Job Description

Lead Generation & ABM Specialist

BSI's Assurance division is hiring a Lead Generation & ABM Specialist to own the strategy, planning, and execution of demand programs and Account-Based Marketing (ABM) campaigns across the US and Canada. In this role, you'll turn data and intent signals into high-impact, multi-channel programs that grow pipeline and deepen engagement with priority accounts across Training, System Certification, Internal Supplier Audits (ISA), and Digital Trust. Partnering tightly with Sales Directors and the Global Digital Hub, you'll ensure every program is precise, measurable, and revenue-aligned.

What you will own:

• Regional demand strategy: Build a NorAm plan aligned to MQL, SQL, and opportunity targets; define offers, channels, and audiences across the funnel.
• Multi-channel execution: Launch campaigns across email, LinkedIn/paid social, paid search, webinars, events, content syndication, and nurtures.
• ABM leadership: Design 1:1, 1:few, and 1:many ABM motions by vertical and persona; orchestrate plays that move accounts from awareness to revenue.
• Sales partnership: Co-create target account lists and joint account plans with Sales Directors; enable teams with ABM playbooks and insight packs.
• Tech + intent: Operationalize intent and ABM platforms (e.g., Bombora, Demandbase/6sense/RollWorks as adopted); translate signals into timely actions.
• Attribution discipline: Ensure segmentation, routing, lead-source/UTM hygiene, and dashboard visibility in partnership with digital operations.

How you will execute:

• Messaging & personalization: create buyer journeys and tailor content by role, industry, and buying stage.
• Test & learn: Run structured A/B testing on offers, sequences, and channels; scale what works.
• Field alignment: Coordinate with field marketing, content, and ops to land campaigns on time and on brand via Workfront.

How you will measure success:

• Volume & quality: MQLs, SAL/SQL conversion, pipeline contribution, opportunities created.
• ABM engagement: Account reach, influence, buying-group engagement, and win-rate/velocity improvements.
• Channel ROI: CPL/CAC, multi-touch attribution, influenced revenue.
• Operational excellence: On-time launches, reduction in rework, data integrity (UTM coverage, accurate attribution).

What you will bring:

• Segmentation & scoring chops and a knack for personalized, multi-threaded outreach.
• Martech fluency: Salesforce, Pardot (or Marketo), Workfront; experience with ABM/intent tools (e.g., Demandbase, 6sense, RollWorks, Bombora, Apollo).
• Analytics mindset: Comfortable building dashboards and interpreting trends to drive optimization.
• Sales-savvy collaborator: Aligns marketing and sales around shared pipeline goals; excellent written and verbal communication.
• Operator's discipline: Detail-oriented, organized, and effective across multiple campaigns and deadlines.
• Growth mindset: Experimentation, agility, and continuous improvement.

Qualifications:

• Bachelor's degree in Marketing, Communications, Business, or related field.
• 6+ years in B2B demand gen/digital/ABM with proven campaign impact.
• Experience building multi-channel programs (email, LinkedIn/paid social, paid media, web, webinars/events).
• Background in matrixed/global environments; strong grasp of B2B buyer journeys.
• Familiarity with Salesforce, Pardot, Workfront, and ABM platforms.

Language & travel:

• Languages: Strong command of English (verbal and written) required; French, Spanish and/or Portuguese a plus.

BSI - Your Partner in Progress

We are proud to be the business improvement company for other organizations to become more sustainable and resilient and finally to inspire trust in their products, systems, services, and the world we live in.

Headquartered in London, United Kingdom, BSI is the world's first national standards organization with more than 100 years of experience. We are a global partner for 86,000 companies and organizations in over 193 countries, offering development, auditing, certification, and training services, including innovative software solutions and cyber security expertise for all industries: from aerospace and automotive to food, construction, energy, healthcare, IT and trade sectors. Incorporated by Royal Charter, we're truly impartial, and home to the ultimate mark of trust, the Kitemark.

Through our unique combination of consulting, training, assurance and regulatory services we bring solid and broad knowledge to every company.

If you want to contribute to this inspiring challenge, bring your open and enthusiastic mindset to our dynamic team, apply now and become part of the BSI family!

What we offer:

The salary for this position can range from $65K to $77K USD annually; actual compensation is based on various factors, including but not limited to, the candidate's competencies, level of experience, education, location, divisional budget and internal peer compensation comparisons.

In addition, we also offer; 20-days annual leave, bank holidays, medical, dental, vision, and life insurance, 401(K) with company contribution, short-term and long-term disability, maternal leave, paid parental leave, paid bereavement leave, learning and development opportunities, and a wide range of flexible benefits that you can tailor to suit your lifestyle.

D&I Policy

BSI is committed to ensuring the diversity of our workforce reflects that of our clients and the communities in which we operate. Our goal is to create a sense of belonging for all employees by providing opportunities to develop, grow, and engage with our global organization all while having fun doing great work. BSI is a community where everyone can thrive.

If you require any reasonable accommodations to be made on account of a disability or impairment throughout our recruiting process, please inform your Talent Acquisition Partner.

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