At a Glance
- Tasks: Lead demand generation strategy and optimise conversion rates across the buyer journey.
- Company: Alto Software Group, a key player in UK housing transactions with a start-up mindset.
- Benefits: 25 days leave, volunteering day, gym access, and enhanced parental leave.
- Other info: Inclusive culture valuing diversity and offering significant career growth opportunities.
- Why this job: Join a pivotal phase to reshape demand generation and make a measurable impact.
- Qualifications: Experience in pipeline management, budget ownership, and B2B conversion strategies.
The predicted salary is between 60000 - 80000 € per year.
Alto Software Group creates software solutions that connect businesses and consumers, powering more than half of all UK housing transactions each year. We deliver a one‑stop shop for estate agents and home builders to drive efficiencies, speed up the transaction while reducing risk, improve end‑customer experiences, stay ahead of regulatory changes and unlock new areas for business growth.
While we are not a start‑up we have a start‑up mindset and want our people to operate with this mindset so that we can achieve our ambitions.
The Mission
We are looking for a Head of Demand Generation who thinks in systems, not just channels. Alto has solid foundations—a recognized brand, strong traffic, and a functioning paid/organic engine. As the B2B buyer journey shifts, we need a leader to solve complex conversion opportunities and diversify our demand gen tactics. This is a highly commercial, "hands‑on leadership" role. You will own the demand strategy end‑to‑end, manage a significant budget and act as the primary point of contact for our web agency.
What You’ll Own
- Pipeline Strategy & Execution: Own and hit pipeline targets from MQL through to SQL and revenue contribution.
- The Conversion Engine: Diagnose "leaks" in the funnel and improve conversion rates across the journey, specifically focusing on session‑to‑MQL and MQL‑to‑SQL handoffs.
- Budget & ROI: Full ownership of the demand generation budget. You’ll make the calls on where to invest, pull back, or reallocate based on CPMQL, CAC, and pipeline output.
- Website & CRO: Treat the Alto website as a conversion tool, not a brochure. You will manage our web agency to drive website development, GA4 governance, and structured experimentation.
- Sales Alignment: Build genuine feedback loops with sales leadership to align on lead quality, SLAs, and pipeline acceleration.
Who You Are
- A Systems Thinker: You don’t just "run ads." You understand how brand, content, and paid channels work as one integrated system.
- Commercially Accountable: You have personally owned pipeline targets and a demand gen budget, making reallocation decisions based on data, not habit.
- Conversion Obsessed: You have a track record of fixing broken or underperforming funnels in complex B2B journeys.
- Tech-Fluent: You are a power user of HubSpot, Salesforce, and GA4 (all required). You bring strong working knowledge of website development, CMS platforms, and digital best practices—comfortable enough to navigate backend conversations without needing to be hands‑on technical.
- Hands‑on Leader: You are comfortable being close to the CMO and CRO, managing a direct report, and holding external agencies to a high standard of accountability.
- Segment‑Minded: You know how to build different journeys for different ICPs rather than forcing everyone through a "one‑size‑fits‑all" funnel.
Why Join Alto?
This role offers a seat at the marketing leadership table during a pivotal "acceleration" phase. You will have the autonomy to rebuild the demand function, the budget to make an impact, and a high‑visibility platform where your contribution to revenue is clearly measurable.
- 25 days annual leave + extra days for years of service
- Day off for volunteering & Digital detox day
- Festive Closure - business closed for period between Christmas and New Year
- Cycle to work and electric car schemes
- Free Calm App membership
- Enhanced Parental leave
- Fertility Treatment Financial Support
- Group Income Protection and private medical insurance
- Gym on‑site in London
- 7.5% pension contribution by the company
- Discretionary annual bonus up to 10% of base salary
- Talent referral bonus up to £5K
We want to make Alto more welcoming, fair and representative every day. We’ll consider everyone who applies for this role in the same way, regardless of your ethnicity, colour, national origin, religion, sexual orientation, gender, gender identity, age, physical disability, neurodiversity status, family or parental status, or how long you’ve spent unemployed.
Head of Demand Generation employer: Houseful Limited
Alto Software Group is an exceptional employer that fosters a dynamic and innovative work culture, encouraging employees to adopt a start-up mindset while benefiting from the stability of an established brand. With a strong focus on employee growth, Alto offers numerous perks such as generous annual leave, volunteering days, and comprehensive health benefits, all within a vibrant London location that promotes both professional development and personal well-being.
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 people in your industry, especially those at Alto or similar companies. A friendly chat can lead to insider info about the role and even a referral.
✨Tip Number 2
Prepare for the interview by diving deep into Alto's mission and values. Show us how your experience aligns with our goals, especially around demand generation and conversion strategies.
✨Tip Number 3
Don’t just talk about your past successes; bring data to back it up! We love numbers, so be ready to discuss how you’ve improved conversion rates or managed budgets effectively.
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows us you’re genuinely interested in being part of the Alto team.
We think you need these skills to ace Head of Demand Generation
Some tips for your application 🫡
Show Us Your Systems Thinking:When you're writing your application, make sure to highlight your ability to think in systems. We want to see how you connect the dots between brand, content, and paid channels. Give us examples of how you've integrated these elements in past roles!
Be Commercially Accountable:Don’t shy away from sharing your experience with pipeline targets and budget management. We love numbers, so include specific metrics that showcase your success in demand generation. Show us how you've made data-driven decisions in your previous roles!
Focus on Conversion:We’re obsessed with conversion rates, so make sure to mention any experience you have in diagnosing and fixing funnel leaks. Share your strategies for improving MQL to SQL handoffs and how you’ve optimised customer journeys in B2B settings.
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, it shows us you’re keen to join the Alto team!
How to prepare for a job interview at Houseful Limited
✨Know Your Numbers
As a Head of Demand Generation, you'll need to be comfortable with metrics. Brush up on your understanding of key performance indicators like MQL, SQL, and CAC. Be ready to discuss how you've used data to make decisions in the past—this will show that you can own the demand strategy end-to-end.
✨Showcase Your Systems Thinking
This role requires a systems thinker who understands how different channels work together. Prepare examples of how you've integrated various marketing strategies in previous roles. Highlight your ability to diagnose issues in the conversion funnel and propose actionable solutions.
✨Demonstrate Your Hands-On Leadership Style
Alto is looking for a hands-on leader, so be prepared to discuss your leadership style. Share experiences where you've managed teams or collaborated closely with sales and external agencies. Emphasise your approach to building feedback loops and ensuring alignment on lead quality.
✨Be Tech-Savvy
Familiarity with tools like HubSpot, Salesforce, and GA4 is crucial. Make sure you can talk about your experience with these platforms and how you've leveraged them to improve conversion rates. If you've worked on website development or CRO initiatives, share those insights to demonstrate your tech fluency.
