Head of Demand Generation

Capital Economics is seeking a commercially accountable Head of Demand Generation to lead new logo acquisition across its macroeconomic subscriptions, consulting and advisory businesses.

The role owns the end-to-end acquisition engine spanning inbound demand generation, campaign orchestration, digital evaluation journeys and sales-led acquisition programmes. Working closely with Sales leadership, the successful candidate will be accountable for pipeline growth, conversion performance and new logo revenue contribution.

The position sits at the centre of Capital Economics’ GTM transformation programme and operates as a commercially integrated acquisition leadership role connecting Marketing, Sales, Product and the global Economist team.

The role will work closely with the Digital Acquisition & Conversion Manager, who will own digital journey optimisation, web conversion, analytics, behavioural routing and conversion tooling infrastructure.

Key Responsibilities

New Logo Acquisition & Pipeline Growth

• Own the new logo acquisition strategy across inbound, digital, events and sales-supported programmes.
• Deliver measurable pipeline growth, conversion improvement and new customer acquisition outcomes.
• Build scalable acquisition motions designed to improve conversion efficiency and pipeline velocity.
• Partner closely with Sales leadership on campaign priorities, territories, segments and conversion activity.

Demand Generation & Campaign Orchestration

• Coordinate economist, editorial and sales activity into commercially aligned GTM campaigns.
• Develop targeted acquisition programmes including competitor displacement, win-back, consulting activation and new segment growth.
• Lead inbound demand generation across all channels leveraging content, webinars, events, search, email, paid acquisition and digital channels.

Evaluation Journey & Commercial Conversion

• Own commercial performance across evaluation journeys including trials, gated access and onboarding entry pathways.
• Work closely with the Digital Acquisition & Conversion Manager to improve CTA architecture, landing journeys, behavioural routing and conversion performance.
• Partner with Lifecycle Marketing and Customer Experience teams to ensure smooth progression from evaluation into onboarding and expansion.
• Retain accountability for acquisition-stage commercial outcomes and new logo conversion performance.

Commercial Operations & Performance

• Define KPI frameworks across acquisition, evaluation, conversion and pipeline progression.
• Improve attribution, reporting, routing and funnel visibility alongside RevOps Analytics teams.
• Introduce structured testing, optimisation and campaign performance management across the acquisition funnel.

Requirements

• 5+ years in B2B demand generation, growth marketing or commercial GTM leadership roles.
• Strong experience working alongside sales teams and complex buying journeys.
• Commercially minded, highly data-driven and comfortable operating across strategy and execution.
• Experience within subscription / SaaS , research, data, financial information or professional services environments desirable.

Success Measures

• Increased new logo wins and ARR growth contribution.
• Growth in qualified pipeline volume, velocity and conversion.
• Improved evaluation-to-revenue conversion performance.
• Increased contribution of marketing-originated and marketing-supported ARR.
• Faster progression of high-intent opportunities through the funnel.
• Improved commercial visibility, routing and sales efficiency.

Strategic Context

Capital Economics is evolving toward a more integrated demand-to-revenue operating model combining outbound sales, inbound acquisition, digital evaluation and lifecycle expansion.

The Head of Demand Generation will play a central role in converting existing economist authority, audience engagement and market demand into scalable commercial growth.

At Capital Economics, we are striving to create a diverse workforce and inclusive environment, which we believe are critical to help us make better decisions for the company, our employees, and our clients. A diverse and inclusive workplace makes for more innovative, engaged, and empowered employees, from whom business strength can be derived. This is particularly important in macroeconomic research, which relies on a diversity of views and opinions to be relevant and insightful.

Capital Economics is committed to equality, inclusion, and diversity. We encourage applications from all candidates regardless of ethnicity, religion or belief, gender, sexual orientation, age, disability, or gender identity. If you need reasonable adjustments to be made to the application process to ensure you are not at a disadvantage to other candidates, please include this in your cover letter. This is applicable if you have a disability or if you are neurodiverse/hold neurodiverse traits.

Benefits

• Good annual leave (25 days plus your birthday)
• Salary sacrifice pension scheme
• Life assurance
• 24-hour online GP
• Health Assured (Employee Assistance Programme)
• Hybrid working
• Training & development
• Good additional maternity and paternity policies
• Bike to work scheme
• Thriving social committee