Head of Demand Generation

Alto Software Group creates software solutions that connect businesses and consumers, powering more than half of all UK housing transactions each year. We deliver a one-stop shop for estate agents and home builders to drive efficiencies, speed up the transaction while reducing risk, improve end-customer experiences, stay ahead of regulatory changes and unlock new areas for business growth. 

While we are not a start-up we have a start-up mindset and want our people to operate with this mindset so that we can achieve our ambitions.

The Mission

We are looking for a Head of Demand Generation who thinks in systems, not just channels.

Alto has solid foundations—a recognized brand, strong traffic, and a functioning paid/organic engine. As the B2B buyer journey shifts, we need a leader to solve complex conversion opportunities  and diversify our demand gen tactics.

This is a highly commercial, "hands-on leadership" role. You will own the demand strategy end-to-end, manage a significant budget and act as the primary point of contact for our web agency.

What You’ll Own

• Pipeline Strategy & Execution: Own and hit pipeline targets from MQL through to SQL and revenue contribution.
• The Conversion Engine: Diagnose "leaks" in the funnel and improve conversion rates across the journey, specifically focusing on session-to-MQL and MQL-to-SQL handoffs.
• Budget & ROI: Full ownership of the demand generation budget. You’ll make the calls on where to invest, pull back, or reallocate based on CPMQL, CAC, and pipeline output.
• Website & CRO: Treat the Alto website as a conversion tool, not a brochure. You will manage our web agency to drive website development, GA4 governance, and structured experimentation.
• Sales Alignment: Build genuine feedback loops with sales leadership to align on lead quality, SLAs, and pipeline acceleration.

Who You Are

• A Systems Thinker: You don't just "run ads." You understand how brand, content, and paid channels work as one integrated system.
• Commercially Accountable: You have personally owned pipeline targets and a demand gen budget, making reallocation decisions based on data, not habit.
• Conversion Obsessed: You have a track record of fixing broken or underperforming funnels in complex B2B journeys.
• Tech-Fluent: You are a power user of HubSpot, Salesforce, and GA4 (all required). You bring strong working knowledge of website development, CMS platforms, and digital best practices—comfortable enough to navigate backend conversations without needing to be hands-on technical.
• Hands-on Leader: You are comfortable being close to the CMO and CRO, managing a direct report, and holding external agencies to a high standard of accountability.
• Segment-Minded: You know how to build different journeys for different ICPs rather than forcing everyone through a "one-size-fits-all" funnel.

Why Join Alto?

This role offers a seat at the marketing leadership table during a pivotal "acceleration" phase. You will have the autonomy to rebuild the demand function, the budget to make an impact, and a high-visibility platform where your contribution to revenue is clearly measurable.

Benefits

• 25 days annual leave + extra days for years of service

• Day off for volunteering & Digital detox day
• Festive Closure - business closed for period between Christmas and New Year
• Cycle to work and electric car schemes
• Free Calm App membership
• Enhanced Parental leave
• Fertility Treatment Financial Support
• Group Income Protection and private medical insurance
• Gym on-site in London
• 7.5% pension contribution by the company
• Discretionary annual bonus up to 10% of base salary
• Talent referral bonus up to £5K

We want to make Alto more welcoming, fair and representative every day. We’ll consider everyone who applies for this role in the same way, regardless of your ethnicity, colour, national origin, religion, sexual orientation, gender, gender identity, age, physical disability, neurodiversity status, family or parental status, or how long you’ve spent unemployed.