Headquarters: Denmark


Head of B2B Growth Marketing/Demand Generation
About The Role
Baymard Institute conducts large-scale UX research studies and sells the findings in our bespoke B2B SaaS platform (see Baymard’s SaaS platform is used by 17,500+ brands, agencies, researchers, and UX designers, across 80+ countries, and includes 71% of all Fortune 500 e-commerce companies. We’re a fully distributed organization of ~50 people across America and Europe.
We’re looking for our first marketing hire to build and scale a full-funnel growth engine and arm more UX leaders with Baymard’s research content and audit services. In partnership with a talented team of cross-functional design, development, business intelligence and content peers, you’ll take our marketing program from 0 to 1, building upon a strong foundation of demonstrated product-market fit and past success growing the business through organic search. You’ll play a pivotal role as we grow the Marketing and Sales teams from 2 to 10 over the next two years. At your disposal, you’ll have a strong brand and access to an extensive library of research content to leverage throughout the funnel. Reporting directly to the co-founder, you can expect rapid cycles of ideation and decision-making. 

About You
You’re a best-in-class full-funnel demand gen or growth leader, previously entrenched within leading B2B SaaS tech companies. As an early employee, you’ve successfully built and scaled acquisition and retention programs for B2B SaaS or knowledge-service models, thoughtfully targeting and engaging well-defined audiences via self-serve funnels and freemium models. You’ve led small, scrappy teams of high performers (FTEs, agencies, contractors) in early-stage, high-growth environments. 
You’re likely director-level, or a senior manager who punches above their weight class. You’re tactical enough to do the work yourself as strategies are validated and scaled. An ability and desire to get into the weeds is a non-negotiable. You may have a T-shaped background – excellent at a tactical level in several functional areas and broad at a strategic level across the entire set of B2B growth/demand gen functions. You are aware of your own expertise gaps, what level of proficiency is required to properly draw conclusions from an experiment, and when additional resources should be pulled in to complement your strengths. 
You have an analytical bent, an experimentation mindset, and enjoy the instrumentation of demand gen funnel mechanics, though you also have a keen ability to zoom out and think strategically about the customer journey. 
You’re naturally curious and a self-proclaimed marketing geek, ideally with a demonstrated interest in user experience design through the lens of a marketer. 

  • Experience building acquisition funnels and retention programs for B2B SaaS or B2B knowledge-service companies (note we’re freemium and B2B low-cost, self-serve).
  • A deep understanding of and ability to build the customer journey / lifecycle that suits an info-heavy B2B service, including crafting messaging that matches the prospect’s stage in their purchase-decision cycle, building automated lifecycle programs, and upselling and monetizing existing customers.
  • Experience with CRM, marketing automation, and BI tools.
  • Marketing copywriting proficiency, capable of drafting ad, landing page, and email copy.
  • A background in partnering with content and creative teams to drive funnel performance (PS you do not have to write the content marketing pieces, we have a team for that, see 
  • General product marketing sensibilities around audience segmentation, persona development, and positioning/messaging, even without formal product marketing experience.
  • Track record of working productively on a remote team.
  • Experience managing performance-driven paid advertising strategies. 
  • Past experience targeting product management and/or UX personas.
  • Partnerships and channel marketing experience (e.g., a possible partnership with Figma, Shopify, etc.).
  • Experience leading technical site and keyword-driven SEO efforts. 
  • Exposure to product-led marketing strategies.
  • Experience with qualitative and quantitative approaches to packaging and pricing optimization.
Though not the immediate priority, experience with lead generation funnels is helpful as we think towards the future: working hand-in-hand with sales counterparts, leveraging ABM tactics and executing land-and-expand motions within enterprise accounts.  

  • Location: remote full-time position from either America or Europe. (US West Coast: you will have to be available from 6am Pacific Time since the product team is mostly in Europe and we need 2 hours of daily overlap.)
  • Salary: in accordance with qualifications.
  • Start date: as soon as possible.
  • Language: fully proficient in written and spoken English.
  • Travel: limited; expect only 0-2 weeks of travel each year.
  • Learn more about life at Baymard and our work values here

How To Apply
If you’re interested in this position, please email

To apply:


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