Sr. Director of B2B Marketing

ASCD - Remote - Full time

The Senior Director, B2B Marketing is responsible for leading marketing efforts that drive revenue growth of ASCD’s products, services, and membership into K12 institutions. They will report to the Managing Director of Marketing and be responsible for the development and management of broad-based B2B marketing programs, implementation, and results. This position requires a candidate with a blend of marketing skills and experience, including product marketing, demand generation, content marketing, email marketing, and social media marketing, as well as expertise in team leadership, project management, sales enablement, and analytics. Deep experience marketing products and services to K12 institutions is required. Experience with SaaS and subscriptions is preferred.

This position will report to the Managing Director of Marketing and be responsible for leading and building B2B marketing capabilities from the ground up, including branding, messaging, go-to-market, demand generation, performance marketing, sales enablement, and B2B customer experience. This high-impact role will work cross-functionally with ASCD’s line-of-business leaders to drive revenue for ASCD’s publications, professional learning (including digital and mobile learning products), membership, and events.

In this role you will:

  • Create and lead ASCD's comprehensive B2B Marketing efforts to meet revenue goals and objectives for K12 institutions including go-to-market strategy and messaging; campaign planning, execution, and measurement; sales support and enablement; content marketing strategy and demand generation; events and conferences marketing.
  • Lead development of the B2B marketing team’s online and offline integrated marketing programs including, email, social, lead nurturing, webinars, content syndication, channel marketing, and analytics. Work closely with the Digital Marketing team to execute digital marketing and demand generation campaigns (PPC, SEO/SEM), that drive customers through the journey including retention and advocacy.
  • Hire, build, coach, and develop a team of high-performing B2B marketers. Manage unit staff and budget; provide a climate for motivation and innovation; support positive working relationships with direct reports; establish effective teamwork and collaboration practices; openly support the organization’s direction, strategy, and employee programs. Is accountable for adhering to and upholding all applicable employment laws and the association’s operating protocols.
  • Be responsible for defining, positioning, and creating messaging for ASCD's professional learning products and services including digital products, PD, publications, events, and membership. Oversee development and maintenance of all marketing materials (internal and external) for the company’s full suite of products.
  • Conduct and evaluate market research and adjust marketing strategy to meet changing market and competitive conditions while keeping abreast of trends and competitors’ products, services, marketing, and online presence in the K12 professional learning and edtech space.
  • Create content marketing strategy and oversee content reuse and new development to fuel integrated campaigns and broader content marketing and demand generation programs.
  • Develop frameworks and deliverables for key product marketing initiatives and programs (e.g., product launches, competitive intelligence, buyer personas)
  • Work closely with the Sales and Services team to create an effective strategy for selling ASCD’s products and services to K12 institutions. Create upsell, cross-sell, and retention strategies and execute campaigns and communication plans to grow revenue and reduce churn.
  • Partner with Sales leaders to identify sales enablement needs. Develop associated training programs, and create customer-facing sales materials such as sell sheets, product demos, scripts, cheat sheets, battle cards, etc.
  • Work with Sales and Marketing Technology to establish and streamline MQL to SQL processes and improve the effectiveness of Salesforce and Hubspot operations to drive leads and build pipelines.
  • Provide short- and long-term market forecasts, reports, and trends to assist business development in the acquisition of B2B clients.
  • Serve as a primary product marketing partner to owners of business lines (Publications, Digital Products, Professional Learning Services, Events, and Memberships). Create strategies that drive “solutions” sales (highlighting all aspects of the ASCD portfolio) as well as sales for discreet lines (PD, publications, membership, events).
  • Oversee marketing strategy for ASCD catalogs. Collaborate with Creative and Marketing teams as well as business partners to create 2-4 print/digital catalogs per year.
  • Partner with Services and Digital Product teams to create customer communications related to product releases and other updates.
  • Serve as a key leader within the marketing team.
  • Conduct competitive and market analysis for professional learning solutions in the K12 market.
  • Champion the voice of the customer and build new processes to collect and disseminate it.
  • Create a story and messaging that positions ASCD’s in-district professional development, coaching, and digital PD as superior and differentiated against the competition.
  • Lead marketing strategy for ASCD’s owned conferences as well as conferences that ASCD attends as a vendor. Create strategy and tactics that drive registration; provide marketing direction for the on-site experience to elevate the ASCD brand and increase user engagement (presentations and demos; author events; member events, etc.). Create conference collateral videos and other media. Provide opportunities for Sales (lead capture, sales dinners).
  • Analyze results for each business area and provide reports at a regular cadence to business leaders.

QUALIFICATIONS

A four-year college degree in a relevant field of study is preferred.

8+ years of B2B marketing experience in the K12 market required.

5+ years of marketing team management experience required.

Strong experience in product marketing required (persona-centered messaging, positioning, etc.)

Experience creating and running integrated campaigns using a variety of channels (content writing, social media, emails, webinars, events, etc.). Experience with data analytics and reporting.

Experience working with partners and stakeholders to create a K12 institutional strategy that achieves revenue goals. Experience leading sales enablement and generating customer-facing sales materials.

Experience developing processes to generate leads and build pipelines including MQL to SQL lead scoring process.

Strong analytical skills; including experience reviewing performance results and making recommendations for future actions.

Team player with the ability to work cross-functionally. A glass-half-full attitude with a desire for continuous improvement.

Exceptional organizational and project management skills, ability to manage multiple projects, ability to meet deadlines, and strong attention to detail

Proficient computer skills in MS Office including Word and Excel and PowerPoint.

Experience with HubSpot, Salesforce, Google Analytics, and social media platforms (Social Sprout, Hootsuite, etc.). Experience creating presentations, dashboards, and reports for stakeholders.

Exceptional written, interpersonal, and public speaking skills 

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Role

Marketing

Experience Level

Senior Level

ASCD

ASCD empowers educators to achieve excellence in learning, teaching, and leading so that every child is healthy, safe, engaged, supported, and challenged. Comprising 77,000 members—superintendents, principals, teachers, and advocates from 127+ countries—and also includes 67 affiliate organizations.
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