Head of Growth & Demand Generation
Job Description
We're proud to be ranked as the 12th fastest growing startup on the Sifted 250 list! 🚀
Location: Hybrid working in Dublin or London
Reports to: Chief Revenue Officer
Team: Go To Market
About Kota
Kota is the only broker that runs employee benefits for you. Combining health cover, pensions, protection, spend cards, and flexible perks with HRIS integrations, Kota replaces spreadsheets, manual admin, and once-a-year broker calls with one connected system - backed by a team of benefits experts behind every recommendation.
Kota powers benefits for more than 100,000 employees, across companies from fast-growing scale-ups to global HR and payroll platforms.
Investors include Eurazeo, EQT Ventures, Northzone, Frontline Ventures, 9Yards, and Plug and Play Ventures. The Kota team includes experts who previously led at global financial services firms and fintechs such as Airwallex, Stripe, Bolt, Revolut - as well as insurance and benefits providers such as Aviva, Allianz, AXA, and Smart Pension.
The Role
You'll build and run Kota's demand engine: the paid, organic, lifecycle and partner-led programmes that turn our two products into qualified pipeline for Sales and self-serve revenue for Platform.
This is a player-coach role. You'll set the strategy, run the channels hands-on, and own the numbers from first touch to closed revenue. As the engine proves out, you'll hire the team behind it.
This role exists because Kota sells to two very different buyers. Platform sells direct to HR, People and Finance leaders at scaling companies. Embed sells through partners (HR, payroll and Employer of Record platforms) who put Kota in front of their own customers. Generating demand for both, without running two disconnected marketing functions, is the job.
What You'll Own
Demand generation strategy and the pipeline target that comes with it, across Kota Platform and Kota Embed
Paid acquisition across LinkedIn, Google Search and emerging channels: structure, targeting, creative testing and budget allocation, with a bias toward conversion over volume
Organic growth: SEO, answer-engine (AEO) visibility, content and the website as a conversion engine
The full funnel from lead to MQL to SQL to closed revenue, including lead scoring, routing and the handoff to Sales
Lifecycle and nurture programmes that warm up long-cycle buyers and move self-serve customers to activation
Partner marketing for Embed: co-marketing campaigns, launch playbooks and enablement content that partners can run with their own customer base
The marketing stack and attribution model, working with Revenue Operations so every pound and euro of spend can be traced to pipeline
Agencies and freelancers across paid, SEO, web and design
Hiring and developing the growth team as the engine scales
What You'll Work On Immediately
Audit current channels, spend and conversion, and tell us within 60 days where the next pound of budget should go and what to switch off
Build the self-serve acquisition motion for SMBs on Kota Platform, from first click to activated customer
Stand up a repeatable co-marketing playbook for Embed partners, so every new partner launch generates demand from day one
Put a demand-gen plan behind our expansion across the UK, Ireland and continental Europe
How You'll Be Measured
Marketing-sourced and marketing-influenced pipeline, against target
Self-serve sign-ups and activated customers on Kota Platform
Partner-sourced pipeline and live-customer growth on Kota Embed
Funnel conversion: MQL to SQL, SQL to closed-won, and pipeline velocity
Efficiency: CAC, CAC payback and cost per qualified opportunity by channel
What We're Looking For
6+ years leadership or leading B2B demand generation, growth or performance marketing, with direct ownership of a pipeline number
A track record you can point to: specific channels you built or fixed, and the pipeline and revenue they produced
Hands-on paid media expertise on LinkedIn and Google; you can run a campaign yourself, not just brief an agency
Proven SEO and content-led organic growth, and a view on how AI search is changing it
Strong data fluency: you build your own analysis, own attribution, and present results to leadership without a translator
Experience with a modern marketing stack (HubSpot or similar CRM and automation, analytics, enrichment tools)
Experience building agentic or AI-assisted workflows that automate repeatable marketing work
Built or been a core part of the growth function at a venture-backed startup or scale-up
Comfortable being a player-coach: doing the work today, hiring the team tomorrow
Excellent written communication; you can explain a complex, regulated product simply
Nice to Haves
Experience in fintech, insurtech, HR tech or another regulated financial services market
Partner, channel or marketplace marketing, where you generated demand through someone else's customer base
Both a self-serve (PLG) and a sales-led motion in the same company
Marketing across multiple European markets
Our Values
Have Integrity. We care deeply about our why and it won’t jeopardise our how.
Care Deeply. Our products are our story, we look at the details, go the extra mile to delight customers.
Own Your Ship. Ask why, do the work, get the data, solve the problem, be an owner.
Raise the Bar. We continuously look to push past good enough. Expect more, move faster, and never stop raising your and the team’s standards.
Play to Win. We exist because we decided to say no to the norm – now we do this everyday.
Kota Benefits
Attractive stock options to share in the success of Kota
Health Insurance
Life assurance (country dependent)
Up to 5% matched contribution to a Workplace Pension (country dependent)
WFH stipend to support your home office needs
We are 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, veteran status, or disability status.
