Demand Generation Manager

About the job 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. Whilst supporting Pelion’s AI visibility growth. 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. Why Pelion? Pelion: IoT Connectivity Made Effortless. Pelion provides the World's best connectivity for the World's biggest names, and the most innovative and inspiring IoT devices. We can only do this by working with the most innovative and inspiring people. Join Pelion and become part of a deeply connected and collaborative community, where mutual support and collective growth drive us all forward. Embrace change with us as we lead the evolution of IoT, fostering clarity, trust, and accountability in our mission to create a well-connected world for everyone. So, if you're ready to thrive in an incredible team and lead in one of the fastest growing technology sectors, then we want you on our team! Pelion is an IoT connectivity MVNO that provides simple, secure connectivity for IoT devices. With a track record spanning back over 20 years, Pelion has been at the forefront of shaping IoT connectivity as an innovator delivering marketing leading solutions focused on our customer's success. Benefits: Competitive salary dependant on experience Flexible, hybrid (3 days in our Glasgow Office) 25 days holiday, plus 5 days Take 5 and 8 bank holidays a year 7% employer pension contribution 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.