Director, Demand Marketing

Job not on LinkedIn

🕒 April 30

🏈 Ohio – Remote

🏈 Ohio – Remote

💵 $138.2k - $179.7k / year

⏰ Full Time

🔴 Lead

🎡 Marketing

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Cengage Group

WebsiteLinkedInAll Job Openings

5001 - 10000 employees

📚 Education

🛍️ eCommerce

☁️ SaaS

💰 Private Equity Round on 2023-06

Education • eCommerce • SaaS

Cengage Group is a global education technology company dedicated to enhancing learning experiences. With over 100 years of service, Cengage provides affordable and high-quality digital products and services that help learners become job-ready. Their offerings support various educational goals, including reskilling, upskilling, degree attainment, and language learning, ensuring access to quality education for individuals of all backgrounds and abilities.

📋 Description

• Lead the end-to-end strategy for building a robust pipeline of new institutional customers across prioritized product areas and customer segments. • Translate growth goals into targeted GTM campaign strategies that increase marketing-sourced pipeline, accelerate conversion, and support revenue growth. • Lead the planning, prioritization, and execution of integrated, multi-channel demand campaigns including email, paid media, SEO, SEM, webinars, and third-party channels. • Use behavioral and intent data to continuously optimize campaign performance. • Align with Sales leadership to ensure seamless handoff of leads and high-impact follow-up motions. • Partner with Revenue Operations to forecast, track, and improve pipeline contribution and conversion rates. • Collaborate closely with Product Marketing to translate GTM messaging into compelling, audience-specific campaign content. • Develop strategies for senior leader decision-makers, buying groups and enterprise buyer behaviors. • Coordinate with analytics and digital leads to implement campaign logic and personalization strategies that improve engagement and conversion metrics. • Lead a team of marketing managers to accelerate demand generation capabilities and build and implement a sophisticated, multi-channel B to B campaign. • Embed testing, automation, ABM and intent-based targeting into campaign frameworks. • Stay current on digital demand trends and integrate guidelines into campaign execution. • Drive continuous innovation to improve lead quality, and conversion rates.

🎯 Requirements

• Bachelor’s degree in marketing, business, or related field; advanced degree a plus • Minimum of 8 years of experience in demand generation or growth marketing, with a strong focus on acquisition strategies and pipeline development • Experience in B to B demand marketing, preferably with senior partners and complex sales. • Experience owning and delivering marketing-sourced pipeline and revenue goals • Deep experience with multi-channel demand campaigns, marketing automation, segmentation, and conversion optimization • Strong ability to partner cross-functionally across Product, Sales, RevOps, and Brand functions • Excellent analytical and decision-making skills; experience working with marketing and sales performance dashboards and Key Performance Indicators (KPIs) • Experience working in a matrixed or squad-based team model, with the ability to lead through influence • Familiarity with key marketing platforms and tools (e.g., Salesforce, Google Ads, LinkedIn Campaign Manager etc.) • Strong written and verbal communication skills with the ability to adapt messaging for the market and craft clear value propositions and calls to action • Self-starter approach with a passion for innovation, testing, and performance-based marketing execution • High learning agility for a market that in a state of change • Experience leading a team of marketers and coaching and guiding the team through campaign execution and their own career paths.

🏖️ Benefits

• eligible to participate in the company’s discretionary incentive bonus program