At a Glance
- Tasks: Lead new logo acquisition and drive pipeline growth across various channels.
- Company: Join Capital Economics, a leader in macroeconomic research with a focus on diversity.
- Benefits: Enjoy 25 days annual leave, hybrid working, and comprehensive health support.
- Other info: Work in a dynamic environment that values inclusion and diverse perspectives.
- Why this job: Be at the forefront of transforming demand generation into scalable commercial growth.
- Qualifications: 5+ years in B2B demand generation with strong data-driven skills.
The predicted salary is between 60000 - 80000 £ per year.
Capital Economics is seeking a commercially accountable Head of Demand Generation to lead new logo acquisition across its macroeconomic subscriptions, consulting and advisory businesses. The role owns the end-to-end acquisition engine spanning inbound demand generation, campaign orchestration, digital evaluation journeys and sales-led acquisition programmes. Working closely with Sales leadership, the successful candidate will be accountable for pipeline growth, conversion performance and new logo revenue contribution. The position sits at the centre of Capital Economics' GTM transformation programme and operates as a commercially integrated acquisition leadership role connecting Marketing, Sales, Product and the global Economist team. The role will work closely with the Digital Acquisition & Conversion Manager, who will own digital journey optimisation, web conversion, analytics, behavioural routing and conversion tooling infrastructure.
Key Responsibilities
- New Logo Acquisition & Pipeline Growth
- Own the new logo acquisition strategy across inbound, digital, events and sales-supported programmes.
- Deliver measurable pipeline growth, conversion improvement and new customer acquisition outcomes.
- Build scalable acquisition motions designed to improve conversion efficiency and pipeline velocity.
- Partner closely with Sales leadership on campaign priorities, territories, segments and conversion activity.
- Demand Generation & Campaign Orchestration
- Coordinate economist, editorial and sales activity into commercially aligned GTM campaigns.
- Develop targeted acquisition programmes including competitor displacement, win-back, consulting activation and new segment growth.
- Lead inbound demand generation across all channels leveraging content, webinars, events, search, email, paid acquisition and digital channels.
- Evaluation Journey & Commercial Conversion
- Own commercial performance across evaluation journeys including trials, gated access and onboarding entry pathways.
- Work closely with the Digital Acquisition & Conversion Manager to improve CTA architecture, landing journeys, behavioural routing and conversion performance.
- Partner with Lifecycle Marketing and Customer Experience teams to ensure smooth progression from evaluation into onboarding and expansion.
- Retain accountability for acquisition-stage commercial outcomes and new logo conversion performance.
- Commercial Operations & Performance
- Define KPI frameworks across acquisition, evaluation, conversion and pipeline progression.
- Improve attribution, reporting, routing and funnel visibility alongside RevOps Analytics teams.
- Introduce structured testing, optimisation and campaign performance management across the acquisition funnel.
Requirements
- 5+ years in B2B demand generation, growth marketing or commercial GTM leadership roles.
- Strong experience working alongside sales teams and complex buying journeys.
- Commercially minded, highly data-driven and comfortable operating across strategy and execution.
- Experience within subscription / SaaS, research, data, financial information or professional services environments desirable.
Success Measures
- Increased new logo wins and ARR growth contribution.
- Growth in qualified pipeline volume, velocity and conversion.
- Improved evaluation-to-revenue conversion performance.
- Increased contribution of marketing-originated and marketing-supported ARR.
- Faster progression of high-intent opportunities through the funnel.
- Improved commercial visibility, routing and sales efficiency.
Strategic Context
Capital Economics is evolving toward a more integrated demand-to-revenue operating model combining outbound sales, inbound acquisition, digital evaluation and lifecycle expansion. The Head of Demand Generation will play a central role in converting existing economist authority, audience engagement and market demand into scalable commercial growth.
