Demand Generation Lead

Who we are? Silverfin is a cutting-edge cloud software solution built by accountants, for accountants. Founded in 2013, Silverfin was created to solve the frustrations of manual, error-prone processes in analysing financial data and compliance. From day one, we’ve been a cloud-first platform with an open API architecture, leveraging structured data to transform how accountants work. Our mission is simple: to enhance and support the accountancy profession through AI and automation, ensuring accountants remain relevant and respected in the future of finance. In 2023, Silverfin became part of the Visma Group, joining one of Europe’s leading providers of cloud software. This partnership strengthens our ability to innovate and expand our impact within the accountancy industry. Today, Silverfin is trusted by over +1000 firms across 18 countries. Our clients include all of the Big 4 accounting firms, as well as leading global networks like BDO, PKF, Baker Tilly, Grant Thornton, and Moore. Headquartered in Ghent, with offices in London, Luxembourg, Gouda (NL), and Mont-Saint-Guibert (BE), we’re a team of over 200 people - including a diverse remote engineering team working across multiple time zones - all working together to drive innovation in accounting. How would you support our success? As the Lead of Demand Generation at Silverfin, you will own the strategy for all lead generation and demand generation strategy and execution. This role is crucial in advancing Silverfin's growth by ensuring a steady and increasing flow of high-quality leads. Your strategies will directly contribute to customer acquisition, engagement, and retention. Reporting to the Vice President of Revenue, you will be key in leading a performing digital team. You will also be shaping campaigns in collaboration with the Content Marketing Lead and Business Unit field marketers. Ensure all demand generation strategies are directly aligned with BU’s GTM and marketing OKR’s. Own DG marketing pipeline targets and support revenue generation in all BUs Lead and mentor a team of campaign executives, performance marketers, marketing operations and digital marketing professionals. Work closely with internal teams and external agency partners to create cohesive and effective marketing campaigns. Your responsibilities Collaborate with the Content Marketing Lead and Field Marketers to design, create and implement demand generation campaigns that align with Silverfin's business goals and outcomes. Work closely with business unit’s field marketers, product management, sales, customer success, and business unit GMs to ensure all marketing efforts are aligned and integrated. Manage relationships with external digital and creative agencies, including SEO, creative resource and paid advertising (PPC, programmatic, paid social) Lead and mentor a team of campaign executives, performance marketers, marketing operations and digital marketing professionals. Analyse and report on campaign performance, making data-supported decisions to optimise results. Be responsible for the budget for demand generation activities, ensuring cost-effective allocation of resources. Stay up-to-date with industry trends and best practices to continuously improve Silverfin's demand generation efforts What would success look like? Implementation of successful demand generation strategies that increase the volume of high-quality leads through the execution of marketing campaigns that reach and engage our ideal ICP, resulting in a higher volume of qualified leads to sales. Ensure high level of engagement (eNPS) and performance of the team, as well as effectiveness and acceptable workload. Demonstrate the effectiveness of marketing effort by measuring the direct impact on Silverfin’s growth and revenue by consistently meeting or exceeding monthly, quarterly, and annual lead generation targets Deliver the ABM digital approach at scale for BU target segments. Optimal allocation of marketing budget which results in maximum impact and measurable ROI and directly attributable to marketing campaigns. Ongoing performance reviews and consistent tracking against key performance indicators and Silverfin marketing OKR’s which align with both BU and company goals. Through the use of data driven insights refine and enhance marketing tactics, ensuring they remain effective and aligned with market trends and customer needs. Effective collaboration with BU GM’s, Sales, CS, Product and other internal and external stakeholders, resulting in cohesive and impactful marketing efforts. Experience and Qualifications Bachelor’s degree in Marketing, Business, or a related field (Master’s degree preferred). Extensive experience (7-10+ years) in demand generation or related marketing roles. Demonstrated success in creating and executing demand generation strategies that support significant business growth. Experience in media buying (PPC, paid media, programmatic buying) Proficiency with marketing automation platforms (e.g., HubSpot, Marketo, Pardot) and work management tools (e.g. Asana, Monday,..) Experience with CRM systems (e.g., Salesforce) and website content management (e.g. WordPress). Strong analytical skills and experience with data analytics tools (e.g., Google Analytics, Tableau). Experience with international and European media buying Skills and knowledge Strong leadership skills managing and motivating a team of marketing professionals, including campaign executives, performance marketing specialists, and digital marketing professionals. Expertise in developing, implementing, and managing multi-channel marketing campaigns. Experience with various marketing channels, including email, social media, SEM, SEO, content marketing, and more. Experience of programmatic ABM and other ABM approach Proficiency in using data analytics and marketing automation tools to track performance and optimise campaigns. Strong analytical skills with the ability to interpret data and make data-driven decisions. Excellent communication and interpersonal skills. Experience with CRM systems, marketing automation platforms, and data analytics tools. Proven ability to manage and optimise marketing spend across various channels. Strong track record of managing agency relationships (including digital and creative agencies) and campaign budgets. Strong organisational skills and experience with work management platforms Attitude and personality-related traits Committed to pursuing success and overcoming challenges to achieve goals and measurable success. Thoughtful decision-maker, with the ability to lead and inspire a team, encouraging collaboration and high performance. Be accountable for your team’s output. You lead the team, you shine if they shine. Capable of thinking strategically and planning long-term to achieve business objectives. Creative thinker with a strategic mindset. Flexible and able to adapt to changing market conditions and business needs. Collaborative and able to work effectively with cross-functional teams. The marketing and revenue leadership is your A-team. You set the example, deliver results, embrace change, and bring emotional intelligence to how you lead. We Care For You Be part of something bigger - Join a growing SaaS company that’s now proudly part of Visma, Europe’s leader in mission-critical cloud software. A connected team, wherever you are - Take part in regular team activities, retreats, and offsites to keep our culture thriving. Grow with us - Take advantage of career development opportunities and a personal training allowance to support your growth. Time to recharge - Enjoy our company-wide Wellbeing Days off each month (reviewed annually). Fair compensation - Receive a competitive rewards package with benefits tailored to your role. Flexibility with connection - We have a hybrid setup, with a minimum of two days a week in the office. However, we understand that life can be unpredictable, so we offer flexibility to accommodate unexpected events. Our offices in Belgium (Ghent and Mont-Saint-Guibert), the UK (London), the Netherlands (Gouda), and Luxembourg provide great spaces to collaborate and connect. How we work At Silverfin, we're an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability status. We're committed to elevating talent by creating an environment where we can all thrive together. We have a unique culture with our values ​​as the backbone: Who we are - Authentically human How we think - With a growth mindset How we act - Bravely, side by side How we win - By doing what we love At Silverfin we make our own way. We are constantly looking for new and innovative ways to move forward. Continuous learning and development is encouraged to support your personal and professional growth. At the same time, this opens up many new opportunities that allow our people to grow with Silverfin, and often faster than with other companies. So many ambitious team members have already found their way to a new challenge within Silverfin. We want you to reach your full potential. To get you there, we don't want to think in boxes and over-structure things. So your options are not limited to 1 team or 1 career track. Your talent, motivation and potential play a crucial role in evolving across the teams into new roles.