B2B Demand Generation Manager

About the role

The Role Deliveroo is on a mission to transform the way the world thinks about food delivery, and B2B marketing is central to how we grow our merchant business. We're looking for a B2B Demand Generation Manager to own paid demand generation across our operating markets and help us win in one of the most competitive categories in tech. This is a high-autonomy, high-impact role for a seasoned performance marketer who can own demand gen end-to-end — from strategy and channel mix through to creative, execution, and the leads that actually convert into live, revenue-generating merchants. Deliveroo operates in a focused set of markets, which means local relevance is everything. You'll work hand-in-hand with country Sales and commercial teams to understand each market's strategy, adapt the demand gen playbook to local realities, and choose the channels and tactics that will move the needle in each one. Rather than running a single global template, you'll tailor your approach country by country while building the repeatable systems that let us scale what works. You'll manage significant budgets across a broad channel mix (Meta, TikTok, Google, programmatic and beyond) and you'll be equally comfortable crafting a sharp lead-gen campaign and a brand awareness push to win back share against multiple well-funded competitors. You'll partner with creatives to shape intelligent, well-positioned campaigns and testing winners, learning with data what works and can be scaled. What you'll be responsible for Owning end-to-end paid demand generation across our markets and B2B products, managing significant budgets across a broad channel mix (Meta, TikTok, Google, programmatic and beyond), experimenting with locally relevant tactics and turning what works into scalable playbooks; Partnering closely with country Sales and commercial stakeholders to understand local strategy and market dynamics, and adapting the demand gen playbook to each market; Building a lead generation engine that converts, looking beyond raw lead volume to lead quality, merchants that go live, and the GOV (Gross Order Value) they generate Partnering with creative on full-funnel campaigns and sharp positioning, from lead generation through to brand awareness that defends and grows share in a highly competitive category, working independently with country teams; Driving automation and AI-assisted workflows to improve efficiency and reduce manual effort; Supporting new product and feature launches with go-to-market demand generation campaigns; Owning reporting and measurement, defining success from spend through to live merchants and GOV, and building strong relationships with Sales, Product and commercial teams to drive real business impact. What you'll be able to demonstrate Essential A seasoned performance marketer with 5–8 years running high-budget B2B paid campaigns across multiple channels with real strength in Meta, TikTok and Google Search and across multiple countries, products or clients; SMB B2B experience: you build lead generation pipelines that convert, thinking beyond the lead to good leads, merchants that go live, and the GOV they generate; Strong local and commercial instinct: you work naturally with Sales, adapt to each country's strategy, and communicate clearly in English (other languages a plus); Ability to plan and optimise media investment against business and campaign-level KPIs, and to do in-house media buying; A spark of creativity and a sharp eye for positioning, you partner with creatives to craft intelligent campaigns and operate independently with country teams; Analytical and data-driven: you define KPIs, form hypotheses, design tests for statistically significant results, and scale up what works; Genuine interest in using AI and automation to improve how you work, with concrete examples to back it up. Nice to have Familiarity with the Food or Retail industries; Experience aligning inbound and outbound motions, and knowledge of

Skills