Hayden Richards
Senior Growth Marketing Manager | Agentic AI Architect, Demand Generation, RevOps
Southend on Sea, Essex, UK
hdnric@gmail.com
07397 901560
PROFESSIONAL SUMMARY
Senior Growth Marketing Leader specialising in AI-enhanced demand generation and programmatic growth. I help B2B SaaS and FinTech companies scale revenue by combining deep commercial strategy with agentic AI orchestration, no-code automation, and advanced attribution modelling. Proven track record of replacing fragmented manual processes with autonomous workflows, bridging marketing and engineering to build hyper-efficient, highly profitable acquisition engines.
PROFESSIONAL EXPERIENCE
Founder & AI Growth Architect
August 2025 – PresentIndependent Practice (complexincome.mortgage)
Remote/UK
Architecting fully autonomous FinTech lead generation engines and end-to-end RevOps pipelines targeting complex borrower profiles.
- Architected a fully autonomous, FCA-compliant FinTech lead generation engine targeting complex borrower profiles, using the Paperclip orchestrator to manage bespoke PPC and SEO AI agents.
- Engineered an end-to-end RevOps pipeline utilizing n8n to seamlessly bridge front-end AI qualification workflows (e.g., "The Logic Check") directly with the Acre mortgage back-office system, eliminating manual data entry for financial advisers.
- Built complex, node-based n8n automations that parse raw applicant data, execute preliminary compliance routing, and programmatically construct bespoke, underwriter-ready case files directly within the Acre CRM.
- Developed custom internal applications using Google Antigravity 2.0's agent-first IDE, maintaining the proprietary codebase in GitHub to ensure strict version control and rapid iteration.
- Programmed direct AI-to-Ads integrations using Model Context Protocol (MCP) servers, enabling AI agents to dynamically route budgets across Meta and Google Ads for real-time anomaly detection and optimization.
- Juggled frontier LLMs programmatically via OpenRouter, routing complex FCA-compliance logic to advanced reasoning models while optimizing token spend for standard tasks.
Technologies: Google Antigravity 2.0, Paperclip Orchestrator, MCP, n8n, OpenRouter, Acre System, GitHub, Meta/Google Ads API
Marketing Performance Manager
December 2024 – August 2025CDP
London
Led marketing performance and demand efficiency for global programmes through stakeholder targeting and MarTech optimization.
- Developed a brand engagement strategy contributing to 40% net-new lead growth through automated stakeholder targeting and segmentation.
- Designed MQL-to-SQL processes 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%.
- Led MarTech planning across Microsoft Dynamics 365, integrating ZoomInfo/intent data and establishing CRM resilience.
Technologies: Microsoft Dynamics 365, ZoomInfo, GA4, Looker, Marketing Automation, Attribution Reporting
Senior Marketing Consultant
May 2023 – December 2024Independent Practice
Remote/UK
Delivered interim senior marketing leadership for B2B SaaS and regulated-service clients, driving demand generation strategy and full-funnel optimization.
- 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.
Technologies: GoHighLevel (GHL), Marketing Automation, GTM Planning, Funnel Optimization, CRM
Head of Performance Marketing
August 2021 – May 2023Croner-i
London
Owned the performance marketing function for a leading compliance technology provider, driving pipeline generation and RevOps automation.
- 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.
Technologies: ZoomInfo, ChiliPiper, LinkedIn Ads, MarTech, Demand Generation, B2B SaaS
Head of Digital Marketing
March 2019 – October 2020Wayland Games & Warcradle Studios
UK
Built and managed the digital GTM function for global eCommerce and tabletop gaming brands.
- 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.
Technologies: eCommerce, A/B Testing, Customer Acquisition, Digital Strategy
Digital Growth Strategist
July 2016 – February 2017Hip Hotels
London
Increased online sales by 67% through data-led digital marketing and CRO.
- Increased online sales by 67% through data-led digital marketing and Conversion Rate Optimization (CRO).
Technologies: CRO, Data-led Marketing, Digital Strategy
Digital Strategist
August 2013 – March 2016Hennik Research Ltd
London
Grew social communities by 40% and contributed to a 9% sales increase via B2B event marketing and social selling.
- Grew social communities by 40% and contributed to a 9% sales increase via B2B event marketing and social selling.
Technologies: Social Selling, B2B Event Marketing, Community Growth
Royal Air Force Reservist
November 2000 – December 2010UK Armed Forces
UK
Managed operational delivery under pressure and led cross-functional team coordination.
- Managed operational delivery under pressure and led cross-functional team coordination.
Technologies: Operations, Leadership, Team Coordination
SKILLS
AI & Agentic Orchestration
Google Antigravity 2.0, Paperclip Orchestrator, Model Context Protocol (MCP), OpenRouter, LLM Multi-Model Routing, OpenCode, Warp AI Terminal
Automation & Infrastructure
n8n Node Architecture, Webhooks & REST API Integrations, JSON Data Parsing, GitHub Repository Management, Complex Branching Logic
RevOps & MarTech Architecture
GoHighLevel (GHL) Pipeline Design, Acre Mortgage System Integrations, GA4, Looker, HubSpot / Salesforce Endpoints, ZoomInfo, ChiliPiper
Programmatic Growth
FCA-Compliant Lead Generation, Multi-Channel Acquisition Strategy, Programmatic PPC/SEO, Dynamic Budget Routing, Conversion Rate Optimization (CRO)
EDUCATION
Bachelor of Arts in History and Social Sciences
University of The West Indies
West Indies
CERTIFICATIONS
Advanced Marketing Analytics & Attribution Modelling
Various
HubSpot Revenue Operations Certification
HubSpot
Google Ads Search & Analytics Certifications
Certificate In Mortgage Advice and Practice (CeMAP)
The Institute of Financial Services