📌 Core Information
🔹 Job Title: Senior Demand Generation Manager
🔹 Company: Informed K12
🔹 Location: United States (Remote)
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: August 5, 2025
🔹 Experience Level: 6-8 years
🔹 Remote Status: Yes
🚀 Job Overview
Key aspects of this role include:
- Developing and deploying integrated marketing campaigns to drive leads, meetings, and pipeline
- Partnering with marketing and sales colleagues to enhance lead quality and accelerate pipeline velocity
- Running paid digital campaigns and defining lead scoring, attribution, and quarterly forecasting
- Providing robust reporting and thoughtful analysis for continuous improvement
- Supervising the Demand Gen Senior Manager and marketing ops contractor
ASSUMPTION: This role requires a strong background in demand generation, with a focus on building out programs in a start-up environment. The ideal candidate will have a proven track record of leading revenue growth via pipeline growth and MQL generation.
📋 Key Responsibilities
✅ Develop and deploy integrated marketing campaigns to drive leads, meetings, and pipeline, activating channels including email, website, paid digital and search, content, ABX, and events
✅ Closely partner with marketing and sales colleagues on events and conferences, ensuring thoughtful messaging, excellent execution, and high ROI for ~ 40 events per year
✅ Run paid digital campaigns, assessing ROI across third-party content syndication, Google Ads, LinkedIn, and more
✅ Define and build lead scoring, attribution, and quarterly forecasting in collaboration with RevOps
✅ Partner closely with Sales, RevOps, and BDR teams to enhance lead quality, increase conversion rates, and accelerate pipeline velocity
✅ Provide robust reporting and thoughtful analysis for continuous improvement to marketing, sales, and senior management
✅ Analyze market trends and campaign performance to refine and optimize demand generation strategies
✅ Ruthlessly monitor pipeline health and revenue performance metrics to ensure marketing’s impact, delivering actionable insights and driving timely strategic pivots
✅ Supervise the Demand Gen Senior Manager and marketing ops contractor
✅ Stay up-to-date on B2B marketing trends and technologies, continuously testing and optimizing tactics to drive innovation
✅ Demonstrate knowledge of the K-12 market and buyers, education trends, and product benefits
ASSUMPTION: This role requires a high level of strategic thinking, as well as strong analytical and project management skills. The ideal candidate will be comfortable working in a small marketing team with shifting priorities.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 6-8 years of demand generation experience, with a focus on building out programs in a start-up environment, in support of growth goals
Required Skills:
- Proven track record of leading revenue growth via pipeline growth and MQL generation
- Curiosity and a commitment to continuous learning
- Proven track record of running effective campaigns and events, grounded in best practices and account-based principles and techniques
- Excellent written and verbal communication skills, with expertise adapting existing messaging and long-form content into channel-specific messaging (landing pages, email, paid digital, etc.)
- Strong analytical skills and experience in data-driven decision-making
- Ability to thrive and take initiative in a small marketing team, with shifting priorities
- Demonstrated project management experience, meeting deadlines across multiple teams, navigating unexpected obstacles with grace
- Technical proficiency in marketing automation and CRM software, ideally Hubspot and Salesforce
Preferred Skills:
- Team leadership; experience developing teams is preferred
- Experience in EdTech, early stage start-ups, and vertical SaaS
- Established playbook and experience opening up new territories from stage 0
- Self-starter with a bias for action
- Experience with K12 buying committees
ASSUMPTION: While the preferred qualifications are not required, they would be beneficial for a candidate looking to excel in this role and make a significant impact on the company's growth.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (Based on industry standards for a Senior Demand Generation Manager with 6-8 years of experience in a similar role and location)
Benefits:
- Healthcare coverage covered at 100% for employees & 35% for all dependents
- Uncapped PTO
- Monthly productivity allowance (work where you thrive! This covers a co-working space, coffee shop, working lunch)
- New hire stipend for remote office set-up
- Monthly wifi reimbursement
- Annual personal office supply stipend
- Stipend for skills development (begins at 1-year anniversary)
Working Hours: Full-time (40 hours per week, with flexibility for remote work)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a similar role and location. The benefits listed are based on the information provided in the job description.
📌 Applicant Insights
🔍 Company Context
Industry: Education Administration Programs
Company Size: 51-200 employees (According to LinkedIn)
Founded: 2012 (According to LinkedIn)
Company Description:
- Informed K12 helps school district administrators operate efficiently and gain insight into their most critical school business processes
- The company transforms paperwork from a daily stumbling block to a strategic tool, enabling district administrators to drive systemic change and improve productivity, accountability, and equity
- Informed K12 is powering the future of school district operations by helping district administrators drive the systemic change needed to improve productivity, accountability, and equity
Company Specialties:
- K-12 Services
- Workflow Automation for K-12 School Districts
- School Business Process Automation
Company Website: www.informedk12.com
ASSUMPTION: Informed K12 is a growing company in the education technology sector, focused on helping school districts operate more efficiently. The company is committed to driving systemic change in school district operations to improve productivity, accountability, and equity.
📊 Role Analysis
Career Level: Senior-level role, reporting directly to the Head of Marketing
Reporting Structure: This role will report to the Head of Marketing and will be instrumental in driving pipeline growth and ARR
Work Arrangement: Remote (with the option to work from the company's headquarters in San Francisco, California)
Growth Opportunities:
- As the company continues to grow, there may be opportunities for the successful candidate to take on additional responsibilities and advance their career within the marketing department
- The ideal candidate will have the opportunity to make a significant impact on the company's growth and will be instrumental in driving pipeline growth and ARR
- This role offers the chance to work in a dynamic and fast-paced environment, with the potential for rapid growth and advancement
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a significant impact on the company's growth and success.
