Demand Generation & ABM Lead

Plotbox; Ballymena; Remote; GBP 90,000 - 120,000; Full time

Job summary

PlotBox is seeking its first Demand Generation & ABM Lead to build a marketing-led pipeline engine from the ground up. You will own account-based marketing for enterprise accounts and the wider demand generation strategy, partnering closely with sales to win new customers.

You will drive an experiments-based approach, using AI tools like Claude and HubSpot to optimise content, sequencing, targeting and personalisation for North American buyers, including enterprise segments.

Qualifications

• 5–10 years in B2B SaaS marketing with ABM and demand gen experience.
• Experience marketing to North American buyers, ideally enterprise accounts.
• Daily use of AI in campaign planning, content and targeting.
• Hands-on experience with marketing automation platforms such as HubSpot.

Responsibilities

• Own the ABM strategy for enterprise accounts with leadership prioritisation.
• Build and run a demand generation engine aligned with outbound activity.
• Run campaigns as experiments and reallocate budget based on performance.
• Lead two direct reports: a Digital Marketing Manager and a Marketing Coordinator.
• Partner with RevOps to translate insights into actions.
• Shape marketing's share of go-to-market budget backed by data.

Skills

ABM campaigns

Demand generation

Team leadership

B2B SaaS marketing

AI in marketing

Tools

HubSpot

Job description

We're looking for our first Demand Generation & ABM Lead to build a marketing-led pipeline engine from the ground up. You'll own our account-based marketing for enterprise accounts and our wider demand generation, working hand in hand with sales to win new customers.

What You'll Do

• Own the account-based marketing strategy for our target enterprise accounts, working with the leadership team on which accounts to prioritise.
• Build and run a demand generation engine that works closely with our BDR team's outbound activity.
• Run campaigns as continuous experiments: test, learn, and move budget toward what performs.
• Use AI tools such as Claude and HubSpot to test content and sequencing by buyer type, and build targeting and personalisation from the results.
• Lead and set priorities for two direct reports: a Digital Marketing Manager and a Marketing Coordinator.
• Partner with RevOps, who own KPIs, attribution and reporting, and turn their insights into action.
• Help shape marketing's share of our go-to-market budget, backed by data.

What You'll Bring

• 5-10 years in B2B SaaS marketing, with a proven track record running ABM and demand generation
• Experience marketing to North American buyers, ideally enterprise accounts
• Genuine, day-to-day use of AI in campaign planning, content and targeting
• Hands-on experience with HubSpot or a similar marketing automation platform
• Experience managing or leading others, and comfort being the most senior person in your area
• Willingness to work regular afternoon and early-evening overlap with US Eastern time

It would be great if you also have :

• Experience in both high-growth startups and larger, more structured companies
• Agency experience
• Experience in a private equity or investor-backed business

No deathcare experience is needed. If you meet most of the essentials and this role excites you, we'd encourage you to apply.

Why join PlotBox

• Build something. You'll be the first person to own ABM and demand generation, with the room to shape how marketing drives growth.
• Real impact. You'll work directly with our co-founder and leadership team, and your results will be visible across the business.
• Growth. We're scaling fast, with ambitious growth targets and new markets opening up.
• Meaningful work. Our software helps families and communities at a moment that matters.
• Remote-first. Work from anywhere in the UK or Ireland.