Head of Demand Generation

Moorepay is an Apax-backed payroll and HR software business, growing fast and building the demand engine to grow faster. Most of our new-business pipeline comes from inbound today. This role exists to change that - to build deliberate, high-quality demand through outbound, ABM and lifecycle alongside the inbound we already have, and to own the pipeline and unit economics - new logo and expansion into our base - the growth plan depends on.

It is a build role on a committed foundation: a funded, evidence-based pipeline programme is already running - two motions (expansion into the base and new-logo acquisition), named account tiers, a scoreboard agreed with Finance and Sales, and a weekly operating rhythm - with specialist and agency execution resource in place under your orchestration. You own the marketing-sourced pipeline number, the cost of acquiring it, and the team and systems that produce both - and you scale the machine from there. You report to the CMO and partner closely with Sales, Product Marketing, Brand and Revenue Operations.

This is a hybrid role based in our Swinton office (1-2 days a week)

What you will own

Strategy & leadership

• Own the marketing-sourced and influenced pipeline number against monthly, quarterly and annual targets, and the acquisition economics behind it - CAC, CAC payback, conversion and coverage.
• Set the demand strategy that rebalances us from inbound-reliant to a broader, more durable base: outbound, ABM, lifecycle and partner.
• Own demand across the base as well as new logo - build the cross-sell and expansion demand that moves single-product customers to multi-product, with Customer Success and Sales.
• Run the function on evidence - budgets, priorities and campaign calls move on data, not opinion - and hold the team to the same bar.
• Build AI leverage into the operating model - AI-assisted research, content, targeting and reporting across the function - so a lean team produces outsized pipeline and acquisition economics improve as we scale.
• Build, lead and coach the demand function - Performance Marketing, Marketing Operations (interim line, per the operating model) and Customer & Expansion Marketing - and hold it to outcomes.

Marketing technology & operations

• Own the demand strategy and its requirements on the martech and revenue stack (HubSpot at its core), and partner with Marketing Ops to keep it integrated, adopted and trusted.
• Turn the stack into advantage: target the right accounts, and measure, attribute and optimise pipeline and return by channel, campaign, segment and partner.
• Keep data and operations clean and compliant (GDPR) across platforms and partners.

Campaign planning & execution

• Own integrated, multi-channel campaigns, each tied to a pipeline outcome.
• Own the ABM/ABX strategy - priority accounts and segments, built with Business Development - with Marketing Operations running ABX operations and Performance Marketing driving paid account targeting.
• Work with Product Marketing and Brand so message, creative and journey convert - and lift progression through the funnel, not just volume into it.

Paid media

• Own the paid strategy, the budget and the return it delivers - every pound deployed for pipeline and payback.
• Own the demand-side agency and partner portfolio - selection, briefs, performance and value for money - with a clear insourcing path as in-house capability builds. Tight briefs, measurable outcomes, no retainer drift.
• Set the direction and the guardrails, and hold the Performance Marketing Manager to channel CAC, conversion and efficiency. You own the outcome; the specialist runs the channels.

SEO & organic

• Own the organic and SEO strategy as a mid-funnel, CAC-lowering lever - lifting non-brand HR-topic rankings to reduce reliance on paid and de-risk spend.
• Direct the specialist and the content, web and brand partners on on-page, technical and off-page priorities. You own the outcome, not the keyword list.
• Own the lifecycle and nurture strategy - segmentation, scoring and multi-touch journeys that lift conversion and mid-funnel progression - with Marketing Ops running it on the automation platform.
• Turn the base and the mid-funnel into qualified pipeline - new-logo nurture and cross-sell into existing customers alike.

Analytics & attribution

• Own the measurement and attribution model - one trusted, single-source view of what drives pipeline and payback by channel, campaign and segment.
• Move measurement from last-touch toward multi-touch, and use it to allocate budget and defend every pound.

Skills & experience

• Proven experience leading a Demand Generation or Growth team within the B2B, SaaS sector
• Demonstrable experience delivering qualified pipeline and revenue growth
• Hands-on experience with paid media channels, campaign strategy, and marketing automation tools
• Strong understanding of the full marketing funnel and the B2B, SMB/SME buying journey
• Proven SEO wins (traffic + pipeline)

Benefits & culture

Part of the Zellis Group, Moorepay is a team of over 500 friendly professionals across four offices in Swinton (Manchester), Sheffield, Birmingham and Kochi (India). We’re passionate about making Moorepay a fantastic place to work for every single one of our colleagues. The average length of service at Moorepay is 12 years, which speaks for itself!

To help make Moorepay such a great place to work, we focus on three things in our company culture: mental health support, maintaining a healthy work/life balance, and equal opportunities and inclusion for all.

Here’s what you’ll gain if you join our team:

• A career packed with opportunity, in a stable and growing company.
• A comprehensive programme of learning and development.
• 25 days annual leave, with the opportunity to buy more. You’ll even get your birthday off as well!
• Private medical insurance.
• Life assurance 4x salary.
• Enhanced pension with up to 8.5% employer contributions.
• A huge range of additional flexible benefits across financial & personal wellbeing, lifestyle & leisure.