Demand Generation Lead

Location: Barcelona

The role, in one line

You will lead a team of three Demand Generation Managers as a player-coach and own the demand generation outcome across their regions.

What you will own

Outcomes

• Pipeline generated across your team’s regions against regional sales targets, for new business and expansion. This is your Northstar metric.
• MRR won across your team’s regions.
• MRR won from Named Accounts, and the number of Named Accounts won, across your team’s regions.
• Pipeline from Named Accounts across your team’s regions, delivered together with the ABM lead.
• A steady monthly flow of “Engaged” Named Accounts.
• Higher Engaged-to-SAL conversion rates, driven by campaign motions that are highly relevant to each account.
• Pipeline generated at a strong return per euro spent, with spending decisions you can justify.
• A team of three Demand Generation Managers who each hit their regional plan, grow in the role and want to stay.

Team leadership

• Lead, coach and develop three Demand Generation Managers. Give each one clear regional ownership, clear goals and regular one-to-ones.
• Set the standard for how the team plans, runs experiments, writes briefs and reports. Review their plans and results against it.
• Recruit, onboard and grow the team. Build a culture of ownership, structured testing and continuous learning.
• Balance workload and priorities across regions so no manager is spread too thin. Step in when a region needs support.

Regional strategy and planning

• Define the demand generation and channel strategy for your team’s regions, across New Business and Expansion motions and across channels. Agree each manager’s regional plan.
• Make sure each manager briefs marketing shared services with a rolling campaign brief. Represent your regions in the quarterly regional planning cycle and in weekly marketing meetings.
• Prioritise initiatives ruthlessly against the go-to-market strategy, so the regional teams are not spread too thin.
• Own the relationship with regional sales leadership. Make sure each manager owns the day-to-day relationship with their regional sales team.

Operating cadence and reporting

• Lead the monthly regional review for your regions. Report outcomes and insights, not just activities, and set out your priorities and strategy so leadership stays aligned.
• Justify spending decisions and marketing return on investment.
• Bring a passionate, positive attitude that carries through your team and the regional commercial teams.

Budget

• Own the regional campaign budgets for your team. Decide how to allocate them across demand generation and demand capture channels, initiatives and regions to maximise cost-efficiency and marketing return on investment.
• Hold each manager accountable for spending within their allocation and for the return on it.

Campaign execution

• Work with the ABM lead so regional campaigns and named-account plays share campaign structure, hypotheses, personas and targeting. Keep them aligned to the Named Accounts structure in the Revenue Org.
• Build and maintain the framework and rules for how accounts move through the funnel stages.
• Make sure the team launches campaigns fast, tests relentlessly and refines based on real-world feedback. Share what works across regions.
• Stay hands-on with key campaign assets (ads, emails, landing pages), and work with the Content team on localisation.
• Run multi-touch, multi-channel campaigns, including digital ads, outbound email and gifting.
• Plan regional co-marketing with the Partner Marketing lead. Align regional nurture and customer programmes with Lifecycle.
• Track and analyse campaign effectiveness with Marketing Operations, and find where to optimise.

Sales alignment

• Work closely with the BDR team so ABM signals shape outreach and drive conversion.
• Work closely with the AE team so MQLs are picked up promptly and handled expertly, and we win the pipeline we create.

AI adoption

• Lead on AI adoption and use it to change how the role and the team work. For example:
  • Cut campaign build time, so a brief becomes live ads, emails and landing pages in hours rather than weeks.
  • Personalise one-to-many at named-account scale, which used to be impossible without a much larger team.
  • Use AI to monitor and optimise live campaigns, adjusting targeting, spend and creative in real time.
• Help each manager build the same habits, so AI becomes part of how the whole team works.

What you will need

Must-have

• 7+ years of demand generation experience.
• Experience leading and developing a team of demand generation or marketing professionals, with a record of growing people as well as results.
• Proven experience building marketing strategies that support an outbound motion.
• A proven track record of generating demand with Enterprise accounts.
• Experience building programmatic marketing campaigns.
• Experience working with a growth mindset, meaning you run a high volume of structured experiments to make marketing more effective.
• Proven ability to own a multi-region plan and budget, and to justify spending decisions to senior leadership.
• A hands-on approach. You do not just set strategy: you write copy, build landing pages and test new tools.
• Strong leadership skills.
• Clear communication and good collaboration skills.
• Fluent English.
• Willingness to work from one of Payhawk’s UK or European offices.

Nice-to-have

• Experience in B2B SaaS or fintech.

What you will get

• Recharge properly — 30 days of paid holiday
• Change the view — a week-long exchange to London, Amsterdam, Paris, Munich, Vilnius, Berlin or Sofia
• Win together, celebrate together — regular team-wide events that are actually worth showing up to
• Covered, properly — additional medical care
• Stay in the game — a sports card, fully funded, for the gym, classes, or your sport of choice
• Commute easily — a monthly travel allowance that covers getting to and from the office
• Use what you build — hands-on access to the actual product you're hiring people to help build

Payhawk is an Equal Employment Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.