Demand Generation Manager

at  Packback Inc

PACKBACK’S MISSION IS TO EMPOWER EVERY STUDENT TO BE FEARLESSLY CURIOUS AND FIND THEIR UNIQUE VOICE.

These few words shape everything we do at Packback from the smallest decision to the largest. Over the last decade since our company’s founding, our team has seen first-hand the power of giving students intentionally designed spaces in their learning experience to be autonomous and curious. We have also seen the incredible benefits of using AI technology to shorten feedback loops and help students revise their work before they submit.
Packback is a pedagogy partner that uses technology as a “means to an end” to shorten feedback loops for students and instructors, improve writing and critical thinking skills, and cultivate student-centered, trust-based educational learning environments.

WHO WE ARE

Packback team members are passionate, mission-driven lifelong learners. Many of us spent time as educators in classrooms and have experienced first hand just how draining the day to day of educating can be. We have seen the gap between the most and least prepared students grow wider every year. The pressure to close that gap has once rested directly on our shoulders, and we understand the enormous cost of addressing that gap, and also not addressing that gap.
Some of us were intrinsically motivated students, the “teacher’s pets” who never want to stop learning. Some of us were the distracted or unmotivated students who wished their instructors would have adopted the pedagogy behind Packback. But all of us share a passionate commitment to our purpose.

MUST-HAVE SKILLS:

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• 5+ years of experience in demand generation, digital marketing, or related roles working at SaaS companies

• Proven experience taking a lead database, segmenting and building it out, and driving measurable pipeline results
• Strong expertise in marketing automation (e.g., HubSpot), CRM systems (e.g., Salesforce), and tracking tools (e.g., UTM codes)
• Ability to build processes and structures from the ground up in a fast-moving, autonomous environment
• Technical proficiency in SaaS marketing processes and lead generation best practices
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• Passion for data measurement, testing, and optimization

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• Strong understanding of multi-channel marketing strategies and execution

PREFERRED SKILLS:

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• Experience in EdTech industry, especially companies focused on higher education

• Bachelor’s degree in Marketing, Business, or a related field. A Master’s degree is a plus.

ABOUT THE ROLE

We’re looking for a strategic and technically proficient Demand Generation Manager to help shape and execute our marketing strategy during an exciting growth phase. You will be pivotal in driving qualified lead generation, managing and segmenting lead databases, and creating impactful multi-channel campaigns that lead to purchase and repurchase. You’ll play a foundational role in building and optimizing processes, enabling our marketing efforts to drive measurable revenue impact.

KEY RESPONSIBILITIES

• Take ownership of our lead database—segmenting, optimizing, and building it out to support both pipeline progression and targeted campaigns
• Develop and execute personalized, multi-channel campaigns to drive pipeline growth for Enterprise (ENT) accounts in Higher Education and K12 markets
• Build and refine foundational marketing processes, including lead scoring, funnel progression, and marketing-qualified lead (MQL) tracking
• Use A/B testing and UTM tracking to analyze campaign performance and improve conversion rates while experimenting with new creative approaches and messaging
• Partner with Sales, Marketing, RevOps, and external search engine optimization (SEO) resources to align on strategies, messaging, and execution
• Use tools like HubSpot, Salesforce, and Lightdash to monitor campaign performance, analyze engagement metrics, and report on marketing’s influence on revenue

WHAT MAKES THIS ROLE UNIQUE

• This role is foundational—you’ll build out the processes and systems from the ground up, shaping the marketing function as it grows.
• Be at the forefront of AI’s transformation of the education industry, crafting campaigns that position us as leaders in the space.
• Join a fast-paced, adaptable environment where your ideas will directly influence marketing success and company growth.