Demand Generation Specialist

POSITION SUMMARY 

The Demand Generation Specialist is an acquisition-focused role within Marketing, reporting to the Sr Manager, Demand Generation on our Growth Marketing team. This role strengthens Follett Software’s acquisition engine by planning, executing, measuring, and optimizing demand generation activity to drive revenue growth and maximize profitability for the Follett Software Organization. Working closely with marketing leaders and cross-functional partners, the role translates business priorities into strategic campaigns and actionable performance insights that support pipeline growth and consistent campaign execution. 

POSITION SCOPE 

Responsibilities 

• Work closely with the marketing team and other go-to-market partners to develop, implement, and measure integrated marketing campaigns that drive revenue growth. 

• Partner with marketing leaders and cross-functional stakeholders to translate business needs into campaign briefs, audience priorities, messaging, offers, and activation plans. 

• Leverage approved AI tools and agentic workflows to improve campaign planning, content development, reporting, optimization, and operational efficiency. 

• Coordinate campaign production across existing and emerging marketing channels, maintaining visibility into timelines, dependencies, deliverables, and handoffs. 

• Ensure consistent brand messaging and positioning across all marketing channels and touchpoints. 

• Monitor full-funnel marketing performance to surface insights and optimization opportunities for the Growth Marketing team. 

• Prepare regular reports and presentations for senior management, providing insights on leading and lagging indicators, revenue performance, market trends, and growth opportunities. 

• Create and maintain campaign documentation, calendars, status, and KPI reporting to support consistent execution and shared visibility. 

• Create optimization strategies for testing audiences, messaging, content, segmentation, offers, and other campaign tactics to continuously improve engagement and conversion. 

• Collaborate with Marketing, Sales, and other go-to-market partners to support lead follow-up, feedback loops, and alignment on acquisition priorities. 

• Other duties as assigned. 

QUALIFICATIONS 

• Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or a related field. 

• 3–5 years of experience in demand generation, campaign marketing, digital marketing, or a related B2B marketing role; experience in B2B SaaS required (EdTech experience is a plus) 

• Demonstrated ability to learn and apply AI tools, automation, and agentic workflows in marketing, with appropriate judgment and adherence to company policies. 

• Experience managing and marketing campaigns across multiple channels such as email, paid media, webinars, events, content, or partner programs, including success measurement 

• Experience working in a CRM system such as Salesforce; familiarity with campaigns, opportunities, and related data to analyze performance and create reports. 

• Strong written and verbal communication skills, with attention to detail and accuracy in campaign execution. 

• Proficiency in Microsoft Office products; practical experience with Excel is preferred, including data sorting, filtering, cleanup, basic formulas, and pivot tables.  

WORK ENVIRONMENT 

• This role is remote and only open to candidates currently located in the United States and able to work without sponsorship.   

• It requires a suitable space that provides a private and quiet workplace. 

• Work hours and schedules are set to accommodate the requirements of the position and the needs of the organization and may be adjusted as needed.  

PHYSICAL REQUIREMENTS 

• Perform tasks in a home office environment with frequent virtual meetings, communications, and interruptions, requiring effective time management and prioritization.  

• Prolonged sitting with sustained visual focus on digital screens, requiring the ability to interact at a typical working distance.  

• Frequent use of keyboard and mouse, involving repetitive hand movements and fine motor skills for typing, navigating, and handling materials.  

• Occasionally adjust position or move within the workspace to reach, retrieve, or access items, involving bending, twisting, or reaching, and occasionally lifting or carrying items weighing up to 10 pounds. 

• Travel requirements: Minimal (less than 10%) 

This job description is intended to convey information essential to understanding the scope of the job and the general nature and level of work performed by job holders within this job. However, this job description is not intended to be an exhaustive list of qualifications, skills, efforts, duties, responsibilities or working conditions associated with the position. Duties, responsibilities, and activities may change at any time with or without notice. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job.