Director of Demand Generation & Enrollment, North America (Remote)

🚀 Job Overview

As the Director of Demand Generation & Enrollment for North America at SANS Institute, you will lead strategic marketing initiatives to drive growth and revenue across multiple business units including Live Training, OnDemand, Mission Programs, Sponsorships, and Summits. This pivotal leadership role involves developing and executing data-driven marketing strategies, managing cross-functional teams, and optimizing the customer acquisition funnel to expand SANS' learner base while achieving revenue targets.

ASSUMPTION: Based on the job description, this is a senior leadership position with significant impact on revenue generation and business growth. The role appears to balance strategic planning with hands-on execution of marketing initiatives.

📋 Key Responsibilities

• ✅ Develop and execute a unified growth marketing strategy across multiple business units (Live Training, OnDemand, Mission programs, Sponsorships/Research, Summits)
• ✅ Lead and mentor a cross-functional marketing team, ensuring alignment with company growth objectives
• ✅ Create and oversee data-driven, multichannel marketing campaigns (email, paid media, social, SEO, events, partnerships)
• ✅ Implement continuous A/B testing and growth experiments to optimize performance metrics (conversion rates, LTV, CAC)
• ✅ Monitor and analyze KPIs to optimize campaigns and provide executive insights on growth metrics
• ✅ Collaborate with business and central marketing teams to ensure aligned execution of growth strategies
• ✅ Manage marketing budget allocation with focus on high ROI initiatives
• ✅ Work with marketing ops and data analytics teams to leverage marketing automation tools and optimize lead funnels
• ✅ Identify and resolve internal gaps in lead management and workflow processes
• ✅ Partner with Summit, Mission, and Sponsorship teams to create mission-driven lead generation programs
• ✅ Develop community-building programs that foster deeper engagement and customer loyalty

🎯 Required Qualifications

Education: Bachelor's degree in Marketing or related field

Experience: Minimum of 7 years in growth marketing

Skills:

• People leadership and team development expertise
• Proven ability to deliver results on schedule
• High energy, creativity, and ability to excel in fast-paced environments
• Confident presentation skills and information synthesis abilities
• Data-driven decision making with strong attention to detail
• Cybersecurity experience preferred (not required)

💰 Compensation & Benefits

Salary Range: $145,000 - $165,000 (may vary based on geographic location, experience, education, certifications, and years of experience)

Benefits:

• Medical, Dental, and Vision insurance
• Short-Term Disability
• 401(k) with company match
• Employee Assistance Program
• Supplemental Life Insurance and AD&D
• Paid Time Off
• Company Paid Holidays
• Volunteer Paid Time Off

Industry Comparison: This compensation package appears competitive for senior marketing leadership roles in the cybersecurity education sector.

ASSUMPTION: The salary range provided is likely for base salary only and doesn't include potential bonuses or other variable compensation that might be available for a revenue-focused leadership position.

🔍 Company Context

Industry Position: SANS Institute is a leading cybersecurity training and certification organization, established in 1989. The company provides high-quality training, certifications, scholarship academies, degree programs, cyber ranges, and resources for cybersecurity professionals.

Company Size: Mid to large organization with established presence in the cybersecurity education sector

Company Stage: Mature organization with over 30 years of industry experience

ASSUMPTION: While the exact size of SANS Institute is not specified, their prominence in the cybersecurity education field, established history since 1989, and their ability to offer multiple business divisions (Live Training, OnDemand, etc.) suggests they are a well-established organization with significant market presence.

📊 Role Analysis

Career Level: Senior leadership

Reporting Structure: Reports to the Director of North America Marketing and has several direct reports

Team Size/Composition: Leads a cross-functional marketing team focused on various business units

Growth Opportunities: Potential for advancement to broader marketing executive roles or business unit leadership positions

ASSUMPTION: Based on the reporting structure and scope of responsibilities, this appears to be a key leadership position with significant influence on revenue-generating activities. The role likely offers visibility to executive leadership and opportunities to make measurable business impact.

🌍 Location & Work Environment

Office Type: Remote with 15-20% domestic travel for in-person meetings

Geographic Context: North America-based position with flexibility on specific location

Work Schedule: Standard full-time schedule with potential for flexibility given the remote nature

Regional Considerations: Travel requirements suggest the need to occasionally be present for team collaborations, stakeholder meetings, or marketing events

ASSUMPTION: The remote nature of the role likely provides flexibility in work hours and location, but the travel component indicates regular in-person interactions are valued for relationship building and strategic alignment.

