Responsibilities

• Develop and execute comprehensive demand generation campaigns across multiple channels (email, webinars, paid media, content syndication, social, and events) to drive high-quality leads.
• Develop and promote high-value gated content such as whitepapers, ROI calculators, and industry reports, partnering with internal subject matter experts on source material.
• Drive Account-Based Marketing (ABM) initiatives in tandem with sales to penetrate high-value target accounts in the foodservice and hospitality sectors.
• Build, test, and optimize email nurture campaigns to educate prospects, build brand trust, and move leads down the funnel.
• Establish and refine lead scoring models to ensure high-intent prospects are routed to the sales team at the exact right time.
• Identify bottlenecks within the marketing and sales funnel and implement strategies to improve conversion rates from lead to opportunity.
• Own the conversion performance of leanpath.com, including landing pages, forms, calls to action, and the paths that turn traffic into qualified leads.
• Monitor site and form performance continuously, diagnosing drop-offs and running tests on layout, offer, and copy to improve conversion rates.
• Maintain and update web content in WordPress and HubSpot, coordinating with our development contractor on anything requiring a more technical build.
• Create the campaign content that powers demand generation, including landing pages, email copy, ad creative, blog posts, and social content, working from Leanpath's established brand voice and messaging framework.

Requirements

• At least 5 years of experience in B2B demand generation, growth marketing, or campaign management, preferably within the SaaS or hardware space.
• Proven track record of successfully executing multi-channel campaigns that directly resulted in pipeline growth and revenue.
• Hands-on experience building, launching, and optimizing paid campaigns directly in LinkedIn Campaign Manager and Google Ads, including audience construction, budget pacing, and creative testing.
• Experience managing a paid media budget, including allocation across channels, pacing to monthly targets, and reporting on return.
• Deep proficiency in marketing automation platforms (HubSpot preferred) and CRM systems (Salesforce).
• Experience with Account-Based Marketing (ABM) strategies, RollWorks preferred.
• Strong analytical skills with the ability to interpret complex data, map the customer journey, and translate metrics into actionable strategy.
• Strong writing skills with the ability to produce campaign copy, blog content, and email independently, and demonstrated fluency using AI tools to increase output without compromising quality.
• Experience operating as the sole or primary demand generation resource on a small team, comfortable setting priorities and making channel decisions independently.
• A strong personal interest in sustainability, environmental advocacy, and our mission to end food waste.