B2B Demand Generation Lead

ClassDojo's goal is to accelerate humanity’s progress, by giving every child on Earth an education they love.

We started by building a network that connects teachers, children, and families. ClassDojo’s flagship app is the #1 communication app connecting K-8 teachers, children, and families, globally. They use it to share what’s happening throughout the day through photos, videos, messages, and activities. It is actively used at an unprecedented scale: in over 95% of US schools, reaching ~51 million children in ~180 countries, with a team of just ~200 people [1]). We are now beginning to use this network to give kids the best learning experiences in the world, far beyond those a standard school can provide.

We hire for talent density. Our team comprises the most talented, entrepreneurial, and innovative teammates from around the world, with experience in education and large scale consumer internet companies, including Instagram, Netflix, Dropbox, Stripe, Uber, Y Combinator, and more. We’re building a company where the most talented people want to work. We believe you’ll do the best work of your life here—and you’ll pioneer the future of education, too.

ClassDojo is beloved by teachers, families, and kids. Now, we’re expanding our presence at the district level, and you’ll help fuel that growth.

As the Demand Generation Lead for ClassDojo for Districts, you’ll build and scale the programs that grow our pipeline to thousands of district partnerships. You’ll own outbound campaign strategy, nurture marketing, and funnel optimization—from first touch through handoff to SDRs. You’ll design and execute integrated campaigns that generate demand, accelerate conversion, and drive scalable pipeline growth.

This is a strategic, high-impact role at the center of our district growth engine. You’ll work shoulder-to-shoulder with Product Marketing, Sales, SDR, Product, Content, and Creative to turn ClassDojo into the go-to platform for K–12 districts—and play a defining role in how we scale from hundreds to thousands of partnerships.

• Build and execute outbound marketing campaigns that drive awareness and generate qualified pipeline across top U.S. districts

• Define and scale ClassDojo’s MQL engine—building the campaigns, scoring models, and nurture flows that deliver warm, sales-ready leads

• Own integrated campaign execution across email, paid, landing pages, and field strategies

• Create multi-step outbound content packages (e.g. sequences, guides, templates)

• Design and optimize nurture tracks and retargeting campaigns that move leads through the funnel

• Establish lifecycle tracking, attribution dashboards, and conversion reporting across MQL → SQL → Opportunity → Win

• Collaborate with SDR and Sales leadership to align on handoff strategy, lead quality, and performance feedback loops

• Help scale what’s working by building lightweight systems, templates, and repeatable programs

• 8+ years of experience in B2B demand generation, with deep ownership of outbound and nurture strategy

• Experience leading demand gen strategy at a high-growth company, ideally startup-to-scale-up

• Proven track record building outbound campaigns and content that delivered pipeline and improved meeting rates

• Hands-on experience designing lead nurture programs that convert and qualify MQLs for sales

• Built or optimized lead scoring and handoff frameworks in close collaboration with SDR/AE teams

• Strong fluency in marketing attribution and lifecycle analytics

• Familiarity with marketing ops and CRM tools (HubSpot, Salesforce, Outreach, etc.)

• Thrived in fast-paced, scrappy environments

• Experience in or adjacent to edtech, SMB SaaS, or mission-driven B2B products

• Experience marketing to district leaders or K–12 decision-makers

• Strong instincts for conversion-focused content (emails, LPs, sequences)

• Familiarity building lightweight marketing infrastructure (attribution, lead routing, nurture design)

[1] Some more context:

- ClassDojo's $125m Series D (Forbes) and Sam’s note about it.

- ClassDojo is one of Y Combinator’s Top 100 companies

- ClassDojo's Second Act Comes with First Profits (TechCrunch) and Sam's note about it.

ClassDojo takes a number of factors into consideration when determining compensation, including geographic location, experience, and skillset. Salary ranges (United States):

CA, WA, NY, NJ, CT states: $188,000 - $222,000 (USD)

All other states in the US: $160,000 - $188,500 (USD)