Demand Generation Manager (HubSpot)
Full-Time | Exempt | Remote - Eastern or Central Time Zone Candidates Only
Help Transform Education Through Data-Driven Marketing
At Instructional Empowerment, our mission is bold: to end generational poverty and eliminate achievement gaps through redesigned rigorous Tier 1 instruction that ensures deeper learning for ALL students.
Every day, we partner with school districts across the country to improve teaching and learning by equipping educators with proven instructional frameworks that drive meaningful student outcomes.
We're seeking a strategic, data-driven Demand Generation Manager to lead our digital demand generation efforts and build a high-performing marketing engine that increases awareness, engagement, and qualified pipeline among K–12 education leaders. "This is an individual contributor role with enterprise-wide ownership of digital marketing strategy and execution."
This role owns the strategy, execution, and optimization of our digital marketing ecosystem—including paid media, marketing automation, website optimization, analytics, and marketing technology. You'll work closely with Sales, Customer Success, Product Marketing, and Executive Leadership to generate measurable business growth while helping educators access solutions that transform teaching and learning.
The ideal candidate combines strategic thinking with hands-on execution, thrives in a fast-paced environment, and enjoys using technology and analytics to solve complex marketing challenges.
What You'll Do
Demand Generation Strategy
- Develop and execute integrated demand generation strategies that drive qualified leads and measurable pipeline growth.
- Plan and manage multi-channel marketing campaigns across paid media, email, webinars, events, website content, and landing pages.
- Build campaigns that engage prospective customers throughout every stage of the buyer journey.
- Partner with Product Marketing to translate product capabilities into compelling, customer-focused messaging and campaign positioning.
- Align marketing initiatives with organizational growth objectives and business development priorities.
Paid Media & Digital Marketing
- Plan, execute, and optimize paid advertising campaigns across Google Ads, LinkedIn, Meta, YouTube, and other digital platforms.
- Develop audience targeting strategies focused on superintendents, district leaders, principals, instructional leaders, and classroom educators.
- Manage campaign budgets while maximizing return on advertising spend (ROAS).
- Continuously test and optimize ad creative, messaging, landing pages, and audience segmentation to improve campaign performance and conversion rates.
Marketing Automation & HubSpot Administration
- Serve as the organization's primary HubSpot administrator.
- Manage CRM data integrity, segmentation, lead scoring, workflows, forms, landing pages, dashboards, and marketing automation.
- Develop and optimize lead nurturing programs that move prospects through the marketing and sales funnel.
- Support efficient lead lifecycle management and marketing-to-sales handoff processes.
Marketing Technology, Analytics & Reporting
- Own the implementation and optimization of marketing tracking infrastructure using Google Tag Manager and Google Analytics 4 (GA4).
- Ensure accurate measurement of website activity, campaign performance, attribution, and conversion events.
- Maintain marketing integrations between HubSpot and Salesforce to ensure data accuracy and operational efficiency.
- Build dashboards and executive reports that provide visibility into campaign performance, marketing-sourced pipeline, and return on investment.
- Analyze marketing data and provide actionable recommendations that improve campaign effectiveness and business results.
Website & Conversion Optimization
- Manage website conversion strategies, including landing page development, testing, and optimization.
- Conduct A/B testing to improve conversion rates and lead generation performance.
- Support SEO, Answer Engine Optimization (AEO), and website user experience initiatives that increase organic visibility and engagement.
Cross-Functional Collaboration
- Partner closely with Sales, Customer Success, Product Marketing, and Executive Leadership to ensure alignment across marketing initiatives.
- Collaborate with Sales Leadership to improve lead quality, conversion rates, pipeline velocity, and marketing contribution.
- Support product launches, go-to-market initiatives, and strategic marketing campaigns.
What You'll Bring
Required Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field (or equivalent combination of education and experience).
- 6–8 years of progressive experience in digital marketing, demand generation, growth marketing, or performance marketing within a B2B organization.
- Demonstrated success developing and executing integrated demand generation programs that generate qualified leads and measurable pipeline growth.
- Extensive hands-on experience administering HubSpot Marketing Hub, including workflows, lead scoring, segmentation, reporting, and marketing automation.
- Proven experience managing paid advertising campaigns across Google Ads, LinkedIn Campaign Manager, and other digital advertising platforms.
- Strong experience implementing and managing Google Tag Manager, Google Analytics 4 (GA4), conversion tracking, and marketing attribution.
- Experience working with Salesforce CRM and managing marketing technology integrations.
- Strong analytical skills with the ability to interpret campaign data, identify opportunities, and translate insights into business recommendations.
- Excellent written, verbal, and presentation skills with the ability to communicate complex ideas clearly.
- Experience collaborating with cross-functional teams and managing multiple priorities in a fast-paced environment.
Preferred Qualifications
- Experience marketing products or services to K–12 school districts, education leaders, or other public-sector audiences.
- Experience developing Account-Based Marketing (ABM) strategies.
- Expertise in conversion rate optimization (CRO), SEO, and Answer Engine Optimization (AEO).
- Experience supporting product launches and go-to-market initiatives.
- HubSpot, Salesforce, Google Ads, or Google Analytics certifications.
- Experience promoting webinars, conferences, and virtual events.
What Success Looks Like
In your first year, you'll help us achieve measurable business impact by:
- Increasing qualified lead generation and marketing-sourced pipeline.
- Improving campaign conversion rates while reducing cost per lead.
- Building scalable marketing automation and lead nurturing programs.
- Delivering accurate attribution and executive reporting that informs business decisions.
- Strengthening alignment between Marketing and Sales to improve lead quality and pipeline velocity.
- Growing awareness and engagement among K–12 district and school leaders.
Why Join Instructional Empowerment?
At Instructional Empowerment, your work matters. Every marketing campaign you launch and every lead you generate helps connect educators with solutions that improve teaching and learning for students across the country.
A Benefits Package Designed Around Your Well-Being
- Multiple medical plan options, including a 100% employer-paid health plan
- HSA and FSA options available to save for medical expenses, with employer-funded HSA contributions for those participating in eligible healthcare plans
- Company-paid dental, vision, life, STD, and LTD coverage
- 15 days of PTO available in your first year of employment
- 8 paid holidays, plus 2 floating holidays
- 401(k) with a 4% company match
- Salary range $90,000-$100,000
If you're looking for a role where you can combine your expertise in digital marketing, automation, analytics, and technology with a mission that truly makes a difference, we encourage you to apply.
Originally posted on