Demand Generation Lead

Borderless is simplifying the complexity of global immigration, starting with the UK.

Immigration is one of the most important - and most broken - systems in the global economy. It’s shaped human history, yet businesses and individuals hit friction at every turn, and government policy lurches with the political cycle.

Our vision is simple: a world where borders are no longer barriers, empowering the ambitious, wherever they are.

Backed by Entrepreneur First and Backed.

VC, we’re already supporting 900+ businesses, 15,000+ workers and scaling fast into new sectors and markets.

Around 25% of our workforce is sponsored, and we proudly offer visa sponsorship as part of our hiring process.

As Demand Generation Lead, you’ll own inbound pipeline (which is currently 80% of our engines): the channels, campaigns and website that turn the right businesses into booked demos. You’ll report to GTM leadership, and work alongside our SDR and sales teams, who take it from there. Collaborating with the rest of GTM, you’ll build our positioning as we move upmarket into larger tech, finance and professional services employers, and you’ll build the 12-month demand plan to get us there.

We're looking for someone who has done this before in a scale-up and knows what good looks like at the next stage. You'll be AI-native and tech-first, comfortable experimenting with modern tooling and automation, and hands‑on when it comes to building and optimising systems across our CRM and marketing stack. You’ll know every major B2B channel well, and one or two deeply.

Our customers are sponsoring people whose careers and lives depend on getting immigration right. Our marketing has to be clear, accurate and human, so you'll work closely with our immigration experts to make sure everything we say is right.

This role requires working in the office 3 days per week. If this is not possible for you, please do not apply.

• Planning and reviewing MQL activity, and what's driving pipeline and in charge of budget allocations.
• Tracking where the market is heading, and how our positioning and messaging need to evolve quarter to quarter
• Turning product and customer insights into campaigns. When you spot a trend, such as a spike in payslip validation questions, you'll build the webinar, content and website updates around it
• Running experiments across channels (as well as building some channels from scratch), off the website and our demo flow, then doubling down on what works
• Working with Sales, Product, Customer Success and our immigration experts to ship campaigns quickly and accurately

In your first 30 days:

• Audit Hub Spot routing, MQL sources, lead scoring and attribution, fixing much of it on the go
• Launch multiple new channels with our growth team
• Set up a weekly funnel report and a testing backlog

By 90 days:

• Multiple A/B tests live each month across the website and demo flow across MQL channels
• MQL-to-demo rate improving month on month
• Inbound demo volume lifting above starting baseline
• Present your 6-9-month demand plan to the leadership team, including channel bets and targets

By 12 months:

• 3x increase to inbound pipeline, with cost per demo falling

• 50%+ pipeline coming from target sectors and ICPs

• Experience: 6+ years in B2B SaaS marketing or growth, including leading marketing in a scale-up, with measurable pipeline or revenue impact
• Demand generation: Proven track record owning MQL and pipeline growth across inbound channels
• Positioning and messaging: Experience collaborating with Content Marketers to turn complex, regulated topics into clear, compelling messages for HR, People and business leaders
• Multi-channel acquisition: Experience building and running…