Job Description
We are looking for a VP/Director of Demand Generation to lead our upper-funnel engine — from first touch through to qualified pipeline.
- A leadership role owning strategy, execution, and a team of ~7 across marketing and BDR
- Significant equity in an early-stage, top Google Ventures-backed startup
- Seat on the senior leadership team, reporting directly to the CEO
Join nPlan — build the cities of the future
We’re nPlan, a Series B startup backed by leading investors, including Google Ventures, Chevron Technology Ventures (one of the largest owner-operators on the planet) and Suffolk Technologies (the global thought-leading contractor), showing the backing from the industry we serve. Our technology helps the world’s biggest construction projects make faster, more confident, data-driven decisions.
By combining one of the world’s largest datasets of project plans with advanced machine learning, we forecast project outcomes and reduce risk — reshaping how major projects in construction and infrastructure get built.
The Role
We are looking for a Head of Demand Generation to lead our Growth team, which brings together product marketing, content and brand, growth marketing, and a BDR team of four.
Your job will be to build a programmatic, measurable pipeline engine on top of promising initiatives across ABM, events, content, and outbound. You will own the systems, the cadences, and the accountability that ensure every channel and campaign is generating maximum yield from a finite set of target accounts. As the leader for the growth engine of a category-defining company, you will be instrumental in helping us break into the types of accounts that will drive our scale and widespread adoption.
You will directly manage four Business Development Representatives, coaching them into consistent performers and ensuring the team realises the full value of our upper-funnel investments. This is not dotted-line oversight — their performance is your performance.
Beyond the BDR team, you will act as the conductor for our marketing leads, partnering closely with Product and Sales for successful execution. You will report to the CEO and sit on the senior leadership team.
What We’re Looking For
We’re excited to hear from people who are motivated by ownership, operational discipline, and building high yield systems.
For this role, we’re looking for someone with:
- 5–8+ years in demand generation, growth marketing, or pipeline-focused marketing roles in B2B SaaS, with at least 2 years directly managing a BDR or SDR team.
- Enterprise sales cycle experience. Our cycles run 12–18+ months from first touch to expansion. You need to have operated in an environment where pipeline is measured in quarters, not weeks, and where account-based approaches matter more than volume.
- A track record of building process and rigour — if you’ve only operated within mature demand gen functions, this may not be the right fit.
- Strong data orientation: comfortable building/using dashboards, defining KPIs, running attribution analysis, and using data to arbitrate between competing priorities.
- Comfort with a small SAM and niche markets — precision campaigns against a defined (and expanding) set of accounts, not broad-based demand gen at scale.
- Excellent communication skills, both written and verbal.
- Attention to detail, which you will be able to demonstrate by mentioning the word ‘crane’ in your application.
We care more about potential and drive than perfection. If you’re excited by what we’re building, we want to hear from you.
We need someone to:
- Systematise our demand engine: establish cadences, define metrics, and create accountability across channels so we can tell what’s working, what isn’t, and where to invest next.
- Coach and develop the BDR team through weekly pipeline reviews, call coaching, sequencing strategy, and consistent meeting generation.
- Orchestrate a small, multi-disciplinary marketing team — ruthlessly prioritising where effort goes so that every campaign and content investment ladders up to pipeline.
- Drive ABM and account-based programmes, coordinating multi-channel touches across target accounts and ensuring marketing, BDR, and sales efforts are tightly aligned.
- Own the data layer for the upper funnel: attribution, conversion rates by stage, and pipeline contribution by channel — used to drive decisions, not just report on them.
- Partner cross-functionally with Sales on handoff quality and feedback loops, and with Product on positioning, ICP expansion, and new market entry.
- Prioritise ruthlessly and place smart bets, balancing an existing product with new experiments.
Nice to Have
- Experience in construction, infrastructure, or built-environment industries.
- Familiarity with AI/ML products and how to market technical capabilities to non-technical buyers.
- Previous experience expanding an ICP into adjacent segments.
- Experience at a startup or scale-up (Series A–C).
Why You’ll Love Working Here
- Competitive compensation along with generous equity — when nPlan succeeds, so do you.
- Flexible hours, remote-first.
- Uncapped holiday, private medical insurance, personal learning and development budget, enhanced family and sick leave, and more.
- Room to grow — we’re approaching 50 people and scaling fast.
- Guided by our values: Learn from Everything. Be Radically Truthful. Aim High, Run Fast.
Our Culture
We’re a curious, diverse, and mission-driven team united by a belief that better data can change how the world builds.
We value openness, honesty, and diversity of thought — and believe the best ideas win, no matter where they come from.
Expect openness, collaboration, and balance — plus plenty of social opportunities!
Application Process
Once you’ve applied, you will hear from us within a week.
As this is a senior leadership team role, we will invest time with you to understand your background, how you would approach critical decisions, how you would fit with the rest of the SLT, and how you would deliver against some of our most important priorities.
The interview process will be a mix of conversation and case study, and will be held with several members of the SLT, along with members of the Growth team. We aim to move as fast as possible, and are seeking to fill this role within the next 2-3 months.
We want every candidate to have a positive experience — and we’ll keep you informed every step of the way.
Accessibility & Inclusion
We’re committed to building a diverse and inclusive workplace and we welcome applicants from all backgrounds.
If you need adjustments during the hiring process, please let us know.
