Head of Demand Generation

Own the marketing-sourced and influenced pipeline number against monthly, quarterly and annual targets, and the acquisition economics behind it - CAC, CAC payback, conversion and coverage. 

Set the demand strategy that rebalances us from inbound-reliant to a broader, more durable base: outbound, ABM, lifecycle and partner. 

Own demand across the base as well as new logo - build the cross-sell and expansion demand that moves single-product customers to multi-product, with Customer Success and Sales. 

Run the function on evidence - budgets, priorities and campaign calls move on data, not opinion - and hold the team to the same bar. 

Build AI leverage into the operating model - AI-assisted research, content, targeting and reporting across the function - so a lean team produces outsized pipeline and acquisition economics improve as we scale. 

Build, lead and coach the demand function - Performance Marketing, Marketing Operations (interim line, per the operating model) and Customer & Expansion Marketing - and hold it to outcomes. 

Own the demand strategy and its requirements on the martech and revenue stack (HubSpot at its core), and partner with Marketing Ops to keep it integrated, adopted and trusted. 

Turn the stack into advantage: target the right accounts, and measure, attribute and optimise pipeline and return by channel, campaign, segment and partner. 

Keep data and operations clean and compliant (GDPR) across platforms and partners. 

Own integrated, multi-channel campaigns, each tied to a pipeline outcome. 

Own the ABM/ABX strategy - priority accounts and segments, built with Business Development - with Marketing Operations running ABX operations and Performance Marketing driving paid account targeting. 

Work with Product Marketing and Brand so message, creative and journey convert - and lift progression through the funnel, not just volume into it. 

Own the paid strategy, the budget and the return it delivers - every pound deployed for pipeline and payback. 

Own the demand-side agency and partner portfolio - selection, briefs, performance and value for money - with a clear insourcing path as in-house capability builds. Tight briefs, measurable outcomes, no retainer drift. 

Set the direction and the guardrails, and hold the Performance Marketing Manager to channel CAC, conversion and efficiency. You own the outcome; the specialist runs the channels. 

Own the organic and SEO strategy as a mid-funnel, CAC-lowering lever - lifting non-brand HR-topic rankings to reduce reliance on paid and de-risk spend. 

Direct the specialist and the content, web and brand partners on on-page, technical and off-page priorities. You own the outcome, not the keyword list. 

Own the lifecycle and nurture strategy - segmentation, scoring and multi-touch journeys that lift conversion and mid-funnel progression - with Marketing Ops running it on the automation platform. 

Turn the base and the mid-funnel into qualified pipeline - new-logo nurture and cross-sell into existing customers alike. 

Own the measurement and attribution model - one trusted, single-source view of what drives pipeline and payback by channel, campaign and segment. 

Move measurement from last-touch toward multi-touch, and use it to allocate budget and defend every pound.