Demand Generation Manager

Achievement Network (ANet) is a nonprofit organization dedicated to helping all students achieve strong educational outcomes. We partner with school and system leaders to strengthen teaching and learning through the strategic use of assessments, coaching, and tools that drive meaningful results. Individuals who join ANet become part of a dynamic, mission-driven, and collaborative organization focused on making a lasting impact in schools. We are committed to supporting one another and growing together as a team.

OPPORTUNITY

ANet is seeking a Demand Generation Manager to design and operationalize a repeatable pipeline-generation engine that drives district adoption of Compass Math, a new assessment product.

This is not a traditional demand generation role. Rather than focusing primarily on digital channels or marketing automation, this role is responsible for designing and executing high-impact growth plays—including events, targeted outreach, and content activation—that generate and progress demand in priority districts.

The Demand Generation Manager will work in close partnership with Sales to ensure marketing efforts directly translate into sales conversations and pilot opportunities. This includes shaping how we engage target districts, improving how we convert interest into meetings, and continuously refining our approach based on what drives results.

This role is ideal for someone who combines strategic thinking with hands-on execution, is comfortable operating in an emerging product environment, and is motivated by building and refining systems that drive measurable growth over time.

TRAVEL

Occasional travel (1-2 times per year) for team building and cross-team planning

RESPONSIBILITIES

In this role, you will lead the day-to-day execution of ANet’s demand generation engine, including:

Lead Generation & Campaign Execution

• Build and manage multi-channel campaigns (email, paid media, retargeting, and organic nurture) that generate qualified inbound leads, coordinating across stakeholders and managing dependencies to ensure timely execution.
• Grow and engage ANet’s email list through segmentation, content activation, and landing page optimization.
• Partner with teammates across content, insights, and events to bring new assets (white papers, webinars, guides, Compass materials) into market.

Lead Nurture & Progression

• Design and maintain automated nurture journeys and follow-up paths that move leads toward MQL and SQL stages.
• Create retargeting campaigns to re-engage high-intent website visitors and content downloaders.
• Monitor lead quality and refine MQL definitions, scoring, and routing to ensure alignment with Sales using data and stakeholder input to continuously improve lead progression effectiveness.

Marketing Operations (HubSpot)

• Manage day-to-day marketing automation, including workflows, routing logic, and campaign setup.
• Build and maintain funnel dashboards to track performance, share insights, and inform weekly pipeline reviews.
• Partner with Sales Ops to ensure analysts receive timely, accurate lead handoffs.

Testing & Optimization

• Develop and own an ongoing “test & learn” plan across messaging, creative, channels, and segments.
• Analyze results to improve conversion rates at each stage of the funnel, identifying meaningful patterns and translating insights into actionable changes.
• Share learnings that inform broader GTM strategy and future campaigns.

Demand Generation & Campaign Execution

• Design and execute integrated demand plays (events, webinars, content campaigns, and targeted outreach) that generate engagement with priority districts and partners
• Grow and activate priority audiences through coordinated email, content, and events
• Bring new assets into market in ways that drive real conversations, not just downloads

Lead Progression & Sales Partnership

• Partner closely with Sales to ensure timely, effective follow-up on high-priority leads, event participants, and target accounts
• Design simple, clear lead progression paths (lead → engaged → SQL) that reflect how districts actually buy, not just system definitions
• Monitor lead quality and collaborate with Sales to refine targeting, messaging, and follow-up approaches using data and insights to align priorities

Testing, Learning & System Building

• Run structured experiments across plays (events, messaging, outreach, segmentation) to identify what drives engagement and pipeline
• Use data and field feedback to continuously refine campaigns and targeting
• Document and scale what works into repeatable plays that can be used across regions and teams, improving consistency over time

Marketing Operations & Visibility

• Manage core systems (HubSpot) to support campaign execution, lead routing, and visibility into pipeline
• Build and maintain simple dashboards that connect campaign activity to engagement and SQLs
• Ensure clean handoffs and shared visibility between Marketing and Sales

SKILLS & COMPETENCIES

To be successful in this role, candidates must demonstrate the following:

Required

• 4-6 years in demand generation, growth marketing, or campaign-based marketing roles, with evidence of owning and executing end-to-end programs

Expertise in area of focus:  Proven ability to design and run coordinated demand efforts across multiple channels (email, content, events, paid, and/or outbound) that generate engagement and drive pipeline. Able to translate strategy into execution and adjust quickly based on results. 

Communication: You produce concise, professional writing and communicate with precision with internal and external audiences as appropriate.  Able to connect day-to-day work to broader goals and explain the “why” behind decisions, using data and insights to align stakeholders.

Critical Thinking and Data orientation: Strong analytical skills, with experience using dashboards and performance data to optimize campaigns. Able to identify meaningful signals (engagement, conversion, pipeline movement), interpret patterns, and translate them into actionable changes and translate them into actionable changes.

Planning and Prioritization: Ability to manage multiple projects, prioritize effectively, and drive work forward in a fast-paced environment. Coordinate across stakeholders, identify dependencies, and adjust plans to ensure deliverables are met.You bring solution-orientation to overcoming more challenging obstacles and to delivering your projects

Tools & Systems: Hands-on experience with marketing automation platforms (HubSpot strongly preferred) and comfort managing campaign setup, segmentation, and basic reporting.

Preferred Skills

• Experience in K–12 education, edtech, or selling into district/system leader audiences.
• Familiarity with paid media and digital channels  (LinkedIn, Google Ads, retargeting networks).
• Experience with lead scoring, lifecycle stage management, and account-based tactics.
• Experience working cross-functionally with Sales and/or Sales Ops

COMPENSATION

The salary range for this position is between $80,376 - $120,564. New hires will start between the range minimum and midpoint ($80,376 - $100,470) based on qualifications assessed during the hiring process, past experience, and internal equity. In order to uphold our commitment to transparent, equitable, competitive, and sustainable compensation, ANet does not negotiate pay

BENEFITS 

We offer comprehensive benefits to best support our people. Benefits include: medical, dental and vision insurance where ANet pays a portion of the cost of these benefits for employees and their families/domestic partner; generous paid time-off including 10 paid holidays and paid days off between the Christmas and New Year’s holidays; paid parental leave; educational expenses reimbursements;  flexible spending accounts; professional development; a 401(k) plan with a 4% match; short and long-term disability coverage; and basic life and personal accident insurance. 

Conflict of Interest / Outside Work Disclosure

Because this role includes direct instructional coaching and partnership work, candidates must disclose any current consulting, contracting, or employment with organizations that provide instructional coaching, curriculum implementation support, or similar services to schools or districts. ANet reviews outside work to ensure there is no conflict of interest with core services or partner relationships. Individuals currently contracting with organizations that are in direct competition with ANet may not be eligible for this role.

ANet is committed to building an inclusive and welcoming environment for everyone at our organization. We are an equal opportunity employer and encourage all individuals of all backgrounds to apply to our positions.

Applicants must be currently authorized to work in the United States on a full-time basis.