Director of Demand Generation

What do we do? Paddle offers digital product companies a completely different approach to their payment infrastructure. Instead of assembling and maintaining a complex stack of payments-related apps and services, we’re a Merchant of Record for our customers. That means we take away 100% of the pain of payment fragmentation. It’s faster, safer, cheaper, and, above all, way better. We’re backed by investors including KKR, FTV Capital, Kindred, Notion, and 83North and serve over 10,000 software sellers in 245 territories globally. The role: We’re looking for a proven B2B Demand Generation leader to own and scale our demand generation engine, reporting directly to the CMO. As Director of Demand Generation, you'll be responsible for driving predictable, scalable pipeline across self-serve and sales-led motions. This role sits at the heart of marketing and growth, integrating brand, product, content, lifecycle, and performance into a single demand strategy that fuels revenue across segments. You’ll lead a high-performing team across all channels including paid media, SEO, ABM, Field Marketing and funnel conversion, working cross-functionally with Product, Sales, and RevOps to drive outcomes. What you'll own: • Own and drive the demand strategy: Lead the global demand generation function across PLG and sales-led motions, aligning to our GTM strategy, ICPs, and revenue goals. • Deliver full-funnel pipeline growth: Drive consistent, scalable pipeline across channels (paid, SEO, ABM, lifecycle, web), tailored by segment, persona, and motion. • Build and scale repeatable programs: Design and execute high-impact, segment-specific campaigns that convert across startup, scale-up, and mid-market/enterprise tiers. • Develop our ABM motion: Create and optimise 1:1, 1:few, and 1:many programs to engage and accelerate high-value accounts in our upmarket GTM. • Partner cross-functionally to win: Align tightly with Sales, Growth, Product Marketing, Brand, and Web to deliver connected campaigns and shared pipeline outcomes. • Fuel pipeline with takedown campaigns: Activate targeted compete, product, and vertical plays in partnership with Rev Marketing and PMM. • Drive performance and experimentation: Own the reporting, optimisation, and attribution across the funnel, from signups and PQLs to revenue, using data to drive constant iteration. • Leverage AI to gain execution edge: Use AI to accelerate testing, targeting, personalisation, and workflow automation at scale. • Build the systems to scale: Ensure the right martech, data infrastructure, and operating cadence is in place to support repeatable, insight-led growth. • Lead a high-performing team: Hire, coach, and inspire a team of channel owners, strategists, and ops leads, driving clear accountability and shared outcomes. Where You’ll Collaborate • Revenue Marketing : Partner to execute multi-channel campaigns aligned to sales-led GTM; provide reach, targeting, and conversion power to sales campaigns. • Growth : Coordinate on activation, onboarding, and expansion programs in PLG. Ensure alignment across product and marketing acquisition paths. • Product Marketing : Sync on ICPs, messaging, and conversion hooks to sharpen campaign precision and relevance. • Sales & BDMs : Inform outbound strategy through ABM insights and lead data; support campaign-level outbound acceleration. • Brand & Content : Ensure creative consistency and conversion alignment across all digital channels and surfaces. • RevOps & Marketing Ops : Partner on scoring, routing, attribution, funnel health, and reporting accuracy. We'd love to hear from you if you are: • Experienced B2B SaaS leader with 8+ years in marketing and 3+ years owning pipeline at Director or equivalent level, across both PLG and sales