Director of Demand Generation (Remote)

Director of Demand Generation

Location: Remote (U.S.)

About Effective School Solutions

Effective School Solutions (ESS) partners with K-12 districts to provide mental health solutions that support student success. We are seeking a Director of Demand Generation to design and lead a comprehensive demand generation strategy that builds awareness, nurtures interest, and drives pipeline growth with school district decision-makers.

Position Summary

The Director of Demand Generation will be responsible for developing, executing, and optimizing integrated campaigns that generate and accelerate pipeline. This leader will own strategy and execution across digital marketing, events/webinars, and nurture campaigns, while partnering closely with sales, product marketing, and content teams.

This is both a strategic and hands-on role — balancing long-term planning with the day-to-day management of campaigns, performance data, and lead funnel health.

Key Responsibilities

Demand Generation Strategy & Execution

• Develop and implement a comprehensive demand generation strategy aligned with ESS's revenue goals and sales pipeline targets.
• Plan and execute multi-channel campaigns across digital (paid ads, email, SEO/SEM, social), events/webinars, and content syndication.
• Build, execute, and continuously optimize nurture workflows to move leads from MQL → SQL.
• Digital Marketing (Pipeline Growth)
• Oversee paid media strategy (LinkedIn, Google Ads, retargeting) to expand reach and drive high-quality inbound leads.
• Partner with SEO/SEM resources to improve web conversion rates and optimize campaign landing pages.
• Drive structured A/B testing across channels to refine messaging, creative, and offers.
  
  

Sales & Marketing Alignment

• Collaborate with Sales leadership to ensure lead follow-up, campaign context, and effective outreach plays.
• Provide ongoing reporting and insights to Sales on campaign performance, ROI, and pipeline contribution.
• Partner with Product Marketing to align campaigns with key personas, messaging, and market trends.
  
  

Analytics & Optimization

• Own reporting for all demand generation campaigns in partnership with Marketing Operations.
• Monitor performance against key metrics (MQLs, SQLs, pipeline contribution, ROI) and adjust strategies accordingly.
• Leverage intent data, persona mapping, and account-based targeting to continuously refine segmentation and targeting.
  
  

Events, Webinars, and Conferences

• As part of the marketing team's events strategy, standardize event operations, including pre-event promotions and post-event follow-up sequences, with a focus on ROI measurement.
• Lead demand generation strategy for events and webinars, including pre- and post-event engagement campaigns.
• Partner with Sales team to ensure maximum pipeline impact from ESS's presence at industry conferences.
  
  

Qualifications

• 7 years of experience in demand generation, with proven success driving pipeline growth (experience in education, healthcare, or mission-driven organizations a plus).
• Strong working knowledge of digital marketing channels, ABM, SEO/SEM, paid media, email marketing, and nurture campaigns.
• Experience leveraging Salesforce CRM and marketing automation tools (HubSpot or Marketo).
• Proven track record building campaigns that generate qualified leads and measurable pipeline.
• Excellent collaboration and project management skills — ability to work cross-functionally across Sales, Content, Product, and Events.
• Strong analytical mindset, with ability to interpret data and make optimization decisions.
• Experience managing budgets and external vendors/partners.
• Creative thinker with ability to translate strategy into compelling campaigns that resonate with school district leaders.
  
  

The Salary Range for this position is $120K/yr - $150K/yr depending on experience.