CameraMatics
Head of Demand Generation
United Kingdom
£75k – £85k/yr
Posted 2 days ago
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Head of Demand Generation
Head of Demand Generation
Reporting to: Group Marketing Director Employment Type: Full time, Permanent
About the Role
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. Working closely with the SDR team, Sales Directors, regional marketing leads, and digital specialists, you will ensure marketing-generated demand is captured, qualified, and progressed as effectively as possible.
You will be measured on the quality, volume, and progression of pipeline created, not on activity metrics alone. You will build, test, break, fix, and scale, with real ownership and real impact on the business.
Key Responsibilities
Pipeline Generation & Ownership
- Own the global marketing-sourced pipeline target, aligned to CRO-setting 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 focuses 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 generates, converts, and measures 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.
- Work shoulder-to-shoulder with SDRs and Sales Directors to improve speed-to-lead, lead acceptance, meeting quality, SQL conversion, and opportunity creation.
- 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.
- Ensure Sales and SDR teams have visibility of campaign context, lead source, engagement history, and recommended follow-up.
- 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
- Prospecting/enrichment tools (e.g., Nooks or equivalents).
- Define and own marketing's requirements within Salesforce (campaign structure, lead lifecycle, routing, reporting), partnering with Sales Operations for platform configuration.
- Own marketing requirements supporting lead capture, scoring, routing, nurture, attribution, campaign measurement, and pipeline reporting.
- Build the performance framework for demand-generating activity across paid, organic, events, webinars, content, ABM, outbound-supported activity, and partner-sourced pipeline.
- Design and optimise the lead-to-SQL-to-opportunity handoff process in partnership with SDR leadership.
- Partner with Growth Marketing, Digital Marketing, and relevant agencies to ensure marketing activity is assessed on qualified demand and pipeline contribution—not just clicks, traffic, event attendance, or lead volume.
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Paid Acquisition, Channel & Agency Performance
- Partner with the Digital Marketing Manager and Growth teams to 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.
- Work with the digital/SEO agency to drive performance and coordinate with content teams to maximise organic pipeline contribution.
- Continuously test new channels, audiences, and creative formats to find scalable acquisition levers.
Campaigns, ABM & Outbound Programmes
- Design and execute account-based marketing (ABM) programmes, targeting named enterprise accounts in partnership with Sales Directors, ensuring programmes have the right data, routing, nurture, measurement, and follow-up structure.
- Partner with Growth teams to build repeatable, vertical-specific demand generation campaigns aligned to SDR structure (e.g., Transport, Construction & Civils, Plant Hire, Builders Merchants).
- Each vertical gets targeting, messaging, sequences, and content tailored—no generic campaigns with different logos.
- Build and maintain trigger-based outbound automation (e.g., regulatory events like DVSA, HSE; LinkedIn job changes; competitor displacement signals; website visitor activation and growth indicators).
- Develop and automate closed-lost and stalled opportunity re-engagement programmes, segmented by lost reason.
- Evaluate and operationalise intent data layers, such as Bombora, G2 Buyer Intent, and TrustRadius to identify accounts actively in-market and prioritise SDR follow-up.
- Use LinkedIn Sales Navigator and intent data signals to identify and prioritise accounts showing active buying behaviour.
- Coordinate with SDR and Growth teams to ensure outbound sequences are personalised, timely, and data-driven.
Website & Conversion Optimisation
- Work closely with the Digital Marketing Manager and external agency to drive website conversion rate optimisation, including:
- Landing pages, CTAs, demo request flows
- Gated content performance
- Lead the demand-side testing agenda across key conversion points using performance insight and pipeline impact analysis.
- Maximise value from Lead Forensics data by building automated activation workflows for high-fit website visitors.
- Run A/B tests on key conversion points using performance insight and pipeline impact analysis to continuously improve marketing-to-pipeline conversion rates.
- Partner with content and brand teams to ensure landing pages and campaign destinations are high-converting and on-brand.
- Ensure campaign destinations are connected to campaign reporting, attribution, and sales follow-up processes.
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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.
- Review performance insights with relevant channel and campaign owners to identify areas for scaling, optimising, pausing, or reviewing.
- Ensure agency and partner reporting connects to pipeline outcomes—not just activity metrics.
- Report weekly on demand generation KPIs:
- MQLs, SQLs
- Qualified meetings
- Pipeline created
- Pipeline velocity
- Conversion rates by stage.
- Provide the Marketing Director with data-driven recommendations on budget allocation, channel investment, and performance improvement.
- Model pipeline forecasts and scenario plans to support quarterly and annual planning cycles.
- Build feedback loops between Marketing, SDRs, and Sales to improve campaign performance, lead quality, and funnel conversion continuously.
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
- Forecast accuracy.
- Deep understanding of:
- Lead scoring
- Lifecycle stages
- Attribution models
- Marketing-sales handoff processes.
- Strong, hands-on experience with Salesforce (campaigns, flows, reporting, lead management)—non-negotiable.
- Comfortable working across:
- Systems
- Processes
- Reporting
- Optimisation.
- Ability to diagnose performance gaps quickly and turn insight into practical action.
- Strong commercial judgement and ability to prioritise activity based on pipeline impact.
- Experience managing external demand, performance, or digital agencies against performance targets.
- Proficiency in tools such as:
- Salesforce
- ZoomInfo
- LinkedIn Sales Navigator
- Lead Forensics
- Nooks
- Aerie
- Chili Piper
- Intent data platforms (e.g., Bombora, G2 Buyer Intent, TrustRadius).
- Ability to build multi-step sequences blending inbound and outbound signals.
- Experience with intent data platforms to identify in-market accounts—highly desirable.
- Understanding of how messaging differs per role (e.g., Transport Director vs. Plant Hire MD).
- Experience with:
- Paid search (Google Ads)
- Paid social (LinkedIn Ads)
- ABM platforms.
- Comfortable with data:
- Build your own dashboards.
- Run your own reports.
- Make decisions based on numbers.
- Experience working alongside or managing SDR teams—highly desirable.
- Exposure to fleet, logistics, transport, construction, or industrial technology sectors is a bonus—but not essential (demand gen mechanics are transferable).
Compensation & Benefits
- Base salary: £75–£85k (DOE + Bonus)
- 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.
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Skills
Demand Generation
Salesforce
Lead Scoring
Pipeline Management
Campaign Performance
Digital Marketing
Account-Based Marketing
Analytics
Reporting
Paid Acquisition
SEO
Content Marketing
Conversion Rate Optimization
Data Analysis
Marketing Attribution
Team Collaboration
Location