Demand Generation Lead

Company Mission

Payhawk is one AI-powered spend management platform for scaling businesses — corporate cards, expense management, procurement, and accounts payable, unified in one place. We serve finance teams across 32+ countries, cutting month-end close time and reconciling 99.7% of transactions with zero manual touch. AI runs through the platform as core infrastructure, not a bolted-on feature — and we hire the top 1% of talent in every function to keep building it that way.

Why Payhawk

We're not a family, we're a high-performance team — and that's deliberate. We debate, ideate, and push each other to be better, because the best ideas come from direct feedback. If you want to grow fast - own it; do not wait for it.

Give: Honest opinions, real ownership, a focus on outcomes.
Get: A front-row seat to a market leader in one of the fastest-moving industries.

• Type: Full-time
• Location: Amsterdam
• Team: Marketing
• Willingness to work from one of Payhawk’s UK or European offices.

The role, in one line

As Demand Generation Lead, 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.

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, Barcelona 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