Head of Marketing (GTM & Demand Gen)

Head of Marketing (GTM & Demand Gen) VeryConnect | Glasgow / Hybrid / Scotland remote | £85,000–£110,000VeryConnect is a fast-growing B2B SaaS company delivering CRM, event management and member engagement platforms to professional membership organisations across the UK and internationally. Our solutions serve mid-to-large organisations with complex operational requirements and long-term digital transformation goals.We are entering a significant growth phase and are seeking an experienced Head of Marketing to lead our Go-To-Market and Demand Generation strategy. This role is central to accelerating growth and building a scalable, data-driven marketing function that materially increases high-quality pipeline generation. The OpportunityThe successful candidate will be responsible for developing and executing a comprehensive Go-To-Market strategy designed to substantially increase ICP-qualified lead generation within a compressed timeframe.This is a senior commercial leadership role with direct accountability for pipeline performance, demand generation effectiveness and marketing contribution to revenue growth. Key ObjectivesOver the first 6-12 months, the Head of Marketing will:

• Significantly increase ICP-qualified marketing pipeline 4-5x
• Establish a clear, measurable Go-To-Market strategy aligned to company growth objectives
• Design and implement a scalable demand generation engine capable of consistently delivering high-quality, sales-ready opportunities
• Strengthen alignment between marketing and sales to improve conversion through the funnel
• Improve marketing attribution, reporting accuracy and performance accountability
• Build scalable acquisition channels that deliver sustainable pipeline growth
• Create and follow an insightful reporting deck for all key performance indicators

Core Responsibilities Go-To-Market Strategy & Market Positioning

• Develop and execute a comprehensive GTM strategy targeting mid-to-enterprise membership organisations
• Refine segmentation, buyer personas and vertical targeting strategies
• Lead messaging, positioning and category authority initiatives
• Identify and develop new growth opportunities and channel strategies

Demand Generation Leadership

• Design and scale multi-channel acquisition programmes including paid media, organic growth, content marketing, partner marketing, email nurture and account-based marketing
• Improve lead quality, conversion efficiency and cost-effectiveness of acquisition
• Develop marketing programmes that support both inbound and outbound sales motions
• Implement structured funnel optimisation initiatives

Sales & Revenue Alignment

• Work closely with sales leadership to ensure marketing activities directly support revenue targets
• Define and maintain clear MQL, SQL and pipeline qualification frameworks
• Embed marketing performance within CRM and pipeline reporting
• Develop reporting frameworks that support data-driven decision-making and forecast reliability

Marketing Team Leadership & Operations

• Develop and lead a high-performing marketing team
• Manage external agencies, contractors and strategic partners where appropriate
• Establish strong marketing operations, automation and performance analytics infrastructure
• Introduce performance-based KPIs and accountability frameworks

Experience & CapabilitiesWe are seeking candidates who can demonstrate a strong track record of delivering measurable growth within commercial B2B environments. Experience within SaaS or subscription-based business models is advantageous but not essential. We welcome candidates who have successfully driven demand generation and pipeline growth in all comparable high-value environments.Candidates should bring:

• Experience leading marketing or demand generation within B2B organisations operating at mid-to-enterprise ARR levels
• Proven success scaling pipeline and revenue contribution through multi-channel acquisition strategies
• Strong commercial acumen and experience working closely with sales leadership
• Demonstrable success improving funnel performance, conversion rates and marketing ROI
• Deep understanding of marketing attribution and performance reporting
• Experience recruiting, developing and leading high-performing marketing teams
• Strong analytical capability combined with strategic and creative thinking

Personal AttributesThe successful candidate will demonstrate:

• Strong ownership mindset and accountability for commercial outcomes
• High levels of organisation, structure and execution discipline
• Ability to operate at both strategic and operational levels
• Confidence working within performance-driven, scaling environments
• Strong communication and stakeholder management skills

Compensation & Benefits

• Competitive salary (£85,000–£110,000 depending on experience)
• Senior leadership role within a scaling SaaS organisation
• Opportunity to shape and build a high-impact marketing function

Recruitment ProcessVeryConnect follows a structured hiring methodology designed to identify high-impact, long-term leadership hires through a prescribed and evidence-based assessment process.The selection process includes:

• Initial application form
• Short screening call
• In-depth career history call
• Competency-based leadership interview
• Calls with your previous managers

Application FormNo need to send your CV, just fill out the form below. Any incomplete applications will not proceed to the next stage.Job Types: Full-time, PermanentPay: £85,000.00-£110,000.00 per yearBenefits:

• Bereavement leave
• Company pension
• Enhanced maternity leave
• Enhanced paternity leave
• On-site parking
• Sick pay
• UK visa sponsorship

Work Location: Hybrid remote in Glasgow G3 7DS