🌍 Location & Work Environment
Office Type: Remote-friendly, with an office located in San Francisco, California
Office Location(s): 230 California Street, Suite 601, San Francisco, California 94111, US
Geographic Context:
- The company is headquartered in San Francisco, California, with a remote-friendly work environment that allows employees to work from anywhere in the United States
- The company's focus on education technology and school district operations makes it an attractive opportunity for candidates interested in making a positive impact on the education sector
- The company's commitment to driving systemic change in school district operations offers a unique and rewarding work environment for the right candidate
Work Schedule: Full-time (40 hours per week, with flexibility for remote work)
ASSUMPTION: The remote-friendly work environment offered by Informed K12 provides employees with the flexibility to work from anywhere in the United States, with the option to work from the company's headquarters in San Francisco, California.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screen with the HR department
- In-depth interview with the Head of Marketing
- Final interview with the CEO or another senior leader
- Background check and offer
Key Assessment Areas:
- Demand generation experience and track record of success
- Analytical skills and data-driven decision-making
- Project management experience and ability to thrive in a small marketing team with shifting priorities
- Communication skills and ability to adapt existing messaging for different channels
- Technical proficiency in marketing automation and CRM software
Application Tips:
- Highlight your demand generation experience and track record of success in your resume and cover letter
- Demonstrate your analytical skills and data-driven decision-making in your application materials
- Showcase your project management experience and ability to thrive in a small marketing team with shifting priorities
- Tailor your application materials to the specific requirements and preferences of Informed K12
ATS Keywords: Demand Generation, Campaign Management, Event Management, Lead Scoring, Attribution, Reporting, Performance Optimization, Market Intelligence, Analytical Skills, Project Management, B2B SaaS, Communication Skills, Data-Driven Decision Making, Team Leadership, Curiosity, Technical Proficiency
ASSUMPTION: The application process for this role is likely to be competitive, with a focus on demand generation experience and a proven track record of success. Candidates should highlight their relevant experience and skills in their application materials and be prepared to discuss their qualifications in detail during the interview process.
🛠️ Tools & Technologies
- Hubspot
- Salesforce
- Other marketing automation and CRM software (specific tools may vary)
ASSUMPTION: The specific tools and technologies required for this role may vary, but the ideal candidate will have experience with marketing automation and CRM software, such as Hubspot and Salesforce.
👔 Cultural Fit Considerations
Company Values:
- Innovation
- Collaboration
- Customer-centricity
- Integrity
- Accountability
Work Style:
- Dynamic and fast-paced environment
- Small marketing team with shifting priorities
- Focus on driving systemic change in school district operations
Self-Assessment Questions:
- Do you have a proven track record of leading revenue growth via pipeline growth and MQL generation?
- Are you comfortable working in a small marketing team with shifting priorities?
- Do you have experience with marketing automation and CRM software, such as Hubspot and Salesforce?
- Are you curious and committed to continuous learning?
- Do you have experience with K12 buying committees?
ASSUMPTION: The ideal candidate for this role will be a strong fit with Informed K12's company values and work style, with a proven track record of success in demand generation and a commitment to continuous learning.
⚠️ Potential Challenges
- Working in a small marketing team with shifting priorities may require the successful candidate to be adaptable and able to manage multiple projects simultaneously
- The role may require the successful candidate to work closely with various teams, including marketing, sales, and RevOps, to enhance lead quality and accelerate pipeline velocity
- The role may require the successful candidate to stay up-to-date on B2B marketing trends and technologies, continuously testing and optimizing tactics to drive innovation
- The role may require the successful candidate to demonstrate knowledge of the K-12 market and buyers, education trends, and product benefits
ASSUMPTION: While this role offers significant growth opportunities, it also presents unique challenges that the successful candidate will need to navigate to be successful.
📈 Similar Roles Comparison
- This role is similar to other demand generation roles in the education technology sector, but may require more focus on building out programs in a start-up environment and driving revenue growth
- The ideal candidate for this role will have experience in EdTech, early stage start-ups, and vertical SaaS
- This role offers the opportunity to make a significant impact on the company's growth and success, with the potential for rapid growth and advancement
ASSUMPTION: While this role is similar to other demand generation roles in the education technology sector, it offers unique opportunities for the right candidate to make a significant impact on the company's growth and success.
📝 Sample Projects
- Developing and deploying integrated marketing campaigns to drive leads, meetings, and pipeline for a new product launch
- Running paid digital campaigns to assess ROI across third-party content syndication, Google Ads, LinkedIn, and more
- Defining and building lead scoring, attribution, and quarterly forecasting in collaboration with RevOps to optimize demand generation strategies
ASSUMPTION: The specific projects required for this role may vary, but the ideal candidate will have experience with demand generation, campaign management, event management, and data-driven decision-making.
❓ Key Questions to Ask During Interview
- Can you describe the company's growth plans and how this role fits into those plans?
- How does the marketing team collaborate with other departments, such as sales and RevOps, to enhance lead quality and accelerate pipeline velocity?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the company support the professional development and growth of its employees?
- What is the company's approach to work-life balance and remote work?
ASSUMPTION: The ideal candidate for this role will be curious and ask thoughtful questions about the company's growth plans, team dynamics, and professional development opportunities.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your demand generation experience and track record of success
- Prepare for the interview by researching the company and practicing your responses to common interview questions
- Follow up with the HR department after submitting your application to confirm receipt and express your interest in the role
- If you are selected for an interview, be prepared to discuss your qualifications in detail and provide specific examples of your demand generation experience and achievements
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
