VP of Demand Generation - REMOTE

BARBRI • Eagan, MN

1d • Remote

About The Position

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.

Requirements

• 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.
• 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

Nice To Haves

• Experience in the education, ed-tech, or legal industry is highly desirable but not required.

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
• 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.
• 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.
• 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
• 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.
• 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.
• 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.

Benefits

• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Number of Employees: 101-250 employees