Director of Demand Generation

What do we do? Paddle offers digital product companies a completely different approach to their payment infrastructure. Instead of assembling and maintaining a complex stack of payments-related apps and services, we’re a Merchant of Record for our customers. That means we take away 100% of the pain of payment fragmentation. It’s faster, safer, cheaper, and, above all, way better. We’re backed by investors including KKR, FTV Capital, Kindred, Notion, and 83North and serve over 10,000 software sellers in 245 territories globally. The role: We’re looking for a proven B2B Demand Generation leader to own and scale our demand generation engine, reporting directly to the CMO. As Director of Demand Generation, you’ll be responsible for driving predictable, scalable pipeline across self-serve and sales-led motions. This role sits at the heart of marketing and growth, integrating brand, product, content, lifecycle, and performance into a single demand strategy that fuels revenue across segments. You’ll lead a high-performing team across all channels including paid media, SEO, ABM, Field Marketing and funnel conversion, working cross-functionally with Product, Sales, and RevOps to drive outcomes. What you’ll own: • Own and drive the demand strategy: Lead the global demand generation function across PLG and sales-led motions, aligning to our GTM strategy, ICPs, and revenue goals. • Deliver full-funnel pipeline growth: Drive consistent, scalable pipeline across channels (paid, SEO, ABM, lifecycle, web), tailored by segment, persona, and motion. • Build and scale repeatable programs: Design and execute high-impact, segment-specific campaigns that convert across startup, scale-up, and mid-market/enterprise tiers. • Develop our ABM motion: Create and optimise 1:1, 1:few, and 1:many programs to engage and accelerate high-value accounts in our upmarket GTM. • Partner cross-functionally to win: Align tightly with Sales, Growth, Product Marketing, Brand, and Web to deliver connected campaigns and shared pipeline outcomes. • Fuel pipeline with takedown campaigns: Activate targeted compete, product, and vertical plays in partnership with Rev Marketing and PMM. • Drive performance and experimentation: Own the reporting, optimisation, and attribution across the funnel, from signups and PQLs to revenue, using data to drive constant iteration. • Leverage AI to gain execution edge: Use AI to accelerate testing, targeting, personalisation, and workflow automation at scale. • Build the systems to scale: Ensure the right martech, data infrastructure, and operating cadence is in place to support repeatable, insight-led growth. • Lead a high-performing team: Hire, coach, and inspire a team of channel owners, strategists, and ops leads, driving clear accountability and shared outcomes. Where You’ll Collaborate • Revenue Marketing: Partner to execute multi-channel campaigns aligned to sales-led GTM; provide reach, targeting, and conversion power to sales campaigns. • Growth: Coordinate on activation, onboarding, and expansion programs in PLG. Ensure alignment across product and marketing acquisition paths. • Product Marketing: Sync on ICPs, messaging, and conversion hooks to sharpen campaign precision and relevance. • Sales & BDMs: Inform outbound strategy through ABM insights and lead data; support campaign-level outbound acceleration. • Brand & Content: Ensure creative consistency and conversion alignment across all digital channels and surfaces. • RevOps & Marketing Ops: Partner on scoring, routing, attribution, funnel health, and reporting accuracy. We’d love to hear from you if you are: • Experienced B2B SaaS leader with 8+ years in marketing and 3+ years owning pipeline at Director or equivalent level, across both PLG and sales-led motions. • Proven demand driver you’ve built and scaled high-performing demand engines that deliver signups, PQLs, SQLs, and revenue at pace. • Full-stack channel expertise across paid media, SEO, ABM, lifecycle, web, and know how to integrate them into a cohesive, data-led system. • Commercially fluent you track CAC, velocity, LTV, and attribution with rigor, and use insight to guide prioritisation and budget allocation. • Segment-savvy and motion-aware you know how to tailor strategy by GTM motion (PLG vs sales-led) and segment (startup, scale-up, mid-market). • AI-literate and experimentation-led you constantly seek edge through automation, personalisation, and fast-cycle testing. • Strong cross-functional operator you partner tightly with Sales, Growth, Product Marketing, and Web to drive shared pipeline outcomes. • People-first leader you hire and scale high-performing teams with clarity, accountability, and a bias for impact over activity. Everyone is welcome at Paddle At Paddle, we’re committed to removing invisible barriers, both for our customers and within our own teams. We recognise and celebrate that every Paddler is unique and we welcome every individual perspective. As an inclusive employer, we don’t care if, or where, you studied, what you look like or where you’re from. We’re more interested in your craft, curiosity, passion for learning and what you’ll add to our culture. We encourage you to apply even if you don’t match every part of the job ad, especially if you’re part of an underrepresented group. Please let us know if there’s anything we can do to better support you through the application process and in the workplace. We will do everything we can to support any accommodations needed. We’re committed to building a diverse team where everyone feels safe to be their authentic self. Let’s grow together. Why you’ll love working at Paddle We’re a diverse, growing group of Paddlers who pride ourselves on our transparent, collaborative and respectful culture. We live and breathe our values, which are: Paddle for others Paddle together Paddle simply We offer a full suite of benefits, including attractive salaries, stock options, unlimited holidays, enhanced parental leave, retirement plans, private healthcare and well-being initiatives. We invest in learning and will help you with your personal development via constant exposure to new challenges, an annual learning fund, and regular internal and external training. Connecting at Paddle We’re a ‘digital-first’ company, which means our Paddlers always have the freedom to choose where, when and how they work within our hub locations. We recognize that where our Paddlers do their best work is unique to them and we provide trust and autonomy for everyone to work in a way which fits them best. We also value the power of connection and have invested in global hubs which help local communities flourish and bring us together for focused collaboration. Our Paddle hubs: • In Europe: UK (London headquarters), Portugal (Lisbon hub), Netherlands and Ireland (Dublin hub) • In North America: Austin, TX (USA) and Toronto (Canada) Our hub philosophy creates an engaging experience for all Paddlers, wherever, whenever and however we choose to work. To support this, we focus hiring within our hubs and will always openly share the available locations for each open position on our job description.