The Regional Customer Demand Marketing Executive supports the growth of our existing customer base by helping to generate cross-sell and upsell pipeline across the full product portfolio within a defined region: Americas, APAC, China, Europe, or MEA.
This is a commercially focused marketing role, providing hands-on support across campaign execution, customer targeting, content, digital activity, reporting and optimisation. The successful candidate will use customer insight and data to help identify expansion opportunities and deliver campaigns that generate measurable pipeline and revenue.
Key Responsibilities
Identify – Customer Insight & Opportunities
- Conduct whitespace analysis to uncover cross-sell, upsell, and product adoption opportunities.
- Support customer segmentation, target account list creation, and CRM data accuracy.
- Research customer needs, buying triggers, and share campaign insights with commercial teams.
Plan – Campaign & Marketing Activity
- Maintain the regional customer campaign planner across email, paid media, events, social, and content.
- Help plan integrated funnel campaigns, nurture programs, product launches, and feature releases.
- Collaborate with internal marketing teams to ensure timely, high-quality campaign delivery.
Execute – Campaign Delivery
- Manage day-to-day execution of customer demand generation campaigns.
- Coordinate with Content, Digital, and Creative teams to build emails, landing pages, and campaign assets.
- Maintain campaign schedules while ensuring brand consistency and messaging accuracy.
Support – Sales & Customer Experience
- Partner with Sales, SDRs, and CX to align marketing activity with customer growth targets.
- Equip sales teams with campaign details, target lists, enablement materials, and case studies.
- Gather feedback from frontline teams to continuously refine targeting and follow-up efforts.
Measure – Performance & Optimisation
- Track and report on key metrics: engagement, leads, pipeline contribution, conversion, and ROI.
- Run tests across audiences, messaging, and channels to optimise campaign performance.
- Maintain clean attribution data in CRM systems and share best practices with the team.
Scope of the Role Focuses on driving expansion pipeline and incremental revenue across existing regional accounts via:
- Cross-sell: Introducing new portfolio products (e.g., OpenApply to Vectare).
- Upsell / Upgrades: Moving customers to higher tiers (e.g., OpenApply Essentials to CRM).
- Product Expansion: Driving adoption of additional modules and services.
The role will help identify and target these opportunities through customer segmentation, whitespace analysis, product adoption insight, and Sales/Customer Experience intelligence.
The ultimate objective is to support the generation of qualified expansion pipeline and incremental revenue from the existing customer base.
Key Stakeholders
The Regional Customer Demand Marketing Executive will work closely with:
- Regional Customer Demand Marketing Manager – campaign strategy, priorities and performance.
- Sales & SDRs – target accounts, campaign follow-up and pipeline conversion.
- Customer Experience – customer needs, product adoption and expansion opportunities.
- Product & Product Marketing – product launches, features, messaging and positioning.
- Revenue Operations – customer data, campaign tracking, reporting and attribution.
- Wider Marketing – Content, Digital, Creative, New Business Demand and other Regional Customer Demand teams.
Skills & Experience
Essential
- Previous experience in a marketing role, ideally within B2B, SaaS or a technology environment.
- Understanding of digital marketing and integrated campaign execution.
- Strong organisational and project management skills.
- Comfortable working with data and using performance metrics to inform decisions.
- Good understanding of customer journeys and marketing funnels.
- Strong written and verbal communication skills.
- Ability to manage multiple campaigns and deadlines simultaneously.
- Strong attention to detail and a proactive approach to problem-solving.
- Comfortable working collaboratively with Sales and other commercial teams.
- Willingness to learn and develop commercial demand generation skills.
Desirable
- Experience in B2B demand generation or customer marketing.
- Experience supporting cross-sell, upsell, or customer expansion campaigns.
- Experience with CRM and marketing automation platforms.
- Experience with email marketing, paid media or digital campaign management.
- Experience working with multiple products or customer segments.
- Experience working in an international or multi-region organisation.
- Understanding of Account-Based Marketing or targeted account campaigns.
Success Measures
Success will be measured through a combination of campaign execution, marketing performance and commercial contribution, including:
- Successful delivery of regional customer marketing campaigns.
- Contribution to cross-sell and upsell pipeline generation.
- Campaign engagement and conversion performance.
- Quality and accuracy of campaign execution and reporting.
- Contribution to customer product adoption and expansion.
- Campaign efficiency and ROI.
- Effective collaboration with Sales, Customer Experience and wider Marketing teams.
The successful candidate will be a highly organised, commercially minded marketer who enjoys turning customer insight into effective campaigns and wants to develop their career in B2B demand generation and customer growth marketing.
Benefits
- Competitive salary is based on experience, and performance bonuses are based on KPIs
- Monthly Health & Wellness Allowance
- Team socials
- Professional Development opportunities
- Unlimited book budget
ABOUT FARIA EDUCATION GROUP
Faria Education Group empowers over 4 million students and 10,000 schools across 155 countries. We deliver secure, innovative international education systems—covering curriculum management, admissions, teaching, and school communications—alongside top-tier online courses and revision programs like IB Diploma and Cambridge.
Transform education with our integrated solutions: ManageBac, OpenApply, Atlas, SchoolsBuddy, Pamoja, Wolsey Hall, and Oxford Study Courses.
https://www.faria.org/careers
