Director of Demand Generation

At ClassLink, we believe learning should be accessible, engaging, and empowering 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, then 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
Requirements
Bachelor's Degree is Required
Significant experience (8+ years) in demand generation, growth, or digital marketing, with at least 2+ yrs of experience in a leadership role, managing people.
Deep, hands-on expertise with paid campaigns, ideally on LinkedIN & Reddit
Deep, hands-on expertise with marketing automation and CRM platforms, lead scoring, and attribution.
Proven track record of building demand engines that generated measurable, repeatable pipeline in B2B SaaS or EdTech.
Strong command of paid media, campaign strategy, and conversion optimization across digital channels.
Demonstrated ability to tie marketing activity to pipeline and revenue, and to report it clearly to leadership.
Excellent communication skills: can translate between marketing and sales, write clearly, and present performance with confidence.
Experience leading or mentoring a team, setting clear direction, and holding a high bar for results.
Travel up to 15% for team meetings and conferences.
Benefits:
Generous Paid Time Off: 4+ weeks of vacation and 13+ paid holidays
Parental Leave: 12 weeks fully paid for all parents
Retirement: 401(k) with 0.5:1 company match
Comprehensive Health Coverage: Medical, dental, and vision plans
Insurance: Company-paid life, short-term disability, and long-term disability, plus voluntary options including supplemental life, accident, and pet insurance
Perks:
Volunteer Time Off: Give back through ClassLink Cares paid volunteer days
Lifelong Learning: Tuition reimbursement for continued education
Growth & Development: Coaching and internal programs to support career and personal growth
Supportive Culture: A workplace that values curiosity, compassion, and continuous learning
Connection & Community: Annual company retreats and team events with bright, fun coworkers
At ClassLink, we believe the best ideas come from bringing together diverse perspectives. We are committed to building a team that reflects the diversity of the communities we serve and fostering a workplace where every team member feels valued, respected, and empowered to grow.
ClassLink is proud to be an equal opportunity employer. We welcome candidates of all identities, backgrounds, and experiences, and we do not discriminate on the basis of race, color, religion, sex, gender identity, sexual orientation, national origin, age, disability, veteran status, or any other legally protected characteristic.
ClassLink is powered by passionate people dedicated to improving learning in classrooms everywhere. We do this by creating and delivering great products and having fun along the way. Learn more about us at www.classlink.com.

Work arrangement
Yes