Responsibilities

• Lead Generation & Campaign Execution - Build and manage multi-channel campaigns (email, paid media, retargeting, and organic nurture) that generate qualified inbound leads, coordinating across stakeholders and managing dependencies to ensure timely execution.
• Grow and engage ANet’s email list through segmentation, content activation, and landing page optimization.
• Partner with teammates across content, insights, and events to bring new assets (white papers, webinars, guides, Compass materials) into market.
• Lead Nurture & Progression - Design and maintain automated nurture journeys and follow-up paths that move leads toward MQL and SQL stages.
• Create retargeting campaigns to re-engage high-intent website visitors and content downloaders.
• Monitor lead quality and refine MQL definitions, scoring, and routing to ensure alignment with Sales using data and stakeholder input to continuously improve lead progression effectiveness.
• Marketing Operations (HubSpot) - Manage day-to-day marketing automation, including workflows, routing logic, and campaign setup.
• Build and maintain funnel dashboards to track performance, share insights, and inform weekly pipeline reviews.
• Partner with Sales Ops to ensure analysts receive timely, accurate lead handoffs.
• Testing & Optimization - Develop and own an ongoing “test & learn” plan across messaging, creative, channels, and segments.
• Analyze results to improve conversion rates at each stage of the funnel, identifying meaningful patterns and translating insights into actionable changes.
• Share learnings that inform broader GTM strategy and future campaigns.
• Demand Generation & Campaign Execution - Design and execute integrated demand plays (events, webinars, content campaigns, and targeted outreach) that generate engagement with priority districts and partners
• Grow and activate priority audiences through coordinated email, content, and events
• Bring new assets into market in ways that drive real conversations, not just downloads
• Lead Progression & Sales Partnership - Partner closely with Sales to ensure timely, effective follow-up on high-priority leads, event participants, and target accounts
• Design simple, clear lead progression paths (lead → engaged → SQL) that reflect how districts actually buy, not just system definitions
• Monitor lead quality and collaborate with Sales to refine targeting, messaging, and follow-up approaches using data and insights to align priorities
• Testing, Learning & System Building - Run structured experiments across plays (events, messaging, outreach, segmentation) to identify what drives engagement and pipeline
• Use data and field feedback to continuously refine campaigns and targeting; Document and scale what works into repeatable plays that can be used across regions and teams, improving consistency over time

Requirements

• 4-6 years in demand generation, growth marketing, or campaign-based marketing roles, with evidence of owning and executing end-to-end programs
• Expertise in area of focus: Proven ability to design and run coordinated demand efforts across multiple channels (email, content, events, paid, and/or outbound) that generate engagement and drive pipeline. Able to translate strategy into execution and adjust quickly based on results.
• Communication: You produce concise, professional writing and communicate with precision with internal and external audiences as appropriate. Able to connect day-to-day work to broader goals and explain the “why” behind decisions, using data and insights to align stakeholders.
• Critical Thinking and Data orientation: Strong analytical skills, with experience using dashboards and performance data to optimize campaigns. Able to identify meaningful signals (engagement, conversion, pipeline movement), interpret patterns, and translate them into actionable changes and translate them into actionable changes.
• Tools & Systems: Hands-on experience with marketing automation platforms (HubSpot strongly preferred) and comfort managing campaign setup, segmentation, and basic reporting.

Preferred

• Experience in K–12 education, edtech, or selling into district/system leader audiences.
• Familiarity with paid media and digital channels (LinkedIn, Google Ads, retargeting networks).
• Experience with lead scoring, lifecycle stage management, and account-based tactics.
• Experience working cross-functionally with Sales and/or Sales Ops

Benefits

• We offer comprehensive benefits to best support our people. Benefits include: medical, dental and vision insurance where ANet pays a portion of the cost of these benefits for employees and their families/domestic partner; generous paid time-off including 10 paid holidays and paid days off between the Christmas and New Year’s holidays; paid parental leave; educational expenses reimbursements; flexible spending accounts; professional development; a 401(k) plan with a 4% match; short and long-term disability coverage; and basic life and personal accident insurance.