Growth Marketing & Demand Generation Lead, B2B

About this role

Job Title: Growth Marketing & Demand Generation Lead

Location: Fort Collins, CO (Remote or Hybrid)

Reports To: Corporate Marketing Manager

Target Salary: $70,000 – $80,000 (DOE)

U.S. Career Institute/Weston Distance Learning has been a trusted leader in online education for more than 40 years, providing flexible, self-paced high school, career training certificates, and associate degree programs in healthcare, business, skilled trades, and others.

Position Summary

We're looking for a Growth Marketing & Demand Generation Lead to build and scale our B2B demand generation engine. This role is ideal for a marketer who thrives on creating pipeline, optimizing campaigns, and turning great content into measurable business results.

Working alongside the Corporate Marketing Manager, you'll own the day-to-day execution and continuous optimization of our demand generation programs across paid digital, webinars, podcasts, industry association partnerships, events, email marketing, and marketing automation. While the Corporate Marketing Manager provides strategic direction, brand oversight, and messaging, you'll have significant ownership of campaign execution, lead generation, and marketing performance.

You'll also partner with our content team to maximize the impact of our marketing assets. While the content team supports blog writing, creative development, and content production, you'll lead the execution, promotion, and performance of campaigns that generate qualified leads and contribute to revenue growth.

This is an opportunity to build and own a critical marketing function while developing into a future marketing leader as our organization continues to grow.

Primary Responsibilities

Demand Generation & Growth MarketingOwn the execution and optimization of our B2B demand generation programs.Develop and execute integrated campaigns across paid digital, email marketing, webinars, podcasts, industry association partnerships, and events.Build landing pages, lead capture campaigns, email nurture workflows, and automated marketing programs.Manage paid media campaigns across LinkedIn, Google Ads, and other relevant platforms.Continuously test, measure, and optimize campaigns to improve lead quality, conversion rates, and pipeline contribution.

Webinar & Podcast Program ManagementOwn the planning, production, promotion, and execution of our webinar and podcast programs.Coordinate speakers, agendas, registrations, and technical logistics.Host or facilitate webinars and podcast recordings as appropriate.Perform light editing using tools such as Descript, Riverside, or similar platforms to prepare recordings for publication.Partner with the content team to repurpose webinar and podcast content into blogs, social media, email campaigns, and sales enablement resources.Develop promotional campaigns that maximize registrations, attendance, engagement, and post-event conversion into