Head of Demand Generation

Job Description

The Head of demand generation owns Dynamic Planner’s integrated demand generation strategy, campaign engine and performance marketing capability, ensuring marketing activity creates measurable pipeline, strengthens brand authority and supports revenue growth across priority markets and propositions.

This is a player-manager role. The successful candidate will lead, coach and develop a multi-disciplinary team spanning campaigns, digital marketing, content, design and events, while also setting the bar for strategic thinking, campaign quality, copy, channel planning and measurable execution.

The role requires a commercially sharp marketer who can turn market themes, buyer pain points, product propositions and sales priorities into high-quality multi-channel campaigns. They will be particularly strong in digital inbound, paid media, advertising copy, PPC, conversion optimisation and campaign orchestration, helping the team produce work that is targeted, compelling, measurable and commercially useful.

Ultimately, the role is to build a higher-performing demand generation function that combines strong leadership with hands-on excellence, creating campaigns that generate demand, nurture opportunity, support Sales and Customer Success, and reinforce Dynamic Planner’s position as the UK’s leading AI-powered digital advice platform.

Competencies (knowledge/skills/experience

• Proven experience leading demand generation, campaign marketing or growth marketing in B2B SaaS, fintech, financial services technology, enterprise software or another complex B2B environment.
• Strong player-manager capability, with evidence of leading, coaching and developing a multi-disciplinary marketing team while remaining hands-on in campaign creation and quality control.
• Excellent understanding of integrated campaign planning across paid search, paid social, SEO, email, content, webinars, events, website conversion, nurture, ABM, retargeting and sales follow-up.
• Strong digital performance marketing capability, including PPC, paid media, landing-page optimisation, ad copy, audience targeting, conversion-rate optimisation, testing and performance analysis.
• Excellent campaign messaging and copy judgement, with the ability to sharpen propositions, improve briefs and turn complex themes into compelling buyer-led campaigns.
• Commercially confident, with a strong understanding of how marketing activity contributes to pipeline, revenue, customer growth, retention and sales productivity.
• Analytical and data-led, with the ability to interpret performance, diagnose issues and make practical recommendations rather than simply report activity.
• Strong stakeholder management skills, with the ability to work effectively with Sales, Customer Success, Product Marketing, Product, PR, senior leaders, agencies and subject matter experts.
• Able to manage pace, prioritisation and quality in a small-company environment where the role requires both leadership and hands-on delivery.
• Experience with marketing automation, CRM, website analytics, paid media platforms, campaign reporting and sales funnel metrics.
• Understanding of UK retail financial services, financial advice, wealth management, adviser technology or regulated markets is highly desirable.
• Confident use of AI tools to improve campaign ideation, copy development, content repurposing, testing, workflow efficiency and performance analysis, while maintaining quality and governance

• Own the demand generation strategy, campaign calendar and performance marketing plan, aligned to business priorities, revenue objectives, product launches, customer growth and brand-building activity.
• Translate GTM goals into clear campaign priorities, target audiences, channel plans, budgets, measures of success and team responsibilities.
• Maintain a rolling 90-day and annual campaign plan that brings together digital, content, events, paid media, CRM, nurture, PR, product marketing and sales enablement activity.

• Lead the development of integrated campaigns that use the right mix of paid search,…