Demand Generation Manager in London

Our exclusive client has a product that works - schools that try it tend to want more of it - and now needs someone to build the engine that gets it in front of the schools that haven't found it yet. This is a full-funnel role: you're not just running campaigns someone else designed, you own demand generation for the product end to end, from the first LinkedIn post to the pipeline number on a forecast. There isn't a finished playbook waiting for you here - there's a rough one, and you're expected to write the rest of it as you go, ship it, and improve it in the open rather than wait for a perfect plan.

It's a hands-on-plus-strategic role in roughly equal measure. Some weeks you're at a conference stand having real conversations with school leaders; others you're deep in funnel data working out exactly where prospects are dropping off and why. Both matter equally here.

Because the audience is teachers and school leaders rather than typical B2B buyers, the channels and messaging that actually work are different from most SaaS marketing playbooks - which makes this a genuinely interesting problem to solve, not a paint-by-numbers marketing role.

Mission comes before everything else here. Our client doesn't treat “passionate about impact” as a nice-to-have line on a CV - this shows up directly in how you write copy and choose channels, because messaging that comes from genuine conviction reads differently to teachers than messaging that's just optimised for MQLs. That conviction is weighted equally with marketing track record, not a tie-breaker.

What you'll actually be doing:

• Owning the demand engine end to end - setting the strategy, running the channels and campaigns, and owning the outcome, not just the activity metrics underneath it.
• Running the events calendar in full: the flagship UK education-sector conferences the organisation shows up at, plus the ones it runs itself (webinars, roundtables, in-house events), from logistics through to the follow-up that actually converts.
• Building account-based campaigns that move a teacher or school leader from first contact to sign-up, and from free trial to paying customer - tracked on activation and conversion, not just lead volume.
• Building top-of-funnel presence in the exact rooms your buyers already occupy - senior-leader networks, teacher communities, the education press - so you're the name a headteacher already knows before they start looking.
• Turning every win into fuel for the next campaign - case studies, quotes and referrals that actually get reused in sales conversations, not filed away and forgotten.
• Diagnosing the funnel properly: finding exactly where sign-ups, MQLs and pipeline leak, testing fixes, and keeping a clear, current view of which lever actually moves the number.

Requirements:

Non-negotiable:

• Genuine, demonstrable belief in the mission - closing the gap between talent and opportunity for young people the system has overlooked. Weighted equally with the criteria below, not a tie-breaker.
• Currently based in the UK, with the right to work here without sponsorship - the in-office requirement and event schedule make this a hard requirement, not a preference.
• A proven B2B marketing track record where you owned pipeline or revenue, not just activity metrics.
• Real experience driving MQLs through events, ABM, and multi-channel campaigns.
• Comfortable in email marketing, automation, and nurture sequences at a hands-on level.
• A genuinely data-driven approach - you can diagnose why a funnel is leaking, not just report that it is.
• Real, hands-on competency using AI tools for research, analysis, and day-to-day productivity.
• Plain-spoken with data - you can turn funnel metrics into a clear story and say bluntly what's working and what to kill, rather than dressing up a flat number.

Strong signal, not a requirement:

• UK education sector experience, including familiarity with school procurement.
• Experience scaling go-to-market from an early stage.
• Startup experience (roughly 20-50 people).
• PR or earned media experience.

Benefits:

• £45,000-£60,000, depending on experience.
• Central London, hybrid (3+ days/week in office).
• Full ownership of a demand engine for a product that already has genuine pull in its market.
• Share options - genuine ownership in the business, not a token gesture.
• Private healthcare, including dental and mental health support, plus gym discounts.
• An annual personal-development allowance to spend on your own growth.
• Flexible working around the in-office requirement, with equipment set up so you can do your best work from day one.
• Fortnightly team socials on the house, plus bigger quarterly events.
• 25 days' annual leave plus bank holidays, with extra days off over the Christmas shutdown.

Values aren't a poster on the wall here - they're genuinely what holds the team, members, partners, donors and investors together as one community, and it shows up in how decisions actually get made, not just in the induction deck.

How to apply: Submit your CV via the link below. Every application is reviewed by hand.

Interview process:

• Informal video discussion with EQL Tech - the recruitment partner running this search.
• Initial video call with the hiring manager.
• A task-based interview - your chance to actually show what doing this job well looks like, not just talk about it.
• Values interview with the COO, CEO, and wider team.