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View ATS-Friendly VersionHayden Richards
Senior Marketing Leader | Demand Generation & Pipeline Systems
Summary
Senior marketing leader with 10+ years building demand generation engines, GTM systems, and high-performance teams across B2B SaaS, compliance technology, global non-profit, and two ventures built from zero. Managed £500k+ paid media budgets, run field and events programmes with ROI tracking, and reported directly to founders and senior leadership on growth spend efficiency. Looking for a Head of Marketing or VP Marketing role at a high-growth B2B business where there is a real demand engine to build and commercial accountability that goes all the way to revenue.
Experience
Senior Marketing Consultant
Independent Practice • Remote/UK
- Architect GTM frameworks that align marketing spend with revenue targets, ensuring every pound is tracked through to the sales pipeline
- Optimize complex demand engines by implementing robust attribution models and full-funnel conversion tracking
- Build scalable marketing systems that replace ad-hoc campaigns with predictable revenue-generating workflows
Marketing Performance Manager
CDP • London
- Engineered 38% net-new lead growth by rebuilding the demand generation engine and optimizing conversion funnels
- Reduced inefficient marketing spend by 18% through rigorous attribution audits and spend reallocation to high-performing channels
- Boosted SQL acceptance rates by 17% by implementing tighter funnel alignment between GTM teams and senior leadership
Senior Marketing Consultant & Founder
Independent Practice • Remote/UK
- Founded ComplexIncome.mortgage (FCA-regulated brokerage), securing £247M+ in client mortgages with a 94% approval rate through automated lead scoring
- Delivered 27% MQL-to-SQL improvement across consulting clients by rebuilding their demand generation systems and attribution tracking
- Founded CMOXpert.com, building a boardroom marketing platform to enable strategic GTM diagnosis and execution planning from zero
Head of Performance Marketing
Croner-i • London
- Directed £500k+ annual paid media budget across Google Ads and LinkedIn, focusing on high-intent pipeline generation and CAC efficiency
- Scaled qualified demo bookings by 180% through aggressive demand engine optimization and conversion path testing
- Implemented full-funnel attribution systems to track marketing impact from initial touchpoint to closed-won revenue
Head of Digital Marketing
Wayland Games & Warcradle Studios • UK
- Constructed a high-volume demand engine for global DTC brands, achieving significant revenue growth through funnel optimization
- Executed multi-channel GTM strategies for new product launches, maintaining strict CAC targets and maximizing initial conversion
- Optimized global eCommerce funnels, resulting in a 25% increase in conversion rates across core product lines
Digital Strategist
Hip Hotels • London
- Analyzed customer conversion paths to improve booking funnel efficiency for premium hospitality brands
- Built attribution models to measure the revenue impact of digital campaigns across multiple international markets
- Engineered demand generation systems that captured high-intent travel queries, driving increased direct booking revenue
Digital Strategist
Hennik Research Ltd • London
- Engineered the digital GTM strategy for core properties, driving audience growth and pipeline for high-value events
- Built automated lead capture systems that increased SQL volume by 50% for the sales team
- Transformed traditional media assets into a high-converting demand engine through funnel architecture and CRM integration
Royal Air Force Reservist
Royal Air Force • UK
- Coordinated logistics and communications for complex missions under strict time constraints
- Maintained mission-critical systems and followed precise protocols to ensure operational success
- Developed foundational skills in disciplined execution and team coordination that translate to high-performance GTM management
Skills
Growth & Demand
Full-Funnel Growth, Demand Generation, Subscription Growth, DTC Growth, Customer Acquisition, Retention & LTV, CRO & Experimentation, Landing Page Optimization
Marketing Technology
Salesforce, HubSpot, Marketo, ZoomInfo, Chili Piper, Martech Stack Optimization
Analytics & Data
SQL, Google Analytics, Data-Driven Decision Making, Marketing Analytics, GA4, Looker, Attribution Modelling, A/B Testing, Dashboards & Reporting
Digital Marketing
Paid Social (Meta/TikTok), Google Search, SEO/SEM, Content Marketing, Affiliate & Referral, Creator Partnerships, Email Marketing, Social Media Marketing
CRM & Lifecycle
CRM & Lifecycle Marketing, Lifecycle Journeys, Lead Nurturing, Retention & LTV, Marketing Automation, Pipeline Acceleration
Leadership
Team Leadership & Development, Strategic Planning, Budget Management, Cross-functional Collaboration, GTM Operations, Go-to-Market Strategies, Revenue Growth, Business Development, Product-led Growth
Development & Build Tools
VS Code, GitHub, Google Gemini (Antigravity IDE), Vibe Coding / No-Code Development
Education
Bachelor of Arts in History and Social Sciences
University of The West Indies
Certifications
Languages
English (Native)