Hours: The role of Head of Demand Generation is a permanent opportunity working 35 hours per week. The role will be hybrid and we require someone to work from our Manchester office 2 days per week. Salary: £55,000 Per Annum Closing Date: Thu, 4 Sept 2025 Skipton Business Finance is seeking a highly driven and data-led Head of Demand Generation to spearhead our B2B demand generation initiatives, specifically targeting the direct side of the business. This individual will be responsible for developing and executing strategic programmes that generate high-quality sales-ready leads for our internal Telemarketing team, using a full-funnel approach with a core emphasis on digital channels such as the company website, LinkedIn, and Hubspot. The ideal candidate will be an expert in Hubspot - across the Marketing and Sales Hub functionality - with a proven track record in building, qualifying, and reporting on outbound marketing and demand generation campaigns that align with revenue goals. Experience with Cognism or similar data enrichment and prospecting tools is essential, as we use Cognism to create sector-focused prospect lists for campaign use. Who we are Skipton Business Finance, part of the Skipton Group, have been helping UK SMEs f ulfil their aspirations for over 20 years by providing working capital solutions that support their ambitious growth plans. With a rich history rooted in reliability and innovation, we leverage our expertise to offer a diverse range of financial products, including invoice finance. Our commitment to understanding the unique needs of each client enables us as a team to deliver personalised and responsive services, fostering long-term partnerships built on trust and mutual success. At Skipton Business Finance, we strive to be more than just a financial provider. We aim to be a strategic partner, guiding businesses towards sustainable growth and prosperity. Join our team as we navigate the dynamic landscape of business finance together. What you will be doing Reporting directly to the Chief Marketing Office (CMO), you will: Develop, own, and continuously refine the demand generation strategy focused on driving direct business growth. Plan and execute integrated B2B campaigns across multiple channels (email, social media, paid media, web, webinars, events). Collaborate with Content Manager to ensure messaging consistency across all assets and touchpoints. Build, optimise, and manage Hubspot workflows/automations, lead scoring, segmentation, and sales enablement tools. Generate and assign Marketing Qualified Leads (MQLs) for the Telemarketing team through intelligent automation and behavioural triggers. Use Cognism to generate sector-specific lead lists for import into Hubspot, enabling precise targeting via email and LinkedIn campaigns. Ensure seamless integration and enrichment of lead data within Hubspot to improve segmentation and targeting. Create dashboards and reports in Hubspot to measure and analyse lead funnel performance and campaign ROI. Work closely with the Telemarketing team to understa nd lead quality, conversion feedback, and messaging effectiveness. Align demand generation efforts with sales team targets and regularly audit lead-to-revenue handoffs. Monitor outbound activity effectiveness and provide insight-driven recommendations to improve performance. Leverage the company’s website and SEO tactics to attract and convert visitors into engaged leads. Utilise LinkedIn for both organic and sponsored outreach and targeting strategies. Drive targeted traffic using paid digital campaigns in collaboration with external partners or agencies if needed. Set KPIs and benchmarks for all demand generation activities. Deliver weekly/monthly/quarterly reporting on funnel metrics, campaign success, lead progression, and pipeline contribution. Use insights and A/B testing to drive continuous improvement across all initiatives. What do we need from you To be successful in this role you’ll need to be or have: Proven experience in B2B demand generation, preferably within financial services, fintech, or SaaS. Deep expertise in Hubspot, especially Marketing and Sales Hubs, including workflow design, lead scoring, campaign automation, and reporting. Hands-on experience using Cognism or similar prospecting/data tools to build and manage sector-targeted lead lists. Demonstrated ability to plan and execute integrated marketing campaigns that deliver tangible commercial outcomes. Strong analytical and reporting skills; comfortable interpreting and acting on data. Knowledge of digital advertising platforms (Google Marketing Platform, LinkedIn Ads) and SEO principles. Highly collaborative; able to work effectively across marketing, sales, and external vendors. Clear and confident communicator, able to present insights and recom mendations to senior stakeholders. What’s in it for you The role of Head of Demand Generation is a permanent opportunity working 35 hours per week. The role will be hybrid and we require someone to work from our Manchester office 2 days per week. We offer a comprehensive benefits package including 25 days standard annual leave &43; bank holidays &43; rising 1 day per year of service to a maximum of 30 days. Holiday trading scheme allowing the ability to buy and sell additional annual leave days. Quarterly discretionary bonus scheme. Matching employer pension contribution (up to 10% per annum). A commitment to training and development. Private medical insurance for all our colleagues. Salary Sacrifice Scheme for Hybrid/Electric Car. Colleague Mortgage (conditions apply). Diverse and inclusive colleague networks available for you to join including our Carers and Pride Alliance groups. We care about your health and wellbeing – we provide a range of benefits that support this including cycle to work initiative and discounted gym membership.