VP of Marketing

Key Responsibilities

• Strategic Marketing Leadership
• Own Ignite Reading's comprehensive annual marketing plan and budget, setting clear goals, KPIs, and resource allocations aligned to district adoption and renewal targets
• Serve as a member of the Senior Leadership Team, contributing to organizational strategy and representing the marketing function at the executive level, ensuring marketing efforts are grounded in data and aligned with organizational capacity
• Partner closely with the VP of Partnerships to align demand generation activities and events with sales pipeline goals
• Build, manage, and mentor a high-performing internal team while overseeing external contractor relationships to ensure that marketing is reaching the right audience with the right message at the right time
• Demand Generation & Pipeline Growth
• In partnership with the Senior Manager of Demand Generation, own and optimize the full demand generation funnel, from top-of-funnel awareness activity (including SEO/SEM/GEO/AEO, advertising) to generate new prospects through marketing qualified lead (MQL) handoff to the sales team
• Design and execute multi-channel campaigns targeting Ignite Reading’s ICP of district-level decision-makers (including assistant superintendents, Directors of Curriculum, Chief Academic Officers, and other K-12 leaders with messaging that reflects a deep understanding of the K–12 procurement cycle and buying dynamics)
• Oversee the marketing instance and use of HubSpot, ensuring it is leveraged properly to build and manage marketing automation workflows, lead scoring, segmentation, nurture campaigns, and attribution reporting, including with accurate dashboards aligned to marketing goals and KPIs
• Analyze funnel performance and campaign ROI; use insights to continuously optimize spend and improve conversion at each stage, and ensure the team is focused on what drives the greatest results
• Drive both new district adoption and renewal/expansion within existing district partnerships through targeted lifecycle marketing programs

Qualifications

• 15+ years of progressive marketing experience, with at least 5 years in a senior or director-level marketing leadership role (setting vision and direction for the function and managing a team)
• Proven expertise in B2B demand generation, including multi-channel campaign execution, lead nurturing, and pipeline contribution measurement
• Deep, hands-on HubSpot experience, including marketing automation, CRM integration, lead scoring, and reporting is required
• Demonstrated experience marketing to institutional or government buyers with long sales cycles and multi-stakeholder buying processes; experience with K–12 school districts
• Proven ability to develop and execute a comprehensive strategic marketing plan tied to measurable business outcomes
• Strong experience directing creative work (both copy and design) across brand campaigns, digital assets, and collateral
• Exceptional written and verbal communication skills, with an ability to distill complex topics into compelling narratives
• Experience managing both in-house teams and external agencies or contractors
• Data-driven mindset with the ability to set goals, interpret marketing analytics, and translate insights into action