Position Overview
BARBRI is seeking a visionary and experienced Vice President of Demand Strategy to join our executive leadership team. This is a pivotal role in architecting and executing a comprehensive perpetual demand generation strategy that fuels our growth and solidifies our market leadership. You will be the driving force behind our efforts to attract, engage, and convert prospective law students and legal professionals into lifelong BARBRI customers.
As the VP of Demand Strategy, you will report directly to our CMO and oversee the entire omni-channel marketing funnel across multiple lines of business and buyer personas. This requires a masterful blend of analytical rigor, creative thinking, and strategic leadership.
You will build and lead a high-performing team, fostering a culture of data-driven decision-making, agility, A/B testing, and continuous optimization.
Your success will be measured by generating a predictable pipeline of high-quality leads, increased market share, and contributing directly to BARBRI's revenue goals.
Key Responsibilities
- Strategic Leadership: Develop and implement a sophisticated, multi-channel demand generation strategy that aligns with BARBRI's overarching business objectives, mission, and values.
- Growth: Own the B2C + B2B marketing strategyand execution for key business expansion channels. Lead consumer strategyand work closely withproductmarketing teams on rollouts.
- Full-Funnel Ownership: Oversee all aspects of demand generation, including digital marketing, content marketing, SEO/GEO/AI Visibility, SEM, email marketing, paid and organic social media.
- Market Analysis & Insights: Use tools to understand customer behavior, identify new opportunities, and refine our go-to-market strategy.
- Team Development: Lead, mentor, and grow a world-class demand generation team. Set clear goals, inspire excellence, and empower your team members to achieve outstanding results in a supportive environment.
- Cross-Functional Collaboration: Partner closely with Sales, Product, Data Analytics, UX, and Finance leaders to ensure seamless alignment between marketing initiatives and sales objectives. Foster strong communication and a unified approach to revenue growth.
- Performance & Analytics: Establish key performance indicators (KPIs) to measure campaign effectiveness, ROI, and pipeline contribution. Deliveractionable insights funnel efficiency,and customer journey datato inform strategic decisions. Regularly report on performance to the executive team
Planning + Budgets
- Budget Management: Own and manage the demand generation budget, ensuring optimal allocation of resources to maximize impact and efficiency.
- Planning: Leadannualand quarterly marketing planning, setting pipeline targets,and forecasting performanceacross growth channels.
- Communicate findingsand strategic recommendations to leadership through executive-level presentations.
Marketing Operations
- Buildand nurture strong relationships with senior customer executives, software partners,and internal stakeholders (marketing, sales, product, etc.) to drivealignment on marketing transformation initiatives
- Lead conversations with C-suite executivesand marketing leadership to understand their needsand deliver tailored marketing solutionsleveragingAdobe technologies,Hubspot, SFDCandourcompany'sadditionalcustomer systems
- Lead our strategic marketing transformation and propensity-scoring roadmaps, and articulate how platforms (Adobe solutionsplus our company's technology stack), data, personasand process come together toachieve aggressive growth targets.
- Developaclear,actionable strategy toaddress complex business challenges, driving long-term value for clients.
Channel Strategy
- Lead multi-channel campaigns (email, webinars, events, content,PR and digital) in collaboration with theproductmarketing team to engagelegal learners
- External partnerships: Lead engagement with externalagenciesand consultants
Oversee EmailOperations
- Developand implementan email marketing strategyaligned with overall marketingand business goals.
- Identifytargetaudiencesand segment email lists based on behaviorand engagement.
- Establish key performance indicators (KPIs) for email marketing efforts.
- Ensure email marketing complies withindustry regulationsand best practices.
- Understandand implement industry best practices for email deliveryand subscriber management.
- Createand manage email campaigns, craft compelling content,CTAs, and automated sequences.
- Ensure emailsare formattedaccurately, aligned to Brand Guide andoptimizedfor both desktopand mobile devices.
Lead PaidGrowth& Lead Management
- Developand execute integrated marketing campaigns in collaboration with cross-functional teams to generate qualified leadsand drive sales growth, specifically targetinglegal learners.
- Leverage traditional and emerging marketing channels, industry events,and strategic partnerships relevant to thelegal industry.
