Marketing Manager, Demand Generation

Location: Helsinki HQ preferred. Open to candidates based in another major European hub (DACH, Nordics, UK, Benelux). Regular travel to Helsinki and key markets expected.

Reports to: Chief Executive Officer

Works closely with: Marketing colleague (brand and communications), AE team, BDMs (Energy Services, Managed Services), sales engineering, CRO.

The shift we are building for

Four things are happening at once in European mobility, and each of them lands directly on our customers’ desks.

Transport electrification is moving from a policy story to an operational one. Fleets are converting on a real timeline, retailers and parking operators see EVs in their lots every day, and energy companies are watching charging become a meaningful share of load. Volume that used to be a 2030 question is a 2026 question.

Charging is no longer a parking-lot accessory. It is an energy asset. Loads need to be visible to and steerable by the energy system: dynamic tariffs, grid signals, local PV and storage, balancing markets. Customers who treat charging as a standalone IT system get punished on energy cost. Customers who plug it into the energy stack come out ahead.

The ecosystem of players is changing shape. Hardware, software, payments, energy, identity, and roaming are no longer separate stacks owned by separate companies. The companies that win stitch these layers together for their own customers and own the experience end to end. That takes partners and APIs, not vertical integration.

New technologies move the bar on user experience. Plug & Charge (ISO 15118), bidirectional charging, smart charging at scale, and ID-driven payments turn a clunky workflow into something invisible. Buyers are asking for these capabilities by name now, not in two years.

About eMabler

eMabler is the EV charging software company behind an open platform used by energy companies, retailers, and parking operators across Europe. Our customers add EV charging to a service they already run: energy retail, fuel retail, grocery, parking. They use our APIs to launch a charging service in weeks as an integrated part of the user experience they offer. We just closed our Series A and are scaling our commercial and product teams.

How marketing is set up at eMabler

We have two marketing roles. Our existing marketing colleague owns brand, positioning, PR, communications, customer case studies, the company narrative, and the broader voice of eMabler in the market. This role owns the marketing work that drives revenue: pipeline generation, demand campaigns, account-based marketing, sales enablement collateral, the martech stack, and the part of events and content that exists to move deals forward.

Both roles report to the CEO and work as one marketing function. Neither role manages the other. The split runs along the line between brand work (long-term, harder to measure) and demand work (short-to-medium term, measured against pipeline). They overlap on big company moments, the website, the monthly newsletter, and shared content, and run those together as one marketing function.

Why this role exists

Most of our pipeline today comes from founder-led activity and our customers recommending us to their peers. To hit the Series A revenue plan, marketing needs to become a measurable pipeline source, not only a brand and content engine. We need an experienced demand generation marketer who can translate our segment-level commercial story into campaigns, programmes, and tools that reliably feed pipeline to the AE team across our three focus segments: energy companies, retail, and parking operators.

What you will own

• Pipeline contribution per segment and per region. Marketing-sourced and marketing-influenced pipeline becomes a measured input to the revenue plan, not a vanity metric, and is reported broken down by segment (energy, retail, parking) and by priority region (DACH, Nordics, UK, Benelux).

• ICP, personas, and segment-level message adaptation. Define and maintain the ICP and persona work with input from the AEs and BDMs. The brand colleague owns positioning and tone of voice; you adapt the campaign-level message per segment and region so it lands.

• Demand generation programmes. Run the campaigns that reach buyers at energy companies, retailers, and parking operators. Owns paid social, paid search, display, landing pages and conversion paths, email nurture, and the webinar programme. Supports the brand colleague on SEO where it overlaps with paid and landing-page work. The buyer narrative is “you already serve these customers, charging is the next service you layer on”, and your job is to turn it into things that reliably convert.

• Account-based marketing. Build distinct ABM plays for energy, retail, and parking, adapted by region. Pick the target lists with the AEs and BDMs, build the programmes around them, and measure account engagement and progression rather than lead volume.

• Pipeline-driving events. Run the lead capture and follow-up at trade shows, and own the executive roundtables, dinners, and webinars where we generate or progress pipeline. Coordinate with the brand colleague on booth experience and overall event presence.

• Marketing operations. HubSpot (or equivalent) and the broader martech stack, CRM marketing data hygiene, lead scoring, routing, attribution, and GDPR/consent compliance. Make the data trustworthy enough that the leadership team makes decisions from it.

• Sales enablement. Sales decks (content and updates), one-pagers, battlecards, talk tracks, objection handling, sales onboarding materials, and product and release announcements. Customer case studies are written by the brand colleague; you own how they show up in nurture, ABM, and live deals.

• Installed base and partner marketing execution. Run the campaign side of upsell and cross-sell into the installed base, and the campaign side of joint marketing with OEMs, CPOs, and energy partners. Own partner enablement assets. The brand colleague owns the joint narrative and the partner relationship.

