Demand Generation Specialist

United States2w ago

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Skills

agentic aib2b marketingcrmdemand generationdigital marketingexcelgo-to-marketgrowth marketingkpi reportingmicrosoft officepaid mediapivot tablessalesforce

About the role

Company Overview:

Everything we do is for educators. We’re partnering with them to advance a bold vision for education that boosts district performance and student success. At Follett Software, we empower educators across roles with technology that streamlines processes and manages information and resources to improve their schools, increase student success, and drive the future of education. We believe that by empowering educators to amplify their impact on students’ lives, we can change the world. Our goal and mission is to drive the future of education. We are inspired by educators to deliver transformative technology. Our innovative, connected solutions simplify challenges and offer a seamless and intuitive experience.

POSITION SUMMARY

The Demand Generation Specialist is an acquisition-focused role within Marketing, reporting to the Sr Manager, Demand Generation on our Growth Marketing team. This role strengthens Follett Software’s acquisition engine by planning, executing, measuring, and optimizing demand generation activity to drive revenue growth and maximize profitability for the Follett Software Organization. Working closely with marketing leaders and cross-functional partners, the role translates business priorities into strategic campaigns and actionable performance insights that support pipeline growth and consistent campaign execution.

POSITION SCOPE

Responsibilities

Work closely with the marketing team and other go-to-market partners to develop, implement, and measure integrated marketing campaigns that drive revenue growth.

Partner with marketing leaders and cross-functional stakeholders to translate business needs into campaign briefs, audience priorities, messaging, offers, and activation plans.

Leverage approved AI tools and agentic workflows to improve campaign planning, content development, reporting, optimization, and operational efficiency.

Coordinate campaign production across existing and emerging marketing channels, maintaining visibility into timelines, dependencies, deliverables, and handoffs.

Ensure consistent brand messaging and positioning across all marketing channels and touchpoints.

Monitor full-funnel marketing performance to surface insights and optimization opportunities for the Growth Marketing team.

Prepare regular reports and presentations for senior management, providing insights on leading and lagging indicators, revenue performance, market trends, and growth opportunities.

Create and maintain campaign documentation, calendars, status, and KPI reporting to support consistent execution and shared visibility.

Create optimization strategies for testing audiences, messaging, content, segmentation, offers, and other campaign tactics to continuously improve engagement and conversion.

Collaborate with Marketing, Sales, and other go-to-market partners to support lead follow-up, feedback loops, and alignment on acquisition priorities.

Other duties as assigned.

QUALIFICATIONS

Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or a related field.

3–5 years of experience in demand generation, campaign marketing, digital marketing, or a related B2B marketing role; experience in B2B SaaS required (EdTech experience is a plus)

Demonstrated ability to learn and apply AI tools, automation, and agentic workflows in marketing, with appropriate judgment and adherence to company policies.

Experience managing and marketing campaigns across multiple channels such as email, paid media, webinars, events, content, or partner programs, including success measurement

Experience working in a CRM system such as Salesforce; familiarity with campaigns, opportunities, and related data to analyze performance and create reports.

Strong written and verbal communication skills, with attention to detail and accuracy in campaign execution.

Proficiency in Microsoft Office products; practical experience with Excel is preferred, including data sorting, filtering, cleanup, basic formulas, and pivot tables.

WORK ENVIRONMENT