Hayden Richards

Scale demand generation and GTM systems for growth-stage B2B businesses, focusing on pipeline efficiency and commercial accountability.

• Architect GTM frameworks that align marketing spend with revenue targets, ensuring every pound is tracked through to the sales pipeline
• Optimize complex demand engines by implementing robust attribution models and full-funnel conversion tracking
• Build scalable marketing systems that replace ad-hoc campaigns with predictable revenue-generating workflows

Led marketing performance and demand efficiency for a global non-profit; role ended due to organisational restructure.

• Engineered 38% net-new lead growth by rebuilding the demand generation engine and optimizing conversion funnels
• Reduced inefficient marketing spend by 18% through rigorous attribution audits and spend reallocation to high-performing channels
• Boosted SQL acceptance rates by 17% by implementing tighter funnel alignment between GTM teams and senior leadership
• Reported directly to senior leadership on growth spend efficiency and CAC targets across global programmes

Founded two high-performance ventures and consulted for B2B clients on pipeline growth and demand engine architecture.

• Founded ComplexIncome.mortgage (FCA-regulated brokerage), securing £247M+ in client mortgages with a 94% approval rate through automated lead scoring
• Delivered 27% MQL-to-SQL improvement across consulting clients by rebuilding their demand generation systems and attribution tracking
• Founded CMOXpert.com, building a boardroom marketing platform to enable strategic GTM diagnosis and execution planning from zero
• Built end-to-end demand engines for multiple B2B SaaS clients, focusing on conversion-led growth and CAC reduction

Owned the performance marketing function for a leading compliance technology provider, reporting directly to founders on growth efficiency.

• Directed £500k+ annual paid media budget across Google Ads and LinkedIn, focusing on high-intent pipeline generation and CAC efficiency
• Scaled qualified demo bookings by 180% through aggressive demand engine optimization and conversion path testing
• Implemented full-funnel attribution systems to track marketing impact from initial touchpoint to closed-won revenue
• Built a high-performance demand generation team that delivered predictable lead volume for the sales pipeline

Built and managed the digital GTM function for global eCommerce and tabletop gaming brands.

• Constructed a high-volume demand engine for global DTC brands, achieving significant revenue growth through funnel optimization
• Executed multi-channel GTM strategies for new product launches, maintaining strict CAC targets and maximizing initial conversion
• Optimized global eCommerce funnels, resulting in a 25% increase in conversion rates across core product lines

Developed digital GTM strategies for luxury hospitality brands, focusing on high-intent conversion and funnel efficiency.

• Analyzed customer conversion paths to improve booking funnel efficiency for premium hospitality brands
• Built attribution models to measure the revenue impact of digital campaigns across multiple international markets
• Engineered demand generation systems that captured high-intent travel queries, driving increased direct booking revenue

Built the digital marketing function and demand engine for a B2B media and events group.

• Engineered the digital GTM strategy for core properties, driving audience growth and pipeline for high-value events
• Built automated lead capture systems that increased SQL volume by 50% for the sales team
• Transformed traditional media assets into a high-converting demand engine through funnel architecture and CRM integration

Operational leadership and disciplined execution within high-pressure environments.

• Coordinated logistics and communications for complex missions under strict time constraints
• Maintained mission-critical systems and followed precise protocols to ensure operational success
• Developed foundational skills in disciplined execution and team coordination that translate to high-performance GTM management