Growth Marketing & Demand Generation Lead, B2B

Job Title: Growth Marketing & Demand Generation Lead
Location: Fort Collins, CO (Remote or Hybrid)
Reports To: Corporate Marketing Manager
Target Salary: $70,000 – $80,000 (DOE)

U.S. Career Institute/Weston Distance Learning has been a trusted leader in online education for more than 40 years, providing flexible, self-paced high school, career training certificates, and associate degree programs in healthcare, business, skilled trades, and others.

Position Summary
We're looking for a Growth Marketing & Demand Generation Lead to build and scale our B2B demand generation engine. This role is ideal for a marketer who thrives on creating pipeline, optimizing campaigns, and turning great content into measurable business results.
Working alongside the Corporate Marketing Manager, you'll own the day-to-day execution and continuous optimization of our demand generation programs across paid digital, webinars, podcasts, industry association partnerships, events, email marketing, and marketing automation. While the Corporate Marketing Manager provides strategic direction, brand oversight, and messaging, you'll have significant ownership of campaign execution, lead generation, and marketing performance.
You'll also partner with our content team to maximize the impact of our marketing assets. While the content team supports blog writing, creative development, and content production, you'll lead the execution, promotion, and performance of campaigns that generate qualified leads and contribute to revenue growth.
This is an opportunity to build and own a critical marketing function while developing into a future marketing leader as our organization continues to grow.

Primary Responsibilities

Demand Generation & Growth Marketing

• Own the execution and optimization of our B2B demand generation programs.
• Develop and execute integrated campaigns across paid digital, email marketing, webinars, podcasts, industry association partnerships, and events.
• Build landing pages, lead capture campaigns, email nurture workflows, and automated marketing programs.
• Manage paid media campaigns across LinkedIn, Google Ads, and other relevant platforms.
• Continuously test, measure, and optimize campaigns to improve lead quality, conversion rates, and pipeline contribution.

Webinar & Podcast Program Management

• Own the planning, production, promotion, and execution of our webinar and podcast programs.
• Coordinate speakers, agendas, registrations, and technical logistics.
• Host or facilitate webinars and podcast recordings as appropriate.
• Perform light editing using tools such as Descript, Riverside, or similar platforms to prepare recordings for publication.
• Partner with the content team to repurpose webinar and podcast content into blogs, social media, email campaigns, and sales enablement resources.
• Develop promotional campaigns that maximize registrations, attendance, engagement, and post-event conversion into qualified opportunities.

Industry Association Partnerships & Events

• Identify, evaluate, and cultivate strategic partnerships with industry associations, professional organizations, and key industry groups that align with our target markets.
• Develop annual engagement plans that leverage memberships, sponsorships, speaking opportunities, webinars, newsletters, and association marketing programs to generate qualified leads and strengthen brand awareness.
• Research, coordinate, and support participation in conferences, trade shows, networking events, and association programs.
• Build integrated pre-event and post-event marketing campaigns that maximize attendee engagement and pipeline generation.
• Partner with Sales to establish event objectives, lead generation goals, meeting targets, and follow-up strategies.
• Develop sales playbooks, messaging, and enablement materials to support successful event execution.
• Measure and report on the ROI and pipeline contribution of association partnerships and event marketing initiatives to guide future investment decisions.

Marketing Automation & CRM

• Build and manage campaigns in marketing automation platforms.
• Create lead scoring models, audience segmentation, nurture programs, and campaign workflows.
• Maintain campaign reporting dashboards and identify opportunities to improve funnel performance.
• Ensure seamless lead routing and alignment with Sales.
• Partner with Sales to improve lead quality, follow-up processes, and conversion rates.

Performance & Analytics
Measure and optimize marketing performance through key metrics including:

• Marketing Qualified Leads (MQLs)
• Sales Qualified Leads (SQLs)
• Pipeline contribution
• Opportunity creation
• Cost per Lead (CPL)
• Cost per Opportunity
• Campaign ROI
• Webinar registrations, attendance, and conversion rates
• Association and event-generated pipeline

Provide regular reporting and recommendations to improve campaign effectiveness, marketing-attributed revenue, and overall pipeline health.

Qualifications

• 4–6 years of experience in B2B demand generation, growth marketing, or digital marketing.
• Demonstrated success building and executing multi-channel demand generation campaigns that generate qualified pipeline.
• Experience managing paid advertising platforms including LinkedIn Campaign Manager and Google Ads.
• Hands-on experience with marketing automation and CRM platforms such as HubSpot, Salesforce, or Marketo.
• Experience planning, producing, and promoting webinars, virtual events, or podcast programs.
• Experience supporting industry association partnerships, conferences, trade shows, or field marketing initiatives.
• Familiarity with basic audio/video editing tools such as Descript, Riverside, or Adobe Premiere Rush.
• Strong analytical skills with the ability to translate campaign data into actionable recommendations.
• Excellent project management, communication, and collaboration skills.
• Experience working closely with Sales to improve lead quality and pipeline performance.
• Experience with Account-Based Marketing (ABM) strategies is a plus.

Success in This Role
Within your first 12 months, success will include:

• Building a repeatable demand generation engine that consistently delivers qualified pipeline.
• Increasing Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and marketing-attributed pipeline.
• Establishing successful webinar and podcast programs that generate measurable engagement and qualified opportunities.
• Building valuable industry association partnerships that expand market visibility and contribute to lead generation.
• Improving campaign conversion rates and marketing-attributed revenue through continuous optimization.
• Creating measurable ROI from paid media, association partnerships, webinars, podcasts, and events.
• Strengthening alignment between Marketing and Sales through effective lead management, reporting, and campaign execution.

This role is designed for a marketing professional who wants to take ownership of demand generation, influence revenue growth, and build the experience needed to advance into future marketing leadership opportunities as our company grows.

Benefits

• Health, Dental, Vision and Life Insurance
• FSA, Short/Long Term Disability
• Tuition Reimbursement
• Paid Time Off