Edtech.com's Summary

BARBRI is hiring a Vice President of Demand Strategy to lead the creation and execution of a comprehensive, omni-channel demand generation strategy that drives growth and customer acquisition. The role involves overseeing marketing efforts across multiple business lines, managing a high-performing team, and collaborating with various departments to generate a consistent pipeline of qualified leads and support revenue goals.

Highlights

Develop and implement multi-channel demand generation strategies aligned with company objectives.
Lead B2C and B2B marketing initiatives targeting law students and legal professionals.
Manage digital marketing channels including SEO, SEM, email, social media, and content marketing.
Oversee demand generation team development and foster a data-driven culture emphasizing A/B testing and continuous optimization.
Collaborate cross-functionally with Sales, Product, Data Analytics, UX, and Finance to align marketing and sales goals.
Utilize marketing technologies including Adobe solutions, HubSpot, Salesforce, Marketo, Figma, SEMrush, GA4, VWO, and AI tools like ChatGPT and Jasper.
Manage demand generation budget and lead annual planning with executive reporting responsibilities.
Lead website strategy and integration efforts to enhance user experience and SEO performance.
Qualifications include a bachelor's degree (MBA preferred), 10+ years in demand generation marketing with senior leadership experience, strong analytics and communication skills.
Salary range is $130K - $150K annually with comprehensive benefits and flexible work arrangements.

VP of Demand Generation Full Description

VP of Demand Generation - REMOTE

Join BARBRI’s Global Marketing team as VP of Demand Strategy and lead the vision and execution of an always‑on demand engine that drives growth and builds lifelong BARBRI customers!

Position Overview

BARBRI is seeking a visionary and experienced Vice President of Demand Strategy to join our executive leadership team. This is a pivotal role in architecting and executing a comprehensive perpetual demand generation strategy that fuels our growth and solidifies our market leadership. You will be the driving force behind our efforts to attract, engage, and convert prospective law students and legal professionals into lifelong BARBRI customers.

As the VP of Demand Strategy, you will report directly to our CMO and oversee the entire omni-channel marketing funnel across multiple lines of business and buyer personas. This requires a masterful blend of analytical rigor, creative thinking, and strategic leadership.

You will build and lead a high-performing team, fostering a culture of data-driven decision-making, agility, A/B testing, and continuous optimization.

Your success will be measured by generating a predictable pipeline of high-quality leads, increased market share, and contributing directly to BARBRI's revenue goals.

Key Responsibilities

Strategic Leadership: Develop and implement a sophisticated, multi-channel demand generation strategy that aligns with BARBRI's overarching business objectives, mission, and values.
Growth: Own the B2C + B2B marketing strategy and execution for key business expansion channels. Lead consumer strategy and work closely with product marketing teams on rollouts.
Full-Funnel Ownership: Oversee all aspects of demand generation, including digital marketing, content marketing, SEO/GEO/AI Visibility, SEM, email marketing, paid and organic social media.
Market Analysis & Insights: Use tools to understand customer behavior, identify new opportunities, and refine our go-to-market strategy.
Team Development: Lead, mentor, and grow a world-class demand generation team. Set clear goals, inspire excellence, and empower your team members to achieve outstanding results in a supportive environment.
Cross-Functional Collaboration: Partner closely with Sales, Product, Data Analytics, UX, and Finance leaders to ensure seamless alignment between marketing initiatives and sales objectives. Foster strong communication and a unified approach to revenue growth.
Performance & Analytics: Establish key performance indicators (KPIs) to measure campaign effectiveness, ROI, and pipeline contribution. Deliver actionable insights funnel efficiency, and customer journey data to inform strategic decisions. Regularly report on performance to the executive team

Planning + Budgets

Budget Management: Own and manage the demand generation budget, ensuring optimal allocation of resources to maximize impact and efficiency.
Planning: Lead annual and quarterly marketing planning, setting pipeline targets, and forecasting performance across growth channels.
Communicate findings and strategic recommendations to leadership through executive-level presentations.

Marketing Operations

Build and nurture strong relationships with senior customer executives, software partners, and internal stakeholders (marketing, sales, product, etc.) to drive alignment on marketing transformation initiatives
Lead conversations with C-suite executives and marketing leadership to understand their needs and deliver tailored marketing solutions leveraging Adobe technologies, Hubspot, SFDC and our company’s additional customer systems
Lead our strategic marketing transformation and propensity-scoring roadmaps, and articulate how platforms (Adobe solutions plus our company’s technology stack), data, personas and process come together to achieve aggressive growth targets.
Develop a clear, actionable strategy to address complex business challenges, driving long-term value for clients.

