About Panorama: Panorama Education is a fast-growing technology company partnering with K-12 school districts to help students succeed in the classroom and beyond. Today, 2,000 districts serving 15 million students across all 50 states rely on our secure, research-backed platform for AI, student support, and community voice and engagement. We also provide professional development and hands-on support to help schools to achieve their strategic goals and improve student outcomes. When you join Panorama, you become part of a mission-driven team making a real impact for students every day.
Panoramians can choose to work fully remote anywhere within the Continental United States.
Position Overview
The
Senior Director of Demand Generation is a strategic marketing leader who will design and lead high-impact demand programs across
events, webinars, and paid media to fuel company growth.
This role is accountable for driving qualified pipeline, optimizing multi-channel performance, and ensuring close alignment across marketing, sales, and customer success. You'll lead a team and agency partners to execute programs that elevate brand awareness, deepen engagement in the K-12 market, and accelerate both acquisition and expansion.
The ideal candidate is a data-driven, creative strategist with proven experience in EdTech and selling into K-12 institutions, who understands how to combine strategic storytelling, targeting, and analytics to deliver meaningful business outcomes.
Key Responsibilities
Strategic Leadership & Growth
- Develop and own a comprehensive demand generation strategy that drives pipeline growth from both new prospects and existing customers.
- Serve as a strategic advisor to the CMO and GTM leadership team, ensuring that marketing investments align with business goals and sales priorities.
- Forecast, measure, and report on pipeline impact, campaign ROI, and audience engagement metrics.
- Drive innovation across channels, continuously optimizing based on insights, data, and market feedback.
Cross-Functional Collaboration
- Partner across the Marketing organization (Corporate Marketing, Product Marketing, Integrated Campaign Planning and Marketing Ops) to align on messaging, audience segmentation, and content needs.
- Collaborate with Sales and Customer Success to build integrated programs that accelerate lead-to-revenue conversion and deepen engagement with key accounts.
- Align with Marketing Ops, RevOps and analytics teams to ensure accurate pipeline tracking and attribution.
Channel & Program Ownership
- Events: Lead strategy and execution for both owned and sponsored events that generate qualified opportunities and strengthen relationships in the K-12 ecosystem.
- Webinars: Develop a best-in-class webinar and virtual event program that educates, engages, and converts target audiences.
- Paid Media: Oversee the paid media strategy and budget, managing campaigns across digital channels (LinkedIn, Google, Meta,, etc.) to maximize reach, efficiency, and impact.
- ABM: Drive targeted account-based campaigns to engage decision-makers and influencers across priority districts and segments.
Innovation & AI Enablement
- Leverage AI and automation to enhance targeting, personalization, and performance optimization across campaigns.
- Foster a culture of experimentation, using data and technology to drive continual improvement and smarter decision-making.
Qualifications
- 10+ years of progressive experience in B2B demand generation, with at least 3-5 years in a senior leadership role.
- Proven track record of developing and executing strategic demand generation programs that directly drive pipeline and revenue.
- Deep expertise in paid media, events, webinars, and ABM, ideally within a growth-stage or mid-sized B2B organization.
- Strong understanding of how to leverage AI for performance optimization, campaign scaling, and personalization.
- Demonstrated success partnering with Sales and Customer Success to drive pipeline acceleration and expansion.
- Experience managing budgets, agencies, and complex, multi-channel marketing programs.
- Analytical and data-driven mindset with a focus on ROI and continuous improvement.
- EdTech experience strongly preferred, with a deep understanding of selling into K-12 districts and administrators.
- Exceptional leadership, communication, and collaboration skills.
Performance Metrics
- Pipeline generation and influenced revenue (new and expansion)
- Paid media ROI and lead quality
- Event and webinar engagement, attendance, and conversion metrics
- ABM engagement and pipeline acceleration
Salary Range: The salary range for this job is: $207,000 - $276,000/year. Actual offers depend on experience, skill and location.
Our salary is just one component of Panorama's competitive total rewards strategy that also includes annual bonuses or commission awards, equity awards, as well as other region-specific health and welfare benefits
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