Director, Demand, Faculty Marketing Programs

Director, Demand, Faculty Marketing ProgramsAt Cengage Group, our employees have a direct impact in helping students around the world discover the power and joy of learning. We are bonded by our shared purpose driving innovation that helps millions of learners improve their lives and achieve their dreams through education. Cengage Group's Higher Education business, Cengage, supports learning and student success by providing materials and digital solutions to faculty and students enrolled in two-year, four-year and vocational programs. We currently serve more than 10 million of the 18 million students in US higher education. Setting a new standard of service for our customers, we deliver quality, easy-to-use course materials from textbooks and eBooks to courseware such as MindTap and WebAssign. In the US, we offer Cengage Unlimited and Cengage Unlimited for Institutions. We help instructors be better teachers, we help institutions solve problems and we empower students to leverage the power and joy of learning to transform lives. Our culture values inclusion, engagement, and discovery. Our business is driven by our strong culture, and we know that creating an inclusive workplace is absolutely essential to the success of our company and our learners, as well as our individual well-being. We recognize the value of diverse perspectives in everything we do, and strive to ensure employees of all levels and backgrounds feel empowered to voice their ideas and bring their authentic selves to work. We achieve these priorities through programs, benefits, and initiatives that are integrated into the fabric of how we work every day.As part of the North American Higher Education team, the Director, Demand, Faculty Marketing Programs leads the development and execution of full-funnel acquisition strategies to grow market share and deliver measurable pipeline and revenue impact. This role is accountable for generating new demand across faculty through data-informed, multi-channel campaigns that drive awareness, demand, and conversion. Operating within the Faculty Marketing Programs function, this leader plays a critical role in delivering the go-to-market demand strategy and driving scalable, modern marketing programs aligned to business priorities. The Director partners cross-functionally with Product Marketing, Sales, Revenue Operations, and Brand to activate campaigns and optimize demand performance across all channels.What You'll Do Here:Customer Acquisition Strategy:Own the end-to-end strategy for acquiring new faculty customers across prioritized product areas and customer segments.Translate growth goals into targeted GTM campaign strategies that increase marketing-sourced pipeline, accelerate conversion, and support revenue growth.Program Campaign Execution & Performance Optimization:Lead the planning, prioritization, and execution of integrated, multi-channel demand campaigns including email, paid media, SEO, SEM, webinars, and third-party channels.Use behavioral and intent data to continuously optimize campaign performance.Partner with Revenue Operations to forecast, track, and improve pipeline contribution and conversion rates.Cross-Functional GTM Integration:Collaborate closely with Product Marketing to translate GTM messaging into compelling, audience-specific campaign content.Align with Sales Enablement and Sales to ensure seamless handoff of leads and high-impact follow-up motions.Audience Segmentation & Personalization:Use audience segmentation frameworks to deliver tailored messaging and user journeys.Coordinate with analytics and digital leads to implement campaign logic and personalization strategies that improve engagement and conversion metrics.Leadership & Squad Alignment:Lead a cross-functional matrixed squad of marketing managers, demand gen leads, and campaign specialists aligned to demand efforts.Manage 3 direct reports, responsible for prioritizing initiatives, defining team workflows, and driving execution through collaborative leadership.Coordination with Marketing Ops to ensure appropriate prioritization and execution.Innovation & Modern Marketing Tactics:Embed testing, automation, and intent-based targeting into campaign frameworks.Stay current on digital acquisition trends and integrate guidelines into campaign execution.Drive continuous innovation to improve cost efficiency, lead quality, and conversion rates.Skills you will need here:Bachelor's degree in marketing, business, or related field; advanced degree a plusMinimum of 8 years of experience in demand generation or growth marketing, with a strong focus on acquisition strategies and pipeline developmentProven track record of owning and delivering marketing-sourced pipeline and revenue goalsDeep experience with multi-channel demand campaigns, marketing automation, segmentation, and conversion optimizationStrong ability to partner cross-functionally across Product, Sales, RevOps, and Brand functionsExcellent analytical and decision-making skills; experience working with marketing and sales performance dashboards and KPIsExperience working in a matrixed or squad-based team model, with the ability to lead through influenceFamiliarity with key marketing platforms and tools (e.g., Salesforce, Google Ads, LinkedIn Campaign Manager etc.)Strong written and verbal communication skills with the ability to craft clear value propositions and calls to actionSelf-starter approach with a passion for innovation, testing, and performance-based marketing executionCengage Group is committed to working with broad talent pools to attract and hire strong and most qualified individuals. Our job applicants are considered regardless of any classification protected by applicable federal, state, provincial or local laws. Cengage is also committed to providing reasonable accommodations for qualified individuals with disabilities including during our job application process. If you are an applicant with a disability and require reasonable accommodation in our job application process, please contact us at accommodations.ta@cengage.com.Cengage Group, a global education technology company serving millions of learners, provides affordable, quality digital products and services that equip students with the skills and competencies needed to be job ready. For more than 100 years, we have enabled the power and joy of learning with trusted, engaging content, and now, integrated digital platforms. We serve the higher education, workforce skills, secondary education, English language teaching and research markets worldwide. Through our scalable technology, including MindTap and Cengage Unlimited, we support all learners who seek to improve their lives and achieve their dreams through education.Compensation: At Cengage Group, we take great pride in our commitment to providing a comprehensive and rewarding Total Rewards package designed to support and empower our employees. Click here to learn more about our _Total Rewards Philosophy_. The full base pay range has been provided for this position. Individual base pay will vary based on work schedule, qualifications, experience, internal equity, and geographic location. Sales roles often incorporate a significant incentive compensation program beyond this base pay range. In this position, you will be eligible to participate in the company's discretionary incentive bonus program. This position's bonus target amount, which is not guaranteed and is dependent on individual performance and overall company results among other factors, is provided below. 25% Annual: Individual Target $138,200.00 - $179,650.00 USD.Warning: Be aware, there has been an increase of targeted recruitment scams perpetrated by bad actors falsely providing job offers on behalf Cengage Group to candidates as a means of obtaining personal information. Note that Cengage will always interview candidates via live in-person meetings, phone calls and video calls before an offer would be extended. Also, be sure to check that communication is coming from an @cengage.com email address.