Head of Demand Generation & Marketing Operations

We are running an experiment

Most companies our size answer “more pipeline” with “more marketers”. We think one person with the right AI setup and the right external specialists beats a team of four, and we are restructuring the entire function around that belief.

You get the budget, the mandate, and an external AI and HubSpot specialist to build the foundation with you. Then it is yours to prove.

About Colibo

We build intranet and employee experience platforms for organisations where data sovereignty and access control are not up for negotiation. Municipalities, ministries, defence, healthcare, utilities and critical infrastructure.

250,000 users. ISO 27001 certified. Private AI that can run on the customer’s own or European infrastructure.

We compete with Staffbase, Haiilo, SharePoint and a range of Umbraco-based solutions, and we win when the decision comes down to security, complex permission management and the ability to reach the frontline rather than only the people at desks. Our position in the market is strong. Making it visible to the right decision-makers is what we are hiring for.

About the role

This is the role that owns Colibo’s entire demand engine, inbound and outbound, Denmark, Germany and beyond, as the central marketing resource in the company, backed by a dedicated layer of external specialists to support you.

You own the full flow of leads into Colibo: campaign planning and execution, content, paid channels, SEO and AEO, nurture flows, outbound sequences and AI-driven account research and prospecting. DACH is our primary growth market, so you plan and run dedicated Germany-specific campaigns. German content is produced through AI translation and quality-assured by our German colleagues that sits right next to you.

Positioning and messaging

We have a clear and proven definition of our ICP. You own everything downstream of it: positioning, messaging architecture, value propositions per segment, campaign concepts and the concrete activities. That work has to rest on a real understanding of Colibo’s product-market fit: EU data sovereignty, private AI that can run on our own or EU-based infrastructure, complex permission management, and the ability to reach both office and frontline employees.

Marketing operations and AI orchestration

You own Colibo’s marketing tech stack with HubSpot at the centre: workflows, lead scoring, lead routing, sequences, attribution, segmentation and reporting. And you build the AI workflows that produce content, translate, research accounts, generate campaign material, help generate inbound leads and support outbound at a scale one person could never reach manually.

We are not looking for someone who has read about this. We are looking for someone who has built it, broken it, rebuilt it, and has opinions about which tool does what well. If you have spent evenings testing something nobody asked you to test, you will fit in here.

Vendor management

You own the relationship with all external marketing vendors. You will not be doing technical SEO or website development yourself, but you need to be a qualified, demanding and well-briefing client who can judge a vendor’s work professionally and coordinate external vendors effectively.

Visual quality

This is not a designer role. Visual material is largely produced with AI tools or by externals. You are responsible for the brief, the aesthetic judgement, brand compliance and the quality assurance of the finished material.

Mandate and decision-making

You manage the marketing budget independently within an annually agreed frame, including how it is split between paid channels, external vendors and tools.

You decide independently on channel mix, campaign concepts, messaging, tooling and choice of vendors within that frame.

The CEO is involved when the ICP changes, when the budget frame is exceeded, and on material changes to Colibo’s positioning.

How success is measured

Primary goal: sales-accepted leads (SQLs)

Defined as leads actively accepted in HubSpot by the sales team as qualified for pipeline. Traffic, impressions, followers and MQLs are not success metrics for this role.

Secondary metrics:

• Contribution to Colibo’s new-business budget (ARR)

• Cost per sales-accepted lead

Part of your compensation is tied to your primary goal.

Your profile

We are looking for:

• At least 5 years in B2B marketing, including at least 2 years of demand generation in a SaaS or software company

• Documented, independent ownership of a lead or pipeline target, covering both strategy and execution

• HubSpot at operator level. You have built workflows, lead scoring, sequences and reporting yourself, not just worked in the system as a user

• Documented hands-on experience building and running AI workflows, with a concrete account of what you automated and what effect it had

• Experience managing external vendors and independent responsibility for a marketing budget

• English at negotiation level, written and spoken

• On-site presence at our office in Aarhus C. This role cannot be held remotely

Significant advantages:

• German at working level, or documented experience with the German B2B market

• Experience selling to the public sector, public tenders or regulated industries

• Experience with Framer

• Experience with LinkedIn advertising

• Experience from organisations with fewer than 50 employees

What the role demands of you personally

This role calls for robustness and a high degree of independence. You are the internal marketing resource and need to enjoy driving the function forward yourself and your suppliers rather than distributing tasks across an internal team.

That said, you will not be working in isolation. There is a standing layer of external specialists to draw on across SEO, paid channels, CMS, HubSpot and AI, plus a dedicated DACH consultant, and close daily sparring with the CEO and the sales function on ICP, pipeline and market insight. You will also be in ongoing contact with leadership across Customer Success, Client Development and Platform.

We put weight on the ability to build and run systems rather than execute individual tasks. And we would rather have someone who ships a rough version on Tuesday than someone who presents a perfect plan in three weeks. The budget and the mandate are yours precisely so you do not have to ask permission to try something.

What we offer

• Salary by qualifications, made up of a fixed salary and a performance-based element tied to sales-accepted leads

• Your own budget and real decision-making authority within the frame

• Investment in external specialists and AI tooling, because your effectiveness is the entire model

• Direct access to the CEO and short decision paths

• An office in Graven 25, in the middle of Aarhus C

Start date: As soon as possible