Demand Generation Lead

Aptitude Software is at a defining moment.

We are scaling our flagship platform, Fynapse, and shaping a new category around Finance Data and Intelligence. This is not incremental change. It is an opportunity to redefine how we go to market and unlock the next phase of growth.

Fynapse is built for a new era of finance: real-time, finance-grade data, continuous close, and AI-ready decision making. We are challenging how finance teams think about ERP, and how CFOs operate in an AI-driven world.

To support this, we are building a modern growth engine. One that brings together brand, demand, ABM, and partner ecosystems to drive pipeline across complex enterprise accounts in banking, insurance, payments, and high-growth technology.

As a Demand Generation Lead, you will sit at the centre of this. You will design and execute high-impact campaigns, shape our account-based strategy, and build the digital engine that accelerates pipeline creation.

This is a rare opportunity to join at zero-to-one. To define the strategy, not inherit it. To build the machine that drives growth.

You consistently generate and accelerate high-quality pipeline by:

• Designing and executing integrated campaigns across digital, events, content, and partners that engage our ICP and drive measurable opportunities.

• Developing and owning our ABM strategy, tailoring programs to verticals and priority accounts.

• Proactively manage and optimise pipeline health by driving progression across funnel stages, in close partnership with Sales.

• Pilot and scale innovative demand generation tactics, leveraging AI, data, experimentation, and emerging channels.

• Driving content marketing strategy and execution, building a strong digital footprint that amplifies brand awareness, thought leadership, and lead generation.

• Aligning closely with sales to ensure demand generation delivers leads that convert, reducing friction and wasted effort.

• Building credibility with senior decision-makers by addressing real pain points and positioning Aptitude as a trusted partner.

• Introducing new ideas, tactics, and tools that strengthen our marketing impact. Underpinned by an evidenced test-learn-iterate approach.

• Staying agile in approach, balancing short-term demand with long-term brand credibility.

• Collaborating cross-functionally to ensure marketing initiatives are connected to overall business outcomes.

• Whilst this role is based from our London office, we support hybrid working  

• This role also requires regular travel in-country and/or overseas 

To us at Aptitude, hybrid working means that our employees come together for 2-days per week at their local office. It’s an opportunity for our teams to collaborate, solve problems together and to be engaged and involved in the wider community of our business. 

We ask employees to come into the office every Wednesday and give you the flexibility to choose your other day from either Tuesday or Thursday. 

• 3–5 years’ experience in demand generation and acquisition marketing with demonstratable results

• Proven track record of managing cross-channel campaigns, with an emphasis on digital (SEO, Social, Paid, Events, Content), that deliver measurable pipeline growth.

• Hands-on expertise with MAPs (e.g., HubSpot, Marketo, Pardot) and CRM (Salesforce).  

• Strong analytical skills and comfort with reporting, dashboards, and attribution models.

• Ability to balance attention to detail with big-picture process thinking.

• A collaborative, problem-solving mindset.