Demand Generation Lead

The Role

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. Beyond those two, you own the full channel mix. If you see an opportunity in SEO, partnerships, referral, PR or review sites that gets us to the number faster, that's yours to pursue too.

• 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, building the Shape Aware audience and warming people up. And one-to-few "lunch and learn" style sessions for a small group of target accounts at the bottom of the funnel, run in support of sales to help move specific deals forward.
• Funnel, conversion and handoff. Build and report on funnel-stage metrics, not just the demo number: how many people are Shape Aware, how they move between stages, where they drop off and what it costs to move them. Own conversion, so landing pages, forms and follow-up journeys, testing and iterating relentlessly. Own the handoff, so when a demo is booked you define how the sales team is notified, what context they get and how fast it happens.
• Budget, briefing and lead quality. Recommend what spend is needed across channels to hit the number and justify it, then track and manage it, reporting on cost per demo, cost per stage and pipeline generated. Direct our content and design teams' output toward campaigns with briefs for ad copy, landing pages, lead magnets and nurture assets. Work with the SDR team on lead quality, so demos are ones sales actually wants. Use our data and signals layer, built by our GTM Engineer, to target the right accounts at the right time.

Your Capabilities

You are a demand gen operator who has done this before and can do it again from a standing start. You think in funnels and unit economics rather than campaigns and impressions, and you'd rather bring a playbook you've already proven than experiment your way into one on our budget.

Must-Have (The fundamentals)

• Mastery: A track record building full-funnel B2B demand generation, not just managing ad spend. You will show how you took cold audiences through to booked meetings and the numbers at each stage. Hands-on paid media experience (LinkedIn Ads and Google Ads as a minimum) and a strong grasp of conversion optimisation across landing pages, forms and follow-up journeys. Ideally some experience with events, webinars or trade media as lead sources. HubSpot experience a strong plus.
• Communication: Proficient communicator in written and verbal English. Able to brief and direct creative teams without doing the design or copy yourself, and to report honestly upward on what's working and what isn't.
• Leadership: Strong critical thinking. You work out why something isn't converting and fix the right problem, rather than turning dials and hoping. You're comfortable owning a number and being measured on it, and you lead yourself proactively.
• Impact: AI-native in how you work. You use AI (we run on Claude, including Claude Cowork) to handle the admin, reporting and grunt work so your time goes on strategy and optimisation. If you're still doing manually what an AI can do, this isn't the role for you.

Nice to Have (If you don't have it now you will after joining)

• Mastery: Marketing automation and nurture design in HubSpot, account-based marketing into named accounts, SEO and organic as a lead source, and construction or built-environment industry knowledge (a bonus, not a requirement).
• Communication: The confidence to influence a sales team on lead quality and definitions, rather than just handing leads over and hoping.
• Leadership: Experience being the first demand gen hire somewhere, building the function from nothing rather than inheriting one.
• Impact: A repeatable playbook you've run more than once, at more than one company, with the numbers to show it worked both times.

Shape isn't the place for you if any of the following is true:

• You want an easy role without much challenge
• You like to be the smartest person in the room
• You don't like continuously receiving honest candid feedback
• You prefer to do your own thing rather than work with a team
• You'd rather report on activity than be measured on an outcome

Frequently Asked Questions

Can you tell me more about what the role is like?

We are in scale up mode so it will be a full-on role with more things to do than time available. This is why it will be important to prioritise ruthlessly. We don't like to mess about so you will need to be a very high performer who only wants to work with others of your ilk.

This role is unusually clear about what success means, because it comes down to one number. That's a good thing if you like owning an outcome and having the autonomy to decide how you hit it. We are growing rapidly so that means your role will grow rapidly too. You will need to keep up and constantly be looking 1-2 years ahead.

What does success look like?

Within 3 months: a measurable funnel we can see into at every stage. How many people are Shape Aware, what it costs to create them, how they convert, and a predictable flow of demos landing with sales, with the team notified instantly and properly every time one books.

As for a tangible target, you are generating 30 qualified demos a month via inbound activity, with the months leading up showing a clearly defined path to that number and significant, visible improvement week on week.

Realistically we expect paid to be the fastest route there, but how you hit the number is your call. Beyond that, we want events and webinars contributing properly so the number keeps growing and we aren't dependent on ad spend alone.

What have you already got in place?

A full production team for content, design, web and video, so you have people to build what you brief. HubSpot as our CRM and marketing platform. A GTM Engineer building out our data and signals layer, so you'll have account and intent data to target with rather than guessing. What we haven't had is anyone owning the funnel itself, which is why the channels are underused and the reporting doesn't yet exist.

Where would I be working?

All our roles are 100% remote and home-based. However, if you would like to work in a co-work space to get out of the house we may be able to arrange that. If you are in one of our locations with offices, you can come as often as you like.

Benefits

The Standard Stuff

• Health Insurance Scheme. Comprehensive private health coverage - for you and your family. Because your well-being is our priority
• Bonus Scheme. As a permanent member of the team, you'll share in our success. Our annual bonus is designed to reward both the now and the future - with a flexible mix of cash and high-growth equity that you choose. Bonuses are discretionary and based on performance
• Professional body membership. One fee covered per year - so you can stay connected to your field and develop your craft

The Life-Changing Stuff

• In-house coaching: Regular 1:1 coaching sessions, fully confidential, to help you navigate challenges, build self-awareness, and grow intentionally - professionally and as a human being
• Flexibility: Getting things done is what really matters, not what time of day you do it. That means you don't have to ask permission for things like picking up your kids or going to the doctor, just keep your team in the loop if you think they will be affected.
• Grow your whole self: Our leaders are more like coaches and one of our main objectives is to give 5 years' worth of learning and development for every 1 year with us. You have a coach, mentor, well-being therapist and a development-orientated environment: That's literally what our vision is all about and the primary reason Laminar exists.
• Be surrounded by the best: We only hire and retain the very best people. You might be used to being the smartest in the room but that won't be the case in Laminar. You will be surrounded by people you can learn from. We are 100% meritocratic so fast progression is the norm. You will be supported to excel in whichever areas you are most interested in! With Laminar, development is unbounded
• Long-term impact: We are focused on solving the biggest issues in construction project delivery in a way that can spread and outlast us