Director, Demand Marketing (Remote)

Cengage Group

2d•Remote

About The Position

This role leads the end-to-end strategy for building a robust pipeline of new institutional customers across prioritized product areas and customer segments. The Director will translate growth goals into targeted Go-To-Market (GTM) campaign strategies that increase marketing-sourced pipeline, accelerate conversion, and support revenue growth. This includes leading the planning, prioritization, and execution of integrated, multi-channel demand campaigns (email, paid media, SEO, SEM, webinars, third-party channels) and using behavioral and intent data to continuously optimize campaign performance. The role also involves identifying and implementing B2B customer-centric initiatives for strategic enterprise buyers, aligning with Sales leadership for seamless lead handoff, partnering with Revenue Operations to track pipeline contribution, and collaborating with Product Marketing to translate GTM messaging into compelling content. Additionally, the Director will lead a team of marketing managers to accelerate demand generation capabilities and build sophisticated, multi-channel B2B campaigns, while embedding testing, automation, ABM, and intent-based targeting into campaign frameworks and staying current on digital demand trends.

Requirements

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.

Nice To Haves

Advanced degree a plus

Responsibilities

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.
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.
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.
Coordinate with Marketing Ops to ensure appropriate prioritization and execution.
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.
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.
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.
Coach and guide the team through campaign execution and their own career paths.