Hayden Richards

Senior Marketing Leader | Demand Generation & Pipeline Systems

Southend on Sea, Essex, UK

hdnric@gmail.com

07397 901560

PROFESSIONAL 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.

PROFESSIONAL EXPERIENCE

Senior Marketing Consultant

August 2025 – Present

Independent Practice

Remote/UK

Scale demand generation and GTM systems for growth-stage B2B businesses, focusing on pipeline efficiency and commercial accountability.

Key Achievements:

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

Technologies: GTM Strategy, Demand Generation, Pipeline Optimization, Attribution Modeling, Revenue Operations

Marketing Performance Manager

December 2024 – August 2025

CDP

London

Led marketing performance and demand efficiency for a global non-profit; role ended due to organisational restructure.

Key Achievements:

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
Reported directly to senior leadership on growth spend efficiency and CAC targets across global programmes

Technologies: Performance Marketing, Funnel Analytics, CAC Optimization, SQL, GTM Systems

Senior Marketing Consultant & Founder

May 2023 – December 2024

Independent Practice

Remote/UK

Founded two high-performance ventures and consulted for B2B clients on pipeline growth and demand engine architecture.

Key Achievements:

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
Built end-to-end demand engines for multiple B2B SaaS clients, focusing on conversion-led growth and CAC reduction

Technologies: Entrepreneurship, Funnel Architecture, Lead Scoring, CRM Automation, GTM Strategy

Head of Performance Marketing

August 2021 – May 2023

Croner-i

London

Owned the performance marketing function for a leading compliance technology provider, reporting directly to founders on growth efficiency.

Key Achievements:

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
Built a high-performance demand generation team that delivered predictable lead volume for the sales pipeline

Technologies: Google Ads, LinkedIn Ads, HubSpot, Performance Analytics, Demand Generation, Salesforce

Head of Digital Marketing

March 2019 – October 2020

Wayland Games & Warcradle Studios

Built and managed the digital GTM function for global eCommerce and tabletop gaming brands.

Key Achievements:

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

Technologies: eCommerce Growth, GTM Strategy, DTC Marketing, Conversion Optimization, Global Marketing Systems

Digital Strategist

July 2016 – February 2017

Hip Hotels

London

Developed digital GTM strategies for luxury hospitality brands, focusing on high-intent conversion and funnel efficiency.

Key Achievements:

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

Technologies: Digital Strategy, Conversion Tracking, Attribution modeling, Lead Generation

Digital Strategist

August 2013 – March 2016

Hennik Research Ltd

London

Built the digital marketing function and demand engine for a B2B media and events group.

Key Achievements:

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

Technologies: GTM Strategy, Lead Generation, Automation, Content Strategy, CRM Integration

Royal Air Force Reservist

November 2000 – December 2010

Royal Air Force

Operational leadership and disciplined execution within high-pressure environments.

Key Achievements:

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

Technologies: Operations, Leadership, Logistics, Discipline

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

West Indies

CERTIFICATIONS

HubSpot Revenue Operations Certified

HubSpot

Google Ad Search and Google Analytics

Google

Certificate In Mortgage Advice and Practice (CeMAP)

The Institute of Financial Services