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Director, Demand Generation
Cambium Learning Group
posted 5hr ago
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Job Description
Job Overview
We are looking for an ambitious, creative, and metrics-driven Director of Demand Generation to lead our K-12 demand generation strategy, fuel our sales growth, and support our revenue growth.
Reporting to the Sr. Director of Program Strategy & Management, you will be responsible for the development and management of annual national and regional demand strategies and plans, campaign planning and execution, insight/recommendations of program performance, and more. You will set the strategy for national advertising, lead generation, events, and nurture strategies. This role requires a deep level of expertise in acquisition, demand, and conversion channels including email, live and virtual events, digital advertising, ABM, content marketing, content syndication, social media, and video. The ideal candidate will strike the right balance between creative and strategic, have a proven track record of driving leads for SaaS companies, and a solid understanding of how to target K-12 enterprise buyers. We are looking for someone who is passionate about growth and can execute a complex and sophisticated demand gen agenda and drive a cross-functional team to a high-level of execution.
Job Responsibilities
- Own strategy, spend, and execution for acquisition, demand, and conversion programs to drive penetration in the K-12 market.
- Lead, coach, mentor, and guide a team to execute on a high growth demand generation strategy that is full funnel and sophisticated.
- Develop and execute effective marketing programs and events to drive marketing interactions and leads with the objective of creating and nurturing sales opportunities from target accounts.
- Organize marketing metrics reviews with an eye towards the iterative program optimization.
- Closely work with sales leadership to ensure seamless alignment of goals, expectations, and execution.
- Set goals and objectives for marketing programs with regard to lead generation, pipeline creation and nurturing, and brand understanding.
- Clearly and regularly communicate goals and objectives to stakeholders; and manage and drive marketing and sales funnel systems, analytics, and metrics to optimize and iterate program effectiveness.
- Be a key stakeholder in developing the marketing technology stack for all of marketing (e.g. marketing automation, attribution, reporting tools, etc.).
- Manage and negotiate publisher and association agreements and contracts in support of national and regional marketing program goals and objectives.
- Use sophisticated business intelligence tools such as Salesforce, Eloqua, Tableau to present and review results, adjust budgets, and adapt campaign tactics to optimize delivery of pipeline dollars.
Demand Generation
- Deep industry knowledge of cutting-edge demand generation methods, including creating a funnel, nurture strategies, digital, online, and live events.
- Extensive track record of designing and implementing successful marketing programs, consistently generating and growing marketing interactions and qualified leads.
- Experience developing, optimizing and managing the sales funnel utilizing CRM and e-marketing systems.
- Online marketing lead strategy experience, including landing page conversion optimization, search engine marketing, syndicated media channels, media buying, webinars, and social media integration.
- Demonstrated ability to scale and grow program execution across different groups and regions.
- Strong background in market segmentation, database marketing, and list management.
- Ability to report on success metrics related to all marketing programs.
Marketing Programs
- Experience with multi-channel sales models and a track record of effectively working with the sales team including inside sales, field sales and channel partners.
- Experience creating and running account-based marketing campaigns.
- Works closely with content creators and syndicators - both internal teams and external creative and media agencies/publishing companies.
- Coordinates cross-functionally to ensure tight alignment including development and maintenance of a calendar across the organization at large including, public relations, lead generation, speaking engagements, customer marketing/ success, curriculum, sales, and education & outreach departments.
- In close partnership with the Director of Campaign Strategy & Management, map out a full funnel content strategy that supports the needs of our SAAS and Professional Learning portfolio within the K-12 market.
Management
- Experience managing and mentoring a highly effective team of direct and indirect reports
- Experience managing large budgets with rigor and accuracy.
- Ability to work cross functionally with Sales, Customer Success, Learning & Research and Finance teams to execute successful campaigns.
Job Requirements
- 8-10 years of experience in B2B demand generation or campaigns marketing, content marketing with demonstrated lead, pipeline and revenue growth, preferably in SaaS; customer success, retention & cross-sell experience a plus.
- Bachelor s degree with a concentration in Marketing, Communications, Advertising, Business or Management. MBA a plus.
- Analytical - ability to capture and share key data and insights and use data to drive key marketing strategies and decisions
- Self-starter - can take initiative and work independently and proactively to resolve issues, take ownership for tool and process and also thrive in a highly collaborative environment
- Creativity - come up with new program ideas, offers, content concepts, promotions and integrated campaigns spanning multiple channels
- Highly collaborative - must work well with others across various functions and get things done
- Excellent stakeholder management, planning, project management and prioritization skills
- Communication skills: Excellent written, verbal and interpersonal communication skills. Willingness to present ideas to diverse audiences, work cross-functionally for results and collaborate with partners
- Must have a style that promotes respect, credibility and trust throughout the organization
- Experience using Eloqua and Salesforce is considered an significantadvantage
Employment Type: Full Time, Permanent
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