Company: BSI
Division: Assurance
Job Title: Lead Generation & ABM Specialist
Location: LATAM – Brazil or Mexico (Home-based / Remote)
Employment Type: Full-time
Requisition ID: JR0019081
Role Overview
BSI is seeking an experienced Lead Generation & Account-Based Marketing (ABM) Specialist to drive pipeline growth across Latin America, focusing on Spanish- and Portuguese-speaking markets. This role sits within the Assurance marketing team and owns regional demand strategy, ABM execution, and close alignment with Sales leadership.
The position is ideal for a hands-on, bilingual or trilingual B2B marketer with strong ABM, demand generation, and martech expertise who thrives in a global, matrixed environment.
Key Responsibilities
Regional Demand Strategy
- Define and execute LATAM demand generation plans aligned to MQL, SQL, and opportunity targets
- Segment demand by country, industry sector, persona, and buying group
- Support growth across key offerings including Training, System Certification, ISA, and Digital Trust
Multi-Channel Campaign Execution
- Launch and optimize integrated campaigns across:
- Email marketing
- LinkedIn and paid social
- Paid search
- Webinars and virtual / in-person events
- Content syndication
- Localize campaigns for Spanish and Brazilian Portuguese markets
- Adapt global strategies to local regulations, industries, and buyer behaviors
ABM Program Leadership
- Design and execute 1:1, 1:few, and 1:many ABM programs for strategic accounts
- Coordinate messaging, offers, and outreach across full buying groups
- Partner with Sales to align account strategy and campaign priorities
Sales & GTM Partnership
- Build target account lists and joint GTM plans with Sales Directors
- Enable sales teams with localized ABM playbooks, assets, and insights
- Convert intent and engagement into qualified pipeline opportunities
Marketing Technology & Intent Data
- Operate and optimize ABM and intent platforms such as:
- Demandbase, 6sense, RollWorks
- Bombora, Apollo
- Translate intent signals into orchestrated buyer journeys
- Maintain clean data flow between marketing automation and CRM
Attribution, Analytics & Operations
- Ensure accurate segmentation, lead routing, UTM tagging, and reporting
- Build dashboards to track performance and identify optimization opportunities
- Coordinate campaign delivery with cross-functional teams via Workfront
Success Metrics
- Demand Quality: MQL volume, SAL/SQL conversion, pipeline contribution
- ABM Performance: Account engagement, buying-group activity, stage progression
- Revenue Impact: Win rates, sales cycle acceleration, influenced revenue
- Channel Economics: CPL, CAC, multi-touch attribution
- Operational Excellence: On-time launches, reduced rework, attribution accuracy
Required Skills & Experience
Marketing & ABM Expertise:
- Strong background in B2B demand generation and ABM
- Experience with segmentation, lead scoring, and personalized content delivery
- Proven ability to manage multiple campaigns simultaneously
Martech Proficiency:
- Salesforce
- Pardot (or Marketo)
- Workfront
- ABM & intent platforms (Demandbase, 6sense, RollWorks, Bombora, Apollo)
Analytical & Operational Skills:
- Experience building dashboards and analyzing performance patterns
- Data-driven optimization mindset
- High attention to detail and strong organizational skills
Collaboration & Communication:
- Comfortable working across countries, time zones, and global stakeholders
- Clear, concise communicator with strong stakeholder management skills
Qualifications
- Bachelor’s degree in Marketing, Communications, Business, or related field
- 6+ years of B2B demand generation, digital marketing, or ABM experience
- Proven success running multi-channel campaigns (email, paid media, web, events)
- Experience in global or matrixed organizations
- Background in professional services, SaaS, or regulated industries preferred
Language & Travel Requirements
- Fluent English, Spanish, and Portuguese (written and spoken)
- Travel may be required for events
- Resume submission required in English
Compensation & Benefits
Brazil:
- Competitive salary
- 30 days annual leave
- Health and life insurance
- Meal and transport allowances
- Vacation bonus
- Paid maternity, paternity, marriage, bereavement, and military leave
- Learning & development programs
Mexico:
- Competitive salary
- 20 days annual leave
- Medical and life insurance
- Savings fund with company contribution
- Meal allowance
- Paid maternity and paternity leave
- Learning & development programs
Why Join BSI
- Influence pipeline growth across Latin America for a global brand
- Work at the intersection of data, ABM, and revenue strategy
- High visibility partnership with Sales leadership
- Opportunity to shape regional GTM strategy
- Purpose-driven organization focused on trust, sustainability, and resilience
About BSI
BSI is a global business improvement and standards organization partnering with 77,500+ clients in 195 countries. Through certification, training, consulting, and assurance services, BSI helps organizations manage risk, improve performance, and build trust worldwide.