Business Development Executive – Demand Generation
Location: Remote

Are you driven by results, curious about how businesses grow, and excited by the challenge of opening doors? Do you thrive on turning data into action and conversations into qualified opportunities? Join Workpay, a leading HR Tech startup, and play a critical role in fueling our next phase of growth across Africa and beyond.

Background
Workpay is a pioneering force in the HR Tech space, transforming how businesses manage their human resources, payroll, and compliance needs across Africa. Our solution supports businesses operating locally and globally, with solutions spanning payroll software, outsourced payroll, and Employer of Record (EOR) services.

With a growing presence in markets in and out of Africa, Workpay is enabling businesses to hire, manage, and pay talent across borders with confidence. As Africa’s workforce continues to expand rapidly, we are positioned at the center of this shift, building the infrastructure that powers the future of work.

Role Overview
We’re looking for a highly motivated Sales Development Representative (SDR) to drive demand generation and pipeline growth through outbound efforts. This role is critical in identifying, engaging, and qualifying potential customers, and converting interest into high-quality meetings for the sales team.

You will sit at the intersection of marketing and sales, working with the Marketing and Demand Generation team to execute outbound strategies that drive revenue. This role requires a strong mix of prospecting expertise, data analysis, and commercial awareness.

Key Responsibilities

Demand Generation & Prospecting

• Identify and research target accounts across key markets and industries aligned to Workpay’s ICP.
• Execute outbound prospecting campaigns via email, LinkedIn, calls, and other channels to generate qualified meetings.
• Leverage prospecting tools and data platforms to build and maintain a strong pipeline of leads.
• Qualify inbound leads generated through marketing campaigns and convert them into sales-ready opportunities.

CRM & Data Management

• Maintain accurate and up-to-date records in the CRM, ensuring full visibility of lead status and pipeline health.
• Track all interactions, activities, and outcomes to support reporting and forecasting.
• Segment and manage lead databases to improve targeting and campaign effectiveness.

Data Analysis & Insights

• Analyze outreach performance, conversion rates, and pipeline metrics to identify trends and optimize strategies.
• Work with the marketing team to refine messaging, targeting, and campaign performance based on data insights.
• Continuously test and improve outreach approaches to increase meeting conversion rates.

Collaboration & Alignment

• Work closely with the sales team to ensure smooth handover of qualified leads and alignment on target accounts.
• Partner with marketing to provide feedback on lead quality, campaign performance, and market insights.
• Contribute to building scalable demand generation processes and playbooks.

Required Qualifications

• 3+ years of experience in a Sales Development, Business Development, or Demand Generation role, preferably within SaaS, HR tech, or B2B environments.
• Proven track record of generating qualified meetings and contributing to pipeline growth.
• Hands-on experience with CRM systems such as HubSpot, Salesforce, or similar.
• Familiarity with prospecting and sales engagement tools.
• Strong analytical skills with the ability to interpret data and translate it into actionable insights.
• Excellent written and verbal communication skills, with the ability to engage senior decision-makers.
• Highly organized, self-motivated, and results-driven.

Nice to Haves

• Experience in HR tech, payroll, or Employer of Record (EOR) solutions.
• Exposure to multi-market or pan-African business environments.
• Understanding of outbound sales frameworks and modern demand generation strategies.
• Experience working closely with marketing teams in a revenue-focused environment.

What Success Looks Like in this Role

• Consistently meets or exceeds monthly and quarterly meeting targets with qualified prospects aligned to Workpay’s ICP.
• Builds a strong, predictable pipeline that contributes directly to revenue growth.
• Maintains high CRM hygiene with complete, accurate, and actionable data.
• Demonstrates strong conversion rates from outreach to meeting booked, and from meeting to qualified opportunity.
• Uses data to continuously improve outreach performance and targeting efficiency.
• Earns trust from the sales team through high-quality lead handover and strong alignment.
• Actively contributes insights that improve demand generation strategy and campaign effectiveness.

Why Workpay?

• Competitive salary and performance-based incentives.
• Opportunity to directly impact revenue growth and business expansion.
• Career development within a fast-growing, high-impact tech company.
• Exposure to global markets and the future of work across Africa.
• Purpose-driven work, helping businesses scale and people access opportunities across borders.