Demand Generation Manager

About Heggerty

Heggerty is a literacy leader providing innovative, research-proven reading and writing solutions for Pre-K through 5th-grade classrooms. Heggerty’s integrated collection of literacy solutions provides teachers with the approachable, research-backed resources they need to close student skill gaps and supplement existing ELA curricula.

About the role

• At Heggerty, we are dedicated to building foundational literacy skills for every child through evidence-based phonemic awareness and early literacy programs. With a mission to support educators and improve literacy outcomes at scale, we’re expanding our marketing team to include a world-class Demand Generation Manager who can drive measurable impact across the funnel and fuel our continued growth.

What you'll do

• As the Demand Generation Manager, you will own the strategy, execution, and optimization of multi-channel demand generation initiatives with a strong focus on pipeline acceleration, lead quality, and revenue attribution. This is a data-heavy, performance-focused role that requires deep marketing automation expertise, omnichannel campaign coordination, and advanced analytics capabilities.
• You will build scalable systems and workflows, guide omnichannel execution, and collaborate cross-functionally with Sales, Product, and Customer Success to ensure alignment across the customer journey. You will also partner with Level, our external digital marketing agency, to fine-tune our paid media and SEO strategy and ensure that these initiatives drive the expected ROI and can be attributed directly to revenue growth.
• Success will be measured by MQL-to-SQL conversion rates, influenced pipeline, marketing-sourced revenue, and ROI on campaign investments.

Strategy & Planning

• Develop and own comprehensive demand generation strategies aligned to Heggerty’s business goals and revenue targets.
• Plan and manage omnichannel marketing calendars including email, paid media, content syndication, SEO, webinars, events, and social.
• Work side-by-side with the content lead to plan and optimize messaging, ensuring every aspect of every multichannel campaign is targeted for the intended audience with the appropriate message and timing.
• Allocate resources and manage budgets across campaign types and target segments.
• Collaborate with internal teams using project management tools (Asana) to ensure campaign efficiency and accountability.

Lead Generation & Funnel Optimization

• Manage full-funnel lead processes including:
• • Lead capture (forms, popups)
  • Lead scoring (custom scoring models using behavioral and demographic data
  • Lead qualification and routing (territory-based, skill-based, round-robin, and load balancing)
• Build and optimize automated nurture workflows for each funnel stage.
• Monitor lead engagement activity and track movement from Lead → MQL → SQL → Opportunity → Revenue.
• Report out on MQL volume and quality; MQL→SQL conversion rate; SQL→Opportunity conversion rate; pipeline coverage ratio; marketing-sourced vs. marketing-influenced revenue
• Align with Sales to ensure unified customer profiles and seamless handoffs using bi-directional CRM integrations.

Email Marketing & Automation

• Build, test, and deploy high-converting email campaigns including:
• • Drip sequences
  • Behavioral triggers
  • Re-engagement flows
  • Dynamic content and personalization at scale
• Conduct A/B testing on subject lines, CTAs, send times, and layouts.
• Optimize email deliverability, scheduling, compliance (GDPR, CAN-SPAM), and suppression lists.
• Leverage marketing automation tools (e.g., Marketo, Sprout) to scale and streamline operations.

Omnichannel Campaign Execution

• Own the strategy for lifecycle marketing, including reactivation campaigns, upsell/cross-sell email workflows, and customer retention
• Launch and manage multi-channel campaigns integrating:
• • Email, social media, paid ads, SMS, mobile push, and retargeting
  • QR codes and location-based marketing
• Monitor UTM tracking, engagement across platforms, and ROI by channel and source.

Analytics, Attribution & Optimization

• Track and optimize campaign performance using:
• • Real-time dashboards
  • Multi-touch and multi-channel attribution models
  • Predictive analytics for campaign and lead performance
  • Automated report generation
• Monitor key funnel metrics: conversion rates, velocity, lead quality, influenced revenue.
• Use heat maps, session recordings, journey mapping, and form analytics to optimize user experience.
• Calculate ROI for paid channels and assess traffic source contribution to pipeline.

MarTech & Systems Management

• Ensure seamless integration and data synchronization between CRM, marketing automation, content tools, and analytics platforms.
• Manage:
• • Data mapping, custom fields, and SSO across systems
  • Lead deduplication and cleansing
  • Custom dashboards and real-time analytics tools
• Drive system-wide improvements in data accuracy, marketing efficiency, and user segmentation.

Content & Social Campaigns

• Collaborate with content and design teams to create and schedule:
• • Educational content and thought leadership
  • Social media campaigns and engagement strategies
  • Influencer programs and educator partnerships
• Leverage content performance analytics, version control, and asset management systems.
• Optimize content for SEO, mobile, and platform-specific best practices.

Qualifications

• Curiosity, empathy, and a passion for our mission and values
• 5-10 years of experience in demand generation or digital/performance marketing with measurable pipeline/revenue responsibility.
• Mastery of marketing automation platforms (Marketo, Sprout), CRMs (Salesforce), and campaign tracking tools.
• Deep knowledge of attribution models, funnel metrics, lead lifecycle management, and audience segmentation.
• Proven experience with predictive lead scoring, AI-powered recommendations, and personalization at scale.
• Strong analytical mindset with experience in building custom dashboards, visualizations, and KPI tracking frameworks.
• Experience with campaign planning, budget management, and resource allocation.
• Strong communication and collaboration skills to work across departments and manage external vendors (e.g., Level).
• Deep understanding of the K–12 education buying cycle, including RFPs, district-level purchasing processes, and academic calendar-based campaign planning is preferred.

What we offer

• Competitive salary and benefits
• 401(k) with company match
• Generous time off options, including paid holidays and winter break
• Independence and autonomy
• A flexible, remote work environment

At Heggerty, we are committed to fostering an inclusive and equitable workplace where every employee can thrive. As a leader in literacy and education, we believe that our diversity enriches our work environment and drives our success.

Our commitment to equal employment opportunity extends to every aspect of our employment practices, including recruitment, hiring, training, promotions, compensation, and termination. We strive to create an environment where diversity is valued, and all individuals are treated with respect and dignity.

We are dedicated to maintaining a workplace where everyone can contribute to their fullest potential, and encourage individuals from all backgrounds to apply.

Heggerty is an E-Verify participant.

If selected, a background check will be required.