Marketing Manager, Demand Generation

K12 - Remote - Full time

The Marketing Manager, Demand Generation is responsible for planning, executing, and tracking results of marketing campaigns that support the company’s B2B Institutional line of business. In this position, the Marketing Manager will work with stakeholders to create and execute marketing campaigns that support various Institutional product lines. Responsibilities include overseeing email marketing, marketing automation, paid digital and social media. This role will work across the organization and with outside vendors to generate leads and revenue for the business.

Essential Functions: Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties.

  • Participate and make significant contributions to the development of marketing plans and strategy
  • Work with product marketing to support new product launches and create marketing campaigns for B2B institutional products
  • Create marketing campaigns with a focus on email marketing, digital marketing including paid media, digital events, social and search with the goal of customer acquisition
  • Own marketing automation and implementation process (collaborating with Product Marketing, Marketing, Creative, Sales) to support audience segmentation, campaign design, lead routing, lead scoring and campaign effectiveness reporting and revenue attribution.
  • Work closely with the sales team to ensure that leads are followed up appropriately and tracked through to revenue attribution in Salesforce
  • Manage the development of demand generation and marketing automation systems including the management of K12 Learning Solutions marketing automation system, Marketo and knowledge of Salesforce Marketing Cloud
  • Create emails, landing pages, lead capture forms and reporting in Marketo
  • Support the execution and tracking for all marketing programs, including email marketing, webinars, events, paid media
  • Develop A/B testing and optimization plans for emails, landing pages, forms
  • Organize and maintain a detailed schedule of campaign timing and execution for projects
  • Support list acquisition and maintenance for email marketing campaigns; oversee data hygiene
  • Oversee execution of digital events and work with marketing on content development; Manage the creation and delivery of webinars
  • Use to track campaign results and analyze return on investment (ROI)
  • Use a web content management system, Adobe Experience Manager, to make updates to web pages
  • Leverage understanding of our product offerings and write website copy, produce presentations and other applicable content
  • Serve as a credible technical resource with a deep knowledge of areas of responsibility

Supervisory Responsibilities: This position has no formal supervisory responsibilities.

Minimum Required Qualifications:

  • Bachelor’s Degree and
  • Five (5) years of progressive marketing experience with a focus on demand generation OR
  • An equivalent combination of education and experience

Certificates and Licenses: None required.

Other Required Qualifications:

  • Demonstrated ability to understand complex product offerings and marketing solutions
  • Experience with marketing systems; CRMs such as and marketing automation tools such as Marketo and/or Salesforce Marketing Cloud Microsoft Office
  • Experience in vendor management
  • Ability to effectively utilize a content management system, such as Adobe Experience Manager
  • Ability to build and analyze ROI (Return on Investment) based on campaign contribution
  • Excellent written and oral communication skills
  • Excellent presentation skills with the ability to leverage technology effectively
  • Excellent interpersonal and collaborative skills with the ability to build strong working relationships
  • Strong project management and organizational skills with attention to detail
  • Strong strategic thinking, analytical thinking, problem-solving skills
  • Ability to work both independently and within a team-oriented environment
  • Resilient and contributes to fostering positive team morale
  • Ability to prioritize effectively and manage competing priorities to deliver and drive results
  • High level of quality and accountability for work product
  • Microsoft Office (Outlook, Word, Excel, PowerPoint, Visio, etc.); Web proficiency.
  • Ability to travel 10% of the time (minimal if any e.g. team-building events)
  • Ability to clear the required background check

Desired Qualifications:

  • Online education industry experience

WORK ENVIRONMENT: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • This is a home-based position

The above job is not intended to be an all-inclusive list of duties and standards of the position. Incumbents will follow any other instructions, and perform any other related duties, as assigned by their supervisor. All employment is “at-will” as governed by the law of the state where the employee works. It is further understood that the “at-will” nature of employment is one aspect of employment that cannot be changed except in writing and signed by an authorized officer.

K12 is a Federal Contractor, an Equal Opportunity/Affirmative Action Employer and a Drug-Free Workplace. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, protected Veteran status age,, or genetics, or any other characteristic protected by law.

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Experience Level

Mid Level


K12 believes in education for anyone. We provide families an online option for a high-quality, personalized education experience. 

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