Responsibilities

• Own the demand generation strategy and roadmap across all brands, accountable for qualified pipeline and new ARR growth.
• Build, lead, and develop a high-performing demand generation team, and own the web estate and conversion surface with the Web Developer as a direct report.
• Design and execute a testing roadmap (A/B and multivariate) across landing pages, campaigns, and conversion paths to continuously improve funnel performance.
• Scale qualified pipeline through GEO/SEO strategy, content, and multi-channel demand campaigns across every brand in the portfolio.
• Partner with Sales leadership to align messaging, targeting, and lead quality with pipeline and conversion objectives, across both sales-led and self-service motions.
• Own acquisition efficiency across brands and funnels, using LTV-to-CAC as the guardrail on investment decisions, and treat budget as an output of funnel performance rather than a fixed allocation.
• Establish data-driven reporting standards, translating web analytics and campaign performance into actionable insight for executive stakeholders.
• Lead the demand side of our shift from sales-led to product-led growth, building self-service acquisition and conversion paths that run alongside the existing sales motion rather than replacing it.
• Drive the move up-market, designing and executing demand programmes aimed at mid-market and larger customers, a segment the current funnel and positioning do not yet serve.
• Build the measurement and attribution foundation, establishing reliable tracking, definitions, and reporting standards before optimising against them.

Requirements

• 7+ years of B2B marketing experience leading demand generation across both sales-led and product-led motions.
• 3+ years of people leadership experience, with a track record of building and developing high-performing marketing teams.
• Proven experience owning revenue and efficiency metrics (e.g., ARR contribution, CAC) in a high-growth environment.
• Technical proficiency with marketing automation, CRM platforms (HubSpot preferred), and web analytics tools (e.g., GA4).
• Demonstrated ability to align marketing programmes with sales objectives, and to build a self-service motion that complements rather than competes with the sales team.
• Strong track record of diagnosing funnel friction and implementing pragmatic, measurable improvements.
• Direct experience building or scaling a self-service / product-led acquisition motion inside a company that was previously sales-led.
• Experience positioning and generating demand for a new audience, including mid-market and enterprise buyers, and building the funnel, content, and channels to reach them.
• Has contributed materially to pricing and packaging decisions and led the go-to-market execution of a pricing change.
• Has built or rebuilt a marketing measurement and attribution implementation, not only operated a working one.

Benefits

• Other benefits may include health benefits, flexible paid time off, parental leave, fertility and adoption assistance, 401(k), and educational reimbursement.