Head of Growth & Demand Generation

We're proud to be ranked as the 12th fastest growing startup on the Sifted 250 list! 🚀

👉Read about it here

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.