Head of Demand Generation

Grays Inn Rd, London WC1X 8NH, UK Norfolk St, Sheffield City Centre, Sheffield S1 2JE, UK Req

Title: Head of Demand Generation

Department: Marketing

Location: Sheffield or London

Working Pattern: Hybrid, includes 3 days each week in the office

Contact Type: Full time, permanent

Salary: Up to £85,000 per annum

Tes is an international provider of software-enabled services passionate about using technology to make life easier for schools and teachers. All products and services are built with teachers and schools needs at the core, ensuring they are innovative, trusted education solutions.

Role overview:

We are looking for a high-impact, commercially mindedHead of Demand Generationto architect and scale a predictable revenue engine across both new customer acquisition and base expansion. This is amission-critical rolein our growth strategy-accountable formarketing-sourced and influenced pipeline, and a key partner to Sales in driving ARR.

Reporting directly to the CMO, this role leads the global Demand Generation function and works cross-functionally with Sales, Brand, Digital, Product Marketing, and Creative to align strategy, activate campaigns, and deliver measurable results. You will be responsible for building and executing integrated, data-driven demand programs that contribute meaningfully to pipeline and revenue growth.

Key Responsibilities:

• Own marketing's contribution to revenue and pipeline targets (sourced and influenced), with clear accountability for performance across all stages of the funnel
• Partner with Sales to forecast pipeline coverage needs, identify gaps, and design joint marketing plays by region, segment, and product line
• Participate and actively contribute to Sales forecast meetings
• Lead demand generation planning and execution globally, with tailored strategies for ABM, lead gen, executive programs, and expansion campaigns

Funnel Optimization

• Build and maintain a healthy, high-converting funnel-from awareness through to sales-qualified leads
• Analyse funnel diagnostics to identify drop-off points, accelerate velocity, and reduce friction in the buyer journey
• Implement targeted programs and content strategies to improve lead flow and sales readiness

Lead Quality & Sales Readiness

• Define and refine MQL criteria and lead scoring frameworks in close collaboration with Sales
• Drive continuous improvements in MQL-to-SQL conversion rates through better segmentation, personalization, and nurture strategies
• Establish clear SLAs and feedback loops to ensure alignment between marketing-generated leads and sales follow-up
• Drive the execution of a multi-channel growth marketing strategy that aligns with business priorities and maximizes ROI across every stage of the buyer journey
• Collaborate with product marketing to create high-converting content and offers, tailored by audience, funnel stage, and intent signals

Operational Excellence

• Build the foundational infrastructure for scale: work with Product Marketing to optimise campaign processes, workflows, campaign ops, and funnel diagnostics
• Own marketing automation and nurture frameworks, ensuring data-driven lead progression and optimal sales readiness
• Actively partner with sales leadership through deal reviews, pipeline inspections, and quarterly business reviews
• Embed marketing within sales motions, providing visibility and tools to accelerate deal velocity and expansion

Performance Measurement

• Lead a culture of accountability through metrics: pipeline attribution, campaign effectiveness, velocity, conversion, CAC, and ROI
• Build dashboards and reporting frameworks to track, learn, and iterate in real time. Introduce marketing attribution models to inform future investment decisions

Budget & Resource Management

• Own the growth marketing budget, ensuring optimal allocation across channels, regions, and funnel stages based on performance insights

What You Need to Succeed

• 10+ years in B2B growth or demand generation, ideally in professional services or complex consultative sales environments
• Proven ability to drive pipeline and revenue through end-to-end campaign planning, orchestration, and performance optimization
• Strong knowledge of marketing automation, ABM, CRM, and analytics tools (e.g., Marketo, Salesforce, HubSpot, 6sense, etc.)
• Expertise in lead nurturing strategies and funnel acceleration programs with measurable commercial outcomes
• Experience managing marketing budgets and building demand generation functions from the ground up
• Skilled in influencing across sales and executive teams with compelling, insight-led recommendations
• Able to hire, lead, and scale high-performing growth marketing teams in a fast-paced environment
• Excellent communication, storytelling, and executive presentation skills

What do you get in return?

• 25 days annual leave rising to 30
• State of the art city centre offices
• Access to a range of benefits via My Benefits World
• Discounted city centre parking
• Free eye care cover
• Life Assurance
• Cycle to Work Scheme
• EAP (Employee assistance programme)
• Monthly Tes Socials
• Access to an extensive Learning and Development menu

Who are Tes?

Tes has been supporting the education sector for over a century, growing and changing alongside the evolution of education. Today, Tes is focused on providing digital solutions to support school leaders and teachers with wellbeing, continuous professional development, safeguarding, SEND provision, flexibility through timetabling, and pupil behaviour management.

Our Vision is to power schools and enable great teaching worldwide, by creating intelligent online products and services to make the greatest difference in education.

Tes has over 13m teachers in its online community and working relationships with 25,000 schools in over 100 countries. Tes helps schools find the teachers they need via a range of recruitment solutions; brings new teachers into the profession through initial teacher training; provides teachers with continuous professional development and world class safeguarding training. It also offers a range of expert tools for the classroom from timetabling, SEND provision, and behaviour management solutions to dynamic staff surveying and wellbeing tools. Tes brings educators together online so they can share expertise and teaching resources and it provides them with vital information, research and analysis about education via its fully digital Tes Magazine.

Tes is a global company employing over 600 people and operating across 10 offices, including in London, Sheffield, Hong Kong, Sydney, and Dubai.

We are proud of our people centric culture where everyone is driven to achieve the same goal. We are an agile organization striving for continuous improvement. We invest in our people with extensive learning and development opportunities and support our colleagues with various mentoring and career enhancement programmes.

Tes Global will ensure all qualified applicants receive consideration for employment without regard to race, sex, colour, religion, sexual orientation, gender identity, national origin or on the basis of disability. We invite applicants to contact us directly to identify any additional support required.

• Norfolk St, Sheffield City Centre, Sheffield S1 2JE, UK