Head of Scaled Demand

About the role

This role sits within Integrated Marketing and partners closely with SMB Sales, Marketing Ops, Lifecycle, and Product Analytics. We operate a hybrid PLG + sales motion, where a large portion of demand is generated through product and inbound, but monetised through a mix of self-serve and sales-assisted conversion. This role will work directly with the SMB team. Most growth teams optimise for traffic and pipeline. This role is about conversion. Miro has strong inbound, solid product-market fit, and a growing enterprise motion. What's missing is a system to convert high-intent users who are already in our funnel but aren't converting today. This role builds that system. You'll create and operate a scaled demand engine that sits between self-serve and sales. The focus is simple: capture high-intent users at the point of friction and convert them quickly through human-led engagement. This is a build role. You'll own the motion end-to-end, stand it up from zero, and prove it works. AI is core to how this gets built. Not as a layer on top, but embedded in targeting, routing, and execution from day one.

Responsibilities

• Build and launch a scaled demand engine focused on conversion, not top-of-funnel
• Stand up inbound chat across high-intent surfaces (pricing, product, upgrade points) and optimise for speed and conversion
• Design and run outbound programs using propensity modelling to engage high-intent accounts not yet converting
• Own the full funnel from first touch to conversion, with clear accountability for pipeline and ARR
• Work directly with SMB reps to drive high-velocity conversion
• Partner with Marketing Ops to build routing, enrichment, and automation workflows with AI embedded throughout
• Define and implement attribution and incrementality frameworks from day one
• Build dashboards that clearly show impact vs existing channels
• Rapidly test, iterate, and improve performance based on real conversion data

Requirements

• Proven experience building and operating demand or growth motions from scratch
• Strong execution instinct: you move quickly and get things live without waiting for perfect conditions
• Deep understanding of conversion, funnel mechanics, routing, and attribution
• Experience working directly with sales teams in high-velocity environments
• A practical approach to AI:
• You integrate AI into workflows that others can use
• You use AI to improve targeting, routing, and decision-making
• You apply judgement and don't rely on AI outputs blindly
• Strong analytical mindset with the ability to translate data into action quickly
• Comfortable operating across strategy and execution at the same time
• Experience working cross-functionally with Sales, Marketing Ops, and Product

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