Demand Generation Manager Barcelona, Spain

Flowable is a leading provider of intelligent process and case automation solutions, trusted by global enterprises to power mission-critical business operations.

With our next-generation Agentic Case Platform, we orchestrate people, systems, and AI to deliver real business outcomes – faster, smarter, and with greater agility.

You will own Flowable’s demand generation system end-to-end: strategy, infrastructure, execution, and measurement. This is not a campaign management role; you are building the engine that connects marketing activity directly to pipeline and revenue, with the authority and visibility to do it.

You will report to the VP Marketing and work closely with Sales leadership, agency partners, and a marketing team focused on signal quality and commercial outcomes.

What you'll be doing:

Own the Demand Generation System

• Build and run Flowable's global demand generation engine: campaign planning, audience strategy, channel mix, and budget allocation — with a clear line to pipeline, not just leads.

• Design and operate end-to-end nurture programs in Salesforce/Pardot, including persona-based segmentation, automated workflows, and buyer-journey sequencing.

• Kill random acts of marketing: every campaign runs against a defined audience, business challenge, and measurable outcome.

Drive ABM & Sales Alignment

• Scale our ABM program with Sales on account selection, sequencing, and follow-through.

• Co-own the Funnel Council with Sales leadership, aligning on qualification criteria, handover discipline, and conversion accountability.

• Coordinate BDR/SDR handover, follow-up discipline, and conversion tracking.

Orchestrate Channels & Agencies

• Direct channel performance across paid media, organic search, CRO, and intent platforms, working closely with Growth, Content, and agency partners.

• Connect digital programs with Partner Marketing and Events to maximize shared funnel impact.

Align Operations and AI

• Partner with Marketing Ops and attribution vendors to close the gap between marketing spend and pipeline visibility; a core mandate of the role.

• Use AI to operate at a scale the team size shouldn't allow systematizing it into research, content production, campaign ops, and performance analysis.

• Report on funnel metrics with commercial insight, not just numbers.

What you bring:

We’re describing the ideal profile. If you meet most of these requirements and are excited about the role, we’d love to hear from you:

• 5+ years building and optimizing full-funnel demand generation systems in B2B enterprise software.

• Track record running or closely directing ABM programs.

• Deep literacy in analytics, attribution modeling, and data architecture; you leverage data to drive decisions, not decorate slide decks.

• Strong commercial instinct: you tie initiatives to pipeline velocity and revenue.

• Ability to work fluidly across Brand, PMM, Content, BDR, and Sales aligning teams without slowing execution.

• Hands-on Salesforce + Pardot (or Marketo) experience: you can build reports, diagnose funnel leaks, and work with scoring models.

• Comfort operating in a lean team where you own the system, not just the campaigns.

• Fluency in English.

Strong signals

• You’ve worked at a B2B software company (100–1,000 employees) where you owned the system, not just a channel.

• You’ve managed external agencies (paid media, ABM, content) and know how to hold them accountable to commercial outcomes.

• You’ve operated in financial services or regulated industries and understand long sales cycles (12–18+ months).

• You’ve built attribution infrastructure, not just consuming pre-built reports.

• You’re comfortable with AI tooling beyond ChatGPT: you’ve integrated it into workflows, not just experimented.

Why join Flowable:

• Build, don’t inherit: A greenfield opportunity to architect and own Flowable’s global demand generation system end-to-end.

• AI that’s real: AI isn't a buzzword here: it's the product. You'll market an Agentic Case Platform at the exact moment enterprises are figuring out how to operationalize AI. The market timing is real.

• Real influence: Report to the VP Marketing, work closely with Sales and present to the CEO. This is a visible, high-impact role.

• Authority with support: Established agency partners handle paid media execution, ABM delivery, and attribution infrastructure. Your job is to direct the orchestra, not play every instrument.

• Flexible by design: Flexible hours, home‑office options, and continuous learning.