Cengage Group
Director, Demand Marketing (Remote)
Salesforce
Edtech.com's Summary
Cengage Learning Inc. is hiring a Director, Demand Marketing. This role leads the end-to-end strategy for acquiring new institutional customers by executing integrated multi-channel demand campaigns and optimizing performance through data-driven insights. The Director collaborates cross-functionally to align sales, marketing, and revenue operations, while leading and coaching a team to accelerate pipeline growth and improve conversion rates.
Highlights
- Lead customer acquisition strategy targeting new institutional customers in prioritized segments.
- Plan, prioritize, and execute multi-channel demand campaigns including email, paid media, SEO, SEM, webinars, and third-party channels.
- Use behavioral and intent data to optimize campaign performance continuously.
- Collaborate with Sales leadership, Revenue Operations, Product Marketing, and Marketing Ops for seamless go-to-market execution.
- Develop segmentation and personalization strategies targeting senior decision-makers and enterprise buyers.
- Manage and lead a team of marketing managers and campaign specialists within a matrixed, squad-based team model.
- Incorporate modern marketing tactics such as testing, automation, account-based marketing (ABM), and intent-based targeting.
- Required qualifications include a bachelor's degree (advanced degree preferred), minimum 8 years of demand generation or growth marketing experience focused on acquisition and pipeline development, and experience with B2B demand marketing and complex sales.
- Strong familiarity with marketing platforms such as Salesforce, Google Ads, and LinkedIn Campaign Manager.
- Compensation range: $138,200 to $179,650 USD base pay with eligibility for a discretionary incentive bonus program targeting 25% annually.
Director, Demand Marketing (Remote) Full Description
What you'll do here:
Customer Acquisition Strategy:
- 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.
Program Campaign Execution & Performance Optimization:
- 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.
- Identify and implement B to B customer-centric initiatives appropriate for a strategic enterprise buyer,.
Cross-Functional GTM Integration:
- 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.
- Coordination with Marketing Ops to ensure appropriate prioritization and execution
Audience Segmentation & Personalization:
- 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.
Leadership & Squad Alignment:
- Lead a team of marketing managers to accelerate our demand generation capabilities and build and implement a sophisticated, multi-channel B to B campaign.
- Partner with campaign specialists aligned to demand efforts responsible for prioritizing initiatives, defining team workflows, and driving execution through collaborative leadership.
Innovation & Modern Marketing Tactics:
- 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
Skills you will need here:
- 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.
Cengage is committed to working with broad talent pools to attract and hire strong and most qualified individuals. Our job applicants are considered regardless of any classification protected by applicable federal, state, provincial or local laws.
Cengage is also committed to providing reasonable accommodations for qualified individuals with disabilities including during our job application process. If you are an applicant with a disability and require reasonable accommodation in our job application process, please contact us at accommodations.ta@cengage.com.
About Cengage
Cengage, a global education technology company serving millions of learners, provides affordable, quality digital products and services that equip students with the skills and competencies needed to be job ready. For more than 100 years, we have enabled the power and joy of learning with trusted, engaging content, and now, integrated digital platforms. We serve the higher education, workforce skills, secondary education, English language teaching and research markets worldwide. Through our scalable technology, including MindTap and Cengage Unlimited, we support all learners who seek to improve their lives and achieve their dreams through education.
Compensation
At Cengage Group, we take great pride in our commitment to providing a comprehensive and rewarding Total Rewards package designed to support and empower our employees. Click here to learn more about our Total Rewards Philosophy.
The full base pay range has been provided for this position. Individual base pay will vary based on work schedule, qualifications, experience, internal equity, and geographic location. Sales roles often incorporate a significant incentive compensation program beyond this base pay range.
In this position, you will be eligible to participate in the company's discretionary incentive bonus program. This position's bonus target amount, which is not guaranteed and is dependent on individual performance and overall company results among other factors, is provided below. 25% Annual: Individual Target
$138,200.00 - $179,650.00 USD
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