Kieran Malaniff

Demand Generation Manager

LinkedIn

Senior Manager, Demand Generation

In my current role at LinkedIn, I am working to implement a Lead Generation strategy for the OSO business. 

This includes:
- Working with cross-functional partners (Engineering, Sales Ops, Sales Systems, Martech, Data Science) to stand up a lead routing process that ensures we send leads to the correct rep, in the correct region in a timely manner.
- Quarterly & Annualized planning to create lead gen targets for each sales segment by taking data available from Marketing Acquisition, Sales Ops & Data Science and applying conversion rates for campaigns. This is completed on a country, region, and language specific basis. 
- Run multiple “always-on” lead generation campaigns for both customers and prospects to connect them with a sales rep when we feel there is value in doing so (early onboarding, unengaged named accounts etc.)  
- Weekly reporting on lead volume & current pacing to plan sent to sales & marketing leadership. 
- Working with Sales to understand specific customer pain points, developing messaging for these and in some cases working with a creative agency to increase key campaign metrics.
- Localization of all key campaigns into markets covered by lead generation – French, German, Spanish, Portuguese, Italian, Dutch & Swedish and constantly monitoring metrics to ensure localized copy resonates in market.

Global Marketing Manager - Demand Generation

During this time I was responsible mainly for global non-paid acquisition programs and elements of customer marketing/education for the OSO LinkedIn Marketing Solutions business in EMEA - across multiple languages. 

Examples include:
- Running a sales enablement program with both new business and existing business to engage non-responsive accounts – Direct Mail, Email Program, Specialised Webinars
- Own the acquisition email strategy responsible for driving  revenue from self-serve & applying a customer-centric approach to our email channel across EMEA (& Global ENG)
- Lead events strategy for OSO in EMEA including conceptualization, planning, promotion, and working with sales teams to maximize success. Responsible for "Grow with LinkedIn" in Paris - the largest event OSO event in EMEA to date.
- Marketing for the Jumpstart team, who offer new customers support & guidance to set them up for success. Marketing support includes a weekly email program & LinkedIn sponsored advertising, as well as owning the SFDC process.
- Planning, promoting, and running webinars for acquisition and customer education – work with the wider OSO team to agree on topical themes.
- Partner with sales, digital operations, enterprise marketing, brand, content & social, global teams, localisation and external agencies to ensure consistency and scalability across campaigns.

Atlantic Technological University

External examiner for marketing subjects at ATU Sligo across marcomms, digital, social, and web analytics.

External Examiner - Marketing

GeoPal Solutions

GeoPal is a customisable mobile workforce management application that connects field workers, remote assets and internet of things sensors, leveraging field data to immediately gain actionable insights and increase the productivity, profitability and health and safety compliance of your business. 

While Marketing Manager at GeoPal Solutions, I was responsible for creating and implementing a vertical led marketing strategy for the business including:
•	Implementing a paid media funnel and content strategy focused on creating demand from selected industries and driving brand recognition.
•	Creating and implementing an ABM strategy to engage key accounts in chosen verticals
•	Developing a partner marketing program to enable scalable growth through a partner network with tiered marketing support
•	Creating a diverse set of product marketing materials to support technical sales and customer education
•	Responsible for sales enablement programs including events, webinars, email etc.

Marketing Manager

Puca

Púca is a leading provider of mobile marketing and technology solutions. Customers include some of the best-known companies and organisations from Ireland and the UK.

Pay2Sender

Pay2Sender is the smart new way to request and receive payments from your customers quickly, conveniently and securely using SMS and email.

Cora Systems

Cora Systems is a worldwide leader in providing enterprise project and portfolio management solutions to global organizations and government agencies. The platform delivers global consistency, powerful insights, total control and enterprise-wide visibility.

While Marketing Officer at Cora Systems, I was responsible for:
•	Design and copywriting of product & sales enablement marketing materials
•	The EMEA events strategy including sponsorship of third-party events, an annual client conference and Cora run events (breakfast briefings) in Ireland and the UK
•	Website content, including creation of blogs, video, infographics and a sponsored podcast
•	Managing a third-party website, social media and iTunes/stitcher for a weekly sponsored podcast (Project Management Paradise)
•	Creating and editing video content including customer case studies, product explainer videos and company promotion videos
•	Performance marketing across Google and LinkedIn
•	Lead nurturing & remarketing campaigns across paid, social & email. 
•	Employer Marketing initiatives to elevate Cora as a top-tier workplace

Marketing Officer

Instant UpRight

My role in Instant UpRight was to market the product directly into the UK. Traditionally Instant UpRight would have sold through distributors, and given that they since decided to sell direct in the UK, there is a huge emphasis on building the brand. 

I was responsible for all UK advertising, both online and offline and for the design and implementation of marketing strategies for this market. 

Photoshop is widely used within this role, for print design, web banners and posters as well as wide area banners for trade shows and events. 

I became also involved in planning and designing a new website and eventually using WordPress to build once the design was finalised. 

This role also involved lead generation to an extent, developing sales leads for sales representatives as well as researching companies and generating contacts through LinkedIn and LinkedIn Sales Navigator. 

My main role for Instant UpRight in Ireland and the US was marketing and lead generation. I upgraded all marketing materials for both these regions and liaised regularly with potential customers / distributors to help generate leads for the sales teams in these regions.

Internal Marketing & Business Development Executive

Carbon Dioxide Festival

This position came about through a dream to run an outdoor concert. Although it had to be cancelled last minute due to licencing difficulties, it was still a steep learning curve and a life changing experience. I was in constant contact with the licencing authorities, the Gardai, solicitors and also the fire safety office developing plans for the smooth running of the event. We also created our own website which showed information on the location, the music and also it provided the ability to purchase tickets online. The festival was also credited by music festivals Ireland, and tickets were sold through ticketgroup.ie and Xtravision. When our efforts failed we had to cancel vendors and refund the tickets that were already purchased. We also had to issue press statements informing all stakeholders of the change of plans.

Part owner / organiser

Marketing professional with solid experience in demand generation, growth marketing, lifecycle marketing, and event management. I work on strategic marketing initiatives that align with business goals, particularly in the tech and SaaS sectors. I also serve as an External Examiner, focusing on maintaining academic standards across educational programs.

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