Director of Demand Generation (SaaS)

Ciphr Limited; Reading; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Birthday day off

Pension

Health cash plan

Job summary

Ciphr Limited is seeking a data-driven GTM leader to own pipeline creation for our Reading HQ. You'll build an AI-first, repeatable engine to find, engage and convert ideal customer profile accounts, owning qualified pipeline and guiding campaigns in collaboration with the CEO, CRO and sales.

You'll manage HubSpot, BI and attribution, lead multi‑disciplinary teams, and shape the budget and channel mix to grow pipeline while reducing cost per opportunity.

Qualifications

• Significant B2B SaaS demand generation experience with measurable pipeline results.
• Experience running account-based and programmatic demand alongside outbound BD.
• Digital, AI-first mindset with weekly execution in team workflows.

Responsibilities

• Own North Star KPIs: qualified £ pipeline and opportunities from ICP target accounts.
• Lead tiered target account model with clear SLA to sales.
• Oversee data quality, BI, forecasting and budgeting for campaigns.

Skills

Demand generation

GTM operations

ABM

HubSpot

BI

AI-first

Tools

HubSpot

Sales Navigator

Clay

Power BI

Job description

Location 3 days per week based in our Reading office Vacancy Type Permanent/Full Time Job Summary

You’re a GTM nerd who owns pipeline creation at Ciphr. You’ll build a repeatable, digital and AI-first engine that finds, engages and converts our best‑fit organisations, and you’ll carry one number: qualified £ pipeline from ideal customer profile (ICP) target accounts. Working closely with the CEO, CRO and sales, you’ll be hands‑on in the campaigns, data and tooling as well as the plan.

Where:

Our Reading, Berkshire HQ. You’ll be in the office at least 3 days a week, with the rest from home.

What you’ll do

• Own the North Star KPIs: qualified £ pipeline and first opportunities from ICP target accounts, including those new to Ciphr.
• Run the tiered target account model with sales (Tier 1 ABM, Tier 2 sector sprints, Tier 3 programmatic), with clear rules for moving between tiers.
• Be ‘tools‑on’ across search, SEO, paid, social and LLM visibility, so high‑intent buyers find us on Google or AI assistants.
• Use AI, intent data and buying signals to prioritise accounts, personalise outreach, produce content and automate sequencing at scale.
• Turn the CEO and CPO’s positioning into campaigns, content and enablement that convert, fast.
• Bring outbound, inbound qualification and marketing together as one account‑based sequence, with clear SLAs to sales.
• Own HubSpot, data quality, BI, forecasting and the weekly waterfall review: what, so what, now what.
• Own the budget and channel mix, test every programme against a holdout and move spend to what converts.
• Oversee the data scientist’s six‑month target account engine build, then run it in‑house.
• Write the growth section of the monthly board pack: human‑led, evidenced and decision‑focused.

What you’ll bring

• Significant B2B SaaS demand generation experience with quantifiable pipeline results, ideally in SME and mid‑market (£5k to £100k deals).
• Experience running account‑based and programmatic demand alongside outbound business development.
• A digital, AI‑first, tools‑on mentality: you use AI daily and build it into team workflows, with human judgement in charge.
• Strong GTM operations knowledge: HubSpot or similar, marketing automation, BI, attribution, Sales Navigator and Clay.
• Data fluency in funnel metrics, test design and cost per opportunity, and happy to dig in yourself.
• High creative standards, because great demand gen depends on compelling stories.
• Budget and forecasting experience, with a track record of growing pipeline while cutting acquisition cost.
• Experience leading multi‑disciplinary teams and partnering with sales leaders.
• Credibility with executives and the board, holding an evidenced position under challenge and leading through change.
• Knowledge of the HR, payroll or HR technology market is a distinct advantage.

What’s in it for you

• Time for you: 30 days’ annual leave plus bank holidays and your birthday day off.
• Family matters: Enhanced maternity, adoption, shared parental and paternity pay, plus family‑forming time off
• Money and wellbeing: Pension, life assurance, health cash plan, medical and dental cover after 6 months, and Mental Health First Aiders
• Growth: Support from our Talent Success Lead to choose the qualifications and development that suit your career goals
• Plus shopping discounts, cycle to work, Family National Trust membership and a £1,500 employee referral scheme

Who we are

Ciphr is a leading UK provider of HR, payroll, learning and recruitment solutions. Our Payroll Bureau delivers accurate, timely payroll across the UK, from hosted software to fully managed services. We’re a living wage employer, and everyone’s welcome here. Bring your whole self to work, whether you’re creative, outgoing, quiet, courageous or observant.