Director, Demand Generation

Calling all intrapreneurs! This is a unique opportunity for an innovative marketer that thrives in an atmosphere of agility and collaboration, with the passion for expanding a growth division, within an already established company. Introducing EdAssist by Bright Horizons. We partner with employee-centric organizations to offer education benefits that drive powerful recruitment, retention, and talent development results. The EdAssist Demand Generation Marketing Director will be responsible for developing and overseeing data-driven omni-channel marketing campaigns to clients and their employees that result in new customers and increased participation rates.

What you will do:

• Manage a team of Marketers that are accountable for driving participation and growth with our existing clients
• Audit and assess current state with client data and provide recommendations for how data can fuel personalized, targeted campaigns to our clients and learners
• Work cross-functionally with marketing automation team, IT, and data teams to identify new processes for EdAssist data consumption and usage
• Identify “next best action” for online learners and develop ongoing nurture tactics to achieve EdAssist’s participation goals.
• Promote new product, service and platform features using lead nurturing tactics.
• Discover new marketing opportunities, channels and touchpoints by performing market analysis.
• Analyze and measure the effectiveness of existing B2B and B2E campaigns.
• Improve KPIs on key campaigns through testing, learning and optimization.
• Identify and create buying personas and contribute to the content development for target consumers.
• Continuously develop new strategies to increase touchpoints within a customer’s journey in order to optimize conversion rates and key KPIs.
• Partner with Sales to meet forecast goals for EdAssist and develop marketing strategies to fuel growth in all stages of the buying funnel with tactics that include, but are not limited to webinars, case studies, email campaigns, testimonials, etc.
• Work with Product team to incorporate consistent product and platform positioning in prospect and customer campaigns.
• Dive into customer and campaign data to understand audience behavior and marketing performance.
• Create a toolkit of best practice campaigns to offer prospective clients to reach their employees.
• Work with agency and internal creative team to develop new assets and campaigns.
• Partner cross functionally to identify up/cross sell campaigns to increase Bright Horizon’s services (e.g. Family Solutions. Back up Care, College Coach and EdAssist)
• Translate performance of demand generation campaigns to leadership.

What you bring:

• Bachelor’s Degree – Relevant Experience accepted in lieu of degree.
• 10+ years of related experience

Additional Job Requirements:

• Deep understanding of data and database management
• Strong analytics capabilities specific to campaign measurement
• CRM knowledge and full funnel lead management
• Well versed with Martech platforms, specifically SFMC and Pardot
• Marketing channel best practices
• Experience in creating campaign assets including webinars, emails, and campaign testimonials
• Lead scoring, weighting and attribution is a plus

Bright Horizons