Fast Facts

The Senior Director of Demand Generation will lead strategic marketing initiatives to drive growth through events, webinars, and paid media, with a strong focus on the K-12 market.

Responsibilities: Key responsibilities include developing demand generation strategies, optimizing multi-channel performance, and collaborating with cross-functional teams to enhance lead-to-revenue processes.

Skills: Candidates should have expertise in B2B demand generation, particularly in events, paid media, and account-based marketing, along with a strong analytical mindset and leadership skills.

Qualifications: A minimum of 10 years of B2B demand generation experience, with 3-5 years in a senior leadership role; EdTech experience is preferred.

Location: This position is based in the United States, with no indication of remote work or travel requirements.

Compensation: $207000 - $230000 / Annually

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.
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• Serve as a strategic advisor to the CMO and GTM leadership team, ensuring that marketing investments align with business goals and sales priorities.
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• Forecast, measure, and report on pipeline impact, campaign ROI, and audience engagement metrics.
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• Drive innovation across channels, continuously optimizing based on insights, data, and market feedback.
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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.
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• Collaborate with Sales and Customer Success to build integrated programs that accelerate lead-to-revenue conversion and deepen engagement with key accounts.
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• Align with Marketing Ops, RevOps and analytics teams to ensure accurate pipeline tracking and attribution.
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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.
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• Webinars: Develop a best-in-class webinar and virtual event program that educates, engages, and converts target audiences.
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• Paid Media: Oversee the paid media strategy and budget, managing campaigns across digital channels (LinkedIn, Google, Meta,, etc.) to maximize reach, efficiency, and impact.
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• ABM: Drive targeted account-based campaigns to engage decision-makers and influencers across priority districts and segments.
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Innovation & AI Enablement

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

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

• Pipeline generation and influenced revenue (new and expansion)
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• Paid media ROI and lead quality
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• 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.