Director of Demand Generation

Overview

With 12+ years of loyalty innovation working with 10,000+ brands, we help Shopify stores move beyond generic loyalty programs. With LoyaltyLion, brands create unique experiences that drive repeat purchases, influence customer behavior, and increase profitability across every channel, location, and market.

About the market opportunity

The global loyalty management market is experiencing significant growth, expected to climb from $15.19 B (2025) to over $41 B by 2032 (CAGR ~15.3%). Much of that is greenfield, with Gartner predicting that 1 in 3 businesses without a loyalty program will establish one by 2027. That’s matched by consumer demand, with 59% of consumers saying they’re more likely to sign up to a loyalty program today than they were 12 months ago.

More and more, merchants are prioritising existing customer relationships to drive their most profitable sales channel. Many of the world’s largest brands (McDonalds, Urban Outfitters etc) have already adopted loyalty programs to help drive their growth. As the industry shifts toward loyalty programs, we are well positioned to lead the market.

Job requirements

A demand generation leader who has previously planned and executed highly successful growth strategies within B2B SaaS business, responsible for multi million pound targets.

Data-led You’re not afraid to experiment, and can clearly communicate and justify decisions to start, stop or maintain activity.

Executing strategy You’ve previously led inbound demand generation strategy as well as kept your finger on the pulse of execution across all digital channels.

Hands on experience in SEO and PPC are a must

Exposure to the Shopify Appstore would be a bonus

Experience in other digital marketing channels that could be experimented with would be welcomed

A conversion rate expert You are an expert in analysing website performance, identifying areas of improvement and teaching the wider marketing team where to upgrade our website

Experience attracting a tight ICP You’ll know how to signpost the correct journeys to a wide range of prospects.

Tool savvy You’ve used the best tools, so you’re confident making educated proposals around Marketing technology to power your lead generation strategy

You utilise cross functional insights You are comfortable digging into Hubspot, Salesforce or similar to fully understand the performance of leads you generate.

You’re a team player. You’re able to consider content and activity from our wider demand gen strategy and identify opportunities to deploy them to improve the performance of lead gen channels and our website. You’re comfortable working with other functions such as product and content marketing, to find opportunities to optimise lead gen activity and conversion.

Job responsibilities

Today, inbound accounts for a large portion of our total revenue. Looking forward, we want Inbound to deliver exponentially more of that revenue and growth. Our Director of Demand Generation will be uniquely placed to lead this charge.

This is a senior, hands-on role suited to someone who has owned pipeline targets, can act as a senior GTM stakeholder and confidently balance strategy with execution. We’re looking for a data-minded individual who can build on our existing success and identify ways to allocate resources more effectively for growth and performance. Optimisation is likely their middle name, and they are continually motivated to experiment with new activities to attract more of the right customers to our site.

Areas of ownership:

• Inbound revenue number
• Marketing-sourced pipeline performance and quality
• Funnel dynamics - conversion of awareness to opportunity
• Campaign strategy, planning and execution across priority channels
• Channel mix, budget allocation, and ROI
• Demand reporting, insight, and continuous optimisation

Key responsibilities:

• Pipeline & revenue impact
• Own a defined revenue and pipeline target, reporting on performance
• Diagnose pipeline quality issues and take corrective action
• Improve predictability, not just volume
• Demand strategy & execution
• Translate GTM priorities into focused, high-impact demand programs
• Design and run campaign-led demand (not one-off tactics)
• Make clear trade-offs on channels, spend, and resourcing
• Team & delivery
• Manage the demand generation team, as well as our network of agencies / contractors
• Bring structure, clarity, and prioritisation to team output
• Cross functional alignment
• Partner closely with Sales leadership on lead quality, conversion, and feedback
• Rigorously refine targeting and messaging based on insight from the Sales team
• Work hand in glove with our Director of Brand Marketing, to align the Brand and Demand Generation teams and output seamlessly
• Collaborate with Product to translate features and updates to the market

Job benefits

From health insurance and flexible working, to early Friday finishes and gift vouchers - we’re proud to offer the perks our team really want.

Working life benefits

• ⏰ Flexible working – core hours between 10-4
• Hybrid working with 2 days in our Farringdon Office
• 4.30pm finish on Friday
• Quarterly team and company-wide socials

Equipment

• Apple MacBook and all the equipment you need to be set up for success
• £200 work from home allowance
• ChatGPT subscription

Growth and development

• Generous Learning & Development budget
• Bi-annual Performance Reviews with clear progression frameworks  in place across every team
• ️ Earn gift vouchers by getting recognised for your great work every day by your colleagues

Financial & Insurance benefits

• Life insurance from day 1
• Access to comprehensive discounts through Perks at Work
• Charity giving scheme
• Optional pension salary sacrifice scheme

Time off benefits

• 25 days holiday per year +  bank holidays
• ➕ One additional day of holiday for each year of service, up to 5 years
• Christmas annual leave booster
• Work from anywhere policy

Health & Wellbeing benefits

• The choice of two of the following: wellbeing budget, private medical insurance through Vitality, or private dental insurance
• Cycle to work scheme
• Employee Assistance Programme

Family benefits

• Enhanced parental leave
• Workplace nursery scheme
• ❤️ Family forming leave policy