and you would be required to work from our Maidstone, UK office 3x a week.

What you will be doing:

• Build, execute, measure and optimise multi-channel demand generation strategies to attract and convert qualified leads.
• Design campaigns targeted at both acquisition (new prospects) and expansion (existing customers) to support business growth.
• Leverage lead-nurturing, segmentation, and content strategies to create a thoughtful buyer’s journey and customer lifecycle.
• Collaborate with creative, product marketing and marketing operations to develop and execute programs that drive existing client pipeline.
• Own lead generation, nurture flows, and customer lifecycle marketing programs - be accountable for targets, learn from failures as well as successes and take responsibility to deliver results.
• Be a database marketing expert including finding ways to increase the size of our database and work with marketing operations to maintain the health of our database.
• Work closely with Sales to ensure alignment on target accounts, lead qualification criteria, and campaign performance feedback.
• Leverage data and marketing automation tools (e.g. HubSpot) to segment audiences, trigger personalised experiences, and work with Marketing Ops to track ROI.
• Collaborate with content and creative teams to develop compelling assets tailored to buyer personas and stages of the journey.
• Monitor campaign performance metrics, analyse results, and iterate to improve conversion rates and pipeline contribution. Be data-driven to make decisions on insights rather than assumptions.
• Identify new opportunities for pipeline acceleration and customer growth - continuously seek ways to improve processes and deliver more leads to the Sales team.

What you will bring:

• 3+ years demand generation experience, preferably in software/SaaS.
• Proven success in B2B demand generation and growth - able to analyse customer needs and develop targeted, strategic marketing approaches.
• Results-driven with experience reporting on pipeline, ROI, and key marketing KPIs.
• Excellent communication and stakeholder management skills, both written and verbal.
• Self-starter with a growth mindset, able to prioritise, adapt and act with urgency.
• Strong analytical skills to assess performance and interpret results.
• Excellent time management and organisational skills with experience managing multiple projects.
• Experience working in the accounting industry - Nice to have
• A degree or equivalent level of qualification, in Marketing - Nice to have

In the first 6 months:

• Have a deep understanding of target personas, Ideal Customer Profile, value propositions and the buyer journey/customer lifecycle stages.
• Audit current marketing programs to identify some quick wins and long-term improvements.
• Manage and execute the existing campaign plan for FY26, as well as establishing nurture tracks for both net-new leads and existing customers – improving engagement and conversions.
• Contribute to generating a measurable increase in marketing sourced and influenced pipeline.
• Work with the Marketing Ops team to set up clear performance dashboards.

In the first year:

• Drive a substantial increase in marketing sourced and influenced pipeline.
• Build and execute a repeatable campaign framework that drives consistent performance across acquisition and expansion efforts.
• Deliver a calendar of multi-channel campaigns aligned with business goals and product launches for FY27.
• Provide insights and recommendations to senior leadership on growth strategy and campaign performance.

What’s in it for you

• Innovation is at our core. We work with cutting-edge technology in accounting and financial reporting, constantly pushing the boundaries to create impactful software solutions.
• Collaborative culture where your ideas are valued and knowledge sharing is encouraged within a supportive, inclusive team.
• Work-life balance with flexible work options, remote opportunities, and generous time-off policies.
• Competitive compensation, including a competitive salary and comprehensive benefits such as health insurance and retirement plans.
• Impactful work where your contributions affect how clients manage financial processes and drive their success.
• Recognition and rewards through programs, performance bonuses, and opportunities for career growth.
• Global opportunities with international projects and a diverse, global team.

About Caseware:

Caseware is a Canada-based fintech company whose cutting-edge software products are designed for accounting firms, corporations, and governments. Our teams collaborate, innovate, and build on our existing suite of products with a customer-focused mindset to shape the future of audits, financial reporting, and financial data analytics. With investment from Hg Capital in 2020, Caseware is entering a major growth phase, doubling down on people and products. We value Many Voices, One Team and welcome candidates from all backgrounds. For accommodations or questions during the application process, please email talent@caseware.com.

Background Check

Any candidates successful in obtaining an offer will need to complete a background check through Certn.co, which typically includes Identity Verification and Criminal Record Check. Executives and Senior Managers will undergo a Soft Credit Check as well. Candidates residing in the Netherlands and Germany are excluded from background checks via Certn.co.

Security and Fraud

Caseware takes the security of candidates seriously. All legitimate communications will come from @caseware.com addresses. Open positions are listed on our website (https://jobs.lever.co/caseware). We will NEVER ask for payment or financial information. If you receive an unsolicited job offer, proceed with extreme caution.