Hayden Richards

Architecting fully autonomous FinTech lead generation engines and end-to-end RevOps pipelines targeting complex borrower profiles.

• Launched a full-funnel acquisition engine spanning paid search, SEO, and introducer partnerships — a live 124-keyword Google Ads programme with CRM-attributed pipeline — built end-to-end within FCA financial promotions rules.
• Eliminated manual data entry across the adviser workflow with zero-touch case creation in the mortgage back-office CRM, via automated lead qualification, compliance routing, and system integration.
• Compressed speed-to-lead from industry-standard hours to under 60 seconds — measured from workflow execution logs — by connecting ad platforms, lead capture, and adviser handoff into one automated journey with segmented email nurture and retention touchpoints.
• Reduced campaign management overhead by deploying AI-assisted budget routing and anomaly detection across Google and Meta Ads.

Senior marketing lead owning demand generation strategy, pipeline, and attribution — leading a team of 2 CRM managers across lifecycle and retention programmes.

• Developed a brand engagement strategy contributing to 40% net-new lead growth through automated stakeholder targeting and segmentation.
• Designed MQL-to-SQL processes with my CRM team, increasing SQL acceptance rates by 17% through tightened lead capture, autoresponder sequences, and automated follow-up logic.
• Developed GA4 and Looker attribution reporting to identify inefficient marketing spend, improving ROI visibility and reducing wasted marketing activity by 18%.
• Led MarTech planning across Microsoft Dynamics 365, integrating ZoomInfo/intent data and establishing CRM resilience.

Delivered interim senior marketing leadership for B2B SaaS and regulated-service clients, driving demand generation strategy and full-funnel optimization.

• Delivered interim senior marketing leadership for B2B SaaS and regulated-service clients, driving demand generation strategy, GTM planning, and full-funnel optimization.
• Engineered a bespoke GoHighLevel (GHL) lead management system for the mortgage sector, automating complex qualification workflows, multi-channel nurture sequences, and instant broker handoff to drastically improve speed-to-lead.
• Improved MQL-to-SQL conversion rates by 27% across client engagements through advanced marketing automation, nurture sequence design, and sales handoff improvements.

Led a team of 5 owning performance marketing for a leading compliance technology provider — paid search, paid social, retargeting, and marketing automation across an 8-product portfolio.

• Increased qualified demo bookings by 180% through strategic integration of ZoomInfo and ChiliPiper, improving speed-to-lead and routing automation.
• Reduced sales development research time by 45% through MarTech optimization, workflow automation, and stronger AI-driven account intelligence.
• Scaled lead volume by 35%+ while maintaining cost efficiency through automated LinkedIn Conversation Ads and review-site partnerships.
• Aligned 5 departments behind coordinated launches across 8 product lines by building the centralised campaign planning framework my team ran.

Built and led a digital marketing team of 5 across acquisition, CRO, and retention for global eCommerce and tabletop gaming brands.

• Delivered 32% e-commerce growth through programmatic customer acquisition optimization and digital marketing strategy.
• Introduced rapid A/B testing frameworks to improve conversion learning and lifetime value tracking.

Delivered contract digital marketing engagements for e-commerce and B2B clients — acquisition campaigns, CRO, and marketing automation.

Increased online sales by 67% through data-led digital marketing and CRO.

• Increased online sales by 67% through data-led digital marketing and Conversion Rate Optimization (CRO).

Co-founded a thought leadership platform for social business — hiring and managing a 10-person globally distributed remote team across content, social, and creative production.

• Built and led a 10-person global remote marketing team through a centralised operating model sustaining multi-market content output.
• Grew company social presence 20% month-on-month on average by instituting an interactive social media training programme adopted across all departments.
• Owned B2B content strategy end-to-end — articles, white papers, webinars, and video — as primary project manager from planning to promotion.

Grew social communities by 40% and contributed to a 9% sales increase via B2B event marketing and social selling.

• Grew social communities by 40% and contributed to a 9% sales increase via B2B event marketing and social selling.

Managed operational delivery under pressure and led cross-functional team coordination.

• Managed operational delivery under pressure and led cross-functional team coordination.