• Full Time
  • Remote
  • London

Website Sona

The real economy employs 3 billion people in frontline jobs, yet frontline teams are still left to choose between paper and Excel or decade-old workforce management solutions to take care of the most important part of their businesses – their people.

Enter Sona, the Frontline Operating System; an end-to-end platform to manage a shift-based workforce and empower its teams. Sona upgrades the functionality you expect from any workforce management software – including scheduling, time & attendance, HR, and Payroll – with industry-specific plugins, dedicated features to empower staff, and a consumer-grade experience that simplifies frontline work for everyone.

In just two years, we’ve already made a deep impact on the lives of tens of thousands of frontline workers and the operation of their organisations, grown the team to 50+, and secured the backing of Google’s AI fund – Gradient Ventures, SpeedInvest, Notion Capital and angels like Tom Blomfield (Monzo).

It’s a hugely exciting time to be joining the team, as we’re still small enough that you’ll have a significant impact on the company, growth trajectory and culture, but large enough that we have a great structure, experienced leaders and world-class benefits in place (such as being fully remote and flexible, and only working 4.5 days a week). More on working at Sona here.

About the role

Sona is a rapidly growing company that in 2023 experienced an explosive 400%+ revenue growth. We are now expanding into Hospitality after seeing significant gains in market share within Social Care in 2023. Our next-generation workforce management solution is specifically designed to meet the complex needs of large frontline workforces. By implementing Sona’s solution, companies can streamline their operations, improve efficiency, and generate a higher return on investment (ROI).

We are seeking a Senior Demand Generation Manager to drive GTM & Sona’s business growth in the Hospitality sector. This senior-level role, reporting directly to the Head of Demand Generation and involves closely working with our Sales, Product and Customer Success teams. You will be instrumental in growing the pipeline through targeted marketing activities, driving Sales Accepted Opportunities (SAOs).

Key Responsibilities:

GTM Strategy: Develop and execute go-to-market strategies for the Hospitality sector, aligning messaging and target accounts with Sales.
Sales Alignment: Collaborate with Sales to devise marketing plans for strategic accounts and ensure aligned efforts.
Campaign Planning: Design and implement campaigns targeting Ideal Customer Profiles (ICPs) across the marketing funnel with the support of our Content and Paid Media experts.
Lifecycle Communications: Create and manage communication workflows to nurture leads throughout their lifecycle.
Pipeline Forecasting: Own the forecasting of the Hospitality pipeline and manage related activities in HubSpot.
Event Coordination: Organise and manage large industry events and smaller Sona-owned events (webinars, private dining, round tables, workshops).
Paid Media Collaboration: Work closely with the Paid Media expert to influence the buying journey.
Content Management: Coordinate with Content Managers to ensure the right content supports demand generation and growth initiatives.
Market Expertise: Maintain a deep understanding of Sona’s Hospitality ICPs and buying committees.
Customer Marketing: Work closely with the Customer Success team to build out customer testimonials, case studies and an advocate marketing programme.


We don’t have strict requirements but hopefully lots of the following apply to you:

Experience: 5+ years in senior marketing roles.
Collaboration: Strong teamwork skills and able to deeply integrate with key function (i.e. Sales, Customer Success, Product)
Enterprise Marketing: Expertise in Account-Based Marketing (ABM) and strategies for converting large enterprises with long buying cycles and extensive buying groups.
Content Marketing: Proven ability to evolve value propositions and align messaging throughout a lengthy buyer journey.
Insight-Led: Ability to use past learnings and customer insights to inform multi-channel marketing strategies.
Tooling: High proficiency in HubSpot – building workflows, web pages & reports.
Speed: Able to complete projects quickly with an outcome-driven approach.


£50-70k base + 20% bonus
4.5 day standard working week
Share options
Fully remote and flexible working
35 days annual leave (25 days standard plus 10 flexible public holiday days)
Pension contributions matched up to 5%
Comprehensive Health Insurance via Bupa
Enhanced parental leave & pay (Primary parent/carer 26 weeks full pay, secondary parent/carer 8 weeks full pay)
Co-working space stipend
Quarterly all expenses paid team retreats
The latest Macbook and equipment for your home office
Professional development budget
Unlimited free books

Diversity & Inclusivity:

Working at Sona

We take our health and mental health seriously, believing that we can only perform to our best when we are healthy, happy, and in control of when, where, and how we work. That's why we're fully remote and everyone works a 4.5 day week (you choose when you take the half day) with a fully flexible schedule.

We balance this with regular virtual stand-ups and all-hands so we're all aligned, and paid-for, in-person meet-ups so you can get to know your colleagues.

You can learn more about the team and what it’s like working at Sona here.

To apply for this job please visit jobs.ashbyhq.com.