Integrated Demand Generation Manager - WDG
Cyncly · Lisbon
Integrated Demand Manager – WDG
Location: Lisbon (Hybrid)
Contract: Permanent, Full Time
About Us:
Cyncly is a global technology powerhouse with 2,400+ employees and 70,000+ customers across 100+ countries. Cyncly transforms the way customizable products and spaces are imagined, designed, sold, managed and made.Our end-to-end software solutions connect professional designers, retailers and manufacturers to the world's largest repository of product content. Today, our business spans across the Kitchen & Bath, Furniture, Window, Glass & Door, and Flooring industries with operations in North & South America, Europe, Asia Pacific and Africa.
Cyncly brings over 30 years of experience to deliver more value for our customers through an expanded portfolio of end-to-end solutions. Our global presence allows us to provide world-class support and sales with a local touch, providing the best possible customer experience.
Cyncly is now embarking on an exciting journey as we continue to expand through strong organic growth and complementary acquisitions, backed by leading growth private equity firms specialized in technology.
Opened in 2025, our Lisbon Regional Operation Center has grown to over 80 employees within less than ten months, with ambitious plans to expand to 300 employees by 2027.
About the Role
This role represents an important evolution in how Cyncly supports the Windows, Doors and Glass (WDG) vertical – one of our four key verticals alongside KBFr, KBFm, and Flooring. As Integrated Demand Manager – WDG, you will be the first person to hold this as a single, dedicated global position within the Integrated Demand Team – consolidating what was previously split across two part-time regional responsibilities (NAM and EMEA/APAC) into one focused role, better aligned to how the business unit and sales teams operate globally.
This is a strategic role. You will bring deep market expertise on the WDG industry and be responsible for activating demand in the market – translating audience insight, market intelligence, and commercial priorities into integrated programs that generate pipeline. Messaging and market expertise sit with Product Marketing, and content creation is supported by a dedicated Content Strategist; your role is to know the WDG market deeply, define who to target and why, and orchestrate activation across the Integrated Demand Team’s specialist functions.
Sitting within the Industry Demand pillar and reporting directly to the Global Industry Demand Director, you will own integrated demand generation for WDG across North America (NAM), Europe, Middle East and Africa (EMEA), and Asia-Pacific (APAC) – running marketing that genuinely moves the needle for all four of Cyncly’s WDG brands, building pipeline, and strengthening Cyncly’s position in this industry globally.
Key Responsibilities
Audience, Market Expertise & Demand Strategy
- Start with the audience – own and maintain the Target Account Lists (TAL) for the WDG business unit globally, working closely with Sales and Revenue Operations to ensure accounts are accurately defined, prioritised, and kept current across all regions.
- Drive net new demand as the primary objective – with a clear focus on generating pipeline within whitespace accounts and defined target accounts, identifying and engaging prospects who are not yet Cyncly customers.
- Develop and maintain deep market expertise on the WDG industry – its buyers, buying triggers, competitive landscape, and trends across NAM, EMEA, and APAC – and use this knowledge to inform demand priorities, campaign briefs, and go-to-market plays.
- Define Ideal Customer Profiles (ICPs) and key personas for the WDG segment globally, and translate these into clear audience briefs that guide activation across specialist functions and channel teams.
- Own and evolve the annual integrated demand plan for the WDG vertical globally, aligned to pipeline and revenue targets across NAM, EMEA, and APAC.
- Provide the WDG market perspective as an input to the sales-marketing rhythm of business – including regular pipeline reviews, demand performance discussions, and quarterly alignment sessions with WDG Sales and General Managers.
Demand Activation & Pipeline Generation
- Orchestrate integrated, account-based demand programs for WDG – directing specialist functions across the Integrated Demand Team including Event Experience, Paid Digital Demand, and others – ensuring all activity is aligned to the TAL, targeted at the right audiences, and working towards shared pipeline goals.
- Brief and direct the Content Strategist on WDG content needs – providing the market context, audience insight, and demand priorities that shape what content is created and how it is used in activation.
- Own industry events for WDG across NAM and EMEA – from trade shows and exhibitions to owned digital and hybrid events – ensuring strong presence and measurable pipeline outcomes. For APAC, define the events strategy and work with regional teams to execute appropriately at local scale.
- Partner with the SDR/BDR teams to develop WDG-specific outreach sequences and sales enablement materials, ensuring marketing activation and sales outreach are joined up at the account level.
