At a Glance
- Tasks: Lead demand generation strategies to drive new customer acquisition and pipeline growth.
- Company: Join Capital Economics, a leader in macroeconomic research with a focus on innovation.
- Benefits: Enjoy 25 days annual leave, hybrid working, and comprehensive health support.
- Other info: Diverse and inclusive workplace committed to equality and employee empowerment.
- 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 decision-making 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.
- 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.
- 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.
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 in London 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 that promotes work-life balance. Employees enjoy generous benefits, including 25 days of annual leave plus their birthday, a salary sacrifice pension scheme, and a thriving social committee, making it an attractive place for those seeking meaningful and rewarding careers in macroeconomic research.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Demand Generation in London
✨Tip Number 1
Network like a pro! Reach out to people in your industry on LinkedIn or at events. A friendly chat can lead to opportunities that aren’t even advertised yet.
✨Tip Number 2
Show off your skills! Create a portfolio or a personal website showcasing your achievements and projects. This gives potential employers a taste of what you can bring to the table.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Tailor your answers to show how you fit into their vision, especially in demand generation and pipeline growth.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, we love seeing candidates who are proactive!
We think you need these skills to ace Head of Demand Generation in London
Some tips for your application 🫡
Tailor Your CV:Make sure your CV is tailored to the Head of Demand Generation role. Highlight your experience in B2B demand generation and any relevant achievements that align with the job description. We want to see how you can contribute to our goals!
Craft a Compelling Cover Letter:Your cover letter is your chance to shine! Use it to explain why you're the perfect fit for this role. Share specific examples of your past successes in pipeline growth and conversion performance, and show us your passion for demand generation.
Showcase Your Data-Driven Mindset:Since this role is highly data-driven, make sure to highlight your analytical skills. Talk about how you've used data to inform your strategies and improve campaign performance in previous roles. We love numbers that tell a story!
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 don’t miss out on any important updates. Plus, we love seeing candidates who take that extra step!
How to prepare for a job interview at Capital Economics
✨Know Your Numbers
As the Head of Demand Generation, you'll need to demonstrate your understanding 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.
✨Align with Sales
Since this role involves close collaboration with Sales leadership, show that you understand their priorities. Prepare examples of how you've successfully partnered with sales teams in the past to achieve common goals. Highlight any campaigns where you’ve improved conversion efficiency together.
✨Campaign Creativity
Capital Economics is looking for innovative campaign orchestration. Think about unique demand generation strategies you've implemented before. Be prepared to share specific examples of successful campaigns, including the channels used and the results achieved.
✨Emphasise Diversity and Inclusion
Given Capital Economics' commitment to diversity and inclusion, be ready to discuss how you can contribute to a diverse workplace. Share your thoughts on how varied perspectives can enhance demand generation strategies and lead to better decision-making.
