Leanpath
Demand Generation Manager (B-Corp | London, UK)
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We are hiring one Demand Generation Manager, based in either the London, UK area or the Portland, OR area. Candidates local to these metro areas will be prioritized due to office locations and strong preference for hybrid working. Candidates only need to apply to one posting - the one that corresponds with their location.
Join a mission-based team working to build a more sustainable future by eliminating global food waste.
Food waste is one of the biggest global issues of our time. More than a third of the world’s food is wasted. And one of our biggest opportunity zones is the foodservice and hospitality industries, where an estimated 28% of global food waste occurs.
Reducing food waste is a financial, sustainability, and moral imperative. At Leanpath, we are a group of diverse and passionate technologists, sustainability experts, culinarians, and analysts who come together to achieve our mission each and every day: to make food waste prevention everyday practice in the world’s kitchens.
Overview
As the Demand Generation Manager at Leanpath, you will be the growth engine behind our sales pipeline. You will be responsible for developing, executing, and measuring full-funnel marketing campaigns that drive Marketing Qualified Leads (MQLs) and accelerate them into closed-won revenue for our SaaS and hardware solutions. Your execution strategies are steeped in past performance data and you bring a test and learn mindset to your demand gen efforts. You are also a capable creator, able to take a campaign concept from brief to finished assets without waiting for a writer or designer, using AI tools to move quickly without sacrificing quality. The ideal candidate recognizes how their efforts are tied directly to the revenue growth of the company and the delivery of the marketing team's KPIs. This role is perfect for a highly analytical, results-oriented marketer who thrives at the intersection of marketing and sales, deeply understands B2B buyer journeys, and wants to use their demand creation skills to make a tangible impact on the planet.
Key Responsibilities
Campaign Strategy & Execution
- Develop and execute comprehensive demand generation campaigns across multiple channels (email, webinars, paid media, content syndication, social, and events) to drive high-quality leads.
- Develop and promote high-value gated content such as whitepapers, ROI calculators, and industry reports, partnering with internal subject matter experts on source material.
- Drive Account-Based Marketing (ABM) initiatives in tandem with sales to penetrate high-value target accounts in the foodservice and hospitality sectors.
Lead Nurturing & Funnel Optimization
- Build, test, and optimize email nurture campaigns to educate prospects, build brand trust, and move leads down the funnel.
- Establish and refine lead scoring models to ensure high-intent prospects are routed to the sales team at the exact right time.
- Identify bottlenecks within the marketing and sales funnel and implement strategies to improve conversion rates from lead to opportunity.
- Own the conversion performance of leanpath.com, including landing pages, forms, calls to action, and the paths that turn traffic into qualified leads.
- Monitor site and form performance continuously, diagnosing drop-offs and running tests on layout, offer, and copy to improve conversion rates.
- Maintain and update web content in WordPress and HubSpot, coordinating with our development contractor on anything requiring a more technical build.
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Content Development & Production
- Create the campaign content that powers demand generation, including landing pages, email copy, ad creative, blog posts, and social content, working from Leanpath's established brand voice and messaging framework.
- Use AI tools fluently to accelerate production across formats while maintaining editorial quality and brand consistency.
- Own webinar promotion, registration, live production, and post-event follow-up. Collaborate on topic development and speaker recruitment with the marketing team, sales, and subject matter experts across the business.
- Partner with product marketing and internal subject matter experts to translate technical and customer material into campaign-ready assets.
- Manage Leanpath's organic social presence, publishing several times per week and engaging with customer, partner, and industry content.
Sales Alignment & Enablement
- Meet regularly with the Sales team to gather qualitative feedback on lead quality, campaign resonance, and market trends.
- Own the lead handoff to Sales and Customer Success, including routing rules, assignment logic, and follow-up timing.
- Equip Sales with the campaign and lead context they need at handoff, so every routed lead arrives with the history behind it.
- Maintain data integrity across HubSpot and Salesforce, including sync health, lifecycle stage accuracy, and loss reason hygiene, so funnel reporting reflects reality.
Analytics and Reporting
- Track, analyze, and report on pipeline health and demand generation KPIs, including Cost Per Lead (CPL), Customer Acquisition Cost (CAC), pipeline velocity, and marketing-influenced revenue.
- Utilize HubSpot/Salesforce to create dashboards that provide real-time visibility into campaign performance and ROI.
- Use A/B testing and data-backed insights to continuously iterate and improve upon existing campaign strategies.
Requirements & Qualifications
- At least 5 years of experience in B2B demand generation, growth marketing, or campaign management, preferably within the SaaS or hardware space.
- Proven track record of successfully executing multi-channel campaigns that directly resulted in pipeline growth and revenue.
- Hands-on experience building, launching, and optimizing paid campaigns directly in LinkedIn Campaign Manager and Google Ads, including audience construction, budget pacing, and creative testing.
- Experience managing a paid media budget, including allocation across channels, pacing to monthly targets, and reporting on return.
- Deep proficiency in marketing automation platforms (HubSpot preferred) and CRM systems (Salesforce).
- Experience with Account-Based Marketing (ABM) strategies, RollWorks preferred.
- Strong analytical skills with the ability to interpret complex data, map the customer journey, and translate metrics into actionable strategy.
- Strong writing skills with the ability to produce campaign copy, blog content, and email independently, and demonstrated fluency using AI tools to increase output without compromising quality.
- Experience operating as the sole or primary demand generation resource on a small team, comfortable setting priorities and making channel decisions independently.
- A strong personal interest in sustainability, environmental advocacy, and our mission to end food waste.
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More about Leanpath & Our Team
Founded in 2004, we created the food waste measurement & technology industry. We’ve been recognized by our customers and the industry with awards including vendor and support team of the year awards from client partners Google and Sodexo, “Sustainability Initiative of the Year” award from Food Matters Live, and the “Technology for Good” award from the Global Good Awards UK, among others.
Our team is connected through our core values, which are woven into our culture: drive and productivity, excellence, fairness, humility, kindness, and teamwork. We believe that diversity of team members and diversity of experiences makes us stronger. We support one another in becoming our best selves, and bringing our whole selves to work. We actively seek out the best talent, regardless of race, ethnicity, color, religious background, gender or gender identity, or sexual orientation.
Other reasons Leanpath is a great place to work:
- Mission-based global sustainability company working on one of the biggest social issues of our time
- Office in an energetic, dog-friendly co-working space in the heart of Camden Market offering bike shed, roof terrace, yoga/pilates/spinning classes (showers onsite) and market discounts
- Collaborative & international team members with a passion for fighting food waste
- Flexible team and work environment
- 25 days paid holidays annually (in addition to Bank Holidays)
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Jessica, London
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