Head of Demand Generation - London, Cork or US

Genesis Automation USA, Inc•St. Petersburg, FL

6d•Remote

About The Position

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

Requirements

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

Nice To Haves

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

Responsibilities

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
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
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
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
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
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
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
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 (HubSpot, Salesforce, Clay, Common Room, Default, Mutiny, Jasper, Claude, ChatGPT, Perplexity, Cursor, Zapier, n8n, Make)