Manager, Demand Generation - RethinkEd
About Us
At RethinkFirst, we are on a mission to inspire and empower educators, behavioral health, and employers with solutions that address some of the biggest challenges today – employee burnout, student mental health, behavioral issues, and the need for effective interventions.
We are seeking a talented content writer with a passion for education and experience in EdTech, Behavioral Health, or Benefits Administration to help us create engaging and impactful content.
Role Overview
We’re looking for a dynamic Demand Generation Manager to own and execute the demand generation strategy for RethinkCare’s mid-market and enterprise segments.
This is a high-ownership position for someone who thrives at the intersection of strategy and execution. You will own the RethinkCare pipeline number, develop, build, and run the playbooks that generate it, and make an impact on marketing’s contribution to bookings. You’ll operate within longer, multi-stakeholder mid-market and enterprise sales cycles and know how to influence pipeline through ABM, intent-driven targeting, events, and thought-leadership programs.
You are AI-first. You actively build agentic workflows, use enrichment tools like Clay to scale personalization, and look for every opportunity to automate and accelerate marketing execution. You bring a strong command of funnel math, conversion rates, and leading indicators, even in long-cycle environments where patience and precision both matter.
Key Responsibilities
Pipeline Ownership & Demand Generation
- Own the marketing-sourced pipeline target for RethinkEd, with direct impact on pipeline creation and marketing’s contribution to bookings.
- Develop and execute the demand generation strategy across the full K-12 buyer journey, from awareness and engagement through pipeline creation.
- Build and run ABM and intent-based playbooks using 6sense to identify and engage high-fit, in-market accounts at scale.
- Design and execute multi-touch campaign sequences spanning paid media, email nurture, webinars, events, and thought-leadership content to build pipeline within longer sales cycles tied to annual district budget and procurement cycles.
- Manage budget allocation and pacing across channels to ensure consistent pipeline flow, cost efficiency, and alignment with quarterly and annual revenue targets.
Playbook Development & Execution
- Develop repeatable, scalable playbooks for ABM, intent-based targeting, events, third-party conferences, and thought-leadership campaigns tailored to K-12 buying committees.
- Use ZoomInfo/Clay for enrichment, sequencing, and personalization at scale, building automated workflows that keep outbound and nurture motions running efficiently.
- Partner with content and creative teams to develop campaign assets, including whitepapers, case studies, webinar programs, and thought-leadership content that resonate with K-12 education personas and buying committees.
- Own the lead nurture strategy: design, test, and optimize automated sequences that accelerate progression through the funnel and re-engage stalled opportunities.
Partner Marketing & Channel Growth
- Develop and execute partner marketing strategies to drive adoption and deeper penetration within key RethinkEd channel partners and strategic accounts.
- Build co-marketing campaigns, enablement materials, and joint demand programs with partners to expand reach and accelerate pipeline through the partner channel.
- Track and report on partner engagement metrics including activation rates, utilization, and expansion to identify growth opportunities and optimize partner marketing investments.
Cross-Functional Collaboration
- Collaborate with internal shared services like performance marketing, content, creative, web, analysis, and operations to ensure campaigns are executed with quality and speed.
- Work with external agency partners (paid media, SEO/AEO) as a key stakeholder, providing strategic direction, reviewing performance, and iterating on targeting and creative.
- Partner with Sales to define and refine lead handoff criteria, lead scoring, and routing logic specific to the K-12 district sales motion.
- Establish structured feedback loops with Sales to continuously improve lead quality, targeting precision, and campaign effectiveness.
- Collaborate on speed-to-lead response SLAs and ensure marketing-sourced leads are followed up on within agreed timelines.
Performance Analytics & Funnel Optimization
- Track and optimize full-funnel metrics (MQL → SAL → SQL → Pipeline → ARR) with a strong grasp of conversion rates, velocity, and leading indicators across K-12 district deal cycles.
- Go beyond dashboards: interpret data to surface actionable insights, diagnose underperformance, and build concrete action plans to close funnel gaps.
- Partner with Marketing Analytics and Operations team to ensure accurate attribution, clean data, and reliable reporting that supports investment decisions.
- Forecast and report on pipeline health, campaign ROI, and marketing’s contribution to revenue.
- Design and run data-driven experiments to improve conversion, deal velocity, and efficiency across the K-12 district buyer journey.
What You’ll Bring
- 5–8 years of progressive experience in B2B demand generation, with experience in K-12 education or similarly complex public-sector or institutional sales environments strongly preferred.
- Proven track record of owning a marketing-sourced pipeline number and delivering measurable revenue impact in a SaaS company.
- Hands-on experience developing and executing ABM, intent-based, event, and thought-leadership playbooks targeting K-12 buying committees with multiple stakeholders.
- AI-first mindset with demonstrated experience building agentic workflows and leveraging AI tools (Claude, ChatGPT, or similar) to accelerate marketing execution, content production, and decision-making.
- Proficiency with ZoomInfo/Clay for data enrichment, personalization, and workflow automation.
- Strong command of funnel math, conversion rates, deal velocity, and leading indicators in environments with longer sales cycles tied to annual district budget and procurement cycles.
- Hands-on experience with HubSpot, Salesforce, ZoomInfo, 6sense, and Google/LinkedIn/Meta ad platforms.
- Experience working cross-functionally with shared services (content, creative, marketing ops) and external agency relationships for paid media and SEO/AEO.
- Experience in partner marketing, including building co-marketing programs, driving adoption through channel partners, and measuring partner engagement and performance.
- Analytical rigor with the ability to go beyond reporting, interpreting data to surface insights, diagnose root causes, and build actionable plans.
- Strong written and verbal communication skills, with the ability to present campaign performance and pipeline health to leadership.
Benefits:
- Generous health, dental, & vision benefits package
- Flexible paid time off
- 11 paid company holidays
- 401k + matching
- Parental leave
- Access to our award-winning RethinkCare platform supporting neurodiversity in the workplace through parental success, professional resilience, and personal wellbeing
Location: Remote opportunities are available to candidates who reside in the following states: AL, AZ, CT, FL, GA, HI, IA, IL, IN, KY, LA, MD, MA, MI, MN, MO, MT, NC, NE, NH, NJ, NV, OH, OR, PA, RI, TN, TX, VA, WA, WI, WY
Our commitment to an inclusive workplace
RethinkFirst is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because that is what drives curiosity, innovation, and the success of our business. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws. Accommodations are available for applicants with disabilities.
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