Head of Demand Generation in Reading

The Head of demand generation owns Dynamic Planner’s integrated demand generation strategy, campaign engine and performance marketing capability, ensuring marketing activity creates measurable pipeline, strengthens brand authority and supports revenue growth across priority markets and propositions. This is a player-manager role. The successful candidate will lead, coach and develop a multi-disciplinary team spanning campaigns, digital marketing, content, design and events, while also setting the bar for strategic thinking, campaign quality, copy, channel planning and measurable execution.

The role requires a commercially sharp marketer who can turn market themes, buyer pain points, product propositions and sales priorities into high-quality multi-channel campaigns. They will be particularly strong in digital inbound, paid media, advertising copy, PPC, conversion optimisation and campaign orchestration, helping the team produce work that is targeted, compelling, measurable and commercially useful. Ultimately, the role is to build a higher-performing demand generation function that combines strong leadership with hands-on excellence, creating campaigns that generate demand, nurture opportunity, support Sales and Customer Success, and reinforce Dynamic Planner’s position as the UK’s leading AI-powered digital advice platform.

Job Requirements

• Proven experience leading demand generation, campaign marketing or growth marketing in B2B SaaS, fintech, financial services technology, enterprise software or another complex B2B environment.
• Strong player-manager capability, with evidence of leading, coaching and developing a multi-disciplinary marketing team while remaining hands-on in campaign creation and quality control.
• Excellent understanding of integrated campaign planning across paid search, paid social, SEO, email, content, webinars, events, website conversion, nurture, ABM, retargeting and sales follow-up.
• Strong digital performance marketing capability, including PPC, paid media, landing-page optimisation, ad copy, audience targeting, conversion-rate optimisation, testing and performance analysis.
• Excellent campaign messaging and copy judgement, with the ability to sharpen propositions, improve briefs and turn complex themes into compelling buyer-led campaigns.
• Commercially confident, with a strong understanding of how marketing activity contributes to pipeline, revenue, customer growth, retention and sales productivity.
• Analytical and data-led, with the ability to interpret performance, diagnose issues and make practical recommendations rather than simply report activity.
• Strong stakeholder management skills, with the ability to work effectively with Sales, Customer Success, Product Marketing, Product, PR, senior leaders, agencies and subject matter experts.
• Able to manage pace, prioritisation and quality in a small-company environment where the role requires both leadership and hands-on delivery.
• Experience with marketing automation, CRM, website analytics, paid media platforms, campaign reporting and sales funnel metrics.
• Understanding of UK retail financial services, financial advice, wealth management, adviser technology or regulated markets is highly desirable.
• Confident use of AI tools to improve campaign ideation, copy development, content repurposing, testing, workflow efficiency and performance analysis, while maintaining quality and governance.

Job Responsibilities

• Own the demand generation strategy, campaign calendar and performance marketing plan, aligned to business priorities, revenue objectives, product launches, customer growth and brand-building activity.
• Translate GTM goals into clear campaign priorities, target audiences, channel plans, budgets, measures of success and team responsibilities.
• Maintain a rolling 90-day and annual campaign plan that brings together digital, content, events, paid media, CRM, nurture, PR, product marketing and sales enablement activity.
• Lead the development of integrated campaigns that use the right mix of paid search, paid social, SEO, email, website, webinars, events, content, retargeting, PR amplification, direct outreach and sales follow-up.
• Set clear campaign briefs, campaign hooks, audience propositions, channel roles, landing-page requirements, nurture journeys and follow-up plans.
• Ensure campaigns are not simply activity-led, but are built around buyer need, market opportunity, proposition strength and measurable commercial outcomes.
• Provide senior expertise across digital inbound, PPC, paid social, advertising copy, landing pages, SEO alignment, retargeting, conversion-rate optimisation and lead capture journeys.
• Coach and support the Digital marketing manager to improve paid media performance, ad copy quality, audience targeting, test-and-learn discipline and reporting insight.
• Work with agencies and internal stakeholders to ensure digital activity is commercially focused, well-briefed, optimised and connected to pipeline outcomes rather than isolated channel metrics.
• Lead, manage and develop a team comprising campaign, digital, content, creative and events capability, creating clarity on priorities, ownership, standards and delivery expectations.
• Set the bar for quality by being able to produce, edit, challenge and improve campaign plans, copy, creative briefs, landing pages, email journeys, ads, presentations and performance reports.
• Build confidence and capability in the team through coaching, feedback, clear objectives, regular one-to-ones, skills development and practical support on complex or high-value work.
• Create a culture of ownership, pace, accountability and continuous improvement, while ensuring people feel supported and able to grow.
• Partner with Product Marketing, Content and Creative to ensure campaigns are built on strong propositions, clear messaging, credible proof points and a consistent tone of voice.
• Improve the quality of marketing output across campaign concepts, nurture copy, web pages, emails, social posts, event promotion, digital advertising, sales collateral and customer communications.
• Ensure complex themes such as AI, regulation, advice efficiency, client engagement, risk profiling, suitability and platform consolidation are translated into clear, human and commercially persuasive campaigns.
• Work closely with Sales, Customer Success and Product Marketing to ensure demand generation activity supports priority segments, account plans, proposition focus areas and sales conversations.
• Build effective lead follow-up processes, campaign enablement, sales plays, nurture journeys and feedback loops so marketing activity converts into qualified opportunity.
• Use sales feedback, lead quality insight, win/loss data and pipeline performance to improve targeting, messaging, content and campaign execution.
• Ensure events, webinars, roundtables, sponsorships and flagship activity are planned as part of the wider demand generation engine, with clear audience strategy, promotion, capture, follow-up and measurement.
• Support the part-time Events manager with prioritisation, quality standards, campaign integration, commercial objectives and post-event nurture.
• Maximise the value of events by turning them into multi-format campaign moments before, during and after the activity.
• Own demand generation reporting across campaign performance, traffic, conversion, lead quality, MQLs, SQLs, pipeline influence, channel ROI, nurture engagement and sales feedback.
• Use data to diagnose performance, identify bottlenecks, improve conversion and make clear recommendations on where to increase, reduce or redirect investment.
• Work with CRM, marketing automation, website and agency partners to improve tracking, attribution, segmentation, lead scoring, workflow quality and campaign visibility.
• Manage demand generation budgets and agency relationships to ensure investment is well directed, performance is reviewed, and suppliers are held to clear standards and outcomes.
• Prioritise spend based on commercial impact, campaign potential, audience opportunity and ability to support pipeline, retention or expansion goals.