Director of NORAM Demand Generation

US-Remote /
Marketing /
/ Remote
At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers. We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:

The Director of NORAM Demand Generation is responsible for our pipeline-generation and pipeline generating team. Your primary role is to ensure that our North American sales, sales development and customer success teams have enough pipeline to meet their goals.

To do this, you will lead our North American bring-to-market strategy, manage a team of marketers, your budget, events, and many vendors. You will plan and execute multi-channel, multi-touch programs that create new sales pipeline, improve win rates and increase sales velocity.

You will need to communicate your team’s plans and progress to a multitude of stakeholders across the business, thus inspiring confidence in your vision and participation in your programs.  

To be successful you will partner closely with the Lifecycle Marketing leader (your direct manager), sales leadership, customer success leadership, marketing leadership and marketing peers (across Events, Digital, Content, Corporate and International marketing) , as well as develop close working relationships with other departments, such as operations, product marketing and sales development. 

It is your responsibility to invest in your team’s success and employ holistic marketing strategies that span from high-touch ABM programs to traditional always-on email nurture to broad display advertising as well as executive, owned and industry events. You will manage external agencies and internal resources to execute your strategy. 

Salary range: $83,000 - $150,000, depending on experience, education, etc


    • Meet pipeline targets.   
    • Manage and adhere to budget. Maximize budget for business outcomes. 
    • Create marketing objectives, marketing plans and lead programs to meet business priorities.
    • Manage your demand generation machine. Design it as you see fit by optimizing the end-to-end lead management process in conjunction with Revenue Operations, including lead capture, scoring, nurturing, recycle, and SLAs. 
    • Forecast, measure, analyze and report on the impact of all demand creation activities (both in-person and digital) on sales pipeline, bookings and sales cycle length
    • Motivate and lead your team. 
    • Share learnings and expertise with domestic and international teams.
    • Foster and maintain strong cross-functional relationships between you, your team and your stakeholders across the organization. 
    • Develop and execute measurable demand creation and pipeline acceleration programs that predictably create quality pipeline and convert it to bookings.
    • Optimize and iterate the plan to decrease CAC and related costs.
    • Drive tight and regularly alignment with Sales on programs to influence key pipeline opportunities. Communicate and educate the sales team regarding new and planned marketing activities. Proactively engage with sales to determine sales needs and work with marketing resources to develop training and content to enable sales to execute appropriate tactics
    • Decide the optimal mix of channels across the segments you are responsible for (both digital and face-to-face), vendors and offers to most effectively use your budget to hit pipeline and bookings targets.
    • Work with event and digital marketing to ensure a balanced demand program portfolio, adjusting as required by changing market conditions and emerging opportunities
    • Work with website resources and digital channel managers to ensure a best-in-class web/digital experience, with best-in-class engagement and conversion rates
    • Assess performance, create strategies and test to optimize conversion rates. 

Success Metrics

    • Sourced and Influenced Pipeline
    • Sourced and Influenced Bookings
    • Demand funnel KPIs (volume, conversion, velocity, value) 
    • Account Engagement & ABM KPIs
    • Database Health (growth, quality, deliverability)
    • Cost per inquiry, cost per lead, cost per SQO
    • Team engagement/ satisfaction


    • 9+ years of B2B demand creation experience—execution of successful seeding, demand creation, lead nurturing and pipeline acceleration programs, preferably in SaaS tech space, preferably at a medium to large company.
    • Expertize in account-based marketing, demand type, relative targeting and the B2B buying cycle.
    • Mastery of Demand Waterfall processes and metrics. 
    • Strong business acumen, ownership of targets and ability to build plans and frameworks to meet those targets,
    • Deep understanding of the employ of ICP, lead scoring attributes and operational schematics
    • Demonstrated knowledge of channel-specific conversion reporting/metrics
    • Experience in designing and implementing multi-touch, multi-channel marketing program plan, 
    • Strong knowledge of supporting technologies including: Marketing automation (Marketo preferred), CRM (SFDC preferred), Web content management (Drupal Preferred), Web analytics (Google Analytics preferred), Business intelligence (Tableau preferred) 
    • Proven record of supporting sales to meet or exceed pipeline and revenue targets. 
    • Experienced people leader, adept at inspiring those who report to you and rely on you
    • Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation and spoken formats to a variety of audiences
    • Team player with cross-functional project leadership skills; willingness and ability to set strategies and do the execution as needed
    • Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements
    • History of large  budget management


    • Driven and outcomes oriented
    • Honest and has a sense of ownership over work
    • Detail-oriented, holistic thinker
    • Kindness
    • Can balance many competing priorities
    • Planning/project management—highly organized; Can juggle multiple projects in a dynamic, high-pressure environment
    • Leadership and initiative to drive business objectives—self-starter
    • Agency management, cross-matrix resource management 
    • Ability to understand decision impact on other areas of the business 
    • Strong oral/written communications skills 
    • Strong consultative marketing approach in order to effectively engage with sales
    • Ability to direct content requirements that drive demand and pipe acceleration 
    • Highly collaborative
    • Sense of humor

Get in on all the awesome at Instructure

    • Competitive salary and 401k 
    • Medical, dental, disability, and life insurance 
    • HSA program, vision, voluntary life, and AD&D 
    • Tuition reimbursement
    • Free time off and flexible work schedules 
    • Gym club reimbursements and rewards-based fitness tracking  
    • iMacs or Macbooks
Final salary is subject to location and experience.

We’ve always believed in hiring the most awesome people and treating them right. We know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger. 

At Instructure we participate in E-Verify and yes, in case you didn't catch it from the above, we are an Equal Opportunity Employer. 

All Instructure employees are required to successfully pass a background check upon being hired.