Responsibilities

• Own the marketing-sourced pipeline target for RethinkEd, with direct impact on pipeline creation and marketing’s contribution to bookings.
• Develop and execute the demand generation strategy across the full K-12 buyer journey, from awareness and engagement through pipeline creation.
• Build and run ABM and intent-based playbooks using 6sense to identify and engage high-fit, in-market accounts at scale.
• Design and execute multi-touch campaign sequences spanning paid media, email nurture, webinars, events, and thought-leadership content to build pipeline within longer sales cycles tied to annual district budget and procurement cycles.
• Manage budget allocation and pacing across channels to ensure consistent pipeline flow, cost efficiency, and alignment with quarterly and annual revenue targets.
• Develop repeatable, scalable playbooks for ABM, intent-based targeting, events, third-party conferences, and thought-leadership campaigns tailored to K-12 buying committees.
• Use ZoomInfo/Clay for enrichment, sequencing, and personalization at scale, building automated workflows that keep outbound and nurture motions running efficiently.
• Partner with content and creative teams to develop campaign assets, including whitepapers, case studies, webinar programs, and thought-leadership content that resonate with K-12 education personas and buying committees.
• Own the lead nurture strategy: design, test, and optimize automated sequences that accelerate progression through the funnel and re-engage stalled opportunities.
• Develop and execute partner marketing strategies to drive adoption and deeper penetration within key RethinkEd channel partners and strategic accounts.
• Build co-marketing campaigns, enablement materials, and joint demand programs with partners to expand reach and accelerate pipeline through the partner channel.
• Track and report on partner engagement metrics including activation rates, utilization, and expansion to identify growth opportunities and optimize partner marketing investments.
• Collaborate with internal shared services like performance marketing, content, creative, web, analysis, and operations to ensure campaigns are executed with quality and speed.
• Work with external agency partners (paid media, SEO/AEO) as a key stakeholder, providing strategic direction, reviewing performance, and iterating on targeting and creative.
• Partner with Sales to define and refine lead handoff criteria, lead scoring, and routing logic specific to the K-12 district sales motion.
• Establish structured feedback loops with Sales to continuously improve lead quality, targeting precision, and campaign effectiveness.
• Collaborate on speed-to-lead response SLAs and ensure marketing-sourced leads are followed up on within agreed timelines.
• Track and optimize full-funnel metrics (MQL → SAL → SQL → Pipeline → ARR) with a strong grasp of conversion rates, velocity, and leading indicators across K-12 district deal cycles.
• Go beyond dashboards: interpret data to surface actionable insights, diagnose underperformance, and build concrete action plans to close funnel gaps.
• Partner with Marketing Analytics and Operations team to ensure accurate attribution, clean data, and reliable reporting that supports investment decisions.

Requirements

• 5–8 years of progressive experience in B2B demand generation, with experience in K-12 education or similarly complex public-sector or institutional sales environments strongly preferred.
• Proven track record of owning a marketing-sourced pipeline number and delivering measurable revenue impact in a SaaS company.
• Hands-on experience developing and executing ABM, intent-based, event, and thought-leadership playbooks targeting K-12 buying committees with multiple stakeholders.
• AI-first mindset with demonstrated experience building agentic workflows and leveraging AI tools (Claude, ChatGPT, or similar) to accelerate marketing execution, content production, and decision-making.
• Proficiency with ZoomInfo/Clay for data enrichment, personalization, and workflow automation.
• Strong command of funnel math, conversion rates, deal velocity, and leading indicators in environments with longer sales cycles tied to annual district budget and procurement cycles.
• Hands-on experience with HubSpot, Salesforce, ZoomInfo, 6sense, and Google/LinkedIn/Meta ad platforms.
• Experience working cross-functionally with shared services (content, creative, marketing ops) and external agency relationships for paid media and SEO/AEO.
• Experience in partner marketing, including building co-marketing programs, driving adoption through channel partners, and measuring partner engagement and performance.
• Analytical rigor with the ability to go beyond reporting, interpreting data to surface insights, diagnose root causes, and build actionable plans.
• Strong written and verbal communication skills, with the ability to present campaign performance and pipeline health to leadership.