[Hiring] Demand Generation Manager @Laminar Projects

Role Description

Shape has a full marketing production team (content, design, web, video, product marketing) and a sales team ready to take meetings. What we don't have is someone whose entire job is filling the funnel. You'll own one number, qualified demos booked for the sales team, and everything that feeds it.

This isn't a run-some-ads role. You'll build and own the complete journey from cold audiences who've never heard of us, through "Shape Aware" (people who've engaged with the brand: visited the website, engaged with content or ads), all the way to a booked demo. You own the funnel, the numbers at every stage of it, and how those leads land with the sales team.

Team

You'll sit in Shape's marketing team and your leader will be the Head of Marketing. You'll work daily with the SDR and sales teams, who receive everything you generate.

• The team already has content, design, web, video and product marketing covered, so you won't be writing the copy or building the pages yourself.
• You'll brief and direct that output toward campaigns.
• You'll also work alongside our GTM Engineer, who owns the data and signals layer you'll use to target the right accounts at the right time.

What's missing is someone pointing all of that at a number. That's you.

Your top six objectives

• Own inbound lead generation end to end, with qualified demos booked for the sales team as your core KPI.
• Build a full funnel we can see into at every stage, from cold audiences through Shape Aware to booked demo.
• Run paid as your fastest route to volume: advertising is your primary engine.
• Build events, webinars, trade media and syndication into a second engine, so we're not dependent on ad spend alone.
• Own conversion and the handoff, so no lead ever goes stale in a form somewhere.
• Own the budget: recommend what spend is needed to hit the number, then justify, track and report on it.

Your top six responsibilities

• Your remit splits into two activity streams, Paid and Events, and you decide the right mix between them based on what's actually producing demos.
• Advertising: LinkedIn, Google, Meta, Reddit, Insta and any other channel worth running, both cold acquisition and retargeting to warm Shape Aware audiences.
• Paid media and syndication: Trade publications and industry media placements that put us in front of the right audience.
• Events coordination: Choosing and running the industry events and conferences worth being at, from planning through to the follow-up that turns attendees into demos.
• Webinars, in two formats: One-to-many webinars on product demos and industry topics for top and mid-funnel, and one-to-few "lunch and learn" style sessions for a small group of target accounts at the bottom of the funnel.
• Funnel, conversion and handoff: Build and report on funnel-stage metrics, own conversion, and define how the sales team is notified when a demo is booked.
• Budget, briefing and lead quality: Recommend what spend is needed across channels to hit the number, track and manage it, and work with the SDR team on lead quality.

Qualifications

• Mastery: A track record building full-funnel B2B demand generation, hands-on paid media experience (LinkedIn Ads and Google Ads), and a strong grasp of conversion optimisation.
• Communication: Proficient communicator in written and verbal English.
• Leadership: Strong critical thinking and comfort owning a number.
• Impact: AI-native in how you work, using AI for admin and reporting tasks.

Requirements

• Nice to Have: Marketing automation and nurture design in HubSpot, account-based marketing, SEO, and construction or built-environment industry knowledge.
• Communication: Confidence to influence a sales team on lead quality.
• Leadership: Experience being the first demand gen hire somewhere.
• Impact: A repeatable playbook you've run more than once, with the numbers to show it worked.

Benefits

• Health Insurance Scheme: Comprehensive private health coverage for you and your family.
• Bonus Scheme: Annual bonus designed to reward both the now and the future.
• Professional body membership: One fee covered per year to stay connected to your field.
• In-house coaching: Regular 1:1 coaching sessions for personal and professional growth.
• Flexibility: Work when it suits you, keeping your team in the loop.
• Grow your whole self: Development-oriented environment with coaching and mentorship.
• Be surrounded by the best: 100% meritocratic environment with fast progression.
• Long-term impact: Focused on solving the biggest issues in construction project delivery.