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
- Ideally at a growth-stage company (Series A–C, $3M–$30M ARR).
- Hands-on experience where pipeline (not MQL’s) is the no1 success metric.
- Deep comfort with HubSpot (marketing automation, lead scoring, workflows, reporting).
- Salesforce experience is a plus.
- 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 communicator — you can explain pipeline math to a CEO and campaign logic to a BDR in the same day.
Nice to Haves
- Experience in FP&A, fintech, or adjacent B2B software categories.
- Familiarity with ABM tools (Clay, 6sense, Demandbase) and intent data.
- Experience with AEO/GEO strategies (optimizing content for AI-driven search).
- PostHog, Google Analytics 4, or similar product analytics tools.
Benefits
- Competitive compensation including equity package
- Competitive vacation policy
- Access to Meditopia
- Hybrid working model and flexible working hours
- Personal development including language courses
Our Values
- Customer Obsession: We share the understanding that Abacum's sole purpose is to create value for customers and relentlessly deploy all creativity and energy to that end.
- Audacious Ambition: We dream big and embrace discomfort. We assume risks, make on-time mistakes and learn how to methodically accomplish our goals.
- Good People: We are self-reflective and praise diversity of thought. We don't justify the end with the means and know where to draw the line. We have fun every day.
- Tough Love: We truly care for everyone in the team and embrace honest feedback and radical candor as ways to genuinely help each other.
Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.
Skills Required
- Extensive experience in B2B SaaS demand generation
- Hands-on experience where pipeline is the primary metric
- Deep comfort with HubSpot for automation and reporting
- Experience working with BDR/SDR teams
- Analytical mindset for dashboard building and data interpretation
- Excellent communication skills
Abacum Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Abacum and has not been reviewed or approved by Abacum.
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Healthcare Strength — Health coverage includes private medical plans (e.g., Cigna in Spain) and, in the U.S., broader lines such as medical, dental, and vision, complemented by wellness platforms. This breadth indicates solid core healthcare support across hubs with region-tailored details.
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Leave & Time Off Breadth — Time away offerings include generous PTO/vacation and parental leave, with Spain commonly noting 25 days of holiday. This points to a robust baseline for rest and family needs.
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Equity Value & Accessibility — Equity is presented as a standard part of total compensation alongside competitive pay across roles and markets. This ownership component enhances overall rewards for a growth-stage startup.
Abacum Insights
What We Do
Abacum is the FP&A platform that automates, analyzes, and forecasts for strategic impact. End the spreadsheet struggle. Drive business results through the most scalable Financial Planning Solution We empower finance teams to: 👉Drive efficient growth with faster revenue forecasts, scenarios and headcount planning. 👉Free up time by automating Board decks and monthly performance and reforecasting reports. 👉Increase your time for analysis with all your operational and financial KPIs in one place, in real-time. 👉Drive budget owner accountability with structured workflows. Experience the power of automated FP&A with Abacum.
