Manager, Demand Generation

If you have built B2B demand engines before — not simply inherited campaigns — and you instinctively follow marketing investment all the way through to qualified pipeline, this role is worth reading.

Laine is an AI platform built for the full legal lifecycle — drafting, reviewing, negotiating and signing — and the infrastructure that lets every lawyer, regardless of firm size, work at the frontier of the profession.

We are looking for a Senior Manager of Demand Generation to build Laine’s demand-generation engine from the ground up and turn market attention into qualified pipeline.

The role

Be accountable for Laine’s Demand Generation contribution to qualified pipeline — continuously testing and improving how we acquire, convert and nurture the right buyers.

That means understanding who we should reach, how we reach them, what earns their attention, what converts that interest into a meaningful sales conversation, and where we should invest more — or less — based on what we learn.

This is not a strategy-only senior role. You will personally get into campaigns, buyer and performance data, conversion paths and experiments. We are looking for senior judgment without distance from execution.

You are not inheriting a mature demand-generation playbook. You will help build it.

What you will do

• Be accountable for Demand Generation’s contribution to qualified pipeline — using performance data to recommend where demand-generation budget and resources should go, what should be tested, what should scale and what should stop.
• Plan, launch and optimize paid acquisition across Google Ads, LinkedIn, retargeting and other relevant channels.
• Own conversion rate optimization across landing pages, forms, offers, calls to action, demo paths and key buyer journeys.
• Build full-funnel nurture and lifecycle programs that move prospects from initial interest toward meaningful sales conversations.
• Continuously identify and propose new sources of demand — including new paid channels, ABM, events, partnerships, associations and content-led programs — and work with the team to test and scale the motions that show real potential.
• Run a continuous experimentation engine across audiences, messages, creative, offers, channels, landing pages and nurture programs.
• Own demand-generation measurement, connecting source and spend to qualified opportunities, pipeline and revenue contribution.
• Own the performance of external Demand Generation agencies and partners, working with the team to adjust budget and scope based on business outcomes.
• Own the commercial strategy for SEO and AI-mediated discovery, working with technical specialists where deeper implementation is required.
• Work closely with the Marketing team to identify the content, creative and customer proof needed to improve acquisition and conversion.
• Work directly with Sales to continuously improve ICP targeting, lead quality, qualification and conversion into pipeline.

Who you are

• You have 7+ years of experience across B2B SaaS demand generation, performance marketing or closely related roles.
• You have built, not simply maintained. You can show what you created, what changed, what failed and what you personally did.
• You think commercially. You naturally talk about qualified opportunities, pipeline, conversion and revenue, not just clicks, leads or rankings.
• You are highly hands-on and comfortable personally working inside campaigns, analytics, CRM data, A/B testing and conversion funnels.
• You have strong practical experience with Google Ads, LinkedIn Ads, GA4, GTM and CRM-based attribution. Best if you are certified.
• You understand CRO, lifecycle marketing, nurture, retargeting and experimentation.
• You understand SEO and AI-mediated discovery well enough to own the strategy and effectively direct specialist resources.
• You know how to work with agencies without outsourcing ownership of the outcome.
• You are analytical, curious and comfortable testing aggressively, learning quickly and changing direction when the evidence changes.
• You are comfortable working directly with Marketing, Sales and senior leadership.
• You are fully fluent in English. French, Khaleeji Arabic or Swiss German are valuable additions.

Useful, but not required: experience in legal, financial services or another regulated profession; early-stage B2B SaaS experience; international demand-generation experience.

What success looks like

You should be able to answer:

1. Where does our best qualified pipeline come from?
2. What makes those buyers convert?
3. What should we spend more — or less — on form our budget?
4. What should we test next?

And ultimately: Can Laine predictably create more qualified pipeline at improving economics?

Why Laine

We launched in Switzerland in April 2026, lawyers are using the platform daily, and we are expanding into the USA and the UAE.

Legal AI is moving extraordinarily quickly, but the category is still being built.

You will work alongside a strong existing team, a growing Sales organization and specialist partners to help determine what the winning demand-generation playbook looks like.

You are not joining to run somebody else’s mature playbook. You are joining to help build the winning one.

Laine is an equal opportunity employer and is committed to fostering a diverse, inclusive and respectful workplace.

Laine is an equal opportunity employer. Laine is committed to fostering a diverse, inclusive, and respectful workplace and welcomes applicants from all backgrounds.

By applying, you confirm that you have read and accepted our Candidate Privacy Policy.