💼 Interview & Application Insights

Typical Process: For senior marketing roles in established organizations, expect multiple rounds including initial screening, panel interviews with marketing leadership, assessment of marketing strategies/campaigns, and final executive interviews

Key Assessment Areas:

• Track record of driving measurable growth and revenue impact
• Leadership skills and team development experience
• Strategic thinking combined with data-driven execution
• Cross-functional collaboration abilities
• Experience with marketing analytics and performance optimization

Application Tips: Emphasize quantifiable results from previous marketing leadership roles, particularly revenue growth, improved conversion metrics, and successful team development

ATS Keywords: demand generation, growth marketing, revenue marketing, lead generation, customer acquisition, marketing analytics, marketing automation, multichannel campaigns, A/B testing, CAC, LTV, ROI, marketing leadership, team management

ASSUMPTION: These insights are based on standard interview processes for senior marketing roles in established B2B education companies and may vary based on SANS Institute's specific hiring procedures.

🛠️ Tools & Technologies

• Marketing automation platforms
• CRM systems
• Data analytics and reporting tools
• Email marketing platforms
• Paid media campaign management tools
• SEO optimization software
• A/B testing platforms
• Marketing performance dashboards

ASSUMPTION: While specific tools aren't named in the job description, expertise with these categories of marketing technology would be expected for someone in this role based on the responsibilities described.

👔 Cultural Fit Considerations

Company Values: SANS Institute emphasizes a culture defined by "Mission, Brand, People" with values including fairness, honesty, customer focus, and a pragmatic approach to problems

Work Style: Collaborative, results-oriented, data-driven, with a focus on educational mission and cybersecurity impact

Self-Assessment: Candidates should consider:

• Do you thrive in a mission-driven organization focused on education and security?
• Are you comfortable balancing strategic vision with hands-on execution?
• Do you enjoy mentoring team members while also driving measurable business results?
• Can you effectively collaborate across multiple business units while maintaining focus on revenue goals?

ASSUMPTION: The emphasis on mission suggests SANS values purpose-driven professionals who connect with the organization's educational impact in cybersecurity. The culture appears to value both team collaboration and measurable outcomes.

⚠️ Potential Challenges

• Balancing strategic leadership with tactical execution across multiple business units
• Managing marketing initiatives for diverse products/services with potentially different audience segments
• Coordinating with multiple stakeholders across different business units and central marketing
• Optimizing marketing performance while adhering to budget constraints
• Building team cohesion in a remote environment with traveling components

ASSUMPTION: These potential challenges are based on the scope and complexity of the role as described, typical challenges in multi-product marketing leadership positions, and the remote nature of the work environment.

📈 Similar Roles Comparison

This Director of Demand Generation role is similar to VP of Marketing or Senior Director of Marketing positions in other organizations, but with a stronger focus on revenue generation and enrollment/acquisition metrics. Compared to general marketing leadership roles, this position has:

• More direct revenue responsibility and growth metrics ownership
• Greater emphasis on customer acquisition funnel optimization
• Specific focus on education marketing and enrollment processes
• Broader cross-functional collaboration requirements across multiple business units

ASSUMPTION: This comparison is based on standard industry patterns for marketing leadership roles with emphasis on revenue generation and customer acquisition.

📝 Sample Projects

• Developing an integrated marketing campaign strategy to increase enrollment in SANS training programs by optimizing the multi-channel customer journey
• Creating a performance dashboard to track marketing KPIs across business units with actionable insights for optimization
• Leading a cross-functional initiative to improve lead nurturing workflows and reduce customer acquisition costs
• Implementing A/B testing program across marketing channels to improve conversion rates and reduce cost per acquisition
• Designing a community-building strategy to increase customer retention and lifetime value

ASSUMPTION: These projects are illustrative examples based on the responsibilities outlined in the job description and typical initiatives for roles of this nature.

❓ Key Questions to Ask During Interview

1. How do the different business units (Live Training, OnDemand, Mission Programs, etc.) collaborate on marketing initiatives, and where do you see opportunities for greater integration?
2. What are the most significant growth challenges facing SANS Institute in the North American market, and how is marketing expected to address them?
3. How does SANS measure marketing success beyond traditional metrics, particularly regarding its educational mission and cybersecurity impact?
4. What marketing technologies and data infrastructure are currently in place, and are there plans for new investments or improvements?
5. How does the organization balance short-term revenue goals with long-term brand building and community development?
6. Can you describe the ideal collaboration between this role and the Director of North America Marketing?

ASSUMPTION: These questions are suggested based on the role description and would need adaptation based on specific interview context and company information shared during the process.