Demand Generation Manager

About the Role

We're seeking an Demand Generation Manager to define and drive how Afresh shows up in the grocery market. This is a high-ownership role at the center of our go-to-market: you'll set the channel strategy, build end-to-end programs, and partner closely with sales to turn engagement into pipeline. We're looking for someone to help build a modern, AI-powered demand engine — with the autonomy to make real calls about where to invest, what to kill, how to reach customers at every stage of the sales cycle, and how to win.

What makes this work distinctive is our market. We sell to a defined set of enterprise grocery retailers, which means demand generation here is a craft of precision rather than volume. The best programs are sharp, well-targeted, and grounded in a clear point of view about our buyers. You'll have the space to design integrated campaigns that flex across top, middle, and bottom of funnel as the business evolves — and the mandate to bring a strong point of view on the AI tools and tactics shaping modern demand gen, and to evolve our stack with us.

Reporting to the Head of Marketing, you'll partner closely with Revenue Leadership and Sales, and manage an event coordinator responsible for pre-event logistics. You'll also work in tight partnership with our PMM team — they shape our positioning and content; you own how it reaches the right buyers, in the right format, at the right moment.

What You'll Do:

• Demand Strategy & Channel Ownership

  
  
  
  
  • Set and execute the demand generation strategy across paid media, email, lifecycle, ABM/ABX, content distribution, and integrated campaigns
  • Make smart investment calls across channels — recommending allocation, prioritizing spend, and partnering with the Head of Marketing to maximize pipeline impact
  • Build account-driven GTM programs that engage a defined, named-account buyer set — designed for scale through AI-driven personalization, enrichment, and signal-based activation
  • Flex programs across top, middle, and bottom of funnel as business needs shift
  
  

• Events & Webinars

  
  
  
  
  • Set the strategy for our event program — trade shows, field activations, and executive dinners — with measurable pipeline outcomes
  • Manage an event coordinator who runs event logistics; you will own on-site execution
  • Own our webinar program end-to-end, including content development, speaker coordination, promotion (co-owned with media partner), and redistribution — a meaningful opportunity to shape Afresh's voice across the funnel
  • Partner with PMM, content, and sales to design distribution plans that get the right content in front of the right buyers at the right moment
  
  

• Analytics & Reporting

  
  
  
  
  • Evolve our marketing stack alongside RevOps — bringing your perspective on the AI tools, agents, and workflows that should sit at the center of a modern demand engine
  • Lead our approach to signal-based automation, lead scoring, and intent-driven campaign activation
  • Define KPIs and build full-funnel reporting (with RevOps) that connects HubSpot, Salesforce, and our website into a clear view of pipeline performance and ROI
  • Report on demand performance with clear, synthesized insights and recommendations
  
  

Who You Are:

• 6+ years of demand generation experience at an enterprise B2B SaaS company, ideally one selling into a defined, named-account market
• Direct experience setting demand strategy and making investment calls — channel mix, allocation, and prioritization decisions
• A clear point of view on the modern AI-native marketing stack — you've proven out tools and workflows in your own work and bring informed recommendations to the team
• Hands-on experience building and running campaigns in HubSpot, on LinkedIn, and Google, including copy, tracking, and reporting — not solely through agencies
• Demonstrated experience leading Tier 1 events end-to-end, including booth strategy, executive dinners, and on-site sales coordination, with measurable pipeline impact
• Experience running webinar programs end-to-end, including content development and distribution
• Breadth across demand channels — paid acquisition, email and lifecycle, ABM/ABX, webinars, content distribution, web optimization, and marketing analytics
• Strong writer across campaign copy, email, landing pages, and webinar promotion
  

Skills & Attributes

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  • Strategic operator who sets the plan, defends it with data, and brings a clear point of view to leadership and sales
  • Creative eye and editorial judgment — has taste in campaign concepts, copy, and visual execution, and knows when a program is on-brand vs. generic.
  • AI-native operator — actively shapes how AI is used in their work, brings informed recommendations on the modern stack, and treats tooling as a competitive advantage
  • Thoughtful within constraints — designs precise, high-impact programs for a niche, defined buyer set rather than relying on volume-based playbooks
  • Excellent cross-functional partner — particularly with sales — and able to align stakeholders behind a clear plan
  
  

This is a hybrid role based in the San Francisco office (2 days/week).

Expect 5% travel for Tier 1 events.

Salary: $158,400 – $237,600 OTE (Includes a base salary plus a 10% target variable bonus)