About Leadfeeder
Leadfeeder turns B2B websites into lead generation engines. Every day, potential buyers visit your website and leave without filling out a form. Leadfeeder reveals which companies are behind that traffic, shows what they care about, and helps teams act while interest is high.
By connecting website behavior with company data, intent signals, and automated workflows, Leadfeeder helps marketing and sales teams prioritize the right accounts and turn anonymous traffic into qualified pipeline.
We are a remote-first, international team building the next generation of lead generation technology for B2B marketers.
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.
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. 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 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.
The role sits in the Demand Team and reports to the Director of Demand. It is global, with no regional mandate.
Paid media and SEO sit with their existing owners. This role brings them 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
- •A running start and an open brief: inherit a real read on what works, with nothing off the table from there
- •A PLG model to build loops into: people can try Leadfeeder without talking to sales, so work can travel into the product and back out again
- •An existing audience to build on: real traffic, an established brand, and a creator programme running at full ambition
- •A strategic seat, not a delivery seat: a right hand to the Director of Demand with real input into how demand is generated
- •Your ideas get made: you decide what to run, how it lands, and what happens next
Key Responsibilities
Content, Creative and Thought Leadership
- •Own the content approach behind the work: what we make, for whom, and to what end
- •Write the anchor assets: reports, frameworks, teardowns and arguments the work is built on
- •Build a public voice in the market through writing, publishing and presenting ideas in formats that suit your strengths
- •Brief, commission and edit supporting work from designers, contributors and creators, holding a high bar on quality and originality
PLG, Virality and 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 content spreads because people want to pass it on
- •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 and 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: audience, positioning, assets, 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
- •Treat everything as iterative: each run should be sharper than the one before it
Performance and 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 and CRO on landing experiences and conversion paths, 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
- •Leads: the volume and quality of new demand coming in
- •Qualified product leads: people who have used the product and shown real buying intent (headline measure)
- •Customers: the conversion that follows, as a secondary read
- •Retention: whether the demand created actually sticks
- •In the first two quarters, also assessed on leading indicators: audience growth, engaged accounts, and engagement quality
Must-Have Requirements
- •Has a voice and uses it: visible in the market under their own name through published work in whatever formats suit them
- •A strategist who creates: came to this through marketing, can see why a piece of work matters commercially, and can then go and make it
- •Ideates then delivers: has the idea and then does it, pulling in colleagues for the parts that are genuinely theirs
Experience We Screen For
- •Around 5 to 7 years in B2B SaaS demand generation, ideally in a product-led or self-serve business
- •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 relevant channels
- •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
- •MarTech or SalesTech experience, working with a stack they are also selling to
- •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
- •Remote work with a flexible work schedule
- •Personal budget for home office equipment
- •Personal development plans as standard with regular 1-1s and group training
- •Mental health support with Auntie
- •International, diverse, dynamic and committed work environment
- •Transparent compensation practices: salary range and key compensation details provided before the first interview conversation