HowNow
Demand Generation Lead (Hybrid) UK Based
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Our mission is to make meaningful learning a part of your everyday 🧠. The shelf life of our skills is now less than 5 years. So, if you stopped learning today, your skills would soon be irrelevant. Think that’s a big problem? You’d be right.
Enter HowNow. Founded in 2019, HowNow is an AI platform that connects what people learn to the skills businesses need to drive better performance and help companies hit their goals faster. Already used by fast-growing scale-ups and global enterprises, such as the UK Government, Investec, and Trainline, we’re pushing the boundaries of how people learn.
Hi I'm Nelson, the CEO at HowNow 👋🏾 I’m looking for a Demand Generation Lead to join us. We’re at an inflection point. The narrative is sharp. The category is moving our way. We need someone to turn that into a repeatable pipeline engine and build the kind of distribution moat that the strongest B2B SaaS companies are building right now: team as channel, operators as partners, content as a media operation, and AI as the production layer underneath it all.
This is a hands-on role. You'll personally build campaigns, run paid programmes, write briefs, build outbound infrastructure AEs actually use, coach team members on public posting, and partner with operators in our space. You'll get leverage from the Marketing Coordinator on events and social, from RevOps on the data layer, and from AI across everything. If you want to manage a big team, this isn't quite the right role yet. If you want to own the demand engine of a company building a category, it is.
Alongside the opportunities to develop and grow your career, we're a fun and friendly bunch. Check out our candidate hub to learn more about our culture!
What You’ll Own
Pipeline generation. A new ARR target rolls up to the Head of GTM. Your number is qualified pipeline contribution against it, across mid-market and enterprise, direct and partner-influenced.
Paid acquisition. LinkedIn, search, and the channels that work for B2B SaaS selling into People, L&D, and HR leaders. Plan, build, ship, optimise. CAC by channel is something you carry in your head.
SEO, AEO, and content engine. Strategic priority. AI-native production model. You set editorial direction, own briefs, execute or commission writing, and own technical SEO foundations. AEO, getting HowNow cited in LLM responses across the major models is a first-class channel, not an experiment.
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Operator and influencer marketing. Build relationships with the operators, founders, analysts, and creators who shape buying conversations in L&D, HR, and broader B2B SaaS. Not just paid plays, genuine partnerships with people who have audiences and credibility.
Team-led distribution. Turn HowNow's team into our biggest marketing channel. Support the CEO, Head of GTM, PMM, AEs, and others on LinkedIn and other public surfaces. Build the editorial calendar, production support, and rhythm that makes consistent, high-quality posting sustainable.
Outbound infrastructure for AEs. AEs run their own outbound. Your job is to ensure the engine they're running on is best-in-class, with lists, signals, sequences, intent data, enrichment, and AI personalisation at scale. Success is measured by AE outbound productivity, not your activity.
Nurture as a craft. Lifecycle programmes that genuinely move people through the consideration stage. Editorial-quality content, behavioural triggers, and real personalisation powered by AI. The bar is "would I read this?" not "did we send it?"
Demand investment plan. Quarterly view on where the budget goes and why. Partner with RevOps on attribution; live in the dashboards, don't build them.
The key things that we will be looking for in applicants 🔑 5+ years in B2B SaaS demand generation, hands-on across paid, SEO, content, outbound infrastructure, and lifecycle Personally built and run paid programmes at scale, not just managed agencies Demonstrated ability to build attention and distribution beyond paid: content series, community plays, team-as-channel, operator partnerships Built outbound infrastructure that reps actually used and that measurably improved productivity Real depth in SEO with a credible view on AEO Editorial sensibility: can spot quality, write a brief, recognise when content isn't good enough to ship Experience in generating a pipeline for mid-enterprise Demonstrably AI-native. Specific examples of workflows, tools, and team leverage built around AI Comfortable being measured on pipeline contribution, not MQLs
Strong Plus Experience marketing to People, L&D, or HR leaders Worked in a founder-led company with a high release cadence and a lean team. Existing network in the B2B SaaS operator and creator community Has personally built an audience; LinkedIn, Substack, podcast - even modestly Direct experience of the UK B2B SaaS market
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How You Work Doer first, strategist second You think of marketing as a media operation, not a campaign operation You believe the team is the channel and know how to make that real Sharp commercial instinct; every campaign has a pipeline thesis behind it High output, fast iteration, ruthless about what to kill Comfortable with founder-led direction on brand and narrative Force multiplier for the people around you
What You’ll Get 💰 Our salaries are calculated using a SaaS benchmarking tool called (Figures). The salary band for this role is £68,000-£80,000 per annum. You’ll also receive a 10% performance-based bonus on top of that. 🏡 Hybrid working (2x a week in our London office, Tuesdays and Thursdays) and flexible working hours 🌍 Work From Anywhere, for up to two weeks per quarter, which you can read about here 💆 Wind-down Fridays. No meetings from 2pm onwards on Fridays so you can wind down for the weekend. Our HowNow’ers use this time to exercise, study, or spend some time with their family and friends, which you can read about here 👼🏼 Enhanced maternity and paternity policies which you can read about here 🌴 25 days holiday, plus bank holidays and your birthday day off 👩🏾 ⚕️ Private health insurance through Bupa plus access to Yulife 📚 An annual £500 learning and development budget 🐶 Dog friendly offices - we love our pets! 🐾 🤩 Monthly socials, which have included mini-golf, Hijingo, shuffleboarding, 5-a-side football and Badminton 💡 Access to the very best learning platform out there (HowNow+) to keep you at the top of your game 🚲 Cycle to Work scheme 💰 Financial wellbeing support via Mintago, which includes access to Yellownest where you can receive up to 47% off childcare.
What's next? 🤔 Once you've applied, we'll get back in touch with you. This is usually within the next 3 working days. Sometimes it can take slightly longer, but we will get back to you as soon as we can, regardless of the outcome of your application.
You'll be invited to a 30-minute video call with Pauline, our VP of People Second Stage is a 1 hour video call with Kuvera, our COO/Co-Founder The final stage is a 1-hour in-person task.
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