Head of Demand Generation

About the role

The Head of Demand Generation is a senior, hands-on leadership role at the centre of Lawhive's US commercial strategy. This role involves building a highly quantitative view of the US law firm and attorney market, identifying the best-fit firms, and designing and executing B2B demand generation campaigns that turn that market map into qualified deal flow for the M&A team.

Responsibilities

• Market Segmentation & Targeting: Build a quantitative model of the US law firm and attorney market, segmenting by practice area, firm size, revenue, geography, ownership structure, and owner profile. Define and continuously refine Lawhive's ideal firm profile in partnership with the M&A team, and score and prioritize the market against it. Build and maintain the data infrastructure (firm databases, enrichment, intent signals) that keeps targeting sharp as the strategy evolves.
• Demand Generation Strategy: Own the end-to-end B2B demand generation strategy from first touch with a firm owner to a qualified conversation with our M&A team. Build a scalable, repeatable playbook for generating deal flow across practice areas and geographies. Define the channel mix, budget allocation, and KPIs that drive qualified pipeline at pace.
• Multi-Channel Campaigns: Design and run account-based campaigns targeting firm owners and attorneys across paid, outbound, email, and social. Lead paid campaigns built for a professional B2B audience, testing and scaling what works. Own Lawhive's presence across the legal community: legal industry events, bar associations, conferences, and the spaces where lawyers talk about the future of their firms.
• Content & Positioning: Develop the content strategy that positions Lawhive as the most compelling path for firm owners: succession and exit planning, what AI means for their practice, and what joining the network looks like. Partner with Head of Social Media on organic social as an awareness and credibility channel with the legal community.
• Analytics & Attribution: Own the data: build the reporting infrastructure that gives clear visibility into pipeline generated, cost per qualified opportunity, conversion through the funnel, and contribution to completed acquisitions. Use insight to inform targeting, messaging, and where the M&A team spends its time.
• Sales, SDR & M&A Enablement: Partner with SDR and M&A teams on lead handoff quality, pipeline attribution, and shared deal flow targets. Create the outbound assets that help SDRs open doors with target firms: email cadences, call scripts, and objection handling guides. Create the materials that power acquisition conversations: pitch decks, one-pagers, battlecards, and deal narratives.

Requirements

A strong track record in B2B SaaS demand generation, growth, or deal origination. Demonstrated experience building and scaling demand gen programmes that generated measurable qualified pipeline or revenue. Highly quantitative approach: you build segmentation models, score markets, and make decisions from data, not assumptions. Deep expertise across ABM, outbound, paid channels, email/CRM, and event marketing. Experience marketing to business owners, professionals, or other high-consideration B2B audiences with long decision cycles. Proven experience working hand-in-hand with sales, SDR, or corporate development teams: you understand lead handoff, pipeline attribution, and how to make the deal team more effective. Comfortable operating in a fast-moving, high-growth environment where the playbook doesn't always exist yet.

Bonus Points

• Experience generating deal flow for M&A, roll-ups, franchising, or partner recruitment models.
• Background in legal, professional services, or marketplace businesses.
• Exposure to the US legal market.