Director, Demand Marketing (Remote)
About the role
We are seeking a Product Marketing Manager to support product strategy execution and go-to-market readiness at Cengage. This role will translate market insights, customer needs, and product inputs into clear, consistent messaging and enablement assets.
Responsibilities
Lead the end-to-end strategy for building a robust pipeline of new institutional customers across prioritized product areas and customer segments.
Translate growth goals into targeted GTM campaign strategies that increase marketing-sourced pipeline, accelerate conversion, and support revenue growth.
Lead the planning, prioritization, and execution of integrated, multi-channel demand campaigns including email, paid media, SEO, SEM, webinars, and third-party channels.
Identify and implement B to B customer-centric initiatives appropriate for a strategic enterprise buyer.
Align with Sales leadership to ensure seamless handoff of leads and high-impact follow-up motions.
Partner with Revenue Operations to forecast, track, and improve pipeline contribution and conversion rates.
Collaborate closely with Product Marketing to translate GTM messaging into compelling, audience-specific campaign content.
Coordinate with Marketing Ops to ensure appropriate prioritization and execution.
Develop strategies for senior leader decision-makers, buying groups, and enterprise buyer behaviors.
Implement campaign logic and personalization strategies that improve engagement and conversion metrics.
Lead a team of marketing managers to accelerate our demand generation capabilities and build and implement a sophisticated, multi-channel B to B campaign.
Partner with campaign specialists aligned to demand efforts responsible for prioritizing initiatives, defining team workflows, and driving execution through collaborative leadership.
Embed testing, automation, ABM, and intent-based targeting into campaign frameworks.
Stay current on digital demand trends and integrate guidelines into campaign execution.
Drive continuous innovation to improve lead quality and conversion rates.
Requirements
Bachelor’s degree in marketing, business, or related field; advanced degree a plus.
Minimum of 8 years of experience in demand generation or growth marketing, with a strong focus on acquisition strategies and pipeline development.
Experience in B to B demand marketing, preferably with senior partners and complex sales.
Deep experience with multi-channel demand campaigns, marketing automation, segmentation, and conversion optimization.
Strong ability to partner cross-functionally across Product, Sales, RevOps, and Brand functions.
Excellent analytical and decision-making skills; experience working with marketing and sales performance dashboards and Key Performance Indicators (KPIs).
Experience working in a matrixed or squad-based team model, with the ability to lead through influence.
Familiarity with key marketing platforms and tools (e.g., Salesforce, Google Ads, LinkedIn Campaign Manager etc.).
Strong written and verbal communication skills with the ability to adapt messaging for the market and craft clear value propositions and calls to action.
Self-starter approach with a passion for innovation, testing, and performance-based marketing execution.
High learning agility for a market that is in a state of change.
Skills
Bachelor’s degree in marketing, business, or related field; advanced degree a plus.
Minimum of 8 years of experience in demand generation or growth marketing, with a strong focus on acquisition strategies and pipeline development.
Experience in B to B demand marketing, preferably with senior partners and complex sales.
Deep experience with multi-channel demand campaigns, marketing automation, segmentation, and conversion optimization.
Strong ability to partner cross-functionally across Product, Sales, RevOps, and Brand functions.
Excellent analytical and decision-making skills; experience working with marketing and sales performance dashboards and Key Performance Indicators (KPIs).
Experience working in a matrixed or squad-based team model, with the ability to lead through influence.
Familiarity with key marketing platforms and tools (e.g., Salesforce, Google Ads, LinkedIn Campaign Manager etc.).
Strong written and verbal communication skills with the ability to adapt messaging for the market and craft clear value propositions and calls to action.
Self-starter approach with a passion for innovation, testing, and performance-based marketing execution.
High learning agility for a market that is in a state of change.
Benefits
Cengage is committed to providing a comprehensive and rewarding Total Rewards package designed to support and empower our employees. Click here to learn more about our Total Rewards Philosophy.
Pay
The full base pay range has been provided for this position. Individual base pay will vary based on work schedule, qualifications, experience, internal equity, and geographic location.
Schedule
Individuals in this role are eligible to participate in the company’s discretionary incentive bonus program. This position's bonus target amount, which is not guaranteed and is dependent on individual performance and overall company results among other factors, is provided below.
25% Annual: Individual Target $138,200.00 - $179,650.00 USD