Gareth Wilson
Community Growth Lead (London)
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The context
CFO Connect is a community of 10,000+ senior finance leaders — one of the largest in Europe founded and owned by Spendesk. Spendesk is the spend management platform those same leaders evaluate, buy, and use. Despite the natural overlap, the two have historically operated in parallel, without a systematic link between community engagement and commercial outcomes.
Role
This role exists to build that link — and to create the virtuous circle where CFO Connect drives Spendesk's pipeline, and Spendesk's customers strengthen CFO Connect. It sits at the intersection of three things that have never been properly connected:
- CFO Connect — a community asset with reach, trust, and brand authority
- Spendesk's customer base — an underleveraged source of advocacy, proof, and commercial influence within the community itself
- The pipeline — the commercial outcome both can drive when designed to work together
The role reports into the VP Marketing and will have at least one junior direct report to support with day-to-day operations of the community.
What you'll own
- CFO Connect as a revenue engine for Spendesk: closing the structural gap between two assets that have historically operated in parallel — designing the virtuous circle where CFO Connect builds Spendesk's brand, pipeline and revenue through smartly designed nurture programs and hand-offs to sales teams.
- Spendesk customer community — built with intention: while Spendesk has always had engaged customers, there's never been a deliberate, scaled community built around them. This role defines what that looks like, activates the first cohort of advocates, and architects how it connects to and amplifies CFO Connect.
- Event program: webinars, executive dinners, expert workshops, and flagship summits — running in coordination with Spendesk teams CFO Connect Commercial Lead and our Sponsors to drive TOFU community engagement and sponsor outcomes.
- Content engine: blogs, research reports, expert roundups, member resources, and co-authored content with community members — not Spendesk-as-publisher, but CFO Connect-as-platform for the finance leader conversation.
- Market intelligence loop: surfacing member and customer insights back into Product, Sales, and Marketing — the combined CFO Connect and Spendesk customer base as the company's most direct and credible line to the ICP.
- Measurement framework: building the attribution model, tracking leading and lagging indicators, and telling the community-to-revenue story internally — including to the steering committee.
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How we'll measure success
Community health
- Commercial impact
- Pipeline & revenue influenced — community and customer touchpoints recorded in CRM; deal overlap with CFO Connect membership
- Customer retention — churn rate, community customers vs. non-community
- Expansion ARR — upsell and cross-sell, community customers vs. non-community
- Sponsorship revenue - direct sponsorship revenue closed
- Member count and growth rate — qualified membership, per market
- Activation rate — % of new members engaging within 30 days
- Monthly active members — per market, tracked consistently
- Event attendance — per event, with post-event NPS
- Content engagement — newsletter open rates, report downloads, roundup reach
- Spendesk customers onboarded - % of customer accounts active in community
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The ideal candidate
- You are a content-led thinker.
- You have built or scaled a community with commercial intent.
- You have the organisational skills to run an ongoing and diverse event program.
- You are or want to be a team builder.
- You know how to leverage CRM tools and email marketing to run a sophisticated member lifecycle.
- You have a finance background, or the genuine curiosity and intellect to immerse yourself in that world.
- You are commercially wired.
- You are highly collaborative.
About The Process
- HR Screening
- Hiring Manager Interview
- Case Study
- Chat with the CEO
About Our Benefits
Our culture is built on trust, empowerment, and growth — with benefits to match!
- Flexible on-site and remote policy
- Lunch 60% funded by Spendesk (Swile Card)
- Alan Premium health insurance
- A Gymlib pass to let off steam after a productive day at work
- Access to Moka.care for emotional and mental health wellbeing
- Latest Apple equipment
- Great office snacks to fuel your day
- A positive team to work with daily!
Diversity & inclusion
At Spendesk, we're committed to fostering an environment where all differences are encouraged, supported and celebrated. We're building our culture for everyone, with everyone. Our goal is to attract and build a diverse, equal and inclusive team, where everyone feels welcome and we truly embrace and encourage people from all backgrounds to apply.
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