Responsibilities

• Strategic Leadership: Develop and implement a sophisticated, multi-channel demand generation strategy that aligns with BARBRI's overarching business objectives, mission, and values.
• Growth: Own the B2C + B2B marketing strategy and execution for key business expansion channels. Lead consumer strategy and work closely with product marketing teams on rollouts.
• Full-Funnel Ownership: Oversee all aspects of demand generation, including digital marketing, content marketing, SEO/GEO/AI Visibility, SEM, email marketing, paid and organic social media.
• Market Analysis & Insights: Use tools to understand customer behavior, identify new opportunities, and refine our go-to-market strategy.
• Team Development: Lead, mentor, and grow a world-class demand generation team. Set clear goals, inspire excellence, and empower your team members to achieve outstanding results in a supportive environment.
• Cross-Functional Collaboration: Partner closely with Sales, Product, Data Analytics, UX, and Finance leaders to ensure seamless alignment between marketing initiatives and sales objectives. Foster strong communication and a unified approach to revenue growth.
• Performance & Analytics: Establish key performance indicators (KPIs) to measure campaign effectiveness, ROI, and pipeline contribution. Deliver actionable insights funnel efficiency, and customer journey data to inform strategic decisions. Regularly report on performance to the executive team.
• Budget Management: Own and manage the demand generation budget, ensuring optimal allocation of resources to maximize impact and efficiency.
• Planning: Lead annual and quarterly marketing planning, setting pipeline targets, and forecasting performance across growth channels.
• Communicate findings and strategic recommendations to leadership through executive-level presentations.
• Marketing Operations: Build and nurture strong relationships with senior customer executives, software partners, and internal stakeholders to drive alignment on marketing transformation initiatives.
• Lead conversations with C-suite executives and marketing leadership to understand their needs and deliver tailored marketing solutions leveraging Adobe technologies, Hubspot, SFDC and our company’s additional customer systems.
• Lead our strategic marketing transformation and propensity-scoring roadmaps, and articulate how platforms (Adobe solutions plus our company’s technology stack), data, personas and process come together to achieve aggressive growth targets.
• Develop a clear, actionable strategy to address complex business challenges, driving long-term value for clients.
• Channel Strategy: Lead multi-channel campaigns (email, webinars, events, content, PR and digital) in collaboration with the product marketing team to engage legal learners.
• External partnerships: Lead engagement with external agencies and consultants
• Oversee Email Operations: Develop and implement an email marketing strategy aligned with overall marketing and business goals.
• Lead Paid Growth & Lead Management: Develop and execute integrated marketing campaigns to generate qualified leads and drive sales growth, specifically targeting legal learners.
• Website Ownership: Collaborate with product marketers and other stakeholders to ensure effective positioning of our portfolio of products across barbri.com domain, paid landing pages, and related websites.
• Oversee ongoing website health and migration/consolidation efforts to support ONE BARBRBI Northstar vision.

Requirements

• Bachelor’s degree in Marketing, Business, or related field; MBA is a plus.
• 10+ years of progressive experience in B2C and B2B marketing, with at least 5 years in a senior leadership role focused on demand generation.
• Proven track record of developing and executing successful demand generation strategies that drive significant revenue growth in a competitive market.
• Deep expertise across a wide range of marketing channels, including digital advertising, SEO/SEM, content strategy, marketing automation, and analytics.
• Exceptional leadership skills with experience building, managing, and inspiring high-performing teams.
• Highly analytical and data-driven mindset. You are an expert at using data to uncover insights, make decisions, and prove the value of marketing investments.
• Outstanding communication and interpersonal skills, with the ability to influence and build consensus among executive leadership and cross-functional teams.
• A confident, authoritative leader who can operate effectively at both a strategic and tactical level.
• Proficiency in MarTech tools and platforms, measurement and productivity tools, including:
• Web CMS: Liferay
• E-Mail and Paid Landing Pages: Marketo
• Strategic Prototyping: Figma
• Analytics: SEMRush, GTM, GA4
• Heatmap and AB/Testing platforms: Fullstory, VWO
• Business: Microsoft Office
• Project Management: Jira, Monday
• AI: Jasper, ChatGPT

Preferred

• MBA is a plus
• Experience in the education, ed-tech, or legal industry is highly desirable but not required

Benefits

• Competitive Benefits: Health, dental, vision, and life insurance plans to keep you and your loved ones covered. Plus, a healthy contribution to your 401(k) retirement savings.
• Work-Life Harmony: We prioritize a healthy balance. Enjoy generous paid time off, including vacation, sick leave, volunteer and other