Demand Generation Manager

We're looking for a results-driven Demand Generation Manager to run the engine that turns our demand generation efforts into revenue. Reporting to the Head of Growth, you'll bring our paid demand activity fully in-house, own the High Intent Lead (HIL) motion, and run the ABM programme that activates our ICP accounts. This is a hands-on, commercially focused role for someone who works backward from a bookings target and obsesses over channel ROI, conversion rates and pipeline velocity, not vanity metrics. You'll partner closely with the Marketing Manager to activate new-logo campaigns through paid, ABM, retargeting and target-account engagement, and work with Sales to translate intent signals into pipeline.

What you will be doing

• Pipeline and High Intent Lead Ownership
  • Drive the marketing-sourced and marketing-influenced pipeline contribution and deliver Pelion's High Intent Lead target across new logo, expansion and retention plays.
  • Work backward from bookings targets to define the required volume of High Intent Leads, opportunities and closed revenue by channel, by month.
• Paid Channels and Performance
  • Management and ownership of Pelion's paid ads budget including LinkedIn, Meta, Reddit and Google Ads, bringing what was previously agency-dependent fully in-house for faster execution.
  • Run continuous experiments on campaigns, landing pages, audience segments, channel mix and messaging.
  • Stop what doesn't work quickly, double down on what does.
  • Create and own dashboards for tracking pipeline generated, conversion rates by stage, cost per High Intent Lead, channel ROI and pipeline velocity.
• ABM and Outbound Activation
  • Launch account-based marketing (ABM/ABX) strategies targeting ICP accounts in partnership with the Marketing Manager and Product Marketing Lead.
  • Build multi-touch outreach sequences across email and LinkedIn, leveraging tools such as HeyReach, Clay and UserGems.
  • Partner with sales and Marketing manager to translate intent signals into structured nurturing plays, building an accurate picture of company-level engagement.
  • Own retargeting, non-buyer engagement and target-account activation across the funnel.
• Systems, Data and Process
  • Support lead conversion data handling in HubSpot, define reporting requirements, and work with the CRM Manager to shape demand generation infrastructure and automation.
  • Align messaging across Marketing, Product Marketing and Sales to ensure a consistent buyer experience.
  • Document playbooks, campaign templates and processes so what you build is repeatable and scalable.

What we're looking for

• 5+ years of experience in demand generation at a B2B SaaS company, ideally working with businesses in the $10M–$80M ARR range.
• Telco experience and marketing to technical buyers is highly advantageous.
• AI-pilled. Actively embedding AI into your workflows to do more, faster. With familiarity in tooling such as Claude, ChatGPT, and Clay.io.
• Build the engine. Take full ownership of the lead lifecycle and how leads are managed, nurtured and acted on across the funnel.
• Analytical and results-driven, focused on real pipeline impact rather than vanity metrics, with strong reverse-funnel maths skills and the ability to translate data into actionable decisions.
• Proven experience executing ABM campaigns that drive revenue impact, with practical knowledge of applying modern B2B martech tools.
• Excellent communication and collaboration skills, fostering a close working relationship with sales.

Benefits

• Competitive salary dependant on experience, starting from £50k.
• Flexible, hybrid (3 days in our Glasgow Office)
• 25 days holiday, plus 5 days Take 5 and 8 bank holidays a year
• Access to comprehensive health and dental plans
• Health assessment
• Worldwide travel insurance

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant.