Digital Marketing Manager

Instructional Empowerment partners with school districts to improve teaching and learning through rigorous instructional frameworks. The Digital Marketing Manager owns the strategy, execution, and optimization of the organization’s digital marketing ecosystem, including paid media, marketing automation, website optimization, analytics, and marketing technology, to increase awareness, engagement, and qualified pipeline among K–12 education leaders.

Responsibilities:

• Develop and execute integrated digital marketing strategies that drive qualified leads and measurable pipeline growth
• Plan and manage multi-channel marketing campaigns across paid media, email, webinars, events, website content, and landing pages
• Build campaigns that engage prospective customers throughout every stage of the buyer journey
• Partner with Product Marketing to translate product capabilities into compelling, customer-focused messaging and campaign positioning
• Align marketing initiatives with organizational growth objectives and business development priorities
• Plan, execute, and optimize paid advertising campaigns across Google Ads, LinkedIn, Meta, YouTube, and other digital platforms
• Develop audience targeting strategies focused on superintendents, district leaders, principals, instructional leaders, and classroom educators
• Manage campaign budgets while maximizing return on advertising spend (ROAS)
• Continuously test and optimize ad creative, messaging, landing pages, and audience segmentation to improve campaign performance and conversion rates
• Serve as the organization's primary HubSpot administrator
• Manage CRM data integrity, segmentation, lead scoring, workflows, forms, landing pages, dashboards, and marketing automation
• Develop and optimize lead nurturing programs that move prospects through the marketing and sales funnel
• Support efficient lead lifecycle management and marketing-to-sales handoff processes
• Own the implementation and optimization of marketing tracking infrastructure using Google Tag Manager and Google Analytics 4 (GA4)
• Ensure accurate measurement of website activity, campaign performance, attribution, and conversion events
• Maintain marketing integrations between HubSpot and Salesforce to ensure data accuracy and operational efficiency
• Build dashboards and executive reports that provide visibility into campaign performance, marketing-sourced pipeline, and return on investment
• Analyze marketing data and provide actionable recommendations that improve campaign effectiveness and business results
• Manage website conversion strategies, including landing page development, testing, and optimization
• Conduct A/B testing to improve conversion rates and lead generation performance
• Support SEO, Answer Engine Optimization (AEO), and website user experience initiatives that increase organic visibility and engagement
• Partner closely with Sales, Customer Success, Product Marketing, and Executive Leadership to ensure alignment across marketing initiatives
• Collaborate with Sales Leadership to improve lead quality, conversion rates, pipeline velocity, and marketing contribution
• Support product launches, go-to-market initiatives, and strategic marketing campaigns

Requirements:

• Bachelor's degree in Marketing, Communications, Business, or a related field (or equivalent combination of education and experience)
• 6–8 years of progressive experience in digital marketing, demand generation, growth marketing, or performance marketing within a B2B organization
• Demonstrated success developing and executing integrated demand generation programs that generate qualified leads and measurable pipeline growth
• Extensive hands-on experience administering HubSpot Marketing Hub, including workflows, lead scoring, segmentation, reporting, and marketing automation
• Proven experience managing paid advertising campaigns across Google Ads, LinkedIn Campaign Manager, and other digital advertising platforms
• Strong experience implementing and managing Google Tag Manager, Google Analytics 4 (GA4), conversion tracking, and marketing attribution
• Experience working with Salesforce CRM and managing marketing technology integrations
• Strong analytical skills with the ability to interpret campaign data, identify opportunities, and translate insights into business recommendations
• Excellent written, verbal, and presentation skills with the ability to communicate complex ideas clearly
• Experience collaborating with cross-functional teams and managing multiple priorities in a fast-paced environment
• Experience marketing products or services to K–12 school districts, education leaders, or other public-sector audiences
• Expertise in conversion rate optimization (CRO), SEO, and Answer Engine Optimization (AEO)
• Experience supporting product launches and go-to-market initiatives
• HubSpot, Salesforce, Google Ads, or Google Analytics certifications
• Experience promoting webinars, conferences, and virtual events