Gemma Hawkins Named Head of Strategic Accounts at Demand.com

Demand.com has expanded its leadership team with Gemma Hawkins taking on the role of Head of Strategic Accounts. The appointment adds strategic account leadership to the company as it continues to operate in the B2B demand generation and performance marketing space.

In her new position, Hawkins will focus on strategic accounts and relationships, working with customers and internal teams around business and go-to-market priorities. The role places account strategy and customer engagement at the center of her responsibilities.

Hawkins brings experience in strategic accounts and B2B marketing. Her professional background includes work with Demand AI, where she has held a senior strategic accounts role focused on the EMEA market.

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The move comes as B2B marketing continues to place greater emphasis on connecting demand generation with measurable business outcomes. Account-based strategies, buyer intelligence, data, and increasingly AI-driven workflows are becoming part of how marketing and revenue teams approach customer engagement.

For strategic account teams, this shift also means moving beyond traditional account management. Understanding buying signals, coordinating marketing and sales activity, and maintaining relevant engagement across the buying journey are becoming increasingly important as B2B purchasing processes grow more complex.

Demand.com operates in the B2B demand generation and performance marketing market. The company was previously known as DemandFactor before rebranding as Demand.com in 2026.

Hawkins’ appointment comes against this changing backdrop, with strategic account leadership playing a role in how B2B organizations manage relationships with key customers and connect marketing activity with broader revenue objectives.

Her new position adds another layer to Demand.com’s account-focused approach as the company continues to work across demand generation, performance marketing, and broader go-to-market activities.