Demand Generation Manager

Position Overview

The Demand Generation Manager builds and runs Leadfeeder's global demand generation programmes: the ideas, campaigns and initiatives that create demand for the product, and the distribution that carries them. The aim is compounding demand for our product-led growth (PLG) motion: work that brings the right people to the product, gets them using it, and turns that usage into the next wave of demand.

Something we want to say up front, because it shapes the whole role. Anyone experienced enough to do this job well is, in effect, one of the people we are trying to reach. We want that used. This role involves building a public presence in the market under your own name, through writing, publishing and presenting ideas, and where you are comfortable, on-camera formats. We are open to discussing what that looks like for the right person. Marketing to your own persona is a real advantage, and we would rather hire someone who already thinks that way than someone who needs persuading.

This is not a series of one-off launches. What we are building is a demand engine that matures: programmes that get sharper each time they run, an audience that compounds, and a body of work that keeps earning attention long after it ships.

We are a PLG business, and the demand model reflects that. We think in loops more than funnels. Content and community bring people in, the product gives them something worth talking about, and that talk brings the next cohort in. Designing for that compounding effect, and for the virality that makes it work, is core to this role rather than a bonus.

The role sits in the Demand Team and reports to the Director of Demand. It is global, with no regional mandate.

Four things make up the job. Demand generation is the outcome: programmes built to create and capture demand among the people who look most like our best customers. Content is the primary engine: the reports, frameworks, arguments and points of view that give the work something worth paying attention to, written largely by this person. Distribution is how it reaches anyone at all: every piece designed with a route to its audience, and the channels worked to carry it. Community is how far it travels: building audience and presence where our buyers already are, rather than relying entirely on channels we rent.

The person who has the idea is the person who makes it happen. Concept, positioning, the writing, the distribution plan, and the numbers afterwards. That does not mean doing everything alone, and you will pull in the people who own the pieces that are genuinely theirs. It does mean rolling your sleeves up rather than briefing someone else to do the work. And nothing is finished when it ships. The point is to learn from it and make the next one better.

This is not a channel role. Paid media and SEO sit with their existing owners, and building audiences and campaigns inside ad platforms is their job rather than this one. What this role brings them is the idea, the creative and a clear brief. The model is built to stand up on owned and organic channels, with paid amplification as upside rather than assumption.

Why This Role

• You get to build a public profile as part of the job. Publishing under your own name, in your own style, in the formats that suit you. Not something you fit around the work, and not something we will quietly discourage once you are in.
• A running start, and an open brief. We have tested a lot over the years, so you inherit a real read on what works here and what doesn't. From there, nothing is off the table.
• A PLG model to build loops into. People can try Leadfeeder without talking to sales, so the work you make can travel into the product and back out again. Designing that compounding effect is the interesting part of this job.
• An existing audience to build on: real traffic, an established brand in the space, and a creator programme running at full ambition that you can plug your work into.
• A strategic seat, not a delivery seat. A right hand to the Director of Demand, with real input into how we generate demand rather than a plan handed to you.
• Your ideas get made. You decide what to run, how it lands, and what happens next. Nobody else will execute your idea for you, which is rather the point.

Key Responsibilities

Content, Creative & Thought Leadership

• Own the content approach behind the work: what we make, for whom, and to what end.
• Write the anchor assets. The reports, frameworks, teardowns and arguments the work is built on come from this person, not from a brief. Our writing bench is focused on search content, so the creative writing sits here.
• Build a public voice in the market through writing, publishing and presenting ideas, in formats that suit your strengths and reach your audience effectively.
• Brief, commission and edit supporting work from designers, contributors and creators, holding a high bar on quality and originality.

PLG, Virality & Growth Loops

• Design demand as loops rather than one-way funnels: work that brings people in, product usage that gives them something worth sharing, and sharing that brings the next cohort in.
• Build virality into the work itself, so a report, a tool or a piece of research spreads because people want to pass it on rather than because we paid to push it.
• Look for product-led surfaces that can carry demand: free tools, shareable outputs, benchmarks, and data people want to quote.
• Partner with Product and Growth on the moments worth marketing around, such as signup, activation, and the first real result a user gets.
• Ask of every programme: what does this create that feeds the next thing?

