Demand Generation Manager, Leanpath
B-Corp
£65-75k
1-2 days a week in office (Camden, London)
Food waste prevention company
Be an early applicant
Food waste prevention company
21-100 employees
Be an early applicant
£65-75k
1-2 days a week in office (Camden, London)
21-100 employees
Company mission
To make food waste prevention everyday practice in the world's kitchens.
Role
Who you are
- 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
- 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
What the job involves
- 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
Salary benchmarks
Our take
About one-third of food is wasted every year, with over 1 billion tonnes of food sent to landfills worldwide annually. Overall, this accounts for almost a tenth of global carbon emissions. LeanPath exists to reduce the amount of food businesses throw away with a food waste prevention platform that tracks, analyses and reports on a company's food waste.
Unlike other waste management solutions, Leanpath stands out through its focus on prevention at the source. Much food waste is caused by overproduction, misunderstandings around food safety, and poor merchandising decisions. With its array of software and coaching tools, it aims to not only provide data for decision-making but also to drive a change in behaviours. Its solution gets results, with the company reporting that it has surpassed a weight of over 200 million pounds in saved food.
As food waste continues to be a major environmental issue and already tight hospitality margins are squeezed by inflation, Leanpath stands to continue its fast growth in the immediate future. It is forging partnerships with major companies aiming to reduce waste in their operations, such as Sodexo, and is expanding its grant programme to assist small and medium enterprises in reducing their environmental impact.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
23% employee growth in 12 months
Company
Funding (1 round)
Oct 2019
$7m
LATE VC
Total funding: $7m
Company benefits
- Flexible work environment
- Hybrid working
- 25 days paid holidays
- Volunteer time off
- Purpose-driven work
- Office perks
Company HQ
Greenway, Beaverton, OR
Leadership
Andrew Shakman
(Co-Founder, President & CEO)Previously served as CEO and President at CyberSight and Nine Dots. Was also Managing Director at Anacapa Group.
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