Head of Demand Generation | B2B Payments | Hybrid London | CM9903

Our client is an established, heavily backed payments automation platform that moves money for finance teams at scale — payroll, supplier payments, spend management and collections — through a single platform connected to the accounting and payroll systems their customers already use. They are a regulated payments institution with more than a decade of trading, several thousand business customers from fast-growing SMEs to global enterprises, and 500 staff across four international offices. The business is profitable and growing.

Marketing is being built into a measurable engine and demand generation is the centre of it. You own the demand number across four priority verticals and two very different go-to-market motions. There is a capable team in place and real momentum in the business; the opportunity is to bring it together into one system with a shared plan, a clear definition of great, and an operating rhythm that turns activity into predictable pipeline. You are hired ahead of your team, with several seats open beneath you to shape and staff yourself.

Location and working pattern

This is a hybrid role based in the client’s central London office.  Full time and permanent. Candidates need the right to work in the UK.

Key role details

• Own the number — carry the quarterly pipeline commitment across the verticals, know your conversion rates and cost per meeting, and defend them in front of the exec team.
• Run the verticals as pods: each vertical pairs a demand generation owner with a product marketer working as one unit. You lead that model, and most likely own a vertical yourself, because leaders here do the work as well as direct it.
• Take paid acquisition to the next level with rigorous testing and experimentation across paid search and social, and hold agency partners to clear goals.
• Grow events into a measured pipeline channel. The business already has a strong presence at the events that matter; you turn that into a deliberate channel with capture targets set in advance and conversion tracked afterwards.
• Build the SME and accountant motion — a materially different funnel that is high volume, partner-adjacent, and closer to enabling accountants to introduce their own clients than to a direct sale. It deserves its own playbook, not a scaled-down enterprise one.
• Stand up an outbound capability alongside the sales development team, holding a single shared pipeline goal with sales.
• Build and lead the team: define the seats, hire them, and develop the people already here. Two vertical owners are in place today and a senior events hire is in process; beyond that the shape of the function is yours — an SME and accountant specialist, partner and channel marketing, dedicated outbound, and events support.
• Make AI part of how the team works, with workflows and agents that compress campaign cycles and let a focused team do the work of a much larger one.
• Run two routes to market that behave very differently: a considered, sales-led enterprise and mid-market motion, and a high-volume, partner-shaped SME motion running through accountants.

Experience and competencies required

• You have owned a pipeline number across multiple verticals or segments rather than a single channel, and you can describe exactly what you did to move it.
• You run paid, lifecycle, events and outbound as one system. You may have come up through one of them, but you are not a specialist defending a favourite channel.
• Fluent in the funnel — lead to meeting to opportunity, the conversion rates between each, and where things fall through.
• You manage agencies hard, with clear goals and a willingness to hold them to account.
• A builder rather than a maintainer: experience building a function counts for more here than experience running a mature one.
• Hands-on — you will lead a team and also be in the platforms, in the numbers and in the copy.
• Real fluency with AI, not just everyday use: you have built and shipped your own agents, automations and workflows, and you can prototype something yourself. There is an AI component to the interview exercise.
• B2B is a requirement. Payments, fintech or another regulated and technically complex product is preferred, as is experience through the £50–150m ARR band. A strong B2B scaling pedigree in another sector will also be considered.
• Right to work in the UK, and able to be in a London office on a hybrid basis.

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