Demand Generation Manager (B-Corp)

• 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
• 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
• 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
• 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
• 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
• 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

Benefits

• Flexible work environment
• Hybrid working
• 25 days paid holidays
• Volunteer time off
• Purpose-driven work
• Office perks- Your execution strategies are steeped in past performance data and you bring a test and learn mindset to your demand gen efforts
• 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
• 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
• 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
• A strong personal interest in sustainability, environmental advocacy, and our mission to end food waste
• Experience operating as the sole or primary demand generation resource on a small team, comfortable setting priorities and making channel decisions independently
• 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
• 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
• 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
• Strong analytical skills with the ability to interpret complex data, map the customer journey, and translate metrics into actionable strategy
• Deep proficiency in marketing automation platforms (HubSpot preferred) and CRM systems (Salesforce)
• Experience with Account-Based Marketing (ABM) strategies, RollWorks preferred
• Experience managing a paid media budget, including allocation across channels, pacing to monthly targets, and reporting on return