Global Head of Demand Generation and Customer Growth
Vistra · United Kingdom
Background & Purpose of Role
This role sets and leads Vistra’s global campaign and demand generation strategy: translating the Full Potential Plan (FPP) go-to-market priorities into an integrated programme of campaigns across digital and non-digital channels. It builds and leads the global revenue campaign engine that wins new customers, grows existing relationships and delivers measurable revenue. To be based in either Singapore or the UK.
Reporting to the Chief Marketing & Communications Officer, this newly formed role brings the strategy and performance of new customer acquisition, existing customer expansion and revenue campaign performance under one accountable lead. It owns the strategic choices that determine where Marketing invests to create demand: the priority audiences, accounts, markets, growth plays, propositions, campaign portfolio, channel mix and customer journeys required to deliver commercial outcomes.
The role establishes the global strategy, operating model, investment priorities and performance framework within which campaign, digital demand generation, customer marketing, regional activation, lead development and other specialist teams operate. It is accountable for ensuring these capabilities work together as one integrated demand generation system, with clear roles, decision rights and shared commercial outcomes.
Work in close partnership with the regional marketing leads for Americas, Europe/UKI and APAC/ME to jointly agree regional priorities, campaign plans, investment and commercial targets. Combine global strategy, specialist capabilities and consistent data and reporting standards with regional market insight, localisation and activation, with clear accountabilities and shared performance reviews to improve pipeline, conversion and customer growth.
Marketing operations, data and reporting are core accountabilities of this role, not supporting activities. It owns the global Marketing Operations capability, marketing data standards, technology roadmap and performance reporting, partnering with Technology, Sales Operations and Finance on shared systems and commercial records. It must build reliable processes, connected data and actionable insight that link marketing investment to pipeline, customer growth and revenue.
The job is to: own the marketing-led revenue journey and enable effective sales conversion: turn each FPP growth priority into targeted engagement; generate and nurture qualified demand; move accepted demand into opportunities and pipeline; create clear, timely hand-offs into Sales; support opportunity progression and conversion with relevant insight, content and enablement; and evidence Marketing’s contribution to pipeline, won ACV, realised revenue and NRR.
This role must evidence value creation: pipeline that converts, customer growth that supports NRR, spend moving to proven channels, and a repeatable campaign model that can scale across VFS and VGS. It does not own Sales, forecasting or quota, but it must make Marketing commercially measurable and decision useful.
Key Performance Indicators
- Qualified pipeline: Marketing-sourced and influenced pipeline delivered against agreed FPP and regional targets.
- Conversion: Improvement in engaged account-to-meeting, qualified demand-to-accepted opportunity, opportunity progression and won ACV conversion.
- Customer growth: Expansion pipeline, cross-sell and upsell ACV, account penetration and evidenced contribution to retention and NRR.
- Campaign return: Campaign ROI, cost per qualified opportunity and return by campaign, channel, ICP, market and growth play.
- Speed and leakage: Speed-to-lead, lead acceptance, rejection and recycle rates, with reduction in hand-off and conversion leakage.
- Portfolio discipline: Proportion of investment shifted to proven activity and timely scale, fix or stop decisions against agreed return thresholds.
- Marketing operations effectiveness: Campaign setup and launch cycle time, workflow and routing reliability, platform adoption, automation uptake and technology utilisation against agreed service levels.
- Data and reporting quality: Account and contact completeness, duplicate rates, campaign tracking coverage, attribution coverage and timely, reconciled dashboards by product and market; performance reviews completed with tracked decisions and action closure. Establish baselines and agree improvement targets with Finance and Sales Operations.
- Execution reliability: Priority campaigns delivered to plan, with clear ownership, sales follow-up, measurement and quarterly performance reporting.
Key Requirements
Attributes & Technical Skills
- Campaign and demand generation strategy: Proven ability to set enterprise-wide B2B demand strategy, make evidence-based choices about priority markets, audiences, propositions, channels and investment, and translate those choices into an integrated campaign portfolio that delivers measurable commercial outcomes.
- Revenue campaign leadership: Proven ability to build and run global B2B campaign engines that create qualified pipeline, improve conversion and support customer expansion
- Commercial mindset: Deep understanding of how marketing connects to pipeline, conversion, revenue and client lifetime value — not just campaign delivery.
- AI-enabled productivity: Practical understanding of how AI can improve segmentation, content production, personalisation, lead scoring, localisation and campaign performance.
- Data-driven decision-making: Ability to build and use performance frameworks, dashboards and attribution models to guide investment and prioritisation.
- Marketing operations, data and reporting leadership: Ability to build and lead a Marketing Operations team, connect CRM and marketing platforms, establish data governance and quality controls, and deliver reliable executive reporting with clear attribution limitations, commercial insight and accountable actions.
- Cross-functional campaign ownership: Ability to lead campaign execution across Marketing, Sales, Digital, Commercial Operations, Finance and regional teams without direct authority over all functions.
- Build-from-zero capability: Comfortable building campaigns, customer growth plays, ABM programmes, measurement routines and cross-functional operating rhythms from a zero or low base.
- Executive communication: Ability to present campaign performance, revenue impact, commercial trade-offs and investment recommendations at C-suite, Board and sponsor level.
- Global operating discipline: Skilled at setting campaign governance, prioritisation, cadences and decision rights across matrixed regions, segments and growth priorities.
Relevant Experience
- Demonstrable experience owning global campaign and demand generation strategy, not only campaign execution - including portfolio prioritisation, investment allocation, integrated channel strategy, customer journey design and accountability for pipeline and revenue contribution.
- 15-20+ years of progressive B2B growth marketing, demand generation, customer marketing or revenue campaign leadership experience, with at least 5 years at VP/Senior Director level in a global, matrixed organisation.
- Proven track record owning revenue campaign programmes that delivered measurable sourced pipeline, expansion pipeline, opportunity conversion, marketing-influenced ACV, campaign ROI and customer growth outcomes.
- Experience building and scaling campaign management, ABM, lifecycle growth, partner/channel activation, customer expansion and sales handoff capabilities from early-stage or low-maturity environments.
- Experience using AI-enabled marketing tools and workflows to improve campaign productivity, personalisation, lead scoring, content localisation and performance insight.
- Strong working knowledge of Salesforce, HubSpot, marketing automation, attribution, analytics and campaign performance platforms, with the ability to turn data into investment and prioritisation decisions.
- Demonstrable experience building and leading Marketing Operations, improving CRM and marketing automation integration, implementing data quality and campaign governance, and delivering reconciled pipeline, revenue attribution and investment reporting with Finance and Sales Operations.
- Experience operating a global campaign model across regions, time zones and commercial priorities, balancing central strategy with local activation and conversion ownership.
- Track record of working with Sales, Commercial Operations, Finance, Digital and regional marketing to improve campaign follow-up, attribution, opportunity quality, pipeline progression and conversion leakage.
Education & Professional Qualifications
- Bachelor’s degree in marketing, business, communications or related field (required).
- MBA or advanced degree in a relevant discipline (good to have).
- Professional certifications in marketing technology, campaign performance, marketing analytics, revenue operations or digital marketing are desirable.