Head of Demand Generation

Location: Hybrid – commutable to Darlington Office

Reporting to: Group Marketing Director

Employment Type: Full time, Permanent

The Head of Demand Generation is the pipeline engine of CameraMatics. Reporting to the Group Marketing Director, you will own the programmes, processes and performance framework that convert market awareness, campaigns and engagement into qualified sales pipeline. This is a senior, hands-on and commercially accountable role. You will build, test, optimise and scale demand generation activity across paid acquisition, nurture, lead scoring, routing, campaign performance and agency delivery.

Key Responsibilities:

• Pipeline Generation & Ownership: Own the global marketing-sourced pipeline target, aligned to CRO-set revenue goals. Build and manage a predictable demand engine across paid acquisition, inbound conversion, ABM, nurture, re-engagement, outbound-supported activity and partner-sourced pipeline. Ensure demand generation activity is focused on qualified meetings, SQLs, opportunities and pipeline contribution, not just lead volume. Diagnose pipeline gaps weekly and deploy targeted interventions to increase conversion, improve velocity and fill coverage shortfalls. Define how marketing activity moves prospects from engagement to conversion across the demand funnel. Define qualification criteria, follow-up expectations, SLAs and feedback loops. Ensure the demand generation engine is built to generate, convert and measure qualified pipeline contribution at the required volume and quality. Work with Growth Marketing, Digital Marketing, SDRs and Sales to identify where leads are stalling, dropping out or failing to convert. Report weekly on pipeline contribution, conversion rates, pipeline velocity and forecast accuracy to the Group Marketing Director, CRO, Regional Sales Directors and relevant commercial stakeholders. Hold Sales, SDR and Marketing stakeholders accountable for agreed follow-up processes, feedback loops and performance standards. Provide clear recommendations on where demand activity, budget or focus should be scaled, optimised, paused or reallocated.
• Demand Infrastructure & Salesforce: Own the marketing and sales development technology stack including Salesforce (campaigns, flows, reporting, lead management), Zoominfo, LinkedIn Sales Navigator, Lead Forensics, and prospecting/enrichment tools such as Nooks or equivalent. Define and own marketing's requirements within Salesforce (campaign structure, lead lifecycle, routing, reporting), partnering with Sales Operations who own platform configuration. Build the performance framework for demand-generating activity across paid, organic, events, webinars, content, ABM, outbound-supported activity and partner-sourced pipeline.
• Paid Acquisition, Channel & Agency Performance: Partnering with the Digital Marketing Manager and Growth teams, manage paid search, paid social, and display spend across regions, optimising for pipeline (not just leads). Own the day-to-day relationship with external demand generation and performance agencies, holding them accountable to qualified meeting and pipeline targets.
• Campaigns, ABM & Outbound Programmes: Design and execute account-based marketing programmes targeting named enterprise accounts in partnership with Sales Directors. Build and maintain trigger-based outbound automation. Develop and automate closed-lost and stalled opportunity re-engagement programmes segmented by lost reason.
• Website & Conversion Optimisation: Drive website conversion rate optimisation: landing pages, CTAs, demo request flows, and gated content performance. Lead the demand-side testing agenda across key conversion points.
• Analytics, Attribution & Reporting: Build and maintain a marketing attribution model that accurately tracks pipeline contribution by channel, campaign, and programme. Maintain clean, actionable reporting dashboards for pipeline contribution, CAC, CPL, ROAS, and channel attribution.

Qualifications & Experience:

• 4–7+ years in B2B demand generation, ideally within SaaS, technology, or high-growth scale-up environments.
• Proven track record of owning and delivering marketing-sourced pipeline targets, measured on pipeline and revenue contribution, not MQL volume.
• Strong analytical ability, with experience reporting on funnel performance, pipeline contribution, conversion rates, CAC, CPL, ROAS and forecast accuracy.
• Deep understanding of lead scoring, lifecycle stages, attribution models, and marketing-sales handoff processes.
• Strong hands-on experience with Salesforce (campaigns, flows, reporting, lead management) – this is non-negotiable.
• Experience managing external demand, performance or digital agencies against performance targets.

Compensation & Benefits:

• Base salary: £65-£75k DOE
• Variable bonus paid quarterly against pipeline generation and SQL conversion targets.
• Opportunity to grow the function and build a demand generation team as the company scales.