Senior Demand Generation Manager

As the Senior Demand Generation Lead, you will play a critical role in defining and executing our national and regional demand strategy. This critical role is responsible for driving qualified leads, opportunities, and long-term brand growth within the K-12 institutional market. The ideal candidate is a hands-on marketer who can translate deep market empathy and data insights into complex, multi-channel campaigns that deliver measurable pipeline results.

This role will be hybrid in our NYC HQ (strongly preferred ) or remote in the US (Eastern time zone hours).

• Define the integrated demand strategy, campaign goals, content requirements, and channel mix to drive pipeline and adoption, ensuring alignment with overall business objectives and GTM priorities.
• Prioritize campaigns based on business impact, audience needs, and resource capacity.
• Partner with Product Marketing to ensure campaigns competitively position offerings and resonate with K-12 educators and administrators.
• Partner closely with the broader GTM community, including Sales Enablement, to ensure campaigns support pipeline development.
• Lead the planning and execution of complex, multi-channel campaigns across paid media, email/nurturing, web, events, and content distribution channels.
• Coordinate across channel owners to ensure campaign consistency, efficiency, and maximum impact.
• Collaborate with creative, web, and paid media teams to ensure high-quality, high-converting assets (emails, ad creative, landing pages) are delivered on time in coordination with campaign launch calendar.
• Define high-impact KPIs and rigorously track performance across campaigns and channels.
• Synthesize campaign data to provide actionable insights and recommendations to Growth & Marketing leadership.
• Work with Analytics and Lifecycle teams to measure contribution to pipeline, attribution, and conversion performance.
• Act as a strategic partner to BDRs, Sales, and Customer Success teams to maximize inbound lead flow and campaign influence on pipeline generation.
• Support ongoing experimentation and iteration to continually improve campaign ROI, engagement, and pipeline outcomes.

• You are one part strategic thinker and one part meticulous executor, comfortable defining the vision and owning the detailed steps required to achieve it.
• You are an extremely data-driven marketer, committed to continuous experimentation, testing, and optimization to improve program outcomes.
• You possess a deep understanding of the B2B SaaS and EdTech space, coupled with genuine empathy for the K-12 educator experience.
• You have strong entrepreneurial and project management skills, able to navigate ambiguity and independently drive complex, multi-stakeholder projects to completion with grace under pressure.

• 5+ years of progressive B2B demand generation or integrated marketing experience in EdTech.
• Proven track record of developing, executing, and scaling national integrated campaigns that deliver measurable pipeline and opportunity impact.
• Demonstrated proficiency and hands-on experience with marketing automation (e.g. HockeyStack, marketing automation (e.g., Pardot) and CRM tools (e.g., Salesforce), as well as digital analytics and advertising platforms (e.g., Google Analytics, Google Ads, programmatic media).
• Experience in leveraging multiple digital channels, including a focus on paid media to drive high-quality demand.
• Must be able to spend time in NYC HQ for company meetings or key events.