Director of Demand Marketing

Job Type


Full-time

Description

Division-Department: Marketing

EEO Category: Professional

Regular Work Location: Kaysville, UT

Employment Category: Full-Time

FLSA Classification: Exempt

Reports to: Chief Marketing Officer

About Reading Horizons

Reading Horizons is a leader in foundational literacy, equipping educators with research-based structured literacy solutions that help students learn to read. As we expand into comprehensive literacy and scale nationally, we are strengthening our demand engine to deliver measurable, predictable pipeline impact in partnership with Sales.


Position Overview

Reading Horizons is a leader in foundational literacy, equipping educators with research-based, structured literacy solutions that help students learn to read. As we expand into comprehensive literacy and scale nationally, we are strengthening our demand engine to deliver measurable, predictable pipeline impact in partnership with Sales.


Core Responsibilities

Quarterly Pipeline Planning & Campaign Leadership

• Translate revenue targets into quarterly pipeline plans by segment and region
• Develop and execute integrated demand campaigns aligned to go-to-market priorities
• Own the promotional calendar and campaign sequencing
• Partner closely with Sales and customer leadership on territory, vertical, and account focus
• Review campaign performance regularly and adjust tactics based on data

Buying Signals & Revenue Intelligence

• Ensure the strategy for identifying, tracking, and activating buying signals is implemented and running successfully
• Define high-intent triggers (engagement behavior, funding shifts, leadership changes, competitive displacement, etc.)
• Partner with Marketing Operations and Sales to operationalize signal routing for high-intent activity
• Develop coordinated plays triggered by intent activity
• Ensure buying signals translate into actionable pipeline acceleration

This role ensures that marketing is responsive to real-time demand, not just calendar-driven campaigns.

Account-Based Marketing (ABM)

• Develop and execute a tiered ABM strategy in partnership with Sales
  • Tier 1: High-touch, strategic district targeting
  • Tier 2: Scaled account programs
  • Tier 3: Campaign-layered ABM integration
• Align with Sales on target account selection and prioritization
• Coordinate multi-channel plays targeting buying committees within districts
• Measure ABM impact on opportunity creation and deal velocity

This role drives coordinated engagement across priority accounts, not just broad lead generation.

Event & Field Marketing Integration

• Align national and regional events to pipeline goals
• Ensure field marketing programs drive measurable opportunities
• Develop event playbooks tied to target accounts
• Evaluate event ROI and pipeline contribution

Digital & Performance Marketing

• Oversee paid media programs (search, social, retargeting, etc.)
• Optimize SEO, GEO, and website conversion performance
• Lead landing page strategy and campaign funnel optimization
• Drive structured testing and experimentation across digital programs

Lead Generation & Funnel Optimization

• Improve lead capture strategy and scoring alignment
• Partner with Sales to refine qualification standards
• Optimize Lead to Opportunity conversion rates
• Increase funnel efficiency and reduce friction across the buyer journey

Performance Reporting & Accountability

• Define campaign success metrics in partnership with Sales and Marketing leadership
• Partner with Marketing Operations to ensure accurate tracking and attribution
• Monitor pipeline contribution (sourced and influenced)
• Track cost per lead and cost per acquisition
• Use data to inform budget allocation and program adjustments

Note: Marketing Operations infrastructure ownership remains a separate function; this role is accountable for demand performance outcomes.


Cross-Functional Collaboration

Success in this role requires strong integration across the marketing organization.

With Product/Curriculum

• Align campaign messaging to product positioning
• Translate strategic narrative into demand programs
• Provide performance feedback to inform positioning refinement

With Marketing Communications

• Align content and promotional calendars to campaign priorities
• Ensure campaign assets support pipeline objectives
• Coordinate webinar and event messaging alignment

With Marketing Operations

• Ensure accurate attribution and reporting
• Align on lead routing, scoring, and signal tracking workflows

This role serves as the integrator of demand strategy across marketing and sales.

Qualifications

Required

• 8+ years of progressive B2B marketing experience
• 3-5+ years leading demand generation or revenue marketing programs
• Experience managing pipeline targets and performance metrics
• Strong digital acquisition and performance optimization expertise
• Experience implementing ABM strategies
• Experience leveraging buying signals or intent data
• Proven partnership with Sales teams

Preferred

• K-12 education market experience strongly preferred
• Familiarity with district buying cycles and funding structures

We offer our employees the following benefits

• Competitive salary
• Medical, Dental, Vision, and Rx benefits
• 401(k) with a generous company match and profit-sharing opportunity
• Company-paid life insurance, short- and long-term disability insurance
• 12 paid company holidays, including two floating holidays of your choice, per year
• Monthly wellness days and generous paid time off (PTO)
• A supportive, team-oriented work environment
• Opportunities for personal and professional growth

Requirements

Travel Required

30% travel in support of field-level marketing efforts, including prospect site visits as well as; annual trips to corporate headquarters

ADA Statement

Reasonable accommodations may be made to enable individuals with disabilities to perform any and all essential functions.

Physical Demands

There will be prolonged periods of sitting at a desk and working on a computer. While performing the duties of this job, the team player is regularly required to talk, hear, and sit. The team player is frequently required to stand, walk, use hands to finger, handle, or feel, and reach with hands and arms.

Work Environment

The office has ambient indoor temperatures, lighting, air quality, and low noise levels.

Work Authorization/Security Clearance Requirements

All team players must be eligible to work in the United States, verified by completion of USCIS Form I-9 document.


Affirmative Action/EEO Statement

It is the policy of Reading Horizons to provide equal employment opportunities without regard to race, color, religion, sex, national origin, age, disability, marital status, veteran status, sexual orientation, genetic information, or any other protected characteristic under applicable law.

Disclaimer

This job description does not cover or contain a comprehensive listing of activities, duties, or responsibilities that the team player must do for this job. Duties, responsibilities, and activities may change, or new ones may be assigned at any time with or without notice.