Head of Demand Gen - AI-First Growth & Pipeline in London

Location: London, UK; Cork, Ireland (hybrid, 2 to 3 days in office); or Remote, US (East Coast preferred)

Reports to: VP Marketing

Employment type: Full-time, permanent

About Genesis AHC

Genesis is on a mission to deliver significant financial, operational, and clinical benefits to hospital systems and NHS Trusts through a software platform for complete clinical traceability. We track the movement of care-critical supplies, implants, and equipment from the supplier all the way to the patient bedside, and turn that data into measurable outcomes: revenue captured, waste eliminated, never events prevented, clinician time returned to care.

Why This Role Matters

Your primary mandate is simple: build the pipeline that fuels Genesis AHC’s growth across the US, UK, and EU. We sell complex, high-value software into hospital systems, NHS Trusts, and private hospital groups, and marketing generated pipeline is critical to our growth.

This role is directly accountable for:

• Pipeline generation: hitting the quarterly and annual sourced and influenced pipeline number the executive team commits to the board
• Pipeline quality: ensuring opportunities are in-ICP, well-qualified, and convert at healthy rates through to closed-won
• Pipeline efficiency: defending CAC, payback, and marketing-sourced win rate as we scale spend
• Pipeline coverage: making sure every region and every named target account has the right air cover and lifecycle motion behind it
• Setting the AI-first operating model that lets a small team produce outsized pipeline results

What You Will Own

Lifecycle Marketing and Marketing Operations (HubSpot)

• You are the architect and operator of HubSpot and the lifecycle programs that run on it.
• Design and maintain lifecycle stages, lead scoring, and routing logic across US, UK, and EU
• Build nurture and re-engagement programs that move accounts from awareness to MQL to SQL
• Own segmentation, list hygiene, suppression rules, and consent management (GDPR, CAN-SPAM, CCPA, UK GDPR)
• Architect attribution (multi-touch and self-reported) and the weekly pipeline report
• Maintain clean data flow between HubSpot, CRM (Salesforce or HubSpot CRM), enrichment (Clay, Definitive Health, Apollo), and the data warehouse
• Define and govern the marketing data model: accounts, contacts, opportunities, campaigns, UTMs

Paid Media and Account-Based Marketing

• You own paid acquisition end to end, with LinkedIn and ABM as the spearhead.
• Run LinkedIn as the primary paid B2B channel: campaign architecture, creative testing, audience strategy, bid management
• Build and operate ABM motions (1:1, 1:few, 1:many) against named target accounts: US IDNs and health systems, NHS Trusts and ICBs in the UK, and private hospital groups across the EU, in tight partnership with sales
• Test and scale paid search (Google, Bing), programmatic display, retargeting, and emerging B2B channels (Reddit, podcast and newsletter sponsorships, signal-based outbound)
• Own paid budget allocation, pacing, CAC, LTV:CAC, and payback by region and segment
• Run a continuous creative testing program across formats and audiences
• Coordinate with sales on account selection, signal triggers, and follow-up SLAs

SEO and Answer Engine Optimization (AEO)

• You stand up and own organic discoverability for the new consolidated brand, in both classic search and AI answer surfaces.
• Lead the technical SEO foundation for the new domain: site architecture, schema, Core Web Vitals, internal linking, and the redirect strategy from legacy domains
• Own on-page SEO and the content roadmap that supports it, tuned for buyer language across regions (US "health system" and "IDN" vs UK "NHS Trust" and "ICB" vs EU "hospital group")
• Build for AEO so Genesis AHC surfaces in ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, and emerging answer engines
• Track share of voice in both classic SERPs and AI answer surfaces
• Manage agencies, freelancers, or contractors as needed for content and link building
• Partner with product marketing on messaging consistency across owned content

