Aptitude Software - Demand Generation Lead

Aptitude Software; Greater London; Hybrid; GBP 60,000 - 90,000; Full time

Benefits offered by this job

ShareSave

Private healthcare

Income protection

Pension

Health cash plan

Employee Assistance

Private dental

Hybrid work

Family leave

Bike to work

Referral bonus

Job summary

Aptitude Software in London is seeking a Demand Generation Lead to design and execute high-impact campaigns across digital, events, content, and partners. You will shape our account-based strategy and build a scalable engine to accelerate pipeline in banking, insurance, payments, and tech accounts.

You will partner closely with Sales to drive qualified opportunities, optimize funnel progression, and explore AI-driven demand tactics while maintaining a strong digital footprint and brand

Qualifications

• 3–5 years’ experience in demand generation and acquisition marketing with demonstrable results.
• Proven track record of managing cross-channel campaigns delivering measurable pipeline growth.
• Hands-on expertise with MAPs (HubSpot, Marketo, Pardot) and CRM (Salesforce).
• Strong analytical skills with reporting, dashboards, and attribution models.
• Ability to balance detail with big-picture process thinking.
• Collaborative, problem-solving mindset.

Responsibilities

• Design and execute integrated campaigns across digital, events, content, and partners to engage ICPs and drive opportunities.
• Own ABM strategy and tailor programs to verticals and priority accounts.
• Proactively manage and optimise pipeline health by driving progression across funnel stages with Sales.
• Pilot and scale AI-driven demand tactics and data-informed techniques.
• Drive content marketing and build a strong digital footprint for brand and lead generation.
• Align with sales to ensure demand generation yields high-quality leads and reduces friction.

Skills

Demand generation

Cross-channel campaigns

MAPs

Salesforce CRM

Analytics

Attention to detail

Collaboration

Job description

Aptitude Software is at a defining moment. We are scaling our flagship platform, Fynapse, and shaping a new category around Finance Data and Intelligence. This is not incremental change. It is an opportunity to redefine how we go to market and unlock the next phase of growth. Fynapse is built for a new era of finance: real-time, finance-grade data, continuous close, and AI-ready decision making. We are challenging how finance teams think about ERP, and how CFOs operate in an AI-driven world. To support this, we are building a modern growth engine. One that brings together brand, demand, ABM, and partner ecosystems to drive pipeline across complex enterprise accounts in banking, insurance, payments, and high-growth technology. As a Demand Generation Lead, you will sit at the centre of this. You will design and execute high-impact campaigns, shape our account-based strategy, and build the digital engine that accelerates pipeline creation. This is a rare opportunity to join at zero-to-one. To define the strategy, not inherit it. To build the machine that drives growth.

What Success Looks Like

• Designing and executing integrated campaigns across digital, events, content, and partners that engage our ICP and drive measurable opportunities.
• Developing and owning our ABM strategy, tailoring programs to verticals and priority accounts.
• Proactively manage and optimise pipeline health by driving progression across funnel stages, in close partnership with Sales.
• Pilot and scale innovative demand generation tactics, leveraging AI, data, experimentation, and emerging channels.
• Driving content marketing strategy and execution, building a strong digital footprint that amplifies brand awareness, thought leadership, and lead generation.
• Aligning closely with sales to ensure demand generation delivers leads that convert, reducing friction and wasted effort.
• Building credibility with senior decision-makers by addressing real pain points and positioning Aptitude as a trusted partner.

You Bring Structure, Creativity, And Adaptability By

• Introducing new ideas, tactics, and tools that strengthen our marketing impact. Underpinned by an evidenced test-learn-iterate approach.
• Staying agile in approach, balancing short-term demand with long-term brand credibility.
• Collaborating cross-functionally to ensure marketing initiatives are connected to overall business outcomes.

What We Offer

We’ll offer you a competitive salary and commission, as well as the following benefits:

• ShareSave scheme - ability to purchase company shares on preferential terms
• Private healthcare
• Income protection and group life insurance
• Pension Scheme
• Company Funded Health Cashplan
• Employee Assistance Programme
• Access to Private Dental Benefits
• Flexible / hybrid working options
• Enhanced Family Friendly Leave for adoption, maternity and paternity
• Bike 2 Work Scheme
• Employee Referral Bonus

Where You Will Be

• Whilst this role is based from our London office, we support hybrid working
• This role also requires regular travel in-country and/or overseas

To us at Aptitude, hybrid working means that our employees come together for 2-days per week at their local office. It’s an opportunity for our teams to collaborate, solve problems together and to be engaged and involved in the wider community of our business.

We ask employees to come into the office every Wednesday and give you the flexibility to choose your other day from either Tuesday or Thursday.

Job requirements

Skills Qualifications And Experience

• 3–5 years’ experience in demand generation and acquisition marketing with demonstratable results
• Proven track record of managing cross-channel campaigns, with an emphasis on digital (SEO, Social, Paid, Events, Content), that deliver measurable pipeline growth.
• Hands-on expertise with MAPs (e.g., HubSpot, Marketo, Pardot) and CRM (Salesforce).
• Strong analytical skills and comfort with reporting, dashboards, and attribution models.
• Ability to balance attention to detail with big-picture process thinking.
• A collaborative, problem-solving mindset.