Channel Strategy

Lead multi-channel campaigns (email, webinars, events, content, PR and digital) in collaboration with the product marketing team to engage legal learners
External partnerships: Lead engagement with external agencies and consultants

Oversee Email Operations

Develop and implement an email marketing strategy aligned with overall marketing and business goals.
Identify target audiences and segment email lists based on behavior and engagement.
Establish key performance indicators (KPIs) for email marketing efforts.
Ensure email marketing complies with industry regulations and best practices.
Understand and implement industry best practices for email delivery and subscriber management.
Create and manage email campaigns, craft compelling content, CTAs, and automated sequences.
Ensure emails are formatted accurately, aligned to Brand Guide and optimized for both desktop and mobile devices.

Lead Paid Growth & Lead Management

Develop and execute integrated marketing campaigns in collaboration with cross-functional teams to generate qualified leads and drive sales growth, specifically targeting legal learners.
Leverage traditional and emerging marketing channels, industry events, and strategic partnerships relevant to the legal industry.

Website Ownership

Collaborate with product marketers and other stakeholders to ensure effective positioning of our portfolio of products across our main barbri.com domain, paid landing pages, and related websites.
Collaborate with UX, TechOps, and Development teams to create low-friction, high-converting e-commerce experiences for our users across all products.
Oversee the migration and consolidation of legacy brand websites into the barbri.com domain as part of our ONE BARBRI Northstar vision.
Lead the ongoing work to ensure our website continues to grow in domain authority, share of voice, traditional Search Engine SERP, AI Summaries and across all AI-powered search and social channels.
Collaborate with internal teams and external agencies to drive and measure KPIs, including organic growth, website conversion, SEO and AI visibility
Oversee technical audits and ongoing website health.

Qualifications & Skills

Bachelor’s degree in Marketing, Business, or related field; MBA is a plus.
10+ years of progressive experience in B2C and B2B marketing, with at least 5 years in a senior leadership role focused on demand generation.
Proven track record of developing and executing successful demand generation strategies that drive significant revenue growth in a competitive market.
Deep expertise across a wide range of marketing channels, including digital advertising, SEO/SEM, content strategy, marketing automation, and analytics.
Exceptional leadership skills with experience building, managing, and inspiring high-performing teams.
Highly analytical and data-driven mindset. You are an expert at using data to uncover insights, make decisions, and prove the value of marketing investments.
Outstanding communication and interpersonal skills, with the ability to influence and build consensus among executive leadership and cross-functional teams.
A confident, authoritative leader who can operate effectively at both a strategic and tactical level.
Experience in the education, ed-tech, or legal industry is highly desirable but not required.
Proficiency in MarTech tools and platforms, measurement and productivity tools, including:
Web CMS: Liferay
E-Mail and Paid Landing Pages: Marketo
Strategic Prototyping: Figma
Analytics: SEMRush, GTM, GA4
Heatmap and AB/Testing platforms: Fullstory, VWO
Business: Microsoft Office
Project Management: Jira, Monday
AI: Jasper, ChatGPT

Thrive Beyond the Basics: Our Perks Package

We believe your dedication deserves more than just a paycheck. That's why we offer a comprehensive perks package designed to support your well-being and fuel your passions. Here's a taste of what awaits you:

Competitive Benefits: Health, dental, vision, and life insurance plans to keep you and your loved ones covered. Plus, a healthy contribution to your 401(k) retirement savings.
Work-Life Harmony: We prioritize a healthy balance. Enjoy generous paid time off, including vacation, sick leave, volunteer and other "personal" days, to recharge and explore your interests.
Wellness Programs: Stay healthy and happy with an on-site fitness facility in our HQ, discounts on gym memberships, and wellness initiatives to support your physical and mental well-being.
Continuous Learning Opportunities: As an education company, we believe in the power of learning. Access our extensive library of educational resources, courses, and workshops to enhance your skills and knowledge in both professional and personal development areas.
Flexible Work Arrangements: We understand the importance of work-life balance. Enjoy flexible work hours and remote work options, allowing you to manage your schedule and responsibilities effectively.
Opportunities for Growth and Advancement: We're committed to helping you reach your full potential. Benefit from opportunities for career growth and advancement through mentorship programs, volunteer opportunities, performance evaluations, and ongoing feedback/coaching sessions.
Employee Assistance Program: Life can be unpredictable, and we're here to support you through challenging times. Access our employee assistance program for confidential counseling, legal assistance, and other support services.
And More!

