ABOUT EDENRED

Edenred is the leading digital platform for corporate services in the areas of benefits, professional mobility, and B2B payments.

Operating in 44 countries, it connects more than 60 million users to over 2 million partner merchants through more than 1 million client companies.

Edenred offers solutions dedicated to employee engagement (meal vouchers, commuting, gift vouchers, wellness, rewards, and preferential offers to boost purchasing power), mobility (multi-energy solutions, including EV charging, fleet management services, maintenance, toll, and parking), and corporate payments (virtual cards). In addition to its own solutions, Edenred also distributes offers from more than 120 partners on its platform.

True to the Group's purpose, "Enrich connections. For good.", these solutions enhance users' well-being and purchasing power and simplify the lives of professional drivers while promoting access to healthier food, more environmentally friendly products, and more sustainable mobility. They improve the attractiveness and efficiency of businesses and vitalize the employment market and the local economy.

Edenred’s 12,000 employees are committed to making the world of work a connected ecosystem that is safer, more efficient and more responsible every day.

In 2024, thanks to its global technology assets, the Group generated a business volume of nearly €45 billion, mainly through mobile applications, online platforms and cards.

Edenred is listed on the Euronext Paris stock exchange and included in the following indices: CAC Next 20, CAC Large 60, Euronext 100, Euronext Tech Leaders, FTSE4Good, DJSI Europe Index, DJSI World Index, and MSCI Europe.

THE UAE CONTEXT

Edenred UAE is a fast growing payroll service provider serving more than 15,000 business and more than 2.2 million unbanked employees. We service over 10 banks and 35 financial institutions. We offer a unique value proposition for companies to manage their payroll and for employees to receive their salaries and use it in the simplest way offering multiple value added services via our mobile app (money transfer, mobile recharge and card services)

THE ROLE

This role owns the B2B lead generation engine. The system that acquires, qualifies, and delivers sales-ready leads to the commercial team. You will own the full lead generation system - strategy, budget, measurement, execution, and the operating rhythm between Marketing and Sales.

You are the architect of how leads are generated, measured, qualified, and converted into sales qualified lead pipeline. You will build the performance infrastructure, define the funnel stages, run structured experiments, and hold yourself accountable to revenue pipeline targets.

RESPONSIBILITIES

1. Lead Generation Strategy & Channel Roadmap

a. Translate market research, competitive intelligence, and customer insights into positioning, value propositions, and creative angles. Ability to design and run primary customer research (surveys, interviews) to generate these inputs is a strong plus.

b. Create and own the lead generation marketing strategy including channel mix, budget allocation, experiment pipeline, and execution standards

c. Define and manage the channel roadmap across paid (Google, Meta, Bing, LinkedIn), organic, referral, and partner channels

d. Set and continuously refine revenue pipeline targets by channel, translating top-of-funnel activity into sales-qualified pipeline forecasts

2. Performance Measurement & Reporting

a. Build and manage a performance measurement system for lead generation with KPIs defined for each stage of the lead lifecycle

b. Create dashboards and establish a reporting cadence that gives stakeholders (Sales, Leadership) real-time visibility into funnel health

c. Implement a structured testing methodology (A/B and multivariate) across landing pages, ad creatives, targeting, and lead capture flows

d. Mentor Sales and Telesales teams on optimization best practices, conversion metrics, and data-informed decision making

3. Full-Funnel Lifecycle Ownership

a. Own the end-to-end lead funnel from first touch to Sales-qualified opportunity

b. Define lead stages, qualification SOPs, and conversion targets in Salesforce, ensuring clean attribution and accurate lifecycle tracking

c. Run continuous full-funnel diagnostics to identify leakage points, and ship interventions to recover conversion at each stage

d. Create and ship campaigns across paid, email (Customer.io or similar), landing pages (Instapage or similar), and lead capture (Optinmonster or similar)

4. Sales and Marketing Operating Rhythm

a. Create a formal Sales and Marketing operating rhythm with defined SLAs, lead acceptance criteria, shared targets, and bi-weekly reviews

b. Build feedback loops between Sales and Marketing so lead quality signals flow back into campaign optimization in real time

c. Define and execute leakage recovery processes by identifying where leads stall or drop out and intervening systematically

5. Budget & Pipeline Economics

a. Own the lead generation budget with full accountability for allocation, spend efficiency, and ROI

b. Build and maintain pipeline forecasting models that connect marketing spend to expected revenue outcomes

How Your Success Will Be Measured

By 6 Months

1. Fully onboarded on the lead generation systems and operations - lead stages, qualification SOPs, dashboards, and reporting cadence understood and owned

2. Sales and Marketing operating rhythm established - SLAs defined, bi-weekly reviews happening, lead acceptance criteria agreed with Sales

3. Full ownership of budget allocation across channels with a clear CAC target per channel

4. Existing funnel audited, top 2-3 leakage points identified, and at least one intervention shipped against each

5. First round of structured A/B tests running with proper methodology

By 12 Months

1. Measurable improvement in pipeline conversion (lead → qualified → opportunity) against the baseline inherited at onboarding

2. CAC trending down or stable while lead volume scales up

3. A working experiment pipeline with a track record of tests shipped, read out, and actioned

4. Segment-specific playbooks operationalized and in use across campaigns

5. Sales team actively uses the shared operating rhythm - giving feedback, accepting/rejecting leads through the system, and scoring.

YOUR PROFILE

1. A minimum of 3–5 years of experience in B2B performance marketing, or demand generation

2. Hands-on experience with Salesforce CRM (or equivalent enterprise CRM) for lead management and pipeline tracking

3. Proficiency with paid acquisition platforms: Google Ads, Meta Ads, LinkedIn Ads, and/or Bing Ads

4. Experience with email automation platforms (Customer.io, HubSpot, Marketo, or equivalent)

5. Experience building and managing landing pages for conversion optimization (Instapage, Unbounce, or equivalent)

6. Demonstrated ability to work with workflow automation tools (Zapier, Make, or equivalent) to connect multi-tool stacks

7. Strong written and verbal communication with ability to present funnel diagnostics, budget proposals, and experiment readouts to leadership

8. Experience working in the UAE or GCC market with a strong understanding of the regional business landscape, client acquisition dynamics, and compliance environment