What you'll do here:Customer Acquisition Strategy:- 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.
Program Campaign Execution & Performance Optimization:- 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,.
Cross-Functional GTM Integration:- 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.
- Coordination with Marketing Ops to ensure appropriate prioritization and execution
Audience Segmentation & Personalization:- 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.
Leadership & Squad Alignment:- 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.
Innovation & Modern Marketing Tactics:- 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
Skills you will need here:- 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.
CompensationAt Cengage Group, we take great pride in our commitment to providing a comprehensive and rewarding Total Rewards package designed to support and empower our employees. Click here to learn more about our Total Rewards Philosophy.
The full base pay range has been provided for this position. Individual base pay will vary based on work schedule, qualifications, experience, internal equity, and geographic location. Sales roles often incorporate a significant incentive compensation program beyond this base pay range.
In this position, you will be eligible to participate in the company's discretionary incentive bonus program. This position's bonus target amount, which is not guaranteed and is dependent on individual performance and overall company results among other factors, is provided below.
25% Annual: Individual Target
$138,200.00 - $179,650.00 USD
