Director of Demand Generation - London, Cork or US

Location: London, UK; Cork, Ireland (hybrid, 2 to 3 days in office); or Remote, US (East Coast preferred)

Reports to: VP Marketing

Employment type: Full-time, permanent

About Genesis AHC

Genesis is on a mission to deliver significant financial, operational, and clinical benefits to hospital systems and NHS Trusts through a software platform for complete clinical traceability. We track the movement of care-critical supplies, implants, and equipment from the supplier all the way to the patient bedside, and turn that data into measurable outcomes: revenue captured, waste eliminated, never events prevented, clinician time returned to care.

Why This Role Matters

Your primary mandate is simple: build the pipeline that fuels Genesis AHC's growth across the US, UK, and EU. We sell complex, high-value software into hospital systems, NHS Trusts, and private hospital groups, and marketing generated pipeline is critical to our growth.

This role is directly accountable for:

• Pipeline generation: hitting the quarterly and annual sourced and influenced pipeline number the executive team commits to the board
• Pipeline quality: ensuring opportunities are in-ICP, well-qualified, and convert at healthy rates through to closed-won
• Pipeline efficiency: defending CAC, payback, and marketing-sourced win rate as we scale spend
• Pipeline coverage: making sure every region and every named target account has the right air cover and lifecycle motion behind it
• Setting the AI-first operating model that lets a small team produce outsized pipeline results

This is a high-visibility, high-leverage role with a direct line to the VP Marketing and a tight working partnership with the CRO.

What You Will Own

Lifecycle Marketing and Marketing Operations (HubSpot)

You are the architect and operator of HubSpot and the lifecycle programs that run on it.

• Design and maintain lifecycle stages, lead scoring, and routing logic across US, UK, and EU
• Build nurture and re-engagement programs that move accounts from awareness to MQL to SQL
• Own segmentation, list hygiene, suppression rules, and consent management (GDPR, CAN-SPAM, CCPA, UK GDPR)
• Architect attribution (multi-touch and self-reported) and the weekly pipeline report
• Maintain clean data flow between HubSpot, CRM (Salesforce or HubSpot CRM), enrichment (Clay, Definitive Health, Apollo), and the data warehouse
• Define and govern the marketing data model: accounts, contacts, opportunities, campaigns, UTMs

Paid Media and Account-Based Marketing

You own paid acquisition end to end, with LinkedIn and ABM as the spearhead.

• Run LinkedIn as the primary paid B2B channel: campaign architecture, creative testing, audience strategy, bid management
• Build and operate ABM motions (1:1, 1:few, 1:many) against named target accounts: US IDNs and health systems, NHS Trusts and ICBs in the UK, and private hospital groups across the EU, in tight partnership with sales
• Test and scale paid search (Google, Bing), programmatic display, retargeting, and emerging B2B channels (Reddit, podcast and newsletter sponsorships, signal-based outbound)
• Own paid budget allocation, pacing, CAC, LTV:CAC, and payback by region and segment
• Run a continuous creative testing program across formats and audiences
• Coordinate with sales on account selection, signal triggers, and follow-up SLAs

SEO and Answer Engine Optimization (AEO)

You stand up and own organic discoverability for the new consolidated brand, in both classic search and AI answer surfaces.

• Lead the technical SEO foundation for the new domain: site architecture, schema, Core Web Vitals, internal linking, and the redirect strategy from legacy domains
• Own on-page SEO and the content roadmap that supports it, tuned for buyer language across regions (US "health system" and "IDN" vs UK "NHS Trust" and "ICB" vs EU "hospital group")
• Build for AEO so Genesis AHC surfaces in ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews, and emerging answer engines
• Track share of voice in both classic SERPs and AI answer surfaces
• Manage agencies, freelancers, or contractors as needed for content and link building
• Partner with product marketing on messaging consistency across owned content

Web, Landing Pages, and Conversion

You build, ship, and optimize the pages that convert traffic into pipeline.

