Head of Demand Generation

CameraMatics; Tees Valley; Hybrid; GBP 65,000 - 85,000; Full time

Benefits offered by this job

Variable bonus based on pipeline generation

Opportunity to grow a demand generation team

Job summary

CameraMatics is seeking a Head of Demand Generation to lead their marketing-sourced pipeline efforts. This senior role requires strong analytical skills, experience with Salesforce, and a proven track record in driving demand generation in a B2B context. You will closely collaborate with multiple teams to ensure effective lead management and conversion processes.

The ideal candidate will have 4–7+ years of experience, ideally in SaaS, and will be responsible for managing marketing activities that contribute to the sales pipeline. Competitive benefits and a hybrid work environment are offered.

Qualifications

• 4–7+ years in B2B demand generation, ideally in SaaS or high-growth.
• Proven track record in delivering marketing-sourced pipeline targets.
• Strong analytical ability with experience in reporting on funnel performance.

Responsibilities

• Own the global marketing-sourced pipeline target.
• Manage predictable demand engine across various activities.
• Report weekly on pipeline contribution and conversion rates.

Skills

B2B demand generation

Analytical skills

Experience with Salesforce

Lead scoring

Digital marketing

Tools

Salesforce

ZoomInfo

LinkedIn Sales Navigator

Job description

Location:Hybrid – commutable to Darlington Office

Reporting to:Group Marketing Director

Employment Type: Full time,Permanent

The Role

The Head of Demand Generation is the pipeline engine of CameraMatics. Reporting to the Group Marketing Director, you will own the programmes, processes and performance framework that convert market awareness, campaigns and engagement into qualified sales pipeline.

This is a senior, hands‑on and commercially accountable role. You will build, test, optimise and scale demand generation activity across paid acquisition, nurture, lead scoring, routing, campaign performance and agency delivery. Working closely with the SDR team, Sales Directors, regional marketing leads and digital specialists, you will ensure marketing‑generated demand is captured, qualified and progressed as effectively as possible.

You will be measured on the quality, volume and progression of pipeline created, not on activity metrics alone. You will build, test, break, fix and scale, with real ownership and real impact on the business.

Key Responsibilities

• Own the global marketing‑sourced pipeline target, aligned to CRO‑set revenue goals.
• Build and manage a predictable demand engine across paid acquisition, inbound conversion, ABM, nurture, re‑engagement, outbound‑supported activity and partner‑sourced pipeline.
• Ensure demand generation activity is focused on qualified meetings, SQLs, opportunities and pipeline contribution, not just lead volume.
• Diagnose pipeline gaps weekly and deploy targeted interventions to increase conversion, improve velocity and fill coverage shortfalls.
• Define how marketing activity moves prospects from engagement to conversion across the demand funnel. Define qualification criteria, follow‑up expectations, SLAs and feedback loops.
• Ensure the demand generation engine is built to generate, convert and measure qualified pipeline contribution at the required volume and quality.
• Work with Growth Marketing, Digital Marketing, SDRs and Sales to identify where leads are stalling, dropping out or failing to convert.
• Work shoulder‑to‑shoulder with SDRs and Sales Directors to improve speed‑to‑lead, lead acceptance, meeting quality, SQL conversion and opportunity creation.
• Report weekly on pipeline contribution, conversion rates, pipeline velocity and forecast accuracy to the Group Marketing Director, CRO, Regional Sales Directors and relevant commercial stakeholders.
• Hold Sales, SDR and Marketing stakeholders accountable for agreed follow‑up processes, feedback loops and performance standards.
• Ensure Sales and SDR teams have visibility of campaign context, lead source, engagement history and recommended follow‑up.
• Provide clear recommendations on where demand activity, budget or focus should be scaled, optimised, paused or reallocated.