Web, Landing Pages, and Conversion

• You build, ship, and optimize the pages that convert traffic into pipeline.
• Build and iterate on landing pages directly, without waiting on engineering sprints
• Own conversion rate across paid, organic, lifecycle, and direct entry points
• Run a structured experimentation program (hypothesis, test, measure, ship or kill)
• Implement and maintain personalization where it drives ROI (HubSpot smart content, or equivalent)
• Partner with brand and design to keep the new brand system consistent across pages

UK and Ireland Field Marketing, Events, and Regional Messaging

• You provide hands‑on demand support for our UK and Ireland go‑to‑market, partnering with sales and brand on the events and messaging that build pipeline in‑region.
• Plan and run the UK/IE events calendar: hosted dinners, roundtables, partner events, and a curated set of industry conferences and trade shows
• Own the end‑to‑end demand workflow around each event: target list, pre‑event outreach, on‑site capture, post‑event nurture, and pipeline attribution
• Localize messaging, value props, and creative for UK and Ireland audiences so they do not read as US‑translated content
• Partner with sales leadership in‑region on ABM plays tied to events and account‑level moments
• Coordinate with PR, partners, and analyst relations on regional moments that warrant amplification
• Measure event ROI consistently (sourced and influenced pipeline, cost per opportunity) and kill what does not work

Analytics, Reporting, and Attribution

• You set up and own the measurement layer for everything above.
• Stand up and maintain GA4, server‑side tracking, and event taxonomy
• Build dashboards in HubSpot, Looker, or equivalent for funnel, channel, region, and campaign performance
• Define and report on the marketing scorecard: pipeline, SQLs, MQLs, CAC, payback, win rate by source
• Run weekly pipeline reviews with sales and monthly performance reviews with the CMO
• Be the source of truth for what is working across the funnel

AI-First Operating Model (Non‑Negotiable)

This is the differentiator for the role and the function. We expect you to operate as an AI-native marketer from day one, not as someone who occasionally uses ChatGPT for first drafts.

• Use AI to create Ad variants, landing page copy, email sequences, nurture content, and SEO/AEO assets at a velocity and volume a traditional team of 3 to 5 cannot match
• Use AI to manage Agentic workflows for reporting, anomaly detection, budget pacing, and optimization
• Automated audience building, signal capture, and lifecycle triggers
• AI‑assisted QA on campaigns, tracking, and data quality
• Bring opinions on the stack: Tools we are open to or already considering: HubSpot, Salesforce, Clay, Common Room, Default, Mutiny, Jasper, Claude, ChatGPT, Perplexity, Cursor, Zapier, n8n, Make
• We want your point of view on what to keep, kill, and add
• If your default answer to "how do we scale?" is "hire more people first," this is not the role.

What You Bring

Required

• 7 or more years in B2B demand generation, with at least 2 years leading the function
• Deep, hands‑on HubSpot expertise (architecture, workflows, reporting, integrations), not just oversight
• Proven LinkedIn paid and ABM results, with specific numbers, audiences, and budgets you can speak to
• Modern SEO expertise (technical, content, link strategy) plus a credible point of view on AEO
• Hands‑on ability to build and ship landing pages (CMS, basic HTML/CSS, A/B tools like VWO or HubSpot)
• Hands‑on ability to set up your own analytics: GA4, event tracking, attribution, dashboards
• Documented track record of using AI tools to compress timelines and replace manual work
• Strong written communication: you will draft a lot of briefs, plans, and updates
• Experience operating across multiple regions, ideally including US coverage from a UK or IE base
• Experience running a B2B field marketing or events program (hosted dinners, roundtables, conferences) with measurable pipeline outcomes

Strongly Preferred

• Healthcare, health tech, life sciences, or other regulated industry background; familiarity with hospital, NHS Trust, or IDN buying cycles is a plus
• SQL or light scripting (Python, JavaScript) for marketing ops and analytics

How You Work

• Bias to ship, then iterate; allergic to analysis paralysis
• Comfortable owning a number publicly and reporting on it weekly
• Operate independently as an IC now, with the judgment and presence to lead a team
• Strong partner to sales: you understand pipeline is a shared sport
• Curious by default, especially about new tools and channels

Department: Marketing