Website Ownership
- Collaborate with product marketers and other stakeholders to ensure effective positioning of our portfolio of products across our main barbri.com domain, paid landing pages, and related websites.
- Collaborate with UX, TechOps, and Development teams to create low-friction, high-converting e-commerce experiences for our users across all products.
- Oversee the migration and consolidation of legacy brand websites into the barbri.com domain as part of our ONE BARBRI Northstar vision.
- Lead the ongoing work to ensure our website continues to grow in domain authority, share of voice, traditional Search Engine SERP, AI Summaries and across all AI-powered search and social channels.
- Collaborate with internal teams and external agencies to drive and measure KPIs, including organic growth, website conversion, SEO and AI visibility
- Oversee technical audits and ongoing website health.
Qualifications & Skills
- Bachelor's degree in Marketing, Business, or related field; MBA is a plus.
- 10+ years of progressive experience in B2C and B2B marketing, with at least 5 years in a senior leadership role focused on demand generation.
- Proven track record of developing and executing successful demand generation strategies that drive significant revenue growth in a competitive market.
- Deep expertise across a wide range of marketing channels, including digital advertising, SEO/SEM, content strategy, marketing automation, and analytics.
- Exceptional leadership skills with experience building, managing, and inspiring high-performing teams.
- Highly analytical and data-driven mindset. You are an expert at using data to uncover insights, make decisions, and prove the value of marketing investments.
- Outstanding communication and interpersonal skills, with the ability to influence and build consensus among executive leadership and cross-functional teams.
- A confident, authoritative leader who can operate effectively at both a strategic and tactical level.
- Experience in the education, ed-tech, or legal industry is highly desirable but not required.
- Proficiency in MarTech tools and platforms, measurement and productivity tools, including:
- E-Mail and Paid Landing Pages: Marketo
- Strategic Prototyping: Figma
- Analytics: SEMRush, GTM, GA4
- Heatmap and AB/Testing platforms: Fullstory, VWO
- Business: Microsoft Office
- Project Management: Jira, Monday
Thrive Beyond the Basics: Our Perks Package
We believe your dedication deserves more than just a paycheck. That's why we offer a comprehensive perks package designed to support your well-being and fuel your passions. Here's a taste of what awaits you:
- Competitive Benefits: Health, dental, vision, and life insurance plans to keep you and your loved ones covered. Plus, a healthy contribution to your 401(k) retirement savings.
- Work-Life Harmony: We prioritize a healthy balance. Enjoy generous paid time off, including vacation, sick leave, volunteer and other "personal" days, to recharge and explore your interests.
- Wellness Programs: Stay healthy and happy with an on-site fitness facility in our HQ, discounts on gym memberships, and wellness initiatives to support your physical and mental well-being.
- Continuous Learning Opportunities: As an education company, we believe in the power of learning. Access our extensive library of educational resources, courses, and workshops to enhance your skills and knowledge in both professional and personal development areas.
- Flexible Work Arrangements: We understand the importance of work-life balance. Enjoy flexible work hours and remote work options, allowing you to manage your schedule and responsibilities effectively.
- Opportunities for Growth and Advancement: We're committed to helping you reach your full potential. Benefit from opportunities for career growth and advancement through mentorship programs, volunteer opportunities, performance evaluations, and ongoing feedback/coaching sessions.
- Employee Assistance Program: Life can be unpredictable, and we're here to support you through challenging times. Access our employee assistance program for confidential counseling, legal assistance, and other support services.
- And More!
At Barbri, we believe that investing in our employees leads to mutual success. Join us and be part of a passionate team dedicated to transforming education through innovative technology.
Barbri is an equal opportunity employer workplace. We do not discriminate on the basis of race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.
We are dedicated to creating an inclusive environment where all employees feel valued, respected, and empowered to contribute their unique perspectives and talents.
Qualified applicants will receive consideration for employment without regard to their race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.
Join us in our mission to empower individuals through education and technology. We welcome candidates from all backgrounds to apply and help us build an inclusive workforce.
Department BARBRI Global Marketing Locations Remote, Dallas, TX, Eagan, MN, New York City Remote status Fully Remote Yearly salary $130 - $150 Employment type Full-time
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