Distribution & Community

• Design every asset with a route to its audience. Distribution gets planned alongside the work, never after it.
• Build and grow audience in the channels our buyers actually use, with LinkedIn as the primary focus.
• Develop community-led initiatives that create demand over time rather than harvesting it once.
• Run webinars and live formats end to end, from the idea and the guest list through to the follow-up.
• Plug the work into our creator programme, and hand Paid Media a clear brief where amplification will accelerate something already working.
• Turn audience into a compounding asset the business owns, reducing reliance on rented channels.

Programme Ownership: Ideation to Delivery

• Own global demand generation programmes from the first idea through to the result: the audience, the positioning, the assets, the distribution plan, and the call on what happens next.
• Maintain a rolling plan with clear reasoning for what is in it and what has been deliberately left out.
• Work in recognisable formats, such as flagship reports, webinars, content series and community programmes, rather than a stream of disconnected assets.
• Define messaging and positioning with Product Marketing, so the work carries a distinctive point of view rather than generic category language.
• Treat everything as iterative. Each run should be sharper than the one before it.

Performance & Partnership

• Own reporting on demand generation performance: what ran, what it produced, what was learned, what changes next.
• Give Paid Media and SEO what they need to activate through their channels: a clear brief, a defined audience, and a shared definition of success.
• Work with Web & CRO on the landing experiences and conversion paths the work depends on, and with Product and Growth on how traffic becomes product signups and active users.
• Run a real testing agenda across messaging, formats, offers and audiences, and stop what is not working quickly.

How Performance is Measured

Performance is read along the whole path, not at a single point:

• Leads. The volume and the quality of new demand coming in.
• Qualified product leads. People who have used the product and shown real buying intent. This is the headline measure.
• Customers. The conversion that follows, as a secondary read.
• Retention. Whether the demand we create actually sticks. Attracting the right people matters more than attracting more of them.

Because audience, community and loop-building compound rather than convert immediately, the first two quarters are also assessed on leading indicators: audience growth, engaged accounts, and engagement quality. The intent is explicit: build the thing that pays back over years, not just the thing that reports well this month.

Requirements

The short version: a demand generation marketer who thinks strategically, has something to say, and gets it made. Someone who came up through the craft, built a bit of a name for themselves along the way, and would rather ship a good idea than write a plan about one.

Must-have

These are the three things we will not compromise on, and they are assessed through the process rather than from a CV.

• Has a voice, and uses it. Visible in the market under their own name, through published work in whatever formats suit them. Not a full-time creator, and not someone who has never published anything. Someone whose point of view on this market is already out there in some form.
• A strategist who creates. Came to this through marketing rather than through content. Can see why a piece of work matters commercially, and can then go and make it. We are wary of the profile that produces brilliant one-offs without ever connecting them to anything.
• Ideates, then delivers. Has the idea and then does it. Pulls in colleagues for the parts that are genuinely theirs, but does not need a team underneath them to get something out of the door.

Experience we screen for

The concrete, checkable version of the above.

• Around 5 to 7 years in B2B SaaS demand generation, ideally in a product-led or self-serve business. The number is indicative; the evidence behind it matters more.
• A track record of content-led programmes that produced qualified product leads and revenue, not just raw lead volume.
• Experience designing demand as loops rather than one-way funnels.
• Experience building community-led initiatives and growing audience in the channels that matter.
• Hands-on experience running webinars, using Zoom Webinar , Livestorm or equivalent.
• Comfortable in marketing automation and CRM, using HubSpot , Marketo, Salesforce or equivalent.
• A solid grasp of funnel metrics and attribution. Can explain which programmes actually drove revenue, and why.
• MarTech or SalesTech experience, working with a stack they are also selling to, which means they can speak credibly to the audience without a long ramp.
• Evidence of getting work done through peers rather than through direct reports.

Nice to Have

• Experience running programmes across multiple markets.
• Experience working with creator or advocacy programmes.

Benefits

• The chance to work with a very knowledgeable, high-achieving and fun team
• An international, diverse, dynamic and committed work environment
• The opportunity to work remotely, with a flexible work schedule
• Mental Health support with Auntie
• Personal budget for home office equipment
• Personal development plans as standard, allowing you to develop the skills you think are most important to succeed in your role, as well as regular 1-1s and group training