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Borderless is building infrastructure to remove barriers created by immigration systems, empowering ambitious individuals and businesses globally. The company is moving upmarket into larger tech, finance, and professional services employers while expanding its product offerings to include new B2C services for individuals relocating to the UK.
As Head of Marketing, you will own all marketing strategy and execution, reporting directly to the CEO. Your core responsibility is building and executing the marketing plan that drives pipeline and revenue growth. You will lead a small existing marketing team and hire to expand it as the company scales.
Key responsibilities include:
- Developing positioning and messaging that resonates with target sectors (tech, finance, professional services)
- Building and scaling the demand generation engine across multiple channels (paid media, content, SEO, AI search, webinars, events, partnerships)
- Managing the marketing budget and allocating resources based on pipeline impact
- Leading and coaching the marketing team, with hiring authority as the company grows
- Collaborating with sales and revenue operations to optimize the funnel, from MQL generation through demo conversion and pipeline tracking by sector
- Creating sales enablement materials including case studies, competitive positioning, and objection handling resources
- Establishing Borderless as a credible, authoritative voice on UK immigration policy through PR, commentary, and executive visibility
- Launching new services and B2C products in collaboration with Product, driving adoption among existing and new customers
- Running continuous testing programs across website, demo flow, and channels to improve conversion metrics
Success metrics include: 3x increase in inbound pipeline within 12 months, 50%+ reduction in cost per demo, 50%+ of pipeline from target sectors and ICPs, and a recognized brand among HR and People leaders in target industries.
The role requires 3 days per week in the London office and 2 days remote.
REQUIREMENTS:
- 8+ years in B2B SaaS marketing with demonstrated pipeline and revenue impact
- 2+ years leading a multi-disciplinary marketing team as the most senior marketer at a scale-up through significant growth
- Demand generation expertise: proven ability to build and scale inbound engines, owning MQL and pipeline targets across channels
- Strong product marketing skills: positioning, messaging, product launches, and sales enablement for complex or regulated topics
- Experience building and running campaigns across paid media, website, content, SEO, AI search, webinars, events, and partner channels
- Strong data-driven mindset with proficiency in CRM, marketing automation, and analytics tools for performance tracking and attribution
- AI-native: daily use of AI and automation tools to maximize lean team productivity
- Excellent writing and communication skills, comfortable presenting to leadership and board
- Ability to work closely with subject-matter experts on compliance and regulatory topics
Nice to have:
- Experience marketing compliance or regulated software
- Track record leading marketing through upmarket expansion
- Experience launching new products or B2C marketing
- PR or founder profile building experience
