Director of Demand Generation

At ClassLink, we believe learning should be accessible, engaging, and empowering for every student, every educator, everywhere. That’s why we build secure, intuitive tools that empower more than 26 million students and educators worldwide. From simplifying access with single sign-on, to advancing equity with usage analytics, to automating secure rostering, our platform helps schools focus on what matters most: teaching and learning.

We’re not just building tools, we’re building what’s next in education. By removing barriers and enabling data-driven decisions, our solutions help educators lead with confidence and students thrive in and out of the classroom every day.

Our team is driven by purpose and grounded in three core values:

• Strive to Grow - always learning, improving, and innovating.
• Deliver Worthwhile Experiences - for our users, our partners, and each other.
• Contribute with Heart - putting people first in everything we do.

These values shape how we work, innovate, and support the communities we serve. If you’re ready to do work that makes a real difference, and grow alongside a team that values collaboration, support, and continuous improvement. ClassLink is the place for you.

The Director of Demand Generation owns how ClassLink turns awareness into a pipeline. This role builds the engine that identifies the right school districts, earns their attention, and moves them toward meaningful conversations with sales, driving qualified demand and supporting the company's growth objectives.

ClassLink has the reach, brand recognition, and growing portfolio to win. What it needs is a systematic demand engine, the campaigns, automation, and measurement that consistently generate qualified pipeline and demonstrate marketing's impact on revenue. This role is responsible for building that engine from the ground up.

This is a senior, hands-on role. You will define the demand generation strategy and personally build the initial campaigns, laying the foundation for long-term growth. As the function matures, you will have the opportunity to build and lead a small team.

What does Success Look Like:

A predictable pipeline engine. Marketing reliably generates qualified leads and opportunities, and everyone can see where they came from.

Campaigns that convert. Integrated programs move prospects from first touch to sales conversation, not just clicks and opens.

A clear line from spend to revenue. Every dollar and every channel is measured, and marketing can prove its contribution to pipeline.

Systems that scale. Nurture flows, scoring models, and reporting that grow with the business instead of breaking under it.

Key Responsibilities:

Demand Strategy & Campaigns

• Own the demand generation strategy across the funnel, from awareness through marketing-qualified opportunity.
• Design and run integrated, multi-touch campaigns that target the right school districts with the right message at the right time.
• Build demand programs for new customer acquisition and for expansion into the existing customer base, in partnership with Product Marketing and Customer Marketing.
• Own the demand calendar, aligning campaigns to launches, events, and seasonal buying cycles in education.

Paid Media, Digital & Pipeline Programs

• Own paid media strategy and execution including budget management and return on spend.
• Build retargeting and account-based programs that reach high-value districts and re-engage prospects who did not convert.
• Turn webinars and events into a systematic pipeline motion with pre-event nurture, live conversion, and structured follow-up.
• Optimize the conversion path across landing pages, forms, and digital touch points in partnership with Creative.

Cross-Functional Partnership

• Act as a key partner to Sales, Product Marketing, Customer Marketing, and Creative, translating strategy into campaigns that generate pipeline.
• Work hand-in-hand with sales to align on targets, territories, and what a quality lead looks like.
• Direct creative briefs for campaign assets, ensuring every piece pulls from approved positioning and drives toward a single action.

Marketing Automation & Lead Management

• Own the marketing automation platform and the systems that move a prospect from first touch to sales-ready.
• Build and optimize nurture sequences, lead scoring, and routing so the right leads reach sales at the right moment.
• Define lead stages, qualification criteria, and the service level agreement between marketing and sales.
• Partner with sales operations to ensure clean handoffs, accurate tracking, and a shared definition of a qualified lead.

Measurement & Revenue Reporting

• Build the reporting that answers the central question every week: what did marketing generate, and where did it come from.
• Own marketing's pipeline and attribution metrics, and report contribution clearly to marketing and sales leadership.
• Use data to forecast, prioritize investment, and continuously improve campaign performance.
• Establish the dashboards and rituals that make demand performance visible across the organization.

NOTE: This job description is not intended to be all-inclusive. Employees may be asked to perform other related duties as assigned to meet the ongoing needs of the organization