Head of Demand Generation Role Overview

As Head of Demand Generation, you will lead the strategy and execution of programs that drive lead generation, customer acquisition, and pipeline growth. This role is critical to scaling Toothfairy, delivering predictable revenue, and strengthening our position in a competitive HR market while expanding into new ones. You’ll collaborate closely with Sales, Product, and Customer Success to ensure full alignment across go-to-market strategies and performance goals.

Key Responsibilities

Strategy & Planning

• Build and execute capital-efficient, multi-channel demand generation strategies to deliver qualified leads and expand the sales pipeline.
• Channels include inbound, paid media, SEO/SEM, email, ABM, webinars, content syndication, and events.

Campaign Management

• Design and manage full-funnel marketing campaigns, from awareness through to selection.
• Ensure campaigns align with sales goals, buyer personas, and target markets.

Lead Nurturing

• Develop workflows that move leads effectively through the funnel with personalised content and engagement.
• Drive conversion through tailored outreach and automation.

Data & Analytics

• Implement data-driven methodologies to measure, analyse, and optimise campaign performance.
• Use insights to guide resource allocation and continuously improve results.

Cross-Functional Collaboration

• Partner with RevOps and Sales to align demand generation with pipeline objectives.
• Share insights with the wider marketing team to create cohesive, integrated campaigns that improve both lead quality and conversion.

Budget & ROI

• Own and manage the demand generation budget.
• Forecast, track, and optimise spend to ensure measurable ROI across programs.

KPIs & Reporting

• Define and monitor KPIs across all initiatives.
• Report regularly to the executive team on campaign performance, lead quality, pipeline contribution, and ROI.
• Adjust strategies based on insights to exceed acquisition and conversion goals.

Tech & Tools

• Oversee use of automation and analytics platforms (HubSpot, LinkedIn Ads, GA4, SEMrush, etc.) to ensure high-quality execution and sales alignment.

Content Collaboration

• Partner with content creators to deliver assets (eBooks, case studies, webinars, etc.) that fuel campaigns and engage target audiences.

Continuous Optimisation

• Apply a test-and-learn approach, including A/B testing, to refine campaigns, improve conversion rates, and maximise return on spend.