Job Description

OVERVIEW

The Senior Director of Demand Generation is responsible for developing and executing multi-channel demand generation strategies to drive awareness, engagement, and program adoption in the K-12 education market. This role leads national and regional demand strategies, campaign execution, lead generation, and funnel optimization to support PLTW's revenue growth and impact goals. Regular travel required.

RESPONSIBILITIES

• Develop and execute integrated demand generation strategies to increase program enrollment, retention, and revenue growth in the K-12 market.
• Own lead acquisition and conversion programs, optimizing email marketing, digital advertising, content marketing, paid social, SEO, and account-based marketing (ABM).
• Build and execute full-funnel campaigns, ensuring seamless engagement across awareness, consideration, and decision-making stages.
• Define and implement lead nurturing strategies that move prospects through the sales funnel and drive high conversion rates.
• Partner with Sales leadership to align demand generation efforts with revenue and pipeline goals.
• Manage relationships with agencies, vendors, and industry organizations to optimize reach and effectiveness.
• Own and optimize the marketing funnel, ensuring effective measurement of marketing's contribution to pipeline and revenue.
• Leverage business intelligence tools (Salesforce, HubSpot, Tableau, Google Analytics, etc.) to track, analyze, and optimize campaign performance.
• In collaboration with the Content and Creative teams, continuously test and refine messaging, channels, and creative assets to maximize impact.
• Establish KPIs, dashboards, and reporting frameworks to measure ROI on marketing programs and improve performance.
• Identify new growth opportunities, using market insights and data-driven recommendations.
• Lead and mentor a high-performing demand generation team, fostering a customer-centric and data-driven culture.
• Work cross-functionally with Sales, Customer Success, Research, Product Marketing, Content, Creative, and Event teams to develop high-impact campaigns.
• Partner with PLTW's Communications team to align demand generation efforts with broader brand storytelling and thought leadership initiatives.
• Lead efforts to manage and optimize marketing automation, CRM, and other technology platforms to enhance demand generation efficiency.
• Stay up to date on K-12 education trends, EdTech innovations, and growth marketing best practices to ensure PLTW remains at the forefront of demand generation.
• Continuously refine market segmentation, audience targeting, and personalization strategies to improve lead quality and conversion rates.
• Represent PLTW at industry events, conferences, and partner meetings to expand brand presence and engagement.
• Identify and recommend potential opportunities to incorporate innovative methods and emerging trends within area of expertise.
• Other duties as assigned.

QUALIFICATIONS

• Significant experience and advanced level expertise in B2B demand generation or growth marketing.
• Bachelor's degree in marketing, communications, business, or a related field of study, or equivalent related experience.
• Highly skilled in CRM, marketing automation, and analytics platforms (Salesforce, HubSpot, Tableau, Google Analytics, etc.).
• Experience coaching, leading, and managing the work of others.

PROFESSIONAL SKILLS

• A customer-centric approach to all internal and external interactions.
• Values and leverages the unique strengths and perspectives of each Team Member.
• Takes pride in the work, celebrates success, and has fun.
• Approaches work with curiosity and experimentation.
• Experience with account-based marketing (ABM) and personalized sales enablement campaigns.
• Proven experience designing and executing successful multi-channel demand generation programs that drive lead acquisition and revenue growth.
• Expertise in digital marketing strategies, including paid media, content syndication, SEO, and retargeting.
• Strategic and hands-on thinker who can develop big-picture marketing strategies while executing with precision.
• Analytical mindset with the ability to measure, report, and optimize marketing performance based on data insights.
• Experience managing teams, timelines, and campaign activation, with a focus on ROI-driven marketing execution.
• Excellent communication and presentation skills, with the ability to influence senior leadership and cross-functional teams.
• Results-oriented and data-driven, with a strong ability to translate analytics into actionable marketing strategies.
• Creative problem-solver who thrives in a fast-paced, collaborative, and remote-first environment.
• Ability to prioritize and manage multiple projects simultaneously, ensuring deadlines are met.

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