Demand Generation Lead

Borderless Immigration; Greater London; On-site; GBP 110,000 - 150,000; Full time

Benefits offered by this job

3 days in office, 2 days remote

Laptops and gear

Job summary

Borderless Immigration is seeking a Head of Marketing to own positioning, brand, content, and the demand engine. You’ll lead a growing team, shape upmarket GTM for tech, finance and professional services, and drive B2C launches while maintaining accuracy and human tone in all communications.

You’ll work closely with immigration experts and report to the CEO, owning strategy and budget while remaining hands-on. Hybrid office presence required.

Qualifications

• 8+ years in B2B SaaS marketing with measurable pipeline and revenue impact.
• Experience leading a multi-disciplinary marketing team at a scale-up.
• Demand generation and inbound engine ownership with channel breadth.
• Strong product marketing, positioning, messaging and sales enablement.
• Data-driven with CRM/marketing analytics and attribution capability.
• AI-native approach to marketing and automation.
• Excellent writer and communicator, comfortable with leadership and board interactions.

Responsibilities

• Own the marketing plan and budget, driving pipeline and ROI.
• Lead and grow the marketing team; hire as needed.
• Run funnel from MQL to pipeline with RevOps and partnerships.
• Develop positioning for target sectors and go-to-market plans.
• Create case studies, decks, and campaigns to win large employers.
• Shape and promote services and B2C products; lead product launches.
• Collaborate with immigration experts to ensure accurate, human messaging.

Skills

B2B marketing

Demand generation

Product marketing

Campaign management

Data-driven

AI-native

Copywriting

HubSpot

SEO/Content

Tools

HubSpot

Semrush

Claude

Job description

About Borderless

Borderless is fixing one of the most broken - yet most important - systems in the global economy. Immigration has shaped human history. But in 2026, businesses face unprecedented friction, individuals still experience unfair treatment and government policy lurches with the political cycle. We're building the infrastructure to create a world where borders are no longer barriers, to empower the ambitious, wherever they are.

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

The Role

As Head of Marketing, you'll own marketing at Borderless. That means our positioning, brand and content, and the demand engine behind our pipeline. You'll report to our CEO and work alongside the rest of our GTM teams to turn that demand into customers. Marketing-sourced pipeline is your number, and you'll report on it to the leadership team and board.

We're moving upmarket into larger tech, finance and professional services employers. Your job is to build the positioning that wins them, the plan that gets us there, and the team to run it. You'll inherit a small marketing team and hire to grow it.

We're also widening what we offer. That means more services for the employers we already work with, and new products for individuals moving to the UK. You'll shape how each one goes to market, including our first B2C launches.

We're looking for someone who has led marketing at a B2B scale-up and taken it through the next stage of growth. You'll set the strategy and own the budget, yet remain incredibly hands on. You're AI-native, comfortable with modern tooling and automation, and happy to get into HubSpot yourself when it matters. You 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

• Owning the marketing plan and budget, and deciding where the next pound goes based on what's driving pipeline
• Leading and coaching the marketing team, and hiring as we grow
• Running the funnel with sales, revenue operations and partnerships, from MQLs and demo conversion to pipeline by sector, and setting the testing agenda across channels, the website and our demo flow
• Tracking where the market is heading and turning product and customer insight into campaigns. You'll spot trends and make sure our content and positioning follow quickly
• Building the proof our sales team needs to win larger employers: case studies, sales decks, competitive positioning and objection handling
• Making Borderless the fastest credible voice on UK immigration changes, through PR, commentary and leadership's profile
• Taking new services and B2C products to market with Product, and running campaigns that help existing customers adopt them

What Success Looks Like

In your first 30 days:

• Review the team, channels, budget and funnel, and share your diagnosis with the CEO
• Agree marketing KPIs and a weekly funnel report
• Agree a plan with RevOps to fix HubSpot routing, lead scoring and attribution

By 90 days:

• Present your 12-month marketing plan to the leadership team, covering positioning for target sectors, channel bets, budget, targets and hiring
• Refreshed positioning and messaging for tech, finance and professional services live in market
• A sales enablement kit in our AEs' hands, with the first case studies from target sectors live
• A testing programme running across the website and demo flow, with the MQL-to-demo rate improving month on month

By 12 months:

• 3x increase in inbound pipeline, with cost per demo falling
• 50%+ of pipeline coming from target sectors and ICPs
• A brand that HR and People leaders in tech, finance and professional services know and trust, and Borderless quoted whenever UK immigration rules change
• Our first new services and B2C products launched and winning customers, including with our existing customer base
• A marketing team you've built, in place and owning its targets

Requirements

• 8+ years in B2B SaaS marketing with measurable pipeline and revenue impact, including 2+ years leading a multi-disciplinary team as the most senior marketer at a scale-up through a significant stage of growth
• Demand generation expertise is essential. You've personally built and scaled an inbound engine before, owning MQL and pipeline targets across channels
• Strong product marketing skills: you've led positioning, messaging, launches and sales enablement, turning complex or regulated topics into clear messages for HR, People and business leaders
• Experience building and running campaigns across paid media, website, content, SEO and AI search, webinars, events and partner channels
• Strongly data-driven, using CRM, marketing automation and analytics tools to track performance, attribute pipeline and decide where to invest
• AI-native: you use AI and automation every day to get more out of a lean team, and you're always looking for the next point of leverage
• An excellent writer and communicator, confident presenting to leadership and the board and working with subject-matter experts

Nice to have

• Experience marketing compliance or regulated software, for example at companies like Vanta
• Experience leading a marketing team through a move upmarket
• Experience launching new products, or marketing to consumers as well as businesses
• Experience running PR or building a founder's profile in the media

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