At Barbri, we believe that investing in our employees leads to mutual success. Join us and be part of a passionate team dedicated to transforming education through innovative technology.

Barbri is an equal opportunity employer workplace. We do not discriminate on the basis of race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

We are dedicated to creating an inclusive environment where all employees feel valued, respected, and empowered to contribute their unique perspectives and talents.

Qualified applicants will receive consideration for employment without regard to their race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

Join us in our mission to empower individuals through education and technology. We welcome candidates from all backgrounds to apply and help us build an inclusive workforce.

Department
BARBRI Global Marketing
Locations
Remote, Dallas, TX, Eagan, MN, New York City
Remote status
Fully Remote
Yearly salary
$130 - $150
Employment type
Full-time

Original Job Description

VP of Demand Generation - REMOTE

Join BARBRI’s Global Marketing team as VP of Demand Strategy and lead the vision and execution of an always‑on demand engine that drives growth and builds lifelong BARBRI customers!

Position Overview

You will build and lead a high-performing team, fostering a culture of data-driven decision-making, agility, A/B testing, and continuous optimization.

Your success will be measured by generating a predictable pipeline of high-quality leads, increased market share, and contributing directly to BARBRI's revenue goals.

Key Responsibilities

Strategic Leadership: Develop and implement a sophisticated, multi-channel demand generation strategy that aligns with BARBRI's overarching business objectives, mission, and values.
Growth: Own the B2C + B2B marketing strategy and execution for key business expansion channels. Lead consumer strategy and work closely with product marketing teams on rollouts.
Full-Funnel Ownership: Oversee all aspects of demand generation, including digital marketing, content marketing, SEO/GEO/AI Visibility, SEM, email marketing, paid and organic social media.
Market Analysis & Insights: Use tools to understand customer behavior, identify new opportunities, and refine our go-to-market strategy.
Team Development: Lead, mentor, and grow a world-class demand generation team. Set clear goals, inspire excellence, and empower your team members to achieve outstanding results in a supportive environment.
Cross-Functional Collaboration: Partner closely with Sales, Product, Data Analytics, UX, and Finance leaders to ensure seamless alignment between marketing initiatives and sales objectives. Foster strong communication and a unified approach to revenue growth.
Performance & Analytics: Establish key performance indicators (KPIs) to measure campaign effectiveness, ROI, and pipeline contribution. Deliver actionable insights funnel efficiency, and customer journey data to inform strategic decisions. Regularly report on performance to the executive team

Planning + Budgets

Budget Management: Own and manage the demand generation budget, ensuring optimal allocation of resources to maximize impact and efficiency.
Planning: Lead annual and quarterly marketing planning, setting pipeline targets, and forecasting performance across growth channels.
Communicate findings and strategic recommendations to leadership through executive-level presentations.

Marketing Operations

Build and nurture strong relationships with senior customer executives, software partners, and internal stakeholders (marketing, sales, product, etc.) to drive alignment on marketing transformation initiatives
Lead conversations with C-suite executives and marketing leadership to understand their needs and deliver tailored marketing solutions leveraging Adobe technologies, Hubspot, SFDC and our company’s additional customer systems
Lead our strategic marketing transformation and propensity-scoring roadmaps, and articulate how platforms (Adobe solutions plus our company’s technology stack), data, personas and process come together to achieve aggressive growth targets.
Develop a clear, actionable strategy to address complex business challenges, driving long-term value for clients.

Channel Strategy

Lead multi-channel campaigns (email, webinars, events, content, PR and digital) in collaboration with the product marketing team to engage legal learners
External partnerships: Lead engagement with external agencies and consultants

Oversee Email Operations

Develop and implement an email marketing strategy aligned with overall marketing and business goals.
Identify target audiences and segment email lists based on behavior and engagement.
Establish key performance indicators (KPIs) for email marketing efforts.
Ensure email marketing complies with industry regulations and best practices.
Understand and implement industry best practices for email delivery and subscriber management.
Create and manage email campaigns, craft compelling content, CTAs, and automated sequences.
Ensure emails are formatted accurately, aligned to Brand Guide and optimized for both desktop and mobile devices.

