Description
Director of Demand Generation
Location: London (UK), Barcelona (Spain)
Reports to: Chief Marketing Officer (CMO)
Team: Global (UK, Spain, Philippines, and USA)
Context of the role
We are seeking a high energy, "hands on" Director of Demand Generation to serve as the chief architect of Thunes’ global revenue engine. This is a critical leadership role for a "doer" who thrives in a high growth environment and is passionate about building a sophisticated, tech enabled demand generation machine.
In this role, you will bridge the gap between marketing strategy, digital execution, and sales performance. You will own the entire lifecycle of a lead from initial digital acquisition and automated nurturing to the rigorous qualification of opportunities by your global SDR team. At Thunes, we navigate long sales cycles and a complex Account Based Marketing (ABM) strategy; your mission is to ensure quality, intent, and strategic alignment across our global target account lists to drive meaningful, scalable pipeline.
Demand Gen Team Composition
You will lead and grow a multidisciplinary global team designed to support our 24/7 global network:
- Global SDR Team: A high velocity squad based in the UK, Spain, Philippines, and the USA focused on both inbound qualification and strategic outbound prospecting.
- Digital Marketing: Specialists managing our "always on" paid and organic channels, ensuring a constant flow of high intent traffic.
- Marketing Operations: A centralized function (based in Manila) dedicated to data integrity, lead scoring, tech stack integrations, and automation.
- External Partners: Management of specialist agencies for Web Development, LinkedIn Ads, and SEO.
Key Responsibilities
Demand Generation and Digital Strategy
- End to End Demand Funnel: Architect and manage the full funnel, including target account identification, lead acquisition, and automated multi touch nurture streams.
- Digital and Search Leadership: Oversee global paid media (LinkedIn Ads) and organic growth. Future proof our visibility by optimizing for traditional SEO as well as emerging GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).
- ABM and Strategic Targeting: Lead our Account Based Marketing efforts, leveraging intent data (6sense) to engage "Gorilla" and Tier 1 accounts with personalized journeys.
- Omnichannel Campaigns: Execute integrated campaigns across all channels, while supporting Field Marketing for localized in person events and content activation.
SDR Leadership and Sales Alignment
- Global Team Management: Lead, coach, and scale your global SDR team, standardizing "playbooks" for outbound excellence and ensuring rigorous qualification before handoff.
- Sales and Enablement Alignment: Maintain a "locked at the hip" relationship with Sales Leadership, Account Management, and Sales Enablement to refine lead quality and feedback loops.
Marketing Operations, AI and Budget
- Marketing Operations Excellence: Oversee the Marketing Ops function to ensure data integrity, lead management SLAs, and seamless technical integrations.
- AI and Automation at Scale: Actively implement AI driven workflows (leveraging Gemini, PeecAI, Zapier, Clay) to automate manual research and personalize outreach at scale.
- Tech Stack Ownership: Continuously improve and integrate our infrastructure (Salesforce, Pardot, 6sense, Gong, DreamData) to ensure a "single source of truth."
- Budget and Agency Management: Full accountability for the Demand Generation budget, including performance based allocation across channels and management of specialized agencies.
- Analytics and Attribution: Maintain funnel tracking and deep dive source analysis using DreamData and GA4 to understand multi touch ROI and inform future investment.
You’ll Thrive in This Role If You Are
- A Pragmatic Visionary Marketer: You masterfully balance high level strategic planning with a "roll up your sleeves" approach, ensuring every campaign is backed by data.
- The Ultimate "Doer": You aren't just a strategist; you are happy to get into the platforms, build the workflows, and fix the data when needed.
- A Complex Sales Specialist: You understand the nuances of a regulated Fintech industry with long term, high contract value sales cycles.
- A Global Leader: You have experience managing and motivating diverse teams across multiple time zones (EMEA, AMER, APAC).
- High Velocity: You thrive in environments where speed of execution is a competitive advantage and "shipping" matters.
- Data Obsessed: You make decisions based on source analysis and attribution data rather than "gut feel."
KPIs That This Role is Measured On
- Marketing Sourced Pipeline: Volume and value of qualified opportunities generated.
- SDR Performance: Achievement of Stage 2 opportunity targets and outbound prospecting efficiency.
- Funnel Conversion and Velocity: Improvement in conversion rates from MQL/Engaged Account to Qualified Opportunity.
- Budget Efficiency: Marketing ROI and CAC (Customer Acquisition Cost) across digital and offline channels.
- Operational Readiness: Reliability of reporting dashboards and the successful integration of AI/automation tools.
Requirements
- Experience: 10+ years in B2B Demand Generation, managing Digital Marketing, SDR, and Marketing Ops functions.
- Industry: Proven track record in Fintech or Payments is highly preferred.
- Tech Stack Expertise: Salesforce, Pardot, 6Sense, DreamData, Google Analytics, LinkedIn Campaign Manager, Gong, Gemini, Zapier, Popl, Apollo, and Clay.
- Budget Management: Proven experience managing multi million dollar marketing budgets with a focus on high growth ROI.
- Global Presence: Ability to travel occasionally to hub offices in London and Barcelona.
About Thunes
Thunes is the Smart Superhighway to move money around the world. Thunes’ proprietary Direct Global Network allows Members to make payments in real-time in over 140 countries and more than 90 currencies. Thunes’ Network connects directly to over 12 billion mobile wallets, stablecoin wallets and bank accounts worldwide, as well as 15 billion cards via more than 220 different payment methods, such as GCash, M-Pesa, Airtel, MTN, Orange, JazzCash, Easypaisa, AliPay, WeChat Pay HK and many more. Thunes’ Direct Global Network differentiates itself through its worldwide reach, in-house SmartX Treasury System and Fortress Compliance Platform, ensuring Members of the Network receive unrivaled speed, control, visibility, protection, and cost efficiencies when making real-time payments, globally. Members of Thunes’ Direct Global Network include gig economy giants like Uber and Deliveroo, super-apps like Grab and WeChat, MTOs, fintechs, PSPs and banks. Headquartered in Singapore, Thunes has offices in 14 locations, including Atlanta, Barcelona, Beijing, Dubai, Hong Kong, Johannesburg, London, Manila, Nairobi, Paris, Riyadh, San Francisco and Shanghai. For more information, visit: https://www.thunes.com/
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