Demand Generation Strategist - K-12

D2L - Multiple Locations or Remote - Full time

As a Demand Generation Strategist, you will be responsible for developing and implementing integrated demand generation marketing campaigns. You’ll lead the distribution strategy and aim to generate leads, accelerate the sales cycle, and build/strengthen relationships with our clients through personalized engagement programs.

Every day, our software is used by millions of people around the world, and we are looking for individuals who share in our excitement and passion for transforming the way the world learns. At D2L, we believe that learning should be accessible and engaging. Our goal is to create easy, flexible, and smart software that ignites the desire to learn in everyone. To do this, we need to give talented, enthusiastic, and passionate people opportunities to create, develop, and collaborate on projects that revolutionize the learning environment.

Job Summary:

As a Demand Generation Strategist, you will be responsible for developing and implementing integrated demand generation marketing campaigns. You’ll lead the distribution strategy and aim to generate leads, accelerate the sales cycle, and build/strengthen relationships with our clients through personalized engagement programs. You will work closely with many parts of the organization, including, but not limited to, product, sales, technology, sales operations to ensure the successful development, delivery and maximum impact of the annual business plan.

How Will I Make an Impact?:

  • Develop and execute multi-channel campaign plans that include:
    • KPIs/objectives to support strategic plan
    • Compelling messaging to be used for each target market/segment/persona
    • Resources needed to execute the strategy (stakeholders & budget)
    • Results expected, and how those contribute to meeting the sales and company-wide objectives
    • Learnings from market research and competitive analysis that informed the strategy
    • Product releases/features/functionality which will be a focus of the strategy
  • Facilitate the production of messaging that addresses our prospects highest and most complex business challenges.
  • Determine appropriate mix of online and offline campaign elements including email, webinars, search, social, and advertising with compelling CTAs to deliver pipeline goals.
  • With limited direction, manage a mid-sized budget to ensure maximization of ROI.
  • Prepare post-campaign, monthly and quarterly marketing impact reports. Analyze marketing impact reports and historical sales data to recommend demand generation strategy.
  • Manage and communicate marketing goals, progress, and campaigns to Marketing and Sales organization regularly.
  • Partner with global cross-functional marketing teams to refine marketing programs and analyze campaign results to determine best practices.

You are passionate about creativity, data and delivering results. You have an ability to mix art with science and have a clear understanding of how effective demand generation programs can drive customer experience and business results. You are experienced at thinking through and executing demand generation programs. You can share the principles of how to use data to drive strategic decisions, in a business sense. You are well versed in developing strategic program roadmaps, executing integrated campaigns across marketing channels, including email, digital (Paid & Organic), 3rd party advertising, webinars and websites. You are experienced with marketing platforms including Hubspot and CRM ( to execute on campaigns and report on program success. You are highly competent with the tools and techniques required to execute programs and have a hunger to test new initiatives, platforms, plus you can assess and prioritize them quickly. You’re a self-starter, who enjoys developing unique content, you collaborate and enjoy working with cross functional teams to deliver results.

What you’ll bring to the role:

  • 6+ years marketing experience in a high-tech B2B demand generation. Learning/HCM experience highly preferred.
  • Proven ability to develop and implement marketing strategies.
  • Experience working in a cross-functional, matrixed organization.
  • Strong written and verbal communication skills, with strong attention to detail.
  • Proven ability to manage multiple projects simultaneously, delivering each on time and on budget.
  • Strong project management skills: Track record of taking initiative and driving projects through to completion.
  • Experience with both outbound, inbound and demand generation marketing tactics, including email, website optimization, online advertising, content, and SEM, and lead nurturing and scoring through marketing automation platforms such as Hubspot.
  • Superb people skills with a proven track record of success interacting with colleagues in cross-functional teams.
  • Independent and creative thinker who can bring new ideas and perspectives to existing products.
  • Results-oriented and customer-oriented mind-set.


Bachelor’s Degree or Equivalent in Business, Commerce, Marketing or other related discipline.

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  • to use the information you have provided for the purpose of considering and evaluating you as a candidate for employment with the D2L family of companies;
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  • to use your personal information to contact you in the future for any other suitable employment opportunities;

The D2L family of companies and its vendors, partners, and third parties and their systems may be located in jurisdictions different from your jurisdiction of residence.

For more information on how the D2L family of companies protects your privacy, please review D2L’s Privacy Statement.

D2L is committed to a fair and inclusive work environment. We are an equal opportunity employer that hires and attracts talent regardless of age, race, creed, color, religion, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality, sex, status as a protected veteran or any other legally protected grounds and will not discriminate on these bases. We draw on diversity of thought and experience to reflect the rich array of cultures representing our broad customer base and we seek talent with diversity of life experiences and perspectives from around the world. If you have special accessibility requirements that need to be considered during the recruitment process, please let us know by emailing us at and a member of our HR team will get back to you. Information received relating to accommodation needs of applicants will be addressed confidentially. D2L maintains a drug-free workplace.

To all recruitment agencies: D2L does not accept agency resumes. Please do not forward resumes to our HR alias e-mail address, to any D2L employee, or to other Desire2Learn e-mail addresses. D2L will not pay any fees related to unsolicited resumes.

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Toronto, Ontario, CA
Kitchener, Ontario, CA



Experience Level

Mid Level

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