Head of Demand Generation

About Abacum

Abacum is the leading Business Planning solution for finance teams to drive performance. By automating reporting, enabling collaboration, and simplifying planning and forecasting, we help finance teams shift from number crunching to driving strategic decisions.

Founded in 2020 by two former CFOs, we’ve grown into a global team of 100+ people across 30+ nationalities. Headquartered in New York , we have offices in Toronto and Barcelona. We’re trusted by industry leaders such as Dish Networks, Strava, BetterUp, Kajabi, JG Wentworth, Abridge, Cortex , and hundreds more.

We have raised over $100m, closing in June 2025 our $60M Series B, led by Scale Venture Partners , with the strong participation of Cathay Innovation, Y Combinator , Atomico, Creandum, and angel operators from Adyen, Zapier, and Twitch.

Our mission is ambitious and we can’t do it alone - join Abacum as we build the future of Business Planning!

About the Role

Abacum has built the foundations of a working demand generation engine. It helped us 3x our revenue in 2025 and raise an amazing $60 million Series B but now we need someone who can take what's here and scale it to ensure we hit our ambitious growth targets.

And this is where you come in! As our Head of Demand Generation , you'll own the marketing-sourced pipeline across all our channels (paid search, paid social, lifecycle email, organic, and emerging). You'll work closely with our Paid Acquisition Specialist in Barcelona, partner with the broader marketing and sales teams to turn our strong foundations into a predictable, high-velocity demand engine. This isn't a "run the ads" role — it's a strategic seat where you'll decide what to build, where to invest, what to scale, what to kill, and what to test next.

As the owner of the marketing-sourced pipeline number, you will be in a highly visible and impactful position!

What You'll Own

Demand Generation Strategy: Develop and execute a multi-channel demand generation plan with clear MQL, SQO, and pipeline targets by channel.

Paid acquisition: Manage and optimize Google Ads, LinkedIn, newsletters and other paid channels across all funnel stages. Allocate budget to highest-ROI channels weekly.

Lifecycle & nurture: Build and optimize email nurture sequences, re-engagement campaigns, and lead scoring rules in HubSpot to help turn MQLs into SQOs faster.

Experimentation: Run structured tests on channels, messaging, audiences, and landing pages. Maintain an experimentation log. You'll be the one to prove (or disprove) what works for us.

Reporting: Own the weekly demand dashboard. Report on pipeline by channel, cost per opp, MQL→SQO conversion, and channel-level ROI. You'll present to the Head of Marketing weekly and to leadership monthly.

Competitive & BOFU content coordination: Work with PMM to prioritize content needs and ensure competitive pages, comparison content, and bottom-of-funnel assets are driving pipeline, not just traffic.

ABM: Build an ABM strategy to engage, nurture and convert top tier accounts and turn them into opportunities at scale.

BDR coordination: Partner with the BDR team lead on outbound campaign alignment, target list quality, and handoff processes. BDRs report into marketing — you'll help shape their inbound follow-up and Tier 2 activation workflows.

What We're Looking For

Extensive experience in B2B SaaS demand generation

Hands-on experience where pipeline (not MQL’s) is the no1 success metric.

Deep comfort with HubSpot (marketing automation, lead scoring, workflows, reporting).

Experience working with or coordinating BDR/SDR teams. You don't need to have managed them, but you need to know how outbound and inbound integrate.

Analytical mindset — you build dashboards, read funnel data, and make budget decisions based on conversion rates, not gut.

Scrappy and resourceful. We don't have a team of 20 or a $2M budget. You need to be comfortable doing the work, not just directing it.

Excellent communicat