Responsibilities

• Own driving new business into the pipeline: develop demand gen strategy, identify high-impact campaigns and channels, and execute with accountability for pipeline and revenue outcomes.
• Build and run multi-channel demand gen campaigns across email, content, social, and digital advertising—measuring performance against pipeline goals and iterating based on data.
• Own paid advertising strategy and execution, including PPC/SEM, paid social, and display—managing budget allocation, bidding, targeting, and creative testing to maximize pipeline-qualified traffic and ROI.
• Partner with the BDR team on campaign strategy, targeting, and timing to maximize new engagement and qualification rates.
• Lead strategy, research, and creation for demand gen content, email, and social messaging, collaborating closely with team members to lead execution
• Develop and refine ABM strategy for key accounts, partnering with Sales to align targeting, messaging, and cadence with their priorities and sales cycles.
• Collaborate with the Product Marketing Manager and marketing team on messaging, positioning, and product news to ensure campaigns stay aligned with product direction and customer value propositions.
• Own event strategy for demand gen: help refine the event list, identify which presentation types and formats will drive the most pipeline, and partner with event marketing to align event selection with company and revenue goals.
• Use AI tools and marketing automation platforms to optimize campaign performance, personalization, and lead scoring—leveraging technology to scale impact and work smarter.
• Analyze pipeline and revenue data to guide campaign decisions, identify what's working, and continuously refine strategy and channel mix.

Requirements

• 4-5+ years of B2B EdTech demand generation or growth marketing experience, with hands-on expertise building and running multi-channel campaigns (email, content, social, digital advertising)
• Proven track record of generating measurable pipeline and revenue impact through demand gen campaigns
• Strategic mindset with strong analytical skills: ability to use pipeline and revenue data to guide decisions, measure campaign performance, and optimize channel mix
• Demonstrated experience with ABM strategy and close partnership with sales teams on key account targeting and messaging
• Strong hands-on execution skills: comfort owning campaign creation, messaging, social content, and digital advertising—not just strategy or planning
• Experience with marketing automation platforms and CRMs (HubSpot, Marketo, Salesforce, or similar) and ability to evaluate and implement AI tools to improve campaign effectiveness
• Go-getter mentality: takes initiative, digs in without being asked twice, balances strategic planning with scrappy execution, and thrives in a fast-moving environment
• Excellent cross-functional collaboration skills: proven ability to partner effectively with BDR, Sales, Product, Design, and the broader marketing team; genuinely open to feedback
• EdTech or higher ed experience preferred