• Marketing-to-sales handoff. Define what an MQL and SQL mean at eMabler, agree the definitions with the AEs, and hold the line so the team trusts the leads we send them.

• Marketing budget and monthly reporting. Own the marketing budget and the monthly marketing report to leadership: spend versus plan, pipeline delivered, channel performance, and what is being changed. Delivered by working day 5.

What success looks like

First 90 days. You have met every AE, every BDM, the brand colleague, and a representative sample of customers and prospects in each of the three segments. You have a written diagnosis of where pipeline comes from today, what is missing, and a 12-month demand generation plan with the CRO’s signoff and the brand colleague’s input on shared turf. The annual marketing budget is on a baseline plan.

By month 9. Marketing-sourced and marketing-influenced pipeline is being measured per segment, with weekly visibility for the leadership team. Two segment campaigns are running. ABM is live for our top 20 accounts. Sales enablement content is current, tested with at least three AEs, and used in live deals. MQL→SQL conversion is at or above 25% and SDR acceptance of MQLs is at or above 80%.

By month 18. Marketing is a meaningful contributor to the Series A revenue plan, with a known and managed cost per qualified opportunity and ROAS reported by channel. The AE team trusts the leads coming through. We have a working webinar programme, an email nurture system that converts, and at least one repeatable ABM play per segment.

How you will be measured

• Marketing-sourced and marketing-influenced pipeline per segment and per region.

• Cost per MQL and cost per qualified opportunity, by channel.

• MQL→SQL conversion (target ≥25%) and SDR acceptance rate (target ≥80%).

• Email programme: open rate ≥25%, CTR ≥3%, nurture-to-MQL ≥10%.

• Webinar programme: attendee→MQL ≥40%, at least one webinar per month.

• Database health: bounce rate <2%, data completeness ≥90% on key fields.

• Budget discipline: spend within ±5% of plan; monthly close reported by working day 5.

• Compliance: zero GDPR or consent incidents.

Targets are starting points calibrated for a Series A B2B SaaS company. Re-baselined after H1 actuals.

Who you are

• You have run B2B demand generation at a Series A to Series C SaaS company that grew through your tenure. You know what scales, what does not, and which mistakes cost the most.

• Hands-on with marketing automation (HubSpot, Marketo, Pardot, or similar) and a CRM (HubSpot CRM). You can build the campaign yourself when you need to, not just brief an agency.

• Numbers-driven. You set targets, instrument them, and report against them honestly. You know the difference between an MQL and an SQL and you can argue for the right ratio at our stage.

• ABM experience for technical and complex B2B products. You know how to pick accounts, build programmes around them, and track engagement at the account level rather than at the lead level.

• Comfortable in a technical sales environment. Our buyer is part operator, part technical evaluator, and you can write copy that talks to both.

• Strong working partnership with sales. You listen to AE feedback, act on what holds up, and bring data and reasoning when your view differs.

• Comfortable splitting work with a brand and communications colleague who is not your manager and not your report. You agree the seam, document it, and move.

• Working English required. Finnish, German, or another major European language is a plus.

• You use AI as a default, not a side experiment. Experience with the tools helps; attitude matters more. You look for where AI can speed up your work and multiply what one person can deliver.

Bonus, not required

• Background in EV charging, energy, mobility, or developer-first/API-first products.

• Experience marketing across multiple distinct B2B segments with different ICPs in parallel.

• Familiarity with European event circuits in energy, retail tech, and mobility.

• Experience designing partner-marketing programmes with hardware partners and integration partners.

What you get from this role

• A category that is finally moving. EV charging in Europe is becoming operational, not theoretical. Volume that used to be a 2030 question is a 2026 question. This is the right window to be running marketing into it.

• Compressed learning. You will market the same product to three very different B2B buyers (energy companies, retailers, parking operators) across multiple European markets in parallel. Pattern recognition you cannot get at a single-segment, single-country company.

• International work, day to day. Customers, prospects, and partners across DACH, Nordics, UK, and Benelux. Travel that earns the trip, Helsinki HQ between trips, hybrid working as the norm.

• Strong colleagues. Product, engineering, commercial, and partnership leaders here have built and shipped before. You will be challenged on your work in a useful way, and you will not be the only one in the room with experience.

• A function to build, not inherit. No legacy stack to defend, no marketing committee to negotiate with. You pick the tools, set the targets, decide the first three campaigns, and report results to the leadership team directly.

• Stake in what we build. Competitive base, equity in the company, and the upside of being early to a B2B SaaS hitting its Series A plan. Our customers electrify transport faster because we exist; if that matters to you, it matters here.

How to apply

Apply via the application form below. Include a CV and a short note (max 300 words) explaining one demand generation programme you ran end to end, what you got right, and what you would do differently. We read every application and reply within two weeks.

Apply Here

Fill in your details, select the role, upload your CV, and tell us in 300 words or less why you're the right fit for this role.