Demand Generation Manager

Department: Marketing

Employment Type: Full Time

Location: Remote

Reporting To: SVP Marketing

Description

Coursedog is looking for an enthusiastic Demand Generation Manager to plan, launch, and optimize multi-channel campaigns that create qualified pipeline to connect more higher ed institutions with our Intelligent Academic Operations Platform. You will own programmatic channels, plan media buys with industry publications, and orchestrate integrated campaigns across a variety of channels. You'll leverage ICPs/personas defined by Product Marketing to improve targeting, partner closely with our SDR to provide essentials signals and assets to help drive more discovery calls, and leverage Pardot + Salesforce as well as the rest of our martech stack to run a disciplined testing and measurement cadence.

Key Responsibilities

• Own programmatic channels: plan, build, and optimize paid search (Google/Bing) and paid social (LinkedIn) to drive demo requests.
• Develop and manage media buying plans with industry publications (audience selection, placements, collaborate with our Sr. Content Marketing Manager & Lead Brand Designer on meeting creative specs, and performance reporting).
• Plan and execute integrated ABM campaigns (email nurtures, content syndication, landing pages), aligned to quarterly pipeline goals.
• Apply defined customer personas and messaging to audience targeting, offers, and sequencing.
• Partner with Sales/SDR leadership on outbound campaign assets and campaign enablement.
• Own marketing automation operations in Pardot (program builds, nurtures, lead scoring) and ensure clean Salesforce handoffs.
• Establish a testing roadmap (content, creative, audiences, bidding) with A/B rigor; socialize learnings and scale wins.
• Manage budgets and forecasts; track campaign influence and ROI at a program and channel level.
• Drive integrating AI & automation into the demand gen function and marketing more broadly.

Skills Knowledge and Expertise

• 3-5+ years in B2B SaaS demand generation.
• Proven experience managing paid search and LinkedIn Ads (architecture, bidding, audiences, creatives, CRO).
• Hands-on experience with media buying in industry publications.
• Strong understanding of marketing information architecture: ability to design and maintain clean campaign & content taxonomies, UTM and channel naming conventions.
• Collaborative operator who partners tightly with colleagues across the organization on events, content, positioning, design and more.
• Fluency in funnel analytics and attribution; comfortable diagnosing conversion drop-offs and proposing experiments.
• Excellent project management, communication, and stakeholder alignment skills; bias for action and iteration.
• Bonus: Strong Pardot + Salesforce proficiency (nurtures, scoring, routing, campaign attribution).
• Extra Bonus: Experience in EdTech or marketing to higher ed leaders.

Working at Coursedog

Healthcare, Dental & Vision
We follow a fixed contribution model to ensure equity and transparency. Each employee receives the same annual dollar amount to allocate toward their medical, dental, and vision coverage. This empowers you to select the plan that best meets your needs - whether it's a base-level plan or a more comprehensive option.

Depending on the selected coverage level, the company covers:

• Employee-only coverage: 99% to 55% of monthly premiums
• Employee + dependents: 77% to 43% of monthly premiums

We proudly partner with Aetna and Guardian, and offer access to best-in-class wellness perks including:

• Spring Health (mental health support)
• XP Health (vision benefits)
• Carrot Fertility (family planning)
• One Medical (primary care)

We also support pre-tax savings through Health Savings Accounts (HSA) and Flexible Spending Accounts (FSA).

Retirement Planning
To support long-term financial health, we offer a 401(k) plan from day one of employment.
Beginning January 1, 2026, we'll provide a 4% employer match on your annual salary (subject to federal limits) for employees contributing to a tax-advantaged retirement account.

Paid Time Off
We trust our employees to manage their time responsibly. That's why we offer an unlimited Paid Time Off policy - because flexibility and balance are critical for sustained excellence and personal well-being.

Remote-First Since Inception
We were built for distributed work. Our culture emphasizes flexibility over rigidity, outcomes over hours, and transparency over gatekeeping. We are committed to being a remote-first organization indefinitely, empowering you to work where and how you thrive best.

Equity
As a valued contributor to our collective success, you'll participate in the upside. All employees are granted equity in the company, with vesting aligned to your role and tenure. Equity grants are reviewed and adjusted with promotions to reflect your evolving impact.

Paid Parental Leave
We proudly support working parents with industry-leading benefits.

• Primary caregivers are eligible for 12 weeks of paid leave
• Secondary caregivers receive 6 weeks of paid leave

This time is fully paid and available to all eligible employees regardless of gender or family structure.