Demand Generation Lead (Integrated Programmes)

About the role

We're looking for a Demand Generation Lead to own the design, planning, and delivery of integrated marketing programmes that drive consistent, measurable pipeline. This is a leadership role with direct responsibility for pipeline contribution. You will define how Xelix's integrated demand generation model operates – connecting digital, events, ABM, and lifecycle activity through structured programmes that replace fragmented execution with coordinated, outcome-led delivery. You will manage execution teams, align commercial stakeholders around shared priorities, and own performance from planning through to pipeline impact. Sitting at the intersection of Marketing, Sales, SDRs, and Product Marketing, you will translate commercial targets into programmes that move accounts from first signal to qualified pipeline – and be accountable for the results.

What you’ll be doing

• Architect and own the integrated demand generation framework – planning cycles, cross-channel calendar, programme structure, and execution cadence.
• Translate commercial growth targets into coordinated, multi-channel programmes across digital, events, ABM, and lifecycle, owning the budget and optimising investment for maximum pipeline ROI.
• Own the full funnel from target account to engagement to MQA to SQL to pipeline, working with Marketing Operations to drive conversion and establish attribution and pipeline reporting as the commercial language between Marketing and Sales.
• Manage and develop a team of two channel managers – each with their own direct report – setting clear direction, fostering accountability, and building a high-performing execution function.
• Act as a strategic partner to SDR and Sales teams, supplying high-intent signals, account insight and campaign intelligence to sharpen outbound effectiveness.
• Continuously analyse programme performance, translating insight into improvements in conversion rates, pipeline quality and ROI.

What you’ll bring

• 8–10+ years in demand generation or growth marketing within B2B SaaS, with a proven track record of building and scaling programmes from early‑stage through to repeatable, predictable execution at a high‑growth business.
• A track record of owning pipeline targets, reporting against them to senior leadership, and setting the commercial standard between Marketing and Sales.
• Fluency across the full B2B enterprise funnel – demand creation and demand capture, MQA through to opportunity – with deep expertise in pipeline metrics.
• Proven people leadership, with the ability to manage and develop a team in a fast‑moving environment.
• Proficiency with modern marketing stacks and strong stakeholder leadership across Sales and Marketing.

Big Plus Points

• Strong ABM strategy and orchestration experience.
• Experience marketing to enterprise or CFO‑level audiences.
• Familiarity with MEDDIC or similar qualification frameworks.
• Experience using AI‑enabled tools to improve marketing execution and performance.

What Success Looks Like

• Pipeline contribution is consistent, predictable and directly traceable to integrated programme activity – with a clear, quantifiable link to ARR growth.
• Marketing investment decisions are driven by pipeline ROI, with attribution models that Sales and leadership trust and use.
• Funnel metrics and pipeline reporting are established as the commercial language between Marketing and Sales, improving sales velocity and win rates over time.
• MQA to SQL to pipeline conversion improves consistently, reducing cost per opportunity and accelerating time to revenue.
• The demand generation engine compounds over time – each programme cycle performing better than the last, creating a sustainable competitive advantage in how Xelix goes to market.

What we offer in return

• Competitive salary of £55,000 – £85,000 depending on experience.
• 27 days of annual leave (including 3 days Christmas closing), with the option to roll over 3 days.
• Hybrid working with two days a week from our dog‑friendly Hoxton office and on‑site gym.
• Comprehensive private medical & dental cover with Vitality.
• Enhanced parental leave pay.
• Learning & development culture – £1,000 personal annual budget.
• We’re carbon‑neutral and are working towards ambitious carbon reduction goals.
• Lots of team socials & activities.
• Annual team retreat.

We believe that people from diverse backgrounds, with different identities and experiences make our company and product better. No matter your background, we'd love to hear from you! And if you have a disability, please let us know if there's any way we can make the interview process better for you – we're happy to accommodate!