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View ATS-Friendly VersionHayden Richards
Demand Generation Leader | B2B SaaS & FinTech | Full-Funnel Pipeline, Lifecycle & Marketing Automation
Summary
Demand generation leader with 14+ years building pipeline and content engines for B2B SaaS and regulated financial services, including 6+ years leading marketing teams of up to 10. I own the full revenue lifecycle — paid search, paid social, programmatic, retargeting, and lifecycle marketing — and pair commercial strategy with hands-on automation and AI-assisted execution to build acquisition engines that scale. CeMAP-qualified and experienced within FCA financial promotions rules.
Experience
Founder
complexincome.mortgage (FinTech Demand Generation Venture) • Remote/UK
- Launched a full-funnel acquisition engine spanning paid search, SEO, and introducer partnerships — a live 124-keyword Google Ads programme with CRM-attributed pipeline — built end-to-end within FCA financial promotions rules.
- Eliminated manual data entry across the adviser workflow with zero-touch case creation in the mortgage back-office CRM, via automated lead qualification, compliance routing, and system integration.
- Compressed speed-to-lead from industry-standard hours to under 60 seconds — measured from workflow execution logs — by connecting ad platforms, lead capture, and adviser handoff into one automated journey with segmented email nurture and retention touchpoints.
Marketing Performance Manager
CDP • London
- Developed a brand engagement strategy contributing to 40% net-new lead growth through automated stakeholder targeting and segmentation.
- Designed MQL-to-SQL processes with my CRM team, increasing SQL acceptance rates by 17% through tightened lead capture, autoresponder sequences, and automated follow-up logic.
- Developed GA4 and Looker attribution reporting to identify inefficient marketing spend, improving ROI visibility and reducing wasted marketing activity by 18%.
Senior Marketing Consultant
Independent Practice • Remote/UK
- Delivered interim senior marketing leadership for B2B SaaS and regulated-service clients, driving demand generation strategy, GTM planning, and full-funnel optimization.
- Engineered a bespoke GoHighLevel (GHL) lead management system for the mortgage sector, automating complex qualification workflows, multi-channel nurture sequences, and instant broker handoff to drastically improve speed-to-lead.
- Improved MQL-to-SQL conversion rates by 27% across client engagements through advanced marketing automation, nurture sequence design, and sales handoff improvements.
Head of Performance Marketing
Croner-i • London
- Increased qualified demo bookings by 180% through strategic integration of ZoomInfo and ChiliPiper, improving speed-to-lead and routing automation.
- Reduced sales development research time by 45% through MarTech optimization, workflow automation, and stronger AI-driven account intelligence.
- Scaled lead volume by 35%+ while maintaining cost efficiency through automated LinkedIn Conversation Ads and review-site partnerships.
Head of Digital Marketing
Wayland Games & Warcradle Studios • UK
- Delivered 32% e-commerce growth through programmatic customer acquisition optimization and digital marketing strategy.
- Introduced rapid A/B testing frameworks to improve conversion learning and lifetime value tracking.
Independent Digital Marketing Consultant
Freelance / Contract • Remote/UK
Digital Growth Strategist
Hip Hotels • London
- Increased online sales by 67% through data-led digital marketing and Conversion Rate Optimization (CRO).
Co-Founder, IntelligentHQ & B2B Content Lead
Ztudium • London
- Built and led a 10-person global remote marketing team through a centralised operating model sustaining multi-market content output.
- Grew company social presence 20% month-on-month on average by instituting an interactive social media training programme adopted across all departments.
- Owned B2B content strategy end-to-end — articles, white papers, webinars, and video — as primary project manager from planning to promotion.
Digital Strategist
Hennik Research Ltd • London
- Grew social communities by 40% and contributed to a 9% sales increase via B2B event marketing and social selling.
Royal Air Force Reservist
UK Armed Forces • UK
- Managed operational delivery under pressure and led cross-functional team coordination.
Skills
Demand Generation & Channels
Paid Search, Paid Social, Programmatic, Retargeting, ABM, CRO & A/B Testing
Lifecycle & Automation
HubSpot, Marketing Automation (Mautic, GoHighLevel, n8n), Email Nurture & Retention Programmes, Lead Scoring & Routing
RevOps & Attribution
Pipeline Reporting, GA4 & Looker Attribution, Microsoft Dynamics 365, Salesforce, ZoomInfo, ChiliPiper
AI-Native Marketing
AI-assisted campaign optimisation, LLM workflow automation (MCP, OpenRouter), Marketing engineering (APIs, webhooks)
Education
Bachelor of Arts in History and Social Sciences
University of The West Indies
Certifications
Languages
English (Native)