Company: BSI – Assurance Division
Location: LATAM (Brazil or Mexico) – Home-based
Employment Type: Full-time
Requisition ID: JR0019081
Role Overview
BSI is hiring a Lead Generation & ABM Specialist to drive demand generation and account-based marketing (ABM) across Spanish- and Portuguese-speaking LATAM markets.
This is a senior, hands-on B2B marketing role focused on building pipeline through data-driven, multi-channel programs. You’ll localize global strategies, activate ABM plays, and partner closely with Sales Directors to convert intent into qualified opportunities.
The role sits at the intersection of strategy, execution, martech, and sales alignment in a matrixed global environment.
Key Responsibilities
Regional Demand Generation
- Own the LATAM demand plan aligned to MQL, SQL, and opportunity targets
- Segment by country, sector, persona, and buying group
- Drive pipeline contribution across Training, System Certification, ISA, and Digital Trust
Multi-Channel Campaign Execution
- Launch and optimize integrated campaigns across:
- LinkedIn & paid social
- Paid search
- Webinars & events
- Content syndication
- Localize campaigns for Spanish and Brazilian Portuguese markets
Account-Based Marketing (ABM)
- Design and execute 1:1, 1:few, and 1:many ABM programs
- Coordinate messaging and offers across buying groups
- Measure engagement, stage progression, and revenue impact
Sales & GTM Partnership
- Build target account lists and joint GTM plans with Sales Directors
- Enable sales teams with localized ABM playbooks and content
- Ensure tight alignment between marketing activity and sales follow-up
Martech, Intent & Attribution
- Operationalize ABM and intent platforms (Bombora, Demandbase, 6sense, RollWorks, Apollo)
- Translate intent signals into orchestrated buyer journeys
- Maintain strong attribution discipline (UTMs, routing, tagging, reporting)
- Build dashboards to identify patterns and optimization opportunities
Execution Approach
- Localization-first: Adapt messaging to local regulations, industries, and buyer behavior
- Experimentation: A/B test channels, offers, cadences, and languages; scale top performers
- Cross-functional collaboration: Work with global digital hub, field marketing, content, and ops using Workfront
Success Metrics
- Demand quality: MQLs, SAL/SQL conversion, pipeline contribution, opportunities created
- ABM performance: Account engagement, buying-group activity, win rates, cycle time
- Channel economics: CPL, CAC, influenced revenue, multi-touch attribution
- Operational excellence: On-time launches, reduced rework, clean attribution data
Skills & Experience
Essential:
- Strong expertise in B2B demand generation and ABM
- Hands-on experience with Salesforce, Pardot (or Marketo), Workfront
- Experience using ABM and intent tools (Demandbase, 6sense, RollWorks, Bombora, Apollo)
- Advanced segmentation, lead scoring, and personalization skills
- Proven ability to manage multiple campaigns simultaneously
- Strong analytical, organizational, and communication skills
Experience:
- 6+ years in B2B demand gen, digital marketing, or ABM
- Background in professional services, SaaS, or regulated industries preferred
- Experience in global or matrixed organizations
Education & Languages
- Bachelor’s degree in Marketing, Communications, Business, or related field
- Languages (required):
- English – fluent
- Spanish – fluent
- Portuguese – fluent
- Willingness to travel for events as required
- Resume must be submitted in English
Why Join BSI
- Build and scale the LATAM demand engine for a global, purpose-led organization
- High visibility and strong partnership with Sales and global marketing leadership
- Work remotely while influencing multi-country GTM strategy
- Competitive local benefits in Brazil or Mexico
- Be part of a company shaping trust, sustainability, and digital transformation worldwide
About BSI
BSI is the world’s first national standards body, partnering with 77,500+ clients in 195 countries. With over 100 years of impact, BSI helps organizations improve performance, manage risk, and build trust through standards, assurance, training, and regulatory services.