Demand Generation Lead (Hybrid) UK Based

Demand Generation Lead responsible for building a repeatable pipeline engine, managing paid programmes, SEO, content, outbound infrastructure, and nurturing programs to generate qualified pipeline across mid‑market and enterprise.

Responsibilities

• Pipeline generation. A new ARR target rolls up to the Head of GTM. Your number is qualified pipeline contribution against it, across mid‑market and enterprise, direct and partner‑influenced.
• Paid acquisition. LinkedIn, search, and the channels that work for B2B SaaS selling into People, L&D, and HR leaders. Plan, build, ship, optimise. CAC by channel is something you carry in your head.
• SEO, AEO, and content engine. Strategic priority. AI‑native production model. You set editorial direction, own briefs, execute or commission writing, and own technical SEO foundations. AEO, getting HowNow cited in LLM responses across the major models, is a first‑class channel, not an experiment.
• Operator and influencer marketing. Build relationships with operators, founders, analysts, and creators who shape buying conversations in L&D, HR, and broader B2B SaaS. Genuine partnerships with people who have audiences and credibility, not just paid plays.
• Team‑led distribution. Turn HowNow's team into the biggest marketing channel. Support the CEO, Head of GTM, PMM, AEs, and others on LinkedIn and other public surfaces. Build the editorial calendar, production support, and rhythm that makes consistent, high‑quality posting sustainable.
• Outbound infrastructure for AEs. AEs run their own outbound. Your job is to ensure the engine they're running on is best‑in‑class, with lists, signals, sequences, intent data, enrichment, and AI personalisation at scale. Success is measured by AE outbound productivity, not your activity.
• Nurture as a craft. Lifecycle programmes that genuinely move people through the consideration stage. Editorial‑quality content, behavioural triggers, and real personalisation powered by AI. The bar is 'would I read this?' not 'did we send it?'.
• Demand investment plan. Quarterly view on where the budget goes and why. Partner with RevOps on attribution; live in the dashboards, don't build them.

Qualifications

• 5+ years in B2B SaaS demand generation, hands‑on across paid, SEO, content, outbound infrastructure, and lifecycle.
• Personally built and run paid programmes at scale, not just managed agencies.
• Demonstrated ability to build attention and distribution beyond paid: content series, community plays, team‑as‑channel, operator partnerships.
• Built outbound infrastructure that reps actually used and that measurably improved productivity.
• Real depth in SEO with a credible view on AEO.
• Editorial sensibility: can spot quality, write a brief, recognise when content isn't good enough to ship.
• Experience in generating a pipeline for mid‑enterprise.
• Demonstrably AI‑native. Specific examples of workflows, tools, and team leverage built around AI.
• Comfortable being measured on pipeline contribution, not MQLs.

Strong plus

• Experience marketing to People, L&D, or HR leaders.
• Worked in a founder‑led company with a high release cadence and a lean team.
• Existing network in the B2B SaaS operator and creator community.
• Has personally built an audience; LinkedIn, Substack, podcast – even modestly.
• Direct experience of the UK B2B SaaS market.

How you work

• Doer first, strategist second.
• You think of marketing as a media operation, not a campaign operation.
• You believe the team is the channel and know how to make that real.
• Sharp commercial instinct; every campaign has a pipeline thesis behind it.
• High output, fast iteration, ruthless about what to kill.
• Comfortable with founder‑led direction on brand and narrative.
• Force multiplier for the people around you.

Benefits

• Our salaries are calculated using a SaaS benchmarking tool called Figures. The salary band for this role is £68,000 - £80,000 per annum. You’ll also receive a 10% performance‑based bonus on top of that.
• Hybrid working (2x a week in our London office, Tuesdays and Thursdays) and flexible working hours.
• Work From Anywhere, for up to two weeks per quarter.
• Wind‑down Fridays. No meetings from 2pm onwards on Fridays so you can wind down for the weekend.
• Enhanced maternity and paternity policies.
• 25 days holiday, plus bank holidays and your birthday day off.
• Private health insurance through Bupa plus access to Yulife.
• An annual £500 learning and development budget.
• Dog friendly offices.
• Monthly socials.
• Access to the very best learning platform out there (HowNow+).
• Cycle to Work scheme.
• Financial wellbeing support via Mintago, which includes access to Yellownest where you can receive up to 47% off childcare.