Demand Marketing Manager

Description:

OVERVIEW

The Demand Marketing Manager is responsible for developing and executing demand generation strategies to drive lead acquisition, engagement, and conversion within the K-12 education market. This role focuses on creating and optimizing multi-channel campaigns to support the organization's growth objectives in the education sector. Occasional travel required.

RESPONSIBILITIES

• Develop and implement integrated demand generation campaigns to drive lead acquisition and conversion in the K-12 education market.
• Optimize email marketing, digital advertising, content marketing, paid social, SEO, and account-based marketing (ABM) efforts.
• Create and manage full-funnel campaigns, ensuring consistent engagement across all stages of the buyer's journey.
• Lead account-based marketing initiatives, driving cross functional collaboration and orchestration between teams.
• Develop lead nurturing strategies to move prospects through the sales funnel and increase conversion rates.
• Collaborate with the Sales team to align marketing efforts with revenue and pipeline goals.
• Manage pre- and post-event campaigns to drive attendance and manage lead follow-ups by sales cohorts.
• Define content and thought leadership needs for demand campaigns in collaboration with content and product management.
• Monitor and optimize the marketing funnel to ensure effective measurement of marketing's contribution to pipeline and revenue.
• Utilize business intelligence tools (e.g., Salesforce, HubSpot, Google Analytics) to track, analyze, and optimize campaign performance.
• Continuously test and refine messaging, channels, and creative assets to maximize impact.
• Provide regular reports on marketing campaign performance and develop testing processes and optimization motions to improve performance.
• Collaborate with cross-functional teams, including Sales, Content, Creative, and Product Marketing, to ensure cohesive and effective marketing strategies.
• Manage relationships with external agencies and vendors to enhance campaign reach and effectiveness.
• Stay informed about K-12 education trends, best-in-class benchmarks, new demand techniques and channels, market dynamics, and competitive landscape to ensure that 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 the company 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

• Bachelor's degree in marketing, communications, business, or a related field of study, or equivalent related experience.
• Significant experience in demand generation or growth marketing.
• Experience with digital marketing strategies, including paid media, content syndication, SEO, and retargeting.
• Expertise with CRM, marketing automation, and analytics platforms (e.g., Salesforce, HubSpot, Google Analytics).

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.
• Proven experience in designing and executing successful multi-channel demand generation programs.
• Experience managing timelines and campaign activation, with a focus on ROI-driven marketing execution.
• Analytical mindset with the ability to measure, report, and optimize marketing performance based on data insights.
• Experience with account-based marketing (ABM) and personalized sales enablement campaigns.
• Strategic and hands-on thinker who can develop big-picture marketing strategies while executing with precision.
• Excellent communication and presentation skills, with the ability to influence 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.