• Build and iterate on landing pages directly, without waiting on engineering sprints
• Own conversion rate across paid, organic, lifecycle, and direct entry points
• Run a structured experimentation program (hypothesis, test, measure, ship or kill)
• Implement and maintain personalization where it drives ROI ( HubSpot smart content, or equivalent)
• Partner with brand and design to keep the new brand system consistent across pages

UK and Ireland Field Marketing, Events, and Regional Messaging

You provide hands-on demand support for our UK and Ireland go-to-market, partnering with sales and brand on the events and messaging that build pipeline in-region.

• Plan and run the UK/IE events calendar: hosted dinners, roundtables, partner events, and a curated set of industry conferences and trade shows
• Own the end-to-end demand workflow around each event: target list, pre-event outreach, on-site capture, post-event nurture, and pipeline attribution
• Localize messaging, value props, and creative for UK and Ireland audiences so they do not read as US-translated content
• Partner with sales leadership in-region on ABM plays tied to events and account-level moments
• Coordinate with PR, partners, and analyst relations on regional moments that warrant amplification
• Measure event ROI consistently (sourced and influenced pipeline, cost per opportunity) and kill what does not work

Analytics, Reporting, and Attribution

You set up and own the measurement layer for everything above.

• Stand up and maintain GA4, server-side tracking, and event taxonomy
• Build dashboards in HubSpot, Looker, or equivalent for funnel, channel, region, and campaign performance
• Define and report on the marketing scorecard: pipeline, SQLs, MQLs, CAC, payback, win rate by source
• Run weekly pipeline reviews with sales and monthly performance reviews with the CMO
• Be the source of truth for what is working across the funnel

AI-First Operating Model (Non-Negotiable)

This is the differentiator for the role and the function. We expect you to operate as an AI-native marketer from day one, not as someone who occasionally uses ChatGPT for first drafts.

Use AI to create

• Ad variants, landing page copy, email sequences, nurture content, and SEO/AEO assets
• At a velocity and volume a traditional team of 3 to 5 cannot match

Use AI to manage

• Agentic workflows for reporting, anomaly detection, budget pacing, and optimization
• Automated audience building, signal capture, and lifecycle triggers
• AI-assisted QA on campaigns, tracking, and data quality

Bring opinions on the stack

• Tools we are open to or already considering: HubSpot, Salesforce, Clay, Common Room, Default, Mutiny, Jasper, Claude, ChatGPT, Perplexity, Cursor, Zapier, n8n, Make
• We want your point of view on what to keep, kill, and add

If your default answer to "how do we scale?" is "hire more people first," this is not the role.

What You Bring

Required

• 7 or more years in B2B demand generation, with at least 2 years leading the function
• Deep, hands-on HubSpot expertise (architecture, workflows, reporting, integrations), not just oversight
• Proven LinkedIn paid and ABM results, with specific numbers, audiences, and budgets you can speak to
• Modern SEO expertise (technical, content, link strategy) plus a credible point of view on AEO
• Hands-on ability to build and ship landing pages (CMS, basic HTML/CSS, A/B tools like VWO or HubSpot)
• Hands-on ability to set up your own analytics: GA4, event tracking, attribution, dashboards
• Documented track record of using AI tools to compress timelines and replace manual work
• Strong written communication: you will draft a lot of briefs, plans, and updates
• Experience operating across multiple regions, ideally including US coverage from a UK or IE base
• Experience running a B2B field marketing or events program (hosted dinners, roundtables, conferences) with measurable pipeline outcomes

Strongly Preferred

• Healthcare, health tech, life sciences, or other regulated industry background; familiarity with hospital, NHS Trust, or IDN buying cycles is a plus
• SQL or light scripting (Python, JavaScript) for marketing ops and analytics

How You Work

• Bias to ship, then iterate; allergic to analysis paralysis
• Comfortable owning a number publicly and reporting on it weekly
• Operate independently as an IC now, with the judgment and presence to lead a team
• Strong partner to sales: you understand pipeline is a shared sport
• Curious by default, especially about new tools and channels