Executive Director, Growth Marketing (Remote)

Instructional Empowerment provides research-validated school improvement products and services for K-12 districts and schools. The Executive Director will lead product marketing, digital marketing, demand generation, sales enablement, and related growth strategies, while building marketing teams and aligning efforts with sales and product development.

Responsibilities:

• Own the strategy, roadmap, and execution for product marketing across our  product and service lines
• Develop positioning and messaging that resonates with core K-12 buyer personas which include superintendents, chiefs of administration, chiefs of schools, and principals and teachers
• Lead digital marketing strategy, including social media, web, content, email, paid, and marketing automation programs that build quality pipeline that drives new sales
• Own our SEO, AEO (answer engine optimization), and GEO (generative engine optimization) strategy, ensuring our content and digital presence perform across traditional search, AI-driven answer engines, and generative search platforms
• Design and oversee multi-channel campaign strategy from concept through execution that get to the right buyers and have measurable impact generating quality engagement that allows sales to engage and convert
• Establish the Buyer Journey for each business unit, defining the entry points where buyers first engage with us and the clear next steps that move them forward once they are in the journey
• Own and lead demand generation activities that build awareness with the right buyers, create interest in our products and services and fill the pipeline with quality leads for sales
• Build, manage and improve current systems for tracking lead volume, lead quality, and conversion through the funnel
• Partner closely with sales to continuously improve the fit and readiness of leads passed to the sales team, using data to refine targeting and messaging
• Partner with the sales team ensuring they have the tools, content, and assets needed to succeed, and that they know how to leverage those resources effectively to drive sales outcomes
• Focus on equipping and supporting an experienced sales team through lead generation strategies and campaigns that compliment their organic sales "hunting" work
• Serve as a connective layer between marketing output and sales execution, ensuring alignment on lead handoff, follow-up cadence, and feedback loops
• Work closely with the Product organization as they develop and grow their own team and roadmap, ensuring marketing and product strategy stay tightly aligned from early development through go-to-market
• Serve as a key marketing voice in product planning, bringing buyer and market insight into product decisions
• Lead, develop, and grow a team of marketing professionals
• Set clear strategic direction while remaining hands-on and actively engaging in the details, solving problems alongside the team, and stepping in directly when needed
• Build a culture of accountability, curiosity, and continuous improvement
• Support broader corporate marketing/brand efforts as needed (company narrative, thought leadership, industry visibility)

Requirements:

• 10+ years of experience in growth-oriented marketing, sales/sales support, product marketing, or demand generation roles, with progressive leadership responsibility
• At least 10 years of experience selling into and/or marketing to K-12 school districts, with direct experience engaging superintendents, chiefs of administration, chiefs of schools, principals, and other district-level decision-makers
• Deep familiarity with the K-12 school improvement and turnaround space, including concepts such as rigor walks, needs assessments, teacher evaluation, and compliance frameworks
• Demonstrated experience with SEO, AEO, and GEO strategy, with a strong understanding of how buyers discover and engage with content across search and AI-driven platforms
• Demonstrated success building messaging and positioning that resonates with education sector buyers leading to sales
• Proven experience managing lead tracking, attribution, and quality measurement across marketing and sales systems
• Proven experience building Buyer Journeys across multiple business units or product lines, including defining entry points and the next steps that guide buyers toward a sale
• Proven experience planning and running demand generation programs that build quality pipeline and lead to new sales
• People leadership experience, with a track record of developing high-performing teams
• Strategic thinker who is equally comfortable setting direction and executing hands-on with the team
• A strong data orientation that is comfortable owning funnel metrics and using them to drive decisions
• Excellent written and verbal communicator, able to translate educational products and concepts into buyer-relevant messaging
• Collaborative operator who can work cross-functionally with sales, product, and executive leadership