Head of Demand Generation (Global | Paid, Organic & Community Growth)

About Wati

Wati is a rapidly growing, venture-backed SaaS company on a mission to empower small and medium businesses to build stronger customer relationships through modern messaging.
Our platform provides a complete business messaging solution for sales, marketing, and customer support — enabling businesses to communicate with their customers at scale.

With tens of millions in ARR and a global customer base across Asia, Europe, and the US, Wati is at the forefront of transforming how businesses engage with their customers.

Historically, our growth has been powered by paid ads. But the future of demand generation is changing fast. Customers now discover products through AI-powered search, trusted communities, and authentic voices. To stay ahead, Wati is reimagining demand generation — combining brand, performance, and community into a single, integrated growth engine.

We’re now looking for a Head of Demand Generation — a strategic, data-driven, and creative leader to own our global demand gen function. You’ll lead a team that shapes Wati’s presence across paid, organic, community, and AI-driven discovery channels.

The Role

As the Head of Demand Generation, you’ll be responsible for designing and executing the global strategy that drives awareness, engagement, and pipeline growth for Wati.
This is a senior, high-impact role that will define how Wati scales demand globally — uniting brand, performance, and community into one growth engine.

Today, true demand generation means creating and capturing demand across all discovery and intent surfaces — from AI search and social to paid media and communities.
You’ll lead this full spectrum at Wati, integrating brand storytelling, performance marketing, and community-led growth into one cohesive, measurable engine.

You’ll lead a team across paid media, content, and lifecycle marketing to build full-funnel campaigns that attract, educate, and convert SMBs around the world.

What You’ll Do

Own the Demand Generation Strategy

• Define and execute Wati’s global demand generation roadmap across paid, organic, and community channels.
• Build and execute a cross-channel strategy that creates and captures demand across all discovery and intent surfaces — paid, organic, community, and AI-driven search.
• Build a scalable, data-driven growth engine that balances long-term brand building with short-term pipeline creation.
Collaborate with leadership to align marketing performance with revenue goals, sales pipeline, and company OKRs.

Lead Paid Marketing

• Own strategy, budgeting, and execution for paid campaigns across Meta, Google, YouTube, LinkedIn, and emerging platforms.
• Develop high-performing creative, copy, and targeting frameworks to drive efficient CAC and ROI.
• Partner with Data and Product teams to implement advanced attribution and analytics models.
Constantly experiment with audience segmentation, messaging, and formats to optimize for full-funnel conversion.

Drive Organic & Community-Led Growth

• Lead Wati’s presence across AI-native search platforms (ChatGPT, Perplexity, Claude) and optimize for new discovery paradigms.
• Oversee social storytelling, community engagement (Slack, Discord, Reddit, LinkedIn), and influencer partnerships.
Develop programs that amplify authentic voices — turning customers, creators, and partners into advocates.

Build and Lead a High-Performing Team

• Hire, mentor, and inspire a global team covering performance marketing, content, and lifecycle marketing.
• Foster a culture of experimentation, creativity, and accountability.
Partner closely with Product Marketing, RevOps, and Sales to ensure integrated campaigns and unified narratives.

Optimize the Funnel and Measurement

• Own lead-to-pipeline conversion metrics; identify and remove friction across the buyer journey.
• Build a unified performance dashboard that connects brand activity to pipeline and revenue outcomes.
Regularly present results, insights, and strategic recommendations to senior leadership.

Requirements

• Proven Demand Gen Leader: 8–12 years of experience in B2B SaaS marketing, with 3+ years leading a demand gen or growth marketing function.
• Paid Marketing Expert: Deep experience running and optimizing paid programs across major digital platforms.
• Full-Funnel Thinker: Skilled in integrating brand storytelling, community engagement, and paid acquisition into one cohesive strategy.
• Data-Driven Operator: Strong analytical mindset; fluent in metrics, attribution, and funnel optimization.
• Creative Storyteller: Able to translate complex products into simple, compelling narratives that inspire SMB audiences.
• Team Builder: Proven track record of hiring, coaching, and scaling high-performing marketing teams.
• AI-Native Marketer: Curiosity and experimentation mindset around AI discovery, content generation, and search trends.
• Experience working with international markets (especially the US) is a strong plus.

Benefits

• High Ownership, High Impact: You’ll shape how Wati is discovered, perceived, and chosen worldwide.
• Global Reach, Startup Energy: Join a fast-growing SaaS company with real traction and an entrepreneurial spirit.
• Cutting-Edge Marketing: Be at the forefront of AI-driven, community-powered growth marketing.
• Competitive Compensation & Equity: We offer a strong package, including meaningful equity.
• Collaborative, Ambitious Culture: Work alongside passionate builders who love experimentation and impact.