- Work within the set budget for WDG, delivering against MQL, SQL, and pipeline contribution targets with clear accountability for ROI.
Cross-Functional & Regional Collaboration
- Act as the primary marketing point of contact and WDG industry expert for the business unit – partnering closely with WDG General Managers, Sales leaders, and Revenue Operations globally to ensure marketing is directly aligned to commercial priorities.
- Work closely with Product Marketing as the source of WDG messaging and market expertise – providing market and audience intelligence that sharpens positioning, and ensuring activation is grounded in the right narrative for each audience and region.
- Coordinate with the Global Programs and Performance Marketing pillars to leverage shared operational capabilities and paid media support for WDG activation.
- Feed market and customer intelligence back to Product Marketing and Product teams to inform roadmap decisions, positioning, and pricing strategies for WDG products.
- Present WDG demand performance, market insights, and strategic recommendations to senior leadership on a regular cadence.
Customer Lifecycle Support
While net new demand is the primary focus of this role, you will also support the broader WDG customer lifecycle where relevant. This is a secondary scope and will be delivered in collaboration with Customer Success and Customer Marketing rather than owned independently.
- Contribute WDG market and audience insight to customer engagement programs, cross-sell initiatives, and retention efforts led by Customer Success and Customer Marketing.
- Provide input into NPS programs and contract renewal communications relevant to the WDG segment, ensuring the voice of the market informs how Cyncly communicates with existing customers.
Performance, Measurement & Optimisation
- Track and report on WDG demand KPIs across pipeline generation, account engagement, campaign ROI, and TAL penetration – with full funnel visibility from first touch to closed-won.
- Use intent data, CRM signals, and third-party industry data to prioritise demand investments, sharpen TAL coverage, and identify the highest-value account opportunities across regions.
- Continuously assess activation performance – working with specialist channel functions to optimise targeting, channel mix, and timing based on what the data shows.
- Contribute WDG-specific insights to the broader Global Integrated Demand reporting framework, supporting a data-driven approach to how the team allocates resource and prioritises investment.
Experience & Qualifications
- 5+ years of experience in B2B demand generation, integrated marketing, or field marketing, ideally within the technology or software industry.
- Proven ability to plan and execute multi-channel demand programs that generate qualified pipeline and measurable commercial outcomes, with a clear focus on net new account acquisition.
- Experience with account-based or targeted demand approaches – including TAL management, account selection, and working with intent data to prioritise and activate against defined account sets.
- Comfortable operating as a strategic lead who influences and directs without owning channel execution – able to brief specialist functions clearly, hold them accountable to shared outcomes, and integrate activity across teams.
- Experience operating globally across multiple regions (NAM, EMEA, and/or APAC), with an understanding of how to adapt demand programs to local market needs while maintaining global coherence.
- Strong working knowledge of marketing automation platforms (e.g. Marketo, HubSpot) and CRM systems (e.g. Salesforce), with the ability to interpret funnel and account-level data and report on demand performance.
- Comfortable working in a matrixed, cross-functional environment – able to build credibility and drive alignment with Sales, Product Marketing, and specialist channel teams without direct line authority.
- Experience in or a strong interest in the Windows, Doors and Glass industry, or adjacent building products or construction technology sectors is a distinct advantage.
- Thrives in a fast-paced, transforming organisation and is energised by building something new and making it their own.
Why This Role Matters
The WDG vertical is a significant and strategically important part of Cyncly’s portfolio. Until now, WDG marketing has been delivered through part-time regional coverage – this role marks the moment we invest in it properly, with a single owner who can build a truly global, coherent marketing presence for the vertical.
You will have the rare opportunity to shape and grow a marketing function from an exciting foundation, backed by the resources and capabilities of the Global Integrated Demand Team and working alongside a passionate WDG commercial team who are genuinely excited about what great marketing can do.
About Cyncly
Cyncly is a global software company connecting the world of living spaces – from design and planning through to manufacturing and installation. Our solutions simplify complex workflows and accelerate business performance for professionals across kitchens, bathrooms, flooring, and windows, doors and glass. With a growing portfolio of market-leading brands and a team spanning the globe, Cyncly is at an exciting stage of transformation and growth.
Our Global Integrated Demand Team – formerly known as Global Field Marketing – is evolving to become a commercially driven, data-powered demand engine. This is marketing that is directly tied to revenue, built to scale, and deeply aligned with the business.