Demand Infrastructure & Salesforce

• Own the marketing and sales development technology stack including Salesforce (campaigns, flows, reporting, lead management), Zoominfo, LinkedIn Sales Navigator, Lead Forensics, and prospecting/enrichment tools such as Nooks or equivalent.
• Define and own marketing's requirements within Salesforce (campaign structure, lead lifecycle, routing, reporting), partnering with Sales Operations who own platform configuration.
• Own the marketing requirements that support lead capture, scoring, routing, nurture, attribution, campaign measurement and pipeline reporting.
• Build the performance framework for demand‑generating activity across paid, organic, events, webinars, content, ABM, outbound‑supported activity and partner‑sourced pipeline.
• Design and optimise the lead‑to‑SQL‑to‑opportunity handoff process in partnership with SDR leadership.
• Partner with Growth Marketing, Digital Marketing and relevant agencies to ensure marketing activity is assessed on qualified demand and pipeline contribution, not only clicks, traffic, event attendance or lead volume.
• Partnering with the Digital Marketing Manager and Growth teams, manage paid search, paid social, and display spend across regions, optimising for pipeline (not just leads).
• Own the day‑to‑day relationship with external demand generation and performance agencies, holding them accountable to qualified meeting and pipeline targets.
• Work with the digital/SEO agency to drive performance and coordinate with content teams to maximise organic pipeline contribution.
• Continuously test new channels, audiences, and creative formats to find scalable acquisition levers.
• Design and execute account‑based marketing programmes targeting named enterprise accounts in partnership with Sales Directors, ensuring programmes have the right data, routing, nurture, measurement and follow‑up structure.
• Partnering with Growth teams to build repeatable, vertical‑specific demand generation campaigns aligned to our SDR structure (e.g. Transport, Construction & Civils, Plant Hire, Builders Merchants, and emerging sectors). Each vertical gets its own targeting, messaging, sequences, and content, not a generic campaign with different logos.
• Build and maintain trigger‑based outbound automation: e.g. regulatory events (DVSA, HSE), LinkedIn job changes, competitor displacement signals, website visitor activation and growth indicators.
• Develop and automate closed‑lost and stalled opportunity re‑engagement programmes segmented by lost reason.
• Evaluate and operationalise intent data layers such as Bombora, G2 Buyer Intent, TrustRadius or similar to identify accounts actively in‑market and prioritise SDR follow‑up.
• Use LinkedIn Sales Navigator and intent data signals to identify and prioritise accounts showing active buying behaviour.
• Coordinate with the SDR and Growth teams to ensure outbound sequences are personalised, timely, and data driven.
• Working closely with our Digital Marketing Manager and external agency, drive website conversion rate optimisation: landing pages, CTAs, demo request flows, and gated content performance.
• Lead the demand‑side testing agenda across key conversion points, using performance insight and pipeline impact analysis.
• Maximise value from Lead Forensics data by building automated activation workflows for high‑fit website visitors.
• Run A/B tests on key conversion points, using performance insight and pipeline impact analysis and continuously improve marketing‑to‑pipeline conversion rates.
• Partner with the content and brand teams to ensure landing pages and campaign destinations are high‑converting and on‑brand.
• Ensure campaign destinations are connected to campaign reporting, attribution and sales follow‑up processes.

Analytics, Attribution & Reporting

• Build and maintain a marketing attribution model that accurately tracks pipeline contribution by channel, campaign, and programme.
• Maintain clean, actionable reporting dashboards for pipeline contribution, CAC, CPL, ROAS, and channel attribution.
• Review performance insight with relevant channel and campaign owners to identify what should be scaled, optimised, paused or reviewed.
• Ensure agency and partner reporting connects to pipeline outcomes, not only activity metrics.
• Report weekly on demand generation KPIs: MQLs, SQLs, qualified meetings, pipeline created, pipeline velocity, and conversion rates by stage.
• Provide the Marketing Director with data‑driven recommendations on budget allocation and channel investment and performance improvement.
• Model pipeline forecasts and scenario plans to support quarterly and annual planning cycles.
• Build feedback loops between Marketing, SDRs and Sales so campaign performance, lead quality and funnel conversion can be improved continuously.

Qualifications & Experience

• 4–7+ years in B2B demand generation, ideally within SaaS, technology, or high‑growth scale‑up environments.
• Proven track record of owning and delivering marketing‑sourced pipeline targets, measured on pipeline and revenue contribution, not MQL volume.
• Strong analytical ability, with experience reporting on funnel performance, pipeline contribution, conversion rates, CAC, CPL, ROAS and forecast accuracy.
• Deep understanding of lead scoring, lifecycle stages, attribution models, and marketing‑sales handoff processes.
• Strong hands‑on experience with Salesforce (campaigns, flows, reporting, lead management) – this is non‑negotiable.
• Comfortable working hands‑on across systems, processes, reporting and optimisation.
• Able to diagnose performance gaps quickly and turn insight into practical action.
• Strong commercial judgement and the ability to prioritise activity based on pipeline impact.
• Experience managing external demand, performance or digital agencies against performance targets.
• Proficiency of tools such as Salesforce, ZoomInfo, LinkedIn Sales Navigator, Lead Forensics, Nooks, Aerie, Chili Piper, intent data platforms or similar. You know how to build multi‑step sequences that blend inbound and outbound signals.
• Experience with intent data platforms (Bombora, G2 Buyer Intent, TrustRadius, or similar) to identify in‑market accounts is highly desirable.
• You understand that messaging for a Transport Director is different from a Plant Hire MD.
• Experience with paid search (Google Ads), paid social (LinkedIn Ads), and ABM platforms.
• Comfortable with data: you build your own dashboards, run your own reports, and make decisions based on numbers.
• Experience working alongside or managing SDR teams is highly desirable.
• Exposure to fleet, logistics, transport, construction, or industrial technology sectors is a bonus but not essential – the demand gen mechanics are transferable.
• Variable bonus paid quarterly against pipeline generation and SQL conversion targets.
• Opportunity to grow the function and build a demand generation team as the company scales.