Lead Paid Growth & Lead Management

Develop and execute integrated marketing campaigns in collaboration with cross-functional teams to generate qualified leads and drive sales growth, specifically targeting legal learners.
Leverage traditional and emerging marketing channels, industry events, and strategic partnerships relevant to the legal industry.

Website Ownership

Collaborate with product marketers and other stakeholders to ensure effective positioning of our portfolio of products across our main barbri.com domain, paid landing pages, and related websites.
Collaborate with UX, TechOps, and Development teams to create low-friction, high-converting e-commerce experiences for our users across all products.
Oversee the migration and consolidation of legacy brand websites into the barbri.com domain as part of our ONE BARBRI Northstar vision.
Lead the ongoing work to ensure our website continues to grow in domain authority, share of voice, traditional Search Engine SERP, AI Summaries and across all AI-powered search and social channels.
Collaborate with internal teams and external agencies to drive and measure KPIs, including organic growth, website conversion, SEO and AI visibility
Oversee technical audits and ongoing website health.

Qualifications & Skills

Bachelor’s degree in Marketing, Business, or related field; MBA is a plus.
10+ years of progressive experience in B2C and B2B marketing, with at least 5 years in a senior leadership role focused on demand generation.
Proven track record of developing and executing successful demand generation strategies that drive significant revenue growth in a competitive market.
Deep expertise across a wide range of marketing channels, including digital advertising, SEO/SEM, content strategy, marketing automation, and analytics.
Exceptional leadership skills with experience building, managing, and inspiring high-performing teams.
Highly analytical and data-driven mindset. You are an expert at using data to uncover insights, make decisions, and prove the value of marketing investments.
Outstanding communication and interpersonal skills, with the ability to influence and build consensus among executive leadership and cross-functional teams.
A confident, authoritative leader who can operate effectively at both a strategic and tactical level.
Experience in the education, ed-tech, or legal industry is highly desirable but not required.
Proficiency in MarTech tools and platforms, measurement and productivity tools, including:
Web CMS: Liferay
E-Mail and Paid Landing Pages: Marketo
Strategic Prototyping: Figma
Analytics: SEMRush, GTM, GA4
Heatmap and AB/Testing platforms: Fullstory, VWO
Business: Microsoft Office
Project Management: Jira, Monday
AI: Jasper, ChatGPT

Thrive Beyond the Basics: Our Perks Package

Competitive Benefits: Health, dental, vision, and life insurance plans to keep you and your loved ones covered. Plus, a healthy contribution to your 401(k) retirement savings.
Work-Life Harmony: We prioritize a healthy balance. Enjoy generous paid time off, including vacation, sick leave, volunteer and other "personal" days, to recharge and explore your interests.
Wellness Programs: Stay healthy and happy with an on-site fitness facility in our HQ, discounts on gym memberships, and wellness initiatives to support your physical and mental well-being.
Continuous Learning Opportunities: As an education company, we believe in the power of learning. Access our extensive library of educational resources, courses, and workshops to enhance your skills and knowledge in both professional and personal development areas.
Flexible Work Arrangements: We understand the importance of work-life balance. Enjoy flexible work hours and remote work options, allowing you to manage your schedule and responsibilities effectively.
Opportunities for Growth and Advancement: We're committed to helping you reach your full potential. Benefit from opportunities for career growth and advancement through mentorship programs, volunteer opportunities, performance evaluations, and ongoing feedback/coaching sessions.
Employee Assistance Program: Life can be unpredictable, and we're here to support you through challenging times. Access our employee assistance program for confidential counseling, legal assistance, and other support services.
And More!

At Barbri, we believe that investing in our employees leads to mutual success. Join us and be part of a passionate team dedicated to transforming education through innovative technology.

We are dedicated to creating an inclusive environment where all employees feel valued, respected, and empowered to contribute their unique perspectives and talents.

Join us in our mission to empower individuals through education and technology. We welcome candidates from all backgrounds to apply and help us build an inclusive workforce.

Department
BARBRI Global Marketing
Locations
Remote, Dallas, TX, Eagan, MN, New York City
Remote status
Fully Remote
Yearly salary
$130 - $150
Employment type
Full-time

Let me find your next job.

Thanks - you're signed up.

VP of Demand Generation

Edtech.com's Summary

VP of Demand Generation Full Description

VP of Demand Generation - REMOTE

Martin School Marketing & Communications Assistant

Chief Communications and Marketing Officer

Social Media Coordinator – Summer Part-Time

Marketing Coordinator

Content Marketing Writer