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Vice President of Digital Marketing & Demand Generation


Reston, VA, US

Req ID:  2244
Level of experience:  Executive
Remote:  No
Travel Required:  0%-25%

Employee Type:   


Together we are powering the future of Higher Education

Here at Ellucian, we are motivated by a mission. Higher education is facing a profound change what with the shifting demographics and cultural perceptions, combined with declining support and rising expectations. This is forcing colleges and universities to do more with less and that is where we come in.


As true believers in the power of education to transform lives, we are dedicated to helping all of our customers thrive—not just survive—by transforming their institutions from the traditional paper-based colleges of yesterday to the agile, connected campuses of today.


Working with cloud solutions built on a world-class infrastructure to powerful analytics that drive successful planning, we lead the industry in building enterprise solutions tailored to institutions around the world.


About the opportunity

Reporting to the Chief Marketing Officer in this newly created role, the VP, Digital & Demand Marketing will define, communicate, and execute a cohesive demand generation strategy with a focus on enhancing Ellucian’s funnel performance and driving conversion.


Because you’re a trailblazing customer acquisition and retention expert, you’ll leverage insights and data to identify trends and technologies that will help us target our core audiences—including prospects and current users—to drive engagement, generate demand and grow revenue in ways we never imagined. A team player who knows that your leadership record is just as important as your knowledge of digital channels, you’ll lead a team that collaborates across functions to execute and optimize integrated, multi-channel programs that nurture and ultimately deliver qualified, high-quality leads to our B2B sales staff. You’ll define channel, waterfall, and ROI goals and reporting, and then own achievement of those goals. An analytical, strategic and results-driven marketer who likes to roll up your sleeves and get things done, you’ll partner with leaders across Marketing, Sales Strategy & Operations, Customer Experience and Field Sales to develop and evolve ideas that bring together customer engagement with company goals and sales objectives.


Where you will make an impact

  • Develop and execute a Demand Gen vision and strategy to grow, measure and improve marketing sourced and influenced pipeline and revenue.
  • Establish demand generation best practices, owning accountability for and managing the top and mid-funnel lead routing, nurturing, and retention strategies to drive high-quality SQLs.
  • Partner with Sales Ops to define and measure lead management processes and efforts, including SLAs.
  • Execute customer acquisition and retention campaigns, measuring and analyzing performance, and identifying new opportunities based on customer and business feedback and results.
  • Leverage data and insights to optimize current programs and identify new opportunities.
  • Develop and manage team and initiatives to drive traffic, engagement, solution awareness and understanding, company reputation, customer acquisition and loyalty.
  • Lead the Digital & Demand Marketing team with a hands-on, flexible, collaborative approach and ability to flourish amid rapidly shifting challenges and pressures in our fast-paced, results-driven culture.
  • Develop team to enhance competency across web, paid media, marketing automation, and ABM while exploring new, high-potential channels.
  • Work cross-functionally with Brand and Marketing Content, Global Programs, Solutions Marketing, Field Marketing, Marketing Operations, Sales Operations, and other teams as appropriate, to set and achieve goals.
  • Track performance and allocate budget across channels to maximize our marketing spend. Monitor performance across key metrics and KPIs to forecast trends


What you will bring

  • 10+ years’ experience developing and executing strategic B2B demand generation programs across channels, with a proven record of achieving significant results
  • Expert understanding of the sales pipeline and lead management, the key drivers of effective nurturing, and role of marketing at each stage of the funnel
  • Understanding of customer personas and segmentation
  • A strategic yet execution-oriented leader who enjoys both planning and digging into details
  • Ability to work with others to deeply understand what drives great results and get things done
  • Ability to work well cross functionally to build alignment and reach objectives
  • Strong interpersonal capabilities; ability to develop strong trust-based relationships and manage effectively
  • Proven ability to build and motivate high-functioning teams within complex, team-based environments; experience providing leadership & coaching to develop, empower and drive success
  • Superior analytical skills, and the ability to compile, analyze and leverage performance data to both identify new opportunities and optimize current campaigns; thinks in terms of and enjoys discussions of ROI
  • Demonstrated proficiency with multiple channels for demand generation, including but not limited to email, web, PPC, SEO, social, direct mail, tele-qualification
  • Energetic, passionate and articulate communicator who can convey information to a wide variety of internal and external audiences, write and deliver quality presentations that are adjusted by audience, and articulate complex, technical information
  • Experience working with various cross-functional, internal and external groups to deliver meaningful results on time with limited direction
  • An affinity for dynamic, high-pressure environments
  • Professionalism balanced with a fun attitude and sense of humor
  • Bachelor’s degree is required



What makes #Ellucianlife

  • Comprehensive health coverage: medical, dental, and vision
  • Flexible time off  
  • 401k & Bright Plan - to help you save for the future
  • Thrive Flex Program that allows you to contribute towards your health, financial or learning interests
  • 5 charitable days to support the community that supports us
  • Diversity and inclusion programs that promote employee resource groups such as: Women in Technology, Pride and Go Green to name a few. 
  • Parental leave
  • Employee referral bonuses to encourage the addition of great new people to the team
  • We Foster a learning culture with:
    • Tuition Reimbursement Assistance
    • Professional development opportunities

At Ellucian, we believe in the “power of together.” We embrace an inclusive, diverse, and equitable workplace, and believe that our differences help inspire a culture of acceptance that makes our company more collaborative and innovative. We’re proud to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, gender, gender identity, sexual orientation, national origin, age, disability, genetics or any other characteristic protected by law. We welcome you to come as you are

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