B2B Demand Generation Marketing Manager

About the role

You own the end-to-end paid demand generation for multiple countries and B2B product lines, ensuring consistent growth and testing across the funnel. You build scalable playbooks in collaboration with Sales, Product, and EMEA commercial teams, turning experiments into repeatable processes that drive business expansion. This role sits at the heart of Wolt's commercial testing initiatives, where data informs every strategic pivot. You will define and manage high-budget campaigns that generate measurable pipeline and revenue impact. A genuine interest in AI and automation will be demonstrated through concrete examples of how these tools enhance efficiency and outcomes. You will improve day-to-day execution by implementing automation and AI-assisted workflows, reducing manual effort and increasing scalability. Success in this position is defined by clear reporting, tracking, and measurement that makes performance visible to stakeholders. You will proactively collaborate with Sales and other functions to build trust and align initiatives with business objectives.

Key facts

What you'll do

Develop new initiatives in messaging, channels, tools, and pilots, then iterate them into scalable playbooks that drive predictable growth.

Improve efficiency by implementing automation and AI-assisted workflows for day-to-day campaign management and reporting.

Define and track KPIs, using data analysis to translate performance insights into clear, actionable decisions.

Manage media investment planning driven by business and campaign KPIs, optimizing budgets in-house across channels and countries.

Run high-budget B2B paid campaigns with budgets exceeding one million euros per year, demonstrating mastery across multiple channels and markets.

Leverage Microsoft Excel or Google Sheets at an intermediate to advanced level, using functions such as VLOOKUP and pivot tables to structure and analyze data.

Employ testing and problem-solving skills to identify challenges, form hypotheses, design tests, and scale successful results.

Showcase a genuine interest in AI and automation with concrete examples of how these tools improve workflows and outcomes.

Collaborate proactively with Sales and other functions to build trust and ensure initiatives create tangible business outcomes.

Communicate effectively in written and verbal English, while leveraging additional languages as an advantage in cross-functional and regional contexts.

Requirements

Bring a B2B background from a tech company, with familiarity with the Food or Retail industries shaping your commercial perspective.

Possess over five years of experience running high-budget B2B paid campaigns, with budgets over one million euros per year across multiple channels and countries or clients.

Drive media investment planning based on business and campaign KPIs, managing and optimizing budgets in-house across channels without reliance on external direction.

Use data analysis skills to define KPIs, track performance, and translate data into clear decisions that influence campaign strategy.

Demonstrate advanced knowledge of Microsoft Excel or Google Sheets, including functions such as VLOOKUP and pivot tables, or have hands-on experience with data analytics tools.

Apply testing and problem-solving skills to identify challenges, form hypotheses, design tests, and systematically scale successful results.

Show a genuine interest in AI and automation with concrete examples of how these tools improve workflows and efficiency.

Engage in proactive collaboration with Sales and other functions to build trust and align initiatives with broader business goals.

Communicate effectively in English, both written and verbal, with additional languages providing an advantage in diverse team environments.

Nice to have

Value experience with ABM, intent-based tools, outbound platforms, media buying on industry platforms, content syndication, paid PR, or retail media.

Offer flexibility to be based in Helsinki headquarters or to spend time in Berlin, depending on the needs of the role and the candidate.

Practical notes

This role may require security clearance or other employment eligibility checks as mandated by Wolt.

Typical interview steps

Marketing interviews often include a portfolio review, a campaign exercise, and analytics questions. Candidates may be asked to plan a launch, write a brief, or improve a funnel. Some loops include a presentation. Results from past campaigns carry the most weight. Interviewers ask about specific campaigns you ran and what the numbers said. Preparing a short case of one campaign with its results is strong preparation.

Good to know

Roles of this type rely on experimentation across channels and data-driven optimization.

Common tools in this field include Meta Ads, Google Search, and programmatic platforms.

Success depends on clear KPIs and structured testing methods.

Cross-functional collaboration shapes how initiatives create business outcomes.

Continuous learning supports growth in a high-tech environment.

Career growth

Marketing careers move from associate to manager, director, and VP levels. Specializations include growth, brand, product marketing, and content. Generalists often start, then specialize as they advance. Measured impact on pipeline and revenue drives progression. Marketing careers reward measurable results and adaptability. Channel experience plus business sense usually beats a general resume.