Senior Director of Demand Generation

Project Lead The Way; United States; Remote; USD 120,000 - 180,000; Full time

Job summary

Project Lead The Way is looking for a Senior Director of Demand Generation to spearhead strategies that drive engagement and program adoption in K-12 education. This role involves overseeing multi-channel campaigns, optimizing lead generation, and collaborating across teams to enhance the organization’s impact.

Qualifications

• Proven experience in demand generation, marketing strategy, and team leadership.
• Strong analytical skills with a data-driven approach.
• Experience in K-12 education or EdTech preferred.

Responsibilities

• Develop integrated demand generation strategies to boost enrollment and revenue.
• Optimize marketing funnel and lead acquisition programs.
• Lead a high-performing demand generation team.

Skills

Strategic Planning

Lead Generation

Email Marketing

Digital Advertising

Content Marketing

SEO

Data Analysis

Market Segmentation

CRM

Education

Bachelor's degree in Marketing, Business, or related field

Tools

Salesforce

HubSpot

Tableau

Google Analytics

Job description

OVERVIEW

The Senior Director of Demand Generation is responsible for developing and executing multi-channel demand generation strategies to drive awareness, engagement, and program adoption in the K-12 education market. This role leads national and regional demand strategies, campaign execution, lead generation, and funnel optimization to support PLTW’s revenue growth and impact goals. Regular travel required.

RESPONSIBILITIES

• Develop and execute integrated demand generation strategies to increase program enrollment, retention, and revenue growth in the K-12 market.
• Own lead acquisition and conversion programs, optimizing email marketing, digital advertising, content marketing, paid social, SEO, and account-based marketing (ABM).
• Build and execute full-funnel campaigns, ensuring seamless engagement across awareness, consideration, and decision-making stages.
• Define and implement lead nurturing strategies that move prospects through the sales funnel and drive high conversion rates.
• Partner with Sales leadership to align demand generation efforts with revenue and pipeline goals.
• Manage relationships with agencies, vendors, and industry organizations to optimize reach and effectiveness.
• Own and optimize the marketing funnel, ensuring effective measurement of marketing’s contribution to pipeline and revenue.
• Leverage business intelligence tools (Salesforce, HubSpot, Tableau, Google Analytics, etc.) to track, analyze, and optimize campaign performance.
• In collaboration with the Content and Creative teams, continuously test and refine messaging, channels, and creative assets to maximize impact.
• Establish KPIs, dashboards, and reporting frameworks to measure ROI on marketing programs and improve performance.
• Identify new growth opportunities, using market insights and data-driven recommendations.
• Lead and mentor a high-performing demand generation team, fostering a customer-centric and data-driven culture.
• Work cross-functionally with Sales, Customer Success, Research, Product Marketing, Content, Creative, and Event teams to develop high-impact campaigns.
• Partner with PLTW’s Communications team to align demand generation efforts with broader brand storytelling and thought leadership initiatives.
• Lead efforts to manage and optimize marketing automation, CRM, and other technology platforms to enhance demand generation efficiency.
• Stay up to date on K-12 education trends, EdTech innovations, and growth marketing best practices to ensure PLTW remains at the forefront of demand generation.
• Continuously refine market segmentation, audience targeting, and personalization strategies to improve lead quality and conversion rates.
• Represent PLTW at industry events, conferences, and partner meetings to expand brand presence and engagement.
• Identify and recommend potential opportunities to incorporate innovative methods and emerging trends within area of expertise.
• Other duties as assigned.