Lauren Edwards

WORK HISTORY

EDUCATION

ABOUT LAUREN EDWARDS

Senior B2B demand generation and revenue marketing professional with 8+ years’ experience driving pipeline and revenue growth across professional services and data-led B2B organisations.Currently at Wood Mackenzie, a global data and analytics provider for the renewables, energy and natural resources sectors, I lead integrated demand generation programmes that engage senior decision-makers and deliver measurable commercial impact. I manage multiple end-to-end campaigns - from strategy and audience definition through to execution, optimisation and performance reporting - with a strong focus on pipeline contribution and ROI.Previously, I worked at Forvis Mazars, where I supported growth across professional services, developing content-led and campaign-based marketing to raise brand profile, support business development, and generate qualified opportunities in a highly relationship-driven environment.I bring a growth and revenue-focused mindset, combining strategic thinking with hands-on execution across the full marketing mix. I’m experienced in partnering closely with sales, BD and senior stakeholders, aligning marketing activity to commercial priorities, and using data to optimise funnel performance.Core strengths include: Demand generation and revenue marketing strategy Pipeline creation, acceleration and attribution Professional services and complex B2B marketing Multi-channel campaign management (email, paid, social, web) Content-led growth and thought leadership Marketing automation and lifecycle programmes Website optimisation, UX and conversion rate improvement SEO, paid media and performance marketing Brand, messaging and go-to-market alignment Events, partnerships and sales enablement‍ Diploma in Professional Digital Marketing (CIM) First Class Honours in Business & Management, University of Glasgow Passionate advocate for inclusion, diversity, wellbeing and sustainability.