Marketing Manager, Demand Generation

Marketing Manager, Demand Generation

Avery Dennison Corporation is a global materials science and digital identification solutions company. We are Making Possible products and solutions that help advance the industries we serve, providing branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. We design and develop labeling and functional materials, radio frequency identification (RFID) inlays and tags, software applications that connect the physical and digital, and offerings that enhance branded packaging and carry or display information that improves the customer experience.

We are seeking an experienced and strategic demand generation-focused Marketing Manager, who is ready to make a significant impact on a leading global brand, fueling growth of the Vestcom and Food segments within Avery Dennison's Solutions Group. The Marketing Manager, Demand Generation is responsible for designing, executing and optimizing targeted global campaigns that drive awareness, generate high-quality leads, nurturing them through to conversion.

In this role you will be a key player in driving our commercial objectives by developing and executing marketing campaigns that accelerate sales of our innovative B2B solutions, including RFID-based intelligent labeling and in-store media. The ideal candidate will have digital marketing and demand generation experience, be entrepreneurial at heart, and balance creative ideas with data-grounded strategies. This role reports into the Senior Marketing Manager, Vestcom & Food, partnering closely across the Vestcom, Food and broader Solutions Group global marketing teams.

The Marketing Manager, Demand Generation role encompasses a wide range of creative strategy, marketing automation orchestration and analytics-driven campaign optimization. You will bring a client-centric mindset to everything you do, helping drive awareness and demand to support commercial growth.

Responsibilities

Strategy & Campaign Execution : Contribute to the overall demand generation strategy aligned with key business objectives and wider business strategy. Develop and execute targeted demand generation campaigns across multiple channels including email, digital display, and social media.

Content Marketing : Develop a robust content marketing strategy and library (e.g., case studies, white papers, infographics) to support demand generation campaigns and fuel inbound leads.

Marketing Automation : Serve as the subject matter expert for our marketing automation platform (Oracle Eloqua). Partner with sales ops, IT, and commercial teams to ensure seamless integration with our CRM and effective lead management.

Analytics & Optimization : Develop measurement dashboards, analyzing data and key metrics to optimize campaign effectiveness and ROI. Track and apply A / B testing outcomes to optimize campaign performance in real-time.

Audience & Persona Development : Gain a deep understanding of our target clients, including retailers and CPG manufacturers. Map the buyer's journey and develop personas to drive prospects through the sales funnel effectively.

Cross-Functional Collaboration : Collaborate closely across global commercial, creative and digital marketing teams, as well as external vendors to share and execute campaigns effectively.

Budget Management : Plan and manage the demand generation budget, partnering with operations to reconcile actuals vs. targets and adjust quarterly forecasts.

Required :

Bachelor's Degree (or equivalent) in Marketing, Advertising, Business, or a related field.

A minimum of 3 years of B2B marketing experience, with a proven track record in developing and executing successful demand generation campaigns.

Deep expertise with marketing automation platforms is required.

Demonstrated ability to set up and utilize data analysis tools; fluency in Google Analytics and LinkedIn Advertising platform.

Exceptional written and verbal communication skills, comfortable with ad and short-form copywriting.

Proven experience working closely with a sales organization to align on lead management processes.

Preferred :

Hands-on experience with Oracle Eloqua is highly preferred.

Experience with Account-Based Marketing (ABM) strategies and tactics.

Experience in a technology, SaaS, or solutions-based company.

Knowledge of the retail industry, specifically within grocery, drug & dollar channels, consumer packaged goods (CPG), or retail media is a significant plus.

Who you are :

A Self-Starter : You are an innovator with the ability to create, communicate, and deploy strategies fluidly, even under tight timelines and budget

Data-Driven : You lean on metrics and analytics to make informed decisions and continuously improve performance.

Collaborative : You excel at engaging with cross-functional teams, especially sales, to understand their needs and build strategies that drive collective success.

Client-Centric : You approach every project with the customer's perspective in mind, aiming to solve their challenges and communicate value.

Agile & Adaptable : You are an effective problem-solver with the awareness and willingness to pivot strategies as needed.

Organized : You can successfully manage multiple concurrent projects across various timelines, budgets, and approval requirements.