GTM Activation Marketing Manager - Workday Product

Job Profile description 

Main purpose of the role & responsibilities in the business: 

Our vision is to create a world-class business development and marketing capability for Kainos, fuelled by a diverse range of highly talented and motivated professionals working collaboratively and innovatively to ensure we continue our growth trajectory. 

We do this via an open and supportive environment where colleagues can share information, learn from one another, and excel in their own career. With consistent ways of working aligned to industry best practice, we build sustainable and predictable sales pipelines for our market-leading offerings. 

What You’ll Do 

As a GTM Activation Marketing Manager, working within the Campaign Activation team and reporting to the VP of Campaign Activation, you will develop and own the GTM activation strategy, campaign plans and integrated activation approach that fully align with commercial priorities and sales plans to support growth and ambitions for the Workday Product Business Unit. 

You will act as the bridge between campaign strategy and execution, translating commercial priorities into high-impact, multi-channel campaigns and ensuring they are effectively activated, orchestrated, and optimised across the full buyer journey. You will also be responsible for translating strategic product and campaign messaging into effective activation across campaign touchpoints, ensuring consistent and compelling messaging throughout the buyer journey. 

Working in close partnership with Sales & SDRs, Product Marketing, Alliances, Sales Enablement, and wider marketing teams (Marketing Operations, Content, Brand, Events), you will ensure strong alignment from campaign launch through to follow-up, delivering against agreed goals including pipeline generation, progression, and conversion. 

You will use your extensive experience and commercial knowledge to maximise the impact of marketing on the business. You will foster strong relationships with key internal stakeholders and external partners, acting as a trusted advisor. 

Key Responsibilities 

• Owning and implementing campaign activation strategy, plans and budgets – you will develop, own and implement integrated campaign plans aligned to commercial priorities for the Workday Product BU. You will define target audiences, messaging, and channel approach, ensuring campaigns are strategically aligned, prioritised and set up for successful execution, balancing commercial priorities, audience strategy, and resource considerations across concurrent campaigns. You will own campaign budgets and ensure activity is delivered on time and within budget. 

• Owning, creating and activating campaigns and content – you will manage the end-to-end delivery of integrated, multi-channel campaigns to drive defined objectives including brand awareness, demand generation, and pipeline acceleration. You will lead cross-functional campaign orchestration across specialist functions to ensure campaigns are executed effectively across channels and aligned to objectives. Working from core messaging frameworks provided by Product Marketing, your team will apply and adapt campaign messaging across channels and touchpoints including emails, landing pages, webinar communications, nurture flows, and campaign CTAs to support campaign objectives and audience engagement. 

• Sales alignment, enablement and pipeline conversion – you will work closely with Sales and SDR teams to ensure the successful launch, activation, and follow-up of campaigns, driving strong lead management and conversion. You will partner with Sales Enablement on key campaigns to ensure sales teams are equipped with the right messaging, content, and tools to engage prospects and progress opportunities. 

• Reporting, accountability and ROI – you will own overall campaign effectiveness and ROI, reporting on performance across campaigns and activities for the Workday Product BU. You will partner with Marketing Operations and use insights and data to optimise performance and continuously improve campaign effectiveness. 

• Strategic alliances with Partners – you will work closely with Alliances and Partner Marketing to identify co-marketing opportunities to enhance campaign reach and impact. You will use market insight to identify new opportunities to drive commercial benefit. 

• Working as a team with a focus on collaboration and stakeholder management – you will proactively collaborate as part of the Campaign Activation team and the wider marketing function to deliver against overall OKRs. You will act as a central point of coordination, building strong relationships with stakeholders and acting as a trusted advisor. You will also provide leadership and guidance across campaign activity, helping drive consistency and best practice across GTM activation. 

Minimum (essential) requirements:  

• Substantial experience in marketing, including at a strategic/management level, with clear evidence of success in prior roles 

• Experience in B2B campaign activation and delivery, with a strong track record of executing integrated, multi-channel campaigns 

• Experience of developing marketing strategies focused on maximising success in target markets 

• Experience in developing and implementing marketing campaigns that drive business results and meet objectives 

• Strong experience working with Sales and SDR teams to generate and convert pipeline 

• Strong understanding and experience of CRM and marketing automation platforms 

• Demonstrated ability to communicate, present, influence credibly and build strong trusted relationships - at all levels of the organisation and with external partners 

• Experience of working in a matrixed environment, collaborating across multiple teams 

• Capable of managing multiple campaigns and priorities in a highly competitive and fast-paced environment while meeting deadlines 

• Strong interpersonal, verbal, and written communication skills 

• Ability to cultivate ideas while aligning to brand and messaging strategy 

• Ability to think ‘outside the box’ 

Desirable:   

• Degree or Higher in Marketing, Communications, or a similar, relevant discipline 

• Experience within the Workday ecosystem or enterprise SaaS environment 

• Experience delivering co-marketing campaigns with strategic partners 

• Event and project management experience as part of integrated campaigns 

• Understanding of generating leads and managing them through to qualification 

• Broad technology experience and awareness of technology trends and their impact on marketing plans