Demand Generation Manager

Payhawk is one AI-powered spend management platform for scaling businesses — corporate cards, expense management, procurement, and accounts payable, unified in one place. We serve finance teams across 32+ countries, cutting month-end close time and reconciling 99.7% of transactions with zero manual touch. AI runs through the platform as core infrastructure, not a bolted-on feature — and we hire the top 1% of talent in every function to keep building it that way.

Why Payhawk
Payhawk, where the bold builders make an impact.

We're not a family, we're a high-performance team — and that's deliberate. We debate, ideate, and push each other to be better, because the best ideas come from direct feedback. We've already made history as Bulgaria's first unicorn, but the ambition doesn't stop there: if you want to grow fast - own it; do not wait for it.

Give: Honest opinions, real ownership, a focus on outcomes.
Get: A front-row seat to a market leader in one of the fastest-moving industries.

The role, in one line

You will own demand generation for your region(s). You will set the pipeline plan against the regional sales target, decide which product lines to push locally and when, and brief the marketing shared services that help you deliver it.

What you will own

Regional strategy and planning

• Define the demand-generation and channel strategy for your region(s), across New Business and Expansion motions and across channels.
• Brief marketing shared services (Paid, SEO, Lifecycle, Content, Events) through a rolling campaign brief.
• Represent your region(s) in the quarterly regional planning cycle and the weekly marketing meetings.
• Prioritise initiatives ruthlessly based on go-to-market strategy, so the regional team is not spread too thin.
• Own the relationship with the regional sales team.

Regional operating cadence and reporting

• Lead the monthly regional review report. Report outcomes and insights, not just activities, and set out your regional priorities and strategy so leadership stays aligned.
• Justify spending decisions and marketing ROI.
• Bring a passionate, positive attitude that carries through the regional commercial team.

Budget

• Own the regional campaign budget. Decide how to split it across demand-generation and demand-capture channels and initiatives to get the most cost-efficiency and marketing ROI.
• Work with the ABM lead so regional campaigns and named-account plays share campaign structure, hypotheses, personas and targeting, in line with the Named Accounts structure in the Revenue Org.
• Build and maintain the framework and rules for how accounts move through the account funnel stages.
• Launch campaigns fast, test relentlessly, and refine them based on real-world feedback.
• Develop key campaign assets (ads, emails, landing pages), and partner with the Content team on localisation.
• Orchestrate multi-touch, multi-channel campaigns, including digital ads, outbound email and gifting.
• Plan regional co-marketing with the Partner Marketing lead, and align regional nurture and customer programmes with Lifecycle.
• Track and analyse campaign effectiveness with Marketing Operations, and find opportunities to optimise.
• Work closely with the BDR team so ABM signals inform outreach and drive conversion.
• Work closely with the AE team so MQLs are worked promptly and expertly, and we win the pipeline we create.
• Lead AI adoption and use it to transform how this role works. For example:
  • Cut campaign build time so ads, emails and landing pages go from brief to live in hours, not weeks.
  • Personalise one-to-many at named-account scale, which used to need a much larger team.
  • Use AI that monitors and optimises live campaigns, adjusting targeting, spend and creative in real time.

How you will be measured

• Pipeline generated in your region(s) against the regional sales target, across new business and expansion.

Additional outcomes you will drive

• MRR won in your region.
• MRR and number of won Named Accounts in your region.
• Pipeline from Named Accounts in your region, in step with the ABM lead.
• A consistent monthly flow of “Engaged” Named Accounts.
• Higher Engaged-to-SAL conversion rates, through highly relevant campaign motions.
• Pipeline generated at a strong return per euro spent, with spending decisions you can justify.

What you will need

Must-have

• 5+ years of demand-generation experience.
• Native-level French, German, Dutch, Swedish or Polish.
• Proven experience building marketing strategies that support an outbound motion.