Responsibilities

• Own the global marketing-sourced pipeline target, aligned to CRO-set revenue goals.
• Build and manage a predictable demand engine across paid acquisition, inbound conversion, ABM, nurture, re-engagement, outbound-supported activity and partner-sourced pipeline.
• Ensure demand generation activity is focused on qualified meetings, SQLs, opportunities and pipeline contribution, not just lead volume.
• Diagnose pipeline gaps weekly and deploy targeted interventions to increase conversion, improve velocity and fill coverage shortfalls.
• Define how marketing activity moves prospects from engagement to conversion across the demand funnel. Define qualification criteria, follow-up expectations, SLAs and feedback loops.
• Ensure the demand generation engine is built to generate, convert and measure qualified pipeline contribution at the required volume and quality.
• Work with Growth Marketing, Digital Marketing, SDRs and Sales to identify where leads are stalling, dropping out or failing to convert.
• Work shoulder-to-shoulder with SDRs and Sales Directors to improve speed-to-lead, lead acceptance, meeting quality, SQL conversion and opportunity creation
• Report weekly on pipeline contribution, conversion rates, pipeline velocity and forecast accuracy to the Group Marketing Director, CRO, Regional Sales Directors and relevant commercial stakeholders.
• Hold Sales, SDR and Marketing stakeholders accountable for agreed follow-up processes, feedback loops and performance standards.

Requirements

• 4–7+ years in B2B demand generation, ideally within SaaS, technology, or high-growth scale-up environments.
• Proven track record of owning and delivering marketing-sourced pipeline targets, measured on pipeline and revenue contribution, not MQL volume.
• Strong analytical ability, with experience reporting on funnel performance, pipeline contribution, conversion rates, CAC, CPL, ROAS and forecast accuracy.
• Deep understanding of lead scoring, lifecycle stages, attribution models, and marketing-sales handoff processes.
• Strong hands-on experience with Salesforce (campaigns, flows, reporting, lead management) – this is non-negotiable.
• Comfortable working hands-on across systems, processes, reporting and optimisation.
• Able to diagnose performance gaps quickly and turn insight into practical action.
• Strong commercial judgement and the ability to prioritise activity based on pipeline impact.
• Experience managing external demand, performance or digital agencies against performance targets.
• Proficiency of tools such as Salesforce, ZoomInfo, LinkedIn Sales Navigator, Lead Forensics, Nooks, Aerie, Chili Piper, intent data platforms or similar. You know how to build multi-step sequences that blend inbound and outbound signals.

Nice to have

• Experience with intent data platforms (Bombora, G2 Buyer Intent, TrustRadius, or similar) to identify in-market accounts is highly desirable.
• Experience working alongside or managing SDR teams is highly desirable.
• Exposure to fleet, logistics, transport, construction, or industrial technology sectors is a bonus but not essential - the demand gen mechanics are transferable.