Growth Marketer, Lead Generation

CommonLit is a nonprofit education technology organization dedicated to ensuring that all students, especially students in Title I schools, graduate with the reading, writing, communication, and problem-solving skills they need to be successful in college and beyond. We envision a world where all students get the opportunity to have a world-class education. We operate an online reading program for grades 3-12, www.CommonLit.org, that is used by teachers in over 90,000 American schools.

About the role

CommonLit's Marketing team is responsible for engaging free users of our Text Library, generating new school leads to partner with us and adopt our curriculum (CommonLit 360), supporting the engagement and retention of current customers, and building CommonLit's brand through collateral and thought leadership.

Within the Marketing team, the Growth Marketer (Lead Generation) role is positioned to convert free-user momentum into paid partnership opportunities, working across owned (e.g., web, email, and in-product) and paid (e.g., social ads) channels to identify when a school is ready to adopt CommonLit, and building the campaigns that get them there. Our Growth Marketer (Lead Generation) is someone who is obsessed with catching the exact moment a school crosses the line from "a few teachers trying it out" into a real, worthy opportunity. They are a highly skilled marketer with a bias for action and experimentation, building the campaigns, pages, and nudges needed to build our Sales pipeline. This role owns lead generation strategy end-to-end, from channel management and regional outreach to AEO/SEO and competitor strategy, and reports on what's working across every channel.

The Growth Marketer (Lead Generation) partners closely with the Growth Marketer (Community & Engagement), the Product Marketer, Retention Marketer, and the Sales team to move free users toward paid partnership.

Responsibilities

• Own lead generation strategy across web, email, paid social (LinkedIn, Reddit, etc.), and Google Ads, including building, QA'ing, monitoring, and reporting on each channel.
• Co-own in-product lead generation with the Product Marketer and Revenue Operations Specialist, including banner and interstitial performance.
• Manage part of the Marketing tech stack, including the CommonLit blog platform and Webflow.
• Collaborate with the Growth Marketer (Community & Engagement) and Retention Marketer (Brand & Impact) on strategic lead gen pushes in blog and newsletter content.
• Drive lead generation at conferences in partnership with the Growth Marketer (Community & Engagement).
• Leverage district usage profiles to build a strategy for targeted, strategic outreach, including regional pushes, improved state pages, and referral strategy.
• Design usage-based campaigns that respond to real signals, for example moving a district onto a specific conversion campaign once a critical number of teachers are actively testing CommonLit 360.
• Establish CommonLit's AEO/SEO strategy so the right educators and district leaders find us through both traditional search and AI-powered answer engines.
• Leverage competitor intelligence from the Product Marketer and turn it into competitor-facing pages and email campaigns targeted at prospective customers.
• Partner with the Top-of-Funnel Marketer to break down silos between free-user growth and lead generation, moving quickly to spin up a conversion-focused blog post or campaign.
• Partner with the Retention Marketer (Brand & Impact) to leverage customer testimonials for lead generation.
• Partner with the Revenue Operations Specialist to ensure the HubSpot infrastructure underneath your campaigns (forms, lead scoring, rotation, lists, workflows) is functioning correctly.
• Set lead targets and report out on leads generated by channel.
• Regularly report on web traffic and performance, email performance, social and Google Ad performance, and organic/AI-search visibility (organic traffic, keyword rankings, AEO/answer-engine citations).
• Bring a learner’s mindset to identify what's working, retire what isn't, and keep testing new channels and approaches.

Requirements

• Bachelor's degree required.
• 4-7 years of experience in growth marketing, demand generation, or performance marketing.
• Experience turning product usage signals into pipeline highly preferred.

Skills

• Hard Skills:
  • Hands-on fluency with HubSpot (or a comparable marketing automation/CRM platform), Google Ads, LinkedIn, Reddit, and other ad platforms.
  • Hands-on fluency with Webflow (or a comparable web page building platform).
  • Hands-on fluency with PostHog and Looker (or comparable analytics platforms).
  • Working knowledge of SEO fundamentals.
  • Comfortable using or learning how to use Salesforce, Notion, Google Suite, Slack, Zoom, etc., for collaboration.
  • Comfortable building and interpreting reports in spreadsheets, including working with data exports from usage and CRM platforms.
  • Experience building competitor-facing content (comparison pages, competitive email campaigns) preferred.
  • Experience with LLMs preferred, experience using Claude highly preferred.
  • Introductory knowledge of AEO fundamentals preferred.
• Soft Skills:
  • Alignment with CommonLit's mission.
  • Comfortable working with data to identify conversion signals and build campaigns around them.
  • A builder's mindset: energized by standing up new motions (regional outreach, AEO, competitor strategy) rather than only maintaining existing ones.
  • Ability to thrive in a fast-paced environment, with a bias towards action.
  • Positive attitude and willingness to learn and assist with other projects as needed.
  • Eager to problem-solve and find creative solutions.
  • Strong attention to detail and desire for feedback.
  • Ability to work independently and collaboratively within a team.
  • Strategic systems-level thinker and self-starter, with strong time management and organizational skills.
  • Strong interpersonal and problem-solving skills.
  • Strong communication and collaboration skills, someone who thrives working in cross-functional workstreams.

Additional Requirements

• This role involves prolonged periods in a stationary position at a desk and working on a computer.
• Must be US-based.

Pay

Salary: $105,000–115,000 per year, commensurate with experience.

Benefits

• Health, dental, and vision insurance.
• HSA and FSA Plans, including Medical FSA, Limited FSA, and Dependent Care FSA options.
• Company-sponsored basic life insurance, with additional options for supplemental life insurance.
• Legal insurance.
• 401(k) retirement plan with a 4% safe harbor employer match.
• Access to exclusive discounts, including pet insurance, hotel booking discounts, and more.
• Remote work support, including a home office set-up stipend.
• Generous Time Off, including 16 paid holidays annually.
• Paid time off accruals and sick leave.
• Paid family leave, including caregiver leave, medical leave, and 12 weeks of paid parental leave.
• 2 floating holidays.
• Volunteer and school visitation leave.
• Jury duty leave.
• Bereavement and compassionate leave.
• Blood, bone marrow, and organ donation leave.
• Flexible work options.
• Low-stress weeks around Thanksgiving and in late December.
• Monthly remote activities, such as dumpling-making, yoga, and virtual escape rooms.
• Monthly "CoffeeLit" sessions for connecting with colleagues.
• Learning and development opportunities for teams and individuals.