Director of Demand Generation, Education

Lexia Learning - Remote - Full time

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 a growing sales team. If you are passionate about growth and can set the strategic agenda across all levels of the organization while driving a cross-functional team to execute on that agenda, this position could be for you!

As the Director of Demand Generation, you will be responsible for owning our customer acquisition program. You will drive awareness and new leads for the company through paid marketing campaigns and acquisition channels, including email, digital advertising, ABM, content marketing and content syndication, social media, events and webinars. As the ideal candidate, you will strike the right balance between creative and strategic, have a strong track record of driving leads for SaaS companies, and a strong understanding of how to target K-12 enterprise buyers.

Responsibilities

Program Strategy & Creation

  • Own strategy, spend and execution for all paid marketing acquisition programs to drive penetration in the K-12 market.
  • Lead and mentor team to execute on a high growth lead generation strategy.
  • 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.
  • Closely work with sales teams 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 awareness. Communicate goals and objectives to stakeholders; and manage and drive marketing and sales funnel systems, analytics, and metrics to optimize program effectiveness and sales results.
  • Work with the marketing team to develop marketing assets for lead generation programs.
  • Be a key stakeholder in managing the marketing technology stack for all of marketing (e.g. marketing automation, attribution, reporting tools, etc.).
  • Articulate and lead content strategy development in support of the corporate and marketing goals across all channels – website, email, DM, social media, content syndication, speaking engagements and paid advertising.
  • Responsible for “owning” the content marketing initiative and for executing the program components and be accountable for: Editorial calendar and schedule, Content alignment, Integration of marketing programs and required content across all channels, Audience understanding, Measurement and reporting
  • Manage and negotiate vendor agreements and contracts in support of marketing program goals and objectives.
  • Use sophisticated business intelligence tools such as Salesforce, Eloqua and HubSpot to present and review results, adjust budgets, and adapt campaign tactics to optimize delivery of pipeline dollars.

Content Marketing & Publishing

  • Lead detailed editorial calendar development, scheduling and governance.
  • Coordinate cross-functionally to ensure tight alignment including development and maintenance of a functional content calendar across the organization at large including, public relations, lead generation, speaking engagements, customer marketing/ success, curriculum, sales, and education & outreach departments.
  • Work closely with content creators and syndicators – both internal teams and external creative and media agencies/publishing companies.
  • Elicit thought leadership from subject matter experts, industry news and other sources to mold into effective content assets.
  • Lead and manage the content marketing team, fostering professional development while ensuring an engaging, challenging and rewarding work environment.
  • Drive development of multimedia content assets in partnership with internal resources and agency partners.
  • Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content across each buyer persona.
  • Map out a full funnel content strategy that supports the needs of both our Language and Literacy product portfolios within the K-12 market.
  • Supervise a team of writers, editors, content strategists - both internal and external.

Essential Skills & Experience

Demand Generation & Marketing Programs

  • 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.
  • Ability to manage the creation of content, working closely with a creative design team.
  • Experience developing programs for C-level executives and within K-12.
  • 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.
  • Ability to work cross functionally with Sales, Customer Success, Product Marketing and Finance teams to execute successful campaigns.

Management

  • Experience managing and mentoring a highly effective team of direct and indirect reports and a history of productive vendor relationships.
  • Experience managing budgets.
  • Must have a style that promotes respect, credibility and trust throughout the organization

Other Requirements

  • 6-10 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
  • Experience using Eloqua and Salesforce highly preferred
  • K-12, educational technology, language learning or similar industry educational market experience highly preferred

At Rosetta Stone we speak, learn, and interact differently, we embrace and thrive on these differences! We deeply benefit from the diversity that each individual has to offer. We are dedicated to fostering a culture that celebrates unique backgrounds, ideas and experiences. Rosetta Stone is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, age, disability, pregnancy, veteran status or any other status protected by federal, state or local laws.

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Role

Marketing

Experience Level

Senior Level

Lexia Learning

We are dedicated to helping people change their lives through the power of language and literacy education. Join our passionate, energetic, and international team and add your talents to Who We Are!

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