Sr. Director, Demand Generation

Position Overview

The Senior Director of Demand Generation is a strategic marketing leader who will design and lead high-impact demand programs across events, webinars, and paid media to fuel company growth.

This role is accountable for driving qualified pipeline, optimizing multi-channel performance, and ensuring close alignment across marketing, sales, and customer success. You’ll lead a team and agency partners to execute programs that elevate brand awareness, deepen engagement in the K-12 market, and accelerate both acquisition and expansion.

The ideal candidate is a data-driven, creative strategist with proven experience in EdTech and selling into K-12 institutions, who understands how to combine strategic storytelling, targeting, and analytics to deliver meaningful business outcomes.

Key Responsibilities

Strategic Leadership & Growth

• Develop and own a comprehensive demand generation strategy that drives pipeline growth from both new prospects and existing customers.
  
  
• Serve as a strategic advisor to the CMO and GTM leadership team, ensuring that marketing investments align with business goals and sales priorities.
  
  
• Forecast, measure, and report on pipeline impact, campaign ROI, and audience engagement metrics.
  
  
• Drive innovation across channels, continuously optimizing based on insights, data, and market feedback.
  
  

Cross-Functional Collaboration

• Partner across the Marketing organization (Corporate Marketing, Product Marketing, Integrated Campaign Planning and Marketing Ops) to align on messaging, audience segmentation, and content needs.
  
  
• Collaborate with Sales and Customer Success to build integrated programs that accelerate lead-to-revenue conversion and deepen engagement with key accounts.
  
  
• Align with Marketing Ops, RevOps and analytics teams to ensure accurate pipeline tracking and attribution.
  
  

Channel & Program Ownership

• Events: Lead strategy and execution for both owned and sponsored events that generate qualified opportunities and strengthen relationships in the K-12 ecosystem.
  
  
• Webinars: Develop a best-in-class webinar and virtual event program that educates, engages, and converts target audiences.
  
  
• Paid Media: Oversee the paid media strategy and budget, managing campaigns across digital channels (LinkedIn, Google, Meta,, etc.) to maximize reach, efficiency, and impact.
  
  
• ABM: Drive targeted account-based campaigns to engage decision-makers and influencers across priority districts and segments.
  
  

Innovation & AI Enablement

• Leverage AI and automation to enhance targeting, personalization, and performance optimization across campaigns.
  
  
• Foster a culture of experimentation, using data and technology to drive continual improvement and smarter decision-making.
  
  

Qualifications

• 10+ years of progressive experience in B2B demand generation, with at least 3–5 years in a senior leadership role.
  
  
• Proven track record of developing and executing strategic demand generation programs that directly drive pipeline and revenue.
  
  
• Deep expertise in paid media, events, webinars, and ABM, ideally within a growth-stage or mid-sized B2B organization.
  
  
• Strong understanding of how to leverage AI for performance optimization, campaign scaling, and personalization.
  
  
• Demonstrated success partnering with Sales and Customer Success to drive pipeline acceleration and expansion.
  
  
• Experience managing budgets, agencies, and complex, multi-channel marketing programs.
  
  
• Analytical and data-driven mindset with a focus on ROI and continuous improvement.
  
  
• EdTech experience strongly preferred, with a deep understanding of selling into K-12 districts and administrators.
  
  
• Exceptional leadership, communication, and collaboration skills.
  
  

Performance Metrics

• Pipeline generation and influenced revenue (new and expansion)
  
  
• Paid media ROI and lead quality
  
  
• Event and webinar engagement, attendance, and conversion metrics
• ABM engagement and pipeline acceleration

The minimum to midpoint of the salary range for this job is: $207K - $230K/year.