Senior Manager, Growth & Demand Generation

Today, 67% of students and 82% of low-income students can’t read at grade level by the end of third grade. That’s when students are supposed to go from learning to read to reading to learn. It’s America’s number one education crisis and we know how to fix it.

Ignite Reading delivers one-to-one virtual tutoring that teaches every student the foundational skills they need to become a confident, fluent reader. We pair students who need extra support with expert reading tutors who provide daily, 15-minute, Science of Reading-based instruction that rapidly closes their decoding gaps. We focus on the foundational reading skills—phonics, phonemic awareness, and sight words—kids need to master so they can decode a sentence. Students in Ignite Reading’s program achieve over 2 weeks of reading skills growth per week of instruction, and notably all students achieve the same outstanding results including students with IEPs, multilingual learners, students of color and those receiving free or reduced-price lunch.

Ignite Reading is a mission-driven public benefit corporation. We believe we can do well for our team members and shareholders while we solve one of the nation’s biggest challenges. We believe we will be more successful with a diverse team and are seeking candidates who have lived experience related to social justice, diversity, equity, and inclusion.

Your Role

As Ignite Reading's Senior Manager, Growth & Demand Generation, you'll own the strategy and hands-on execution of marketing campaigns that capture and nurture B2B leads across multiple channels. You will work closely with the sales and marketing teams to drive inbound leads and optimize lead conversion.

This is an execution-heavy role for someone who is equally at home in the weeds of HubSpot as they are thinking strategically about how to reach and convert audiences. The ideal candidate thrives in fast-paced startup environments, is a true team player, and has a demonstrated track record of driving qualified district administrator leads in the K-12 market.

We are looking for someone who brings both creative instinct and analytical rigor — someone who can develop compelling content that tells Ignite Reading's story and also build the frameworks to methodically test and optimize campaigns. Reporting to the VP of Marketing, this is an individual contributor role — there are no direct reports. You will play a critical part in opening doors to districts across the country as Ignite Reading works toward its mission of teaching one million students to read.

Key Responsibilities

HubSpot Instance Management & Campaign Architecture

• Own the marketing instance of HubSpot end-to-end, including contact database hygiene, list segmentation, workflow logic, campaign setup, and reporting infrastructure.

• Build and manage multi-touch email campaign architecture across prospect stages, ensuring sequencing aligns with buyer journey, mindset, and seasonality.

• Design and maintain lead scoring models to identify high-intent individuals who match the ICP and ensure timely sales handoffs.

• Develop and test lead nurture workflows to move prospects through the funnel efficiently and effectively.

• In partnership with system ops, ensure the database is properly segmented, imports are properly mapped, and best practices for data integrity are consistently implemented.

Persona & ICP Targeting

• Develop and maintain audience segmentation strategy across key buyer personas, aligning and consistently refining the ICP and targeting criteria.

• Ensure marketing-sourced leads and MQLs are meeting quality thresholds.

• Partner with the Director of Content to ensure relevant messaging at different stages of the marketing funnel for various personas and targets.

Email Campaign Execution

• Own the email marketing calendar; coordinate sends across demand gen, nurture, event promotion, and webinars.

• Conduct A/B testing on subject lines, CTAs, and timing; monitor delivery, open rates, CTR, and unsubscribes; proactively identify and resolve performance issues.

• Manage the full HubSpot workflow for webinars and events, including registration pages, promotional emails, reminder sequences, and post-event nurtures.

Paid Advertising

• Collaborate with others to develop the strategy for paid advertising and ensure proper execution across paid channels.

• Ensure proper UTM tracking, cookie implementation, landing page integration, and lead capture for all programs feeding into HubSpot.

• Analyze paid advertising results and optimize opportunities across paid advertising channels.

Analytics & Reporting

• Partner with system ops to build and maintain HubSpot dashboards that provide clear visibility into funnel performance, campaign ROI, and pipeline contribution.

• Deliver weekly reporting to marketing and sales leadership with actionable insights and optimization recommendations.

• Use data to continuously test and learn, implementing new strategies to improve campaign effectiveness across all channels.

Qualifications

• 7 years of experience in B2B acquisition, growth, or demand generation marketing in a high-growth, fast-paced startup environment.

• Demonstrated track record of developing and implementing a variety of lead generation campaigns using webinars, emails, events, SEO, SEM, gated content, and more.

• Deep, hands-on proficiency in HubSpot — including building and managing campaigns, audience segmentation, lead scoring, workflow logic, A/B testing, and reporting infrastructure.

• Experience using and experimenting with AI, automation and technology tools to enhance efficiency and quality of work

• Experience partnering with sales teams to coordinate and deliver multiple marketing programs to hit ambitious goals.

• Results-oriented with a strong focus on achieving revenue, conversion, sales, and other marketing goals.

• An exceptional writer with a discerning sense for compelling storytelling and developing content programs to deliver valuable content to customers.

• Ability to use metrics to manage programs and measure success.

• Strong organizational and project management skills; comfortable operating across multiple workstreams simultaneously.

• A team player who is comfortable in the weeds of execution and can also contribute to strategic thinking.

• Ability to take in feedback and use it as an opportunity to refine and improve.

• Experience in the K-12 edtech or education market is a plus.

At Ignite Reading, we've embraced a transparent compensation structure to promote fairness and equity, provide accountability, and build trust within our organization.

Salary: $110,000 (This role is full-time, exempt.)

We also ensure you have the tools you need to thrive both in and out of work.

📈 Employee Stock Options - we want our success to be yours too

🩺 Medical, Dental, and Vision plans to support you and your well-being (80% employee coverage, 70% dependent coverage)

🏥 Short-term Disability (100% employer paid)

🏦 401(k) retirement plans with company contribution

👶 12-weeks paid parental leave

🌴 Unlimited vacation days (+ 12 paid holidays)

💻 Technology Stipend

🧘 Wellness Stipend

🛟 Voluntary Life Insurance

👩‍💻 Professional Development Stipend

We believe in building and fostering a diverse and inclusive workplace environment. We are proud to be an equal opportunity employer where all applicants are considered for employment without attention to color, religion, sexual orientation, gender identity, national origin, veteran or disability status. Research shows that candidates from underrepresented backgrounds often don't apply for roles if they don't meet all the criteria – unlike majority candidates meeting significantly fewer requirements. We strongly encourage you to apply if you’re interested!

We are seeking candidates who have lived experience related to social justice, diversity, equity, and inclusion. We are a virtual organization with headquarters in the California Bay Area.