Head of Demand Generation

Identify Solutions; Lancashire; Hybrid; GBP 80,000 - 100,000; Full time

Job summary

Identify Solutions in Greater Manchester is seeking a Head of Demand Generation to build and execute a strategic, revenue-driven marketing function. You will own pipeline targets, drive ABM and lifecycle programmes, and partner with Sales and Customer Success to accelerate growth.

The role emphasizes AI-enabled decision-making, marketing ROI, and a data-driven culture within a PE-backed software environment.

Qualifications

• Experience leading a Demand Generation, Growth Marketing or Revenue Marketing function within B2B SaaS.
• Ownership of pipeline and revenue targets.
• Strong track record of delivering measurable commercial growth.
• Experience building or scaling demand generation teams and capabilities.
• Strong ABM and lifecycle marketing expertise.
• Marketing attribution, RevOps and performance measurement experience.
• Excellent stakeholder management and alignment with Sales teams.
• Experience operating in high-growth, PE-backed environments.
• A genuine interest in using AI to improve marketing performance and efficiency.

Responsibilities

• Own and execute demand generation strategy across acquisition and customer growth.
• Build and scale ABM and lifecycle marketing programmes.
• Drive revenue-focused marketing performance and attribution.
• Partner with Sales and Customer Success on revenue growth initiatives.
• Lead and develop a growing demand generation function.
• Oversee marketing technology, automation and reporting frameworks.
• Improve conversion rates, acquisition economics and marketing ROI.
• Build a data-driven culture with outcomes-based decisions.

Skills

Demand generation

Growth marketing

ABM

Lifecycle marketing

Marketing attribution

RevOps

Stakeholder management

PE-backed

AI in marketing

Job description

Head of Demand Generation

Greater Manchester (Hybrid 1 day per week or 1 day per fortnight in office)£80,000 - £100,000 + Bonus + Benefits

We're supporting an established, PE-backed HR technology business on the appointment of a Head of Demand Generation to play a key role in the next phase of its growth journey.

This is a business with a sizeable UK customer base, strong recurring revenue, significant investment and a new executive leadership team focused on accelerating growth. Backed by major private equity investment, they are investing heavily in AI, product innovation and commercial capability, creating a rare opportunity to shape and scale a modern demand generation function within a successful software company.

The Opportunity

Reporting directly to the CMO, you'll be responsible for building and executing the demand generation strategy that drives pipeline, revenue growth and customer expansion.

This is not a traditional marketing role focused on activity metrics. The business wants a commercially-minded leader who can demonstrate how marketing directly contributes to:

• Pipeline generation
• Revenue growth
• Customer acquisition
• Cross-sell and upsell opportunities
• Marketing ROI
• Acquisition efficiency

You'll own the strategy across demand generation, ABM, lifecycle marketing and customer expansion, working closely with Sales, Customer Success, Product Marketing and Revenue Operations.

• Own marketing-sourced and marketing-influenced pipeline targets
• Lead demand generation strategy across acquisition and customer growth
• Build and scale ABM and lifecycle marketing programmes
• Drive revenue-focused marketing performance and attribution
• Partner with Sales and Customer Success on revenue growth initiatives
• Lead and develop a growing demand generation function
• Use AI to improve campaign effectiveness, productivity and decision-making
• Oversee marketing technology, automation and reporting frameworks
• Improve conversion rates, acquisition economics and marketing ROI
• Build a data-driven culture where decisions are based on measurable outcomes rather than activity metrics

We're keen to speak with experienced demand generation leaders who can demonstrate:

• Experience leading a Demand Generation, Growth Marketing or Revenue Marketing function within B2B SaaS
• Ownership of pipeline and revenue targets
• A strong track record of delivering measurable commercial growth
• Experience building or scaling demand generation teams and capabilities
• Strong ABM and lifecycle marketing expertise
• Marketing attribution, RevOps and performance measurement experience
• Excellent stakeholder management and alignment with Sales teams
• Experience operating in high-growth, PE-backed or investor-backed environments
• A genuine interest in using AI to improve marketing performance and efficiency

Why Join?

• Join at a pivotal moment in the company's growth journey
• PE-backed business with significant investment and ambitious growth plans
• Major focus on AI innovation and transformation
• Opportunity to shape strategy and build capability rather than maintain the status quo
• High visibility role with direct exposure to senior leadership
• Established, profitable software business with the energy of a scale-up
• Strong culture with exceptional employee retention and long average tenure