At Capital Economics, we are striving to create a diverse workforce and inclusive environment, which we believe are critical to help us make better decisions for the company, our employees, and our clients. A diverse and inclusive workplace makes for more innovative, engaged, and empowered employees, from whom business strength can be derived. This is particularly important in macroeconomic research, which relies on a diversity of views and opinions to be relevant and insightful. Capital Economics is committed to equality, inclusion, and diversity. We encourage applications from all candidates regardless of ethnicity, religion or belief, gender, sexual orientation, age, disability, or gender identity. If you need reasonable adjustments to be made to the application process to ensure you are not at a disadvantage to other candidates, please include this in your cover letter. This is applicable if you have a disability or if you are neurodiverse/hold neurodiverse traits.
Benefits
- Good annual leave (25 days plus your birthday)
- Salary sacrifice pension scheme
- Life assurance
- 24-hour online GP
- Health Assured (Employee Assistance Programme)
- Hybrid working
- Training & development
- Good additional maternity and paternity policies
- Bike to work scheme
- Thriving social committee
Head of Demand Generation employer: Capital Economics
Capital Economics is an exceptional employer, offering a dynamic work environment that fosters collaboration and innovation. With a strong commitment to employee growth, the company provides extensive training and development opportunities, alongside a supportive hybrid working model and a thriving social committee. Employees enjoy generous benefits, including 25 days of annual leave plus their birthday, a salary sacrifice pension scheme, and comprehensive health support, making it an attractive place for those seeking meaningful and rewarding careers in demand generation.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Demand Generation
✨Tip Number 1
Network like a pro! Reach out to your connections in the industry and let them know you're on the hunt for a Head of Demand Generation role. A personal recommendation can go a long way in getting your foot in the door.
✨Tip Number 2
Get social! Use platforms like LinkedIn to showcase your expertise in demand generation. Share insights, engage with relevant content, and connect with potential employers. It’s all about making yourself visible!
✨Tip Number 3
Prepare for interviews by brushing up on your knowledge of pipeline growth and conversion strategies. Be ready to discuss how you’ve driven results in previous roles. Show them you’re the perfect fit for their GTM transformation!
✨Tip Number 4
Don’t forget to apply through our website! We love seeing candidates who are proactive and engaged. Plus, it gives you a chance to highlight your skills directly related to the role.
We think you need these skills to ace Head of Demand Generation
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Head of Demand Generation role. Highlight your experience in B2B demand generation and how it aligns with our goals at Capital Economics. We want to see how you can contribute to our new logo acquisition strategy!
Showcase Your Data Skills:Since this role is all about being data-driven, don’t forget to include specific examples of how you've used data to drive growth and improve conversion rates in your previous roles. We love numbers that tell a story!
Connect the Dots:In your application, make sure to connect your past experiences with the key responsibilities listed in the job description. Show us how your skills in campaign orchestration and pipeline growth can help us achieve our commercial goals.
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for the role. Plus, it shows us you’re keen on joining our team!
How to prepare for a job interview at Capital Economics
✨Know Your Numbers
As the Head of Demand Generation, you'll need to demonstrate a strong grasp of key performance indicators. Brush up on metrics related to pipeline growth, conversion rates, and customer acquisition costs. Be ready to discuss how you've used data to drive decisions in previous roles.
✨Showcase Your Collaboration Skills
This role requires close collaboration with Sales, Marketing, and Product teams. Prepare examples of how you've successfully partnered with different departments to achieve common goals. Highlight any campaigns where you’ve integrated efforts across teams for maximum impact.
✨Be Ready to Discuss Campaign Strategies
Expect questions about your experience with demand generation campaigns. Have specific examples ready that showcase your ability to design and execute successful strategies, particularly in B2B environments. Discuss how you’ve leveraged various channels like content, webinars, and digital marketing.
✨Understand the Market Landscape
Familiarise yourself with Capital Economics' position in the market and their competitors. Be prepared to discuss how you would approach new logo acquisition in this context. Showing that you understand the macroeconomic landscape will set you apart as a candidate who can hit the ground running.
