Job Description
Senior Director of Demand Generation Location Remote in United States : 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.
Requirements:
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.
Job Tags
Full time, Remote work,