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Job Title: Lead Generation & ABM Specialist, North America (Assurance)

Location: US or Canada

Fuel pipeline in the US & Canada. Turn intent into revenue. Personalize at scale.

BSI's Assurance division is hiring a Lead Generation & ABM Specialist - North America (NorAm) to own the strategy, planning, and execution of demand programs and Account-Based Marketing (ABM) campaigns across the US and Canada. You'll turn data and intent signals into high-impact, multi-channel programs that grow pipeline and deepen engagement with priority accounts across Training, System Certification, Internal Supplier Audits (ISA), and Digital Trust. Partnering tightly with Sales Directors and the Global Digital Hub, you'll ensure every program is precise, measurable, and revenue-aligned.

If you're a growth-oriented marketer who blends strategic vision with hands-on execution, this role is your stage.

What you'll own:

• Regional demand strategy: Build a NorAm plan aligned to MQL, SQL, and opportunity targets; define offers, channels, and audiences across the funnel.
• Multi-channel execution: Launch campaigns across email, LinkedIn/paid social, paid search, webinars, events, content syndication, and nurtures.
• ABM leadership: Design 1:1, 1:few, and 1:many ABM motions by vertical and persona; orchestrate plays that move accounts from awareness to revenue.
• Sales partnership: Co-create target account lists and joint account plans with Sales Directors; enable teams with ABM playbooks and insight packs.
• Tech + intent: Operationalize intent and ABM platforms (e.g., Bombora, Demandbase/6sense/RollWorks as adopted); translate signals into timely actions.
• Attribution discipline: Ensure segmentation, routing, lead-source/UTM hygiene, and dashboard visibility in partnership with digital operations.

How you'll execute:

• Messaging & personalization: Map buyer journeys and tailor content by role, industry, and buying stage.
• Test & learn: Run structured A/B tests on offers, sequences, and channels; scale what works.
• Field alignment: Coordinate with field marketing, content, and ops to land campaigns on time and on brand via Workfront.

How you'll measure success:

• Volume & quality: MQLs, SAL/SQL conversion, pipeline contribution, opportunities created.
• ABM engagement: Account reach, influence, buying-group engagement, and win-rate/velocity improvements.
• Channel ROI: CPL/CAC, multi-touch attribution, influenced revenue.
• Operational excellence: On-time launches, reduction in rework, data integrity (UTM coverage, accurate attribution).

What you bring:

• Segmentation & scoring chops and a knack for personalized, multi-threaded outreach.
• Martech fluency: Salesforce, Pardot (or Marketo), Workfront; experience with ABM/intent tools (e.g., Demandbase, 6sense, RollWorks, Bombora, Apollo).
• Analytics mindset: Comfortable building dashboards and interpreting trends to drive optimization.
• Sales-savvy collaborator: Aligns marketing and sales around shared pipeline goals; excellent written and verbal communication.
• Operator's discipline: Detail-oriented, organized, and effective across multiple campaigns and deadlines.
• Growth mindset: Experimentation, agility, and continuous improvement.

Qualifications:

• Bachelor's degree in Marketing, Communications, Business, or related field.
• 6+ years in B2B demand gen/digital/ABM with proven campaign impact (professional services, SaaS, or regulated industries preferred).
• Experience building multi-channel programs (email, LinkedIn/paid social, paid media, web, webinars/events).
• Background in matrixed/global environments; strong grasp of B2B buyer journeys.
• Familiarity with Salesforce, Pardot, Workfront, and ABM platforms.

Language & travel:

• Languages: Strong command of English (verbal and written) required; French, Spanish and/or Portuguese a plus.
• Travel: Up to 10% for account workshops, events, and team collaboration.

BSI - Your Partner in Progress

We are proud to be the business improvement company for other organizations to become more sustainable and resilient and finally to inspire trust in their products, systems, services, and the world we live in.

Headquartered in London, United Kingdom, BSI is the world's first national standards organization with more than 100 years of experience. We are a global partner for 86,000 companies and organizations in over 193 countries, offering development, auditing, certification, and training services, including innovative software solutions and cyber security expertise for all industries: from aerospace and automotive to food, construction, energy, healthcare, IT and trade sectors. Incorporated by Royal Charter, we're truly impartial, and home to the ultimate mark of trust, the Kitemark.

Through our unique combination of consulting, training, assurance and regulatory services we bring solid and broad knowledge to every company.

If you want to contribute to this inspiring challenge, bring your open and enthusiastic mindset to our dynamic team, apply now and become part of the BSI family!

What we offer

The salary for this position can range from $65K to $77K annually; actual compensation is based on various factors, including but not limited to, the candidate's competencies, level of experience, education, location, divisional budget and internal peer compensation comparisons.

Canada - BSI offers a competitive salary, 20-days annual leave, bank holidays, health, vision, dental and life insurance, pension plan with company contribution, short-term and long-term disability, pregnancy and parental leave, registered savings plan, paid bereavement leave, learning and development opportunities, and a wide range of flexible benefits that you can tailor to suit your lifestyle.

U.S. - BSI offers a competitive salary, 20-days annual leave, bank holidays, medical, dental, vision, and life insurance, 401(K) with company contribution, short-term and long-term disability, maternal leave, paid parental leave, paid bereavement leave, learning and development opportunities, and a wide range of flexible benefits that you can tailor to suit your lifestyle.

D&I Policy

BSI is committed to ensuring the diversity of our workforce reflects that of our clients and the communities in which we operate. Our goal is to create a sense of belonging for all employees by providing opportunities to develop, grow, and engage with our global organization - all while having fun doing great work. BSI is a community where everyone can thrive.

If you require any reasonable accommodations to be made on account of a disability or impairment throughout our recruiting process, please inform your Talent Acquisition Partner.

About Us

BSI is a business improvement and standards company and for over a century BSI has been recognized for having a positive impact on organizations and society, building trust and enhancing lives.

Today BSI partners with more than 77,500 clients in 195 countries and engages with a 15,000 strong global community of experts, industry and consumer groups, organizations and governments.
Utilizing its extensive expertise in key industry sectors - including automotive, aerospace, built environment, food and retail, and healthcare - BSI delivers on its purpose by helping its clients fulfil theirs.
Living by our core values of Client-Centricity, Agility, and Collaboration, BSI provides organizations with the confidence to grow by partnering with them to tackle society's critical issues - from climate change to building trust in digital transformation and everything in between - to accelerate progress towards a better society and a sustainable world.

BSI is an Equal Opportunity Employer dedicated to fostering a diverse and inclusive workplace.