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Borderless is simplifying global immigration, starting with the UK. The company is backed by Entrepreneur First and Backed.VC, supporting 900+ businesses and 15,000+ workers, with 25% of the workforce on visa sponsorship.
As Demand Generation Lead, you will own the inbound pipeline (currently 80% of revenue engines), managing channels, campaigns, and website optimization to convert businesses into booked demos. You'll report to GTM leadership and collaborate with SDR and sales teams. Your responsibilities include:
• Planning and reviewing MQL activity, pipeline drivers, and budget allocation
• Tracking market trends and evolving positioning and messaging quarterly
• Converting product and customer insights into campaigns (e.g., building webinars around emerging customer needs)
• Running experiments across channels and the demo flow, scaling what works
• Collaborating with Sales, Product, Customer Success, and immigration experts to ship campaigns quickly and accurately
• Building the 12-month demand plan as the company moves upmarket into larger tech, finance, and professional services employers
Success metrics include: 30-day audit of HubSpot routing, MQL sources, and lead scoring; launching new channels; establishing weekly funnel reporting. By 90 days, you'll have multiple A/B tests live monthly with improving MQL-to-demo rates. By 12 months, the goal is 3x inbound pipeline growth with 50%+ reduction in cost per demo.
You'll be AI-native and tech-first, comfortable experimenting with modern tooling and automation. The role requires working in the office 3 days per week. Tech stack includes Webflow, HubSpot, Claude, Semrush, Clay, Make, RevenueHero, Hunter, Instantly, La Growth Machine, and Crossbeam.
REQUIREMENTS:
• 6+ years in B2B SaaS marketing or growth, including leading marketing in a scale-up with measurable pipeline or revenue impact
• Proven track record owning MQL and pipeline growth across inbound channels
• Experience collaborating with content marketers to turn complex, regulated topics into clear, compelling messages for HR, People, and business leaders
• Experience building and running campaigns across paid media, website, content, webinars, and events
• Experience using content and SEO as acquisition channels, creating high-value content that drives inbound demand
• Strongly data-driven, using CRM, marketing automation, and analytics tools to track performance, attribute pipeline, and optimize campaigns
• Daily use of AI and automation to maximize output with lean teams
• Excellent writing and communication skills; confident presenting to leadership and working with subject-matter experts
• Strong project management skills and cross-functional collaboration abilities
• Comfortable testing, experimenting, and iterating to find scalable growth
NICE TO HAVE:
• Experience marketing compliance or regulated software (e.g., Vanta)
• Experience marketing products with real human impact
• Experience hiring and managing marketers, agencies, or freelancers
