Edtech.com's Summary

Reading Horizons is hiring a Director of Demand Marketing. The role focuses on developing and executing integrated demand campaigns, leveraging buying signals, and implementing account-based marketing strategies to drive predictable pipeline growth and align marketing efforts closely with sales priorities.

Highlights

Lead quarterly pipeline planning and campaign execution based on revenue targets segmented by region.
Implement buying signal strategies to identify high-intent triggers and accelerate pipeline opportunities.
Design and manage a tiered Account-Based Marketing (ABM) approach in collaboration with Sales.
Coordinate event and field marketing efforts to align with pipeline goals and measure return on investment.
Oversee digital and performance marketing including paid media, SEO, website optimization, and campaign funnel testing.
Optimize lead generation processes, improve lead scoring, and increase lead-to-opportunity conversion rates.
Define and track campaign success metrics and use data-driven insights to guide budget and program adjustments.
Partner cross-functionally with Product, Marketing Communications, and Marketing Operations to align messaging, campaign assets, and reporting.
Require 8+ years B2B marketing experience with 3-5+ years in demand generation or revenue marketing leadership.
Benefits include competitive salary, medical/dental/vision coverage, 401(k) with company match, paid holidays, wellness days, and PTO.

Director of Demand Marketing Full Description

Director of Demand Marketing
Kaysville, UT

Job Type

Full-time

Description

Division-Department: Marketing

EEO Category: Professional

Regular Work Location: Kaysville, UT

Employment Category: Full-Time

FLSA Classification: Exempt

Reports to: Chief Marketing Officer

About Reading Horizons

Reading Horizons is a leader in foundational literacy, equipping educators with research-based structured literacy solutions that help students learn to read. As we expand into comprehensive literacy and scale nationally, we are strengthening our demand engine to deliver measurable, predictable pipeline impact in partnership with Sales.

Position Overview

Reading Horizons is a leader in foundational literacy, equipping educators with research-based, structured literacy solutions that help students learn to read. As we expand into comprehensive literacy and scale nationally, we are strengthening our demand engine to deliver measurable, predictable pipeline impact in partnership with Sales.

Core Responsibilities

Quarterly Pipeline Planning & Campaign Leadership

Translate revenue targets into quarterly pipeline plans by segment and region
Develop and execute integrated demand campaigns aligned to go-to-market priorities
Own the promotional calendar and campaign sequencing
Partner closely with Sales and customer leadership on territory, vertical, and account focus
Review campaign performance regularly and adjust tactics based on data

Buying Signals & Revenue Intelligence

Ensure the strategy for identifying, tracking, and activating buying signals is implemented and running successfully
Define high-intent triggers (engagement behavior, funding shifts, leadership changes, competitive displacement, etc.)
Partner with Marketing Operations and Sales to operationalize signal routing for high-intent activity
Develop coordinated plays triggered by intent activity
Ensure buying signals translate into actionable pipeline acceleration

This role ensures that marketing is responsive to real-time demand, not just calendar-driven campaigns.

Account-Based Marketing (ABM)

Develop and execute a tiered ABM strategy in partnership with Sales
- Tier 1: High-touch, strategic district targeting
- Tier 2: Scaled account programs
- Tier 3: Campaign-layered ABM integration
Align with Sales on target account selection and prioritization
Coordinate multi-channel plays targeting buying committees within districts
Measure ABM impact on opportunity creation and deal velocity

This role drives coordinated engagement across priority accounts, not just broad lead generation.

Event & Field Marketing Integration

Align national and regional events to pipeline goals
Ensure field marketing programs drive measurable opportunities
Develop event playbooks tied to target accounts
Evaluate event ROI and pipeline contribution

Digital & Performance Marketing

Oversee paid media programs (search, social, retargeting, etc.)
Optimize SEO, GEO, and website conversion performance
Lead landing page strategy and campaign funnel optimization
Drive structured testing and experimentation across digital programs

Lead Generation & Funnel Optimization

Improve lead capture strategy and scoring alignment
Partner with Sales to refine qualification standards
Optimize Lead to Opportunity conversion rates
Increase funnel efficiency and reduce friction across the buyer journey

Performance Reporting & Accountability

Define campaign success metrics in partnership with Sales and Marketing leadership
Partner with Marketing Operations to ensure accurate tracking and attribution
Monitor pipeline contribution (sourced and influenced)
Track cost per lead and cost per acquisition
Use data to inform budget allocation and program adjustments

Note: Marketing Operations infrastructure ownership remains a separate function; this role is accountable for demand performance outcomes.

Cross-Functional Collaboration

Success in this role requires strong integration across the marketing organization.

With Product/Curriculum

Align campaign messaging to product positioning
Translate strategic narrative into demand programs
Provide performance feedback to inform positioning refinement

With Marketing Communications

Align content and promotional calendars to campaign priorities
Ensure campaign assets support pipeline objectives
Coordinate webinar and event messaging alignment

With Marketing Operations

Ensure accurate attribution and reporting
Align on lead routing, scoring, and signal tracking workflows

This role serves as the integrator of demand strategy across marketing and sales.

Qualifications

Required

8+ years of progressive B2B marketing experience
3–5+ years leading demand generation or revenue marketing programs
Experience managing pipeline targets and performance metrics
Strong digital acquisition and performance optimization expertise
Experience implementing ABM strategies
Experience leveraging buying signals or intent data
Proven partnership with Sales teams

Preferred

K–12 education market experience strongly preferred
Familiarity with district buying cycles and funding structures

We offer our employees the following benefits

Competitive salary
Medical, Dental, Vision, and Rx benefits
401(k) with a generous company match and profit-sharing opportunity
Company-paid life insurance, short- and long-term disability insurance
12 paid company holidays, including two floating holidays of your choice, per year
Monthly wellness days and generous paid time off (PTO)
A supportive, team-oriented work environment
Opportunities for personal and professional growth

Requirements

Travel Required

30% travel in support of field-level marketing efforts, including prospect site visits as well as; annual trips to corporate headquarters

ADA Statement

Reasonable accommodations may be made to enable individuals with disabilities to perform any and all essential functions.

Physical Demands

There will be prolonged periods of sitting at a desk and working on a computer. While performing the duties of this job, the team player is regularly required to talk, hear, and sit. The team player is frequently required to stand, walk, use hands to finger, handle, or feel, and reach with hands and arms.

Work Environment

The office has ambient indoor temperatures, lighting, air quality, and low noise levels.

Work Authorization/Security Clearance Requirements

All team players must be eligible to work in the United States, verified by completion of USCIS Form I-9 document.

Affirmative Action/EEO Statement

It is the policy of Reading Horizons to provide equal employment opportunities without regard to race, color, religion, sex, national origin, age, disability, marital status, veteran status, sexual orientation, genetic information, or any other protected characteristic under applicable law.

Disclaimer

This job description does not cover or contain a comprehensive listing of activities, duties, or responsibilities that the team player must do for this job. Duties, responsibilities, and activities may change, or new ones may be assigned at any time with or without notice.

Original Job Description