Demand Generation Lead

Borderless; Greater London; Hybrid; GBP 85,000 - 120,000; Full time

Benefits offered by this job

3 days in office, 2 days remote

Private medical insurance

Pension contributions

Learning & Development budget

Gym in Shoreditch

Job summary

Borderless is modernising global immigration in the UK and beyond. We are seeking a Demand Generation Lead to own the inbound pipeline, campaigns and website, collaborating with SDRs and sales to scale upmarket in tech, finance and professional services sectors.

You should be AI-native, data-driven and hands-on with modern tooling to optimise our CRM and marketing stack, delivering measurable pipeline impact with a lean, high-performing team.

Qualifications

• 6+ years in B2B SaaS marketing or growth, including scale-up leadership.
• Proven track record owning MQL and pipeline growth across inbound channels.
• Experience shaping positioning and messaging for HR/business leadership.

Responsibilities

• Own inbound pipeline and 12-month demand plan.
• Collaborate with Sales, Product and Customer Success to ship campaigns quickly.
• Experiment across channels, build and optimise marketing systems and CRM flows.
• Translate product and customer insights into compelling campaigns and content.

Skills

B2B SaaS marketing

Growth marketing

Multi-channel campaigns

Content & SEO

Marketing analytics

AI-native mindset

Cross-functional collaboration

Communication & storytelling

Scale-up experience

CRM & marketing stack

Tools

HubSpot

Webflow

Slack

CRM/Marketing analytics tools

Job description

About Borderless

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.

The Role

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.

What Your Week Looks Like

• 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

What Success Looks Like

In your first 30 days:

• Audit HubSpot 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

Requirements

• 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 campaigns across paid media, website, content, webinars and events.


• Content and SEO: Experience using content and SEO as acquisition channels, creating high-value content that drives inbound demand


• Marketing analytics: Strongly data-driven, using CRM, marketing automation and analytics tools to track performance, attribute pipeline and optimise campaigns


• AI-native: Uses AI and automation every day to get more done with a lean team, and always looking for the next point of leverage


• Communication: An excellent writer and communicator, confident presenting to leadership and working with subject‑matter experts


• Cross-functional collaboration: Strong project management skills, working closely with Sales, Product, Customer Success and subject‑matter experts to deliver campaigns


• Growth mindset: Comfortable testing, experimenting and iterating to find scalable growth, and keeping what works

Nice to have

• Experience marketing compliance or regulated software, for example at companies like Vanta


• Experience marketing products with real human impact


• Experience hiring and managing marketers, agencies or freelancers

Our Tech Stack

Webflow, HubSpot, Claude, Semrush, Clay, Make, RevenueHero, Hunter, Instantly, La Growth Machine, Crossbeam

Benefits

• 3 days in office, 2 days remote


• Monthly company in‑office lunches


• Monthly company team events


• Annual offsite (our last one was in Marrakesh!)


• Comprehensive private medical insurance.

Holidays & Remote Work

• 28 days holiday each year


• 1-week work‑from‑anywhere policy plus 2 weeks of remote working over the Christmas Period.

Growth & Development

• £500 annual Learning & Development budget


• 6-month performance reviews and promotion opportunities

Equipment & Other Perks

• Laptop and peripherals — whatever you need to work effectively


• Cycle to Work scheme


• Employer pension contributions via Smart Pension


• Access to Spill (mental health support)


• Gym in Shoreditch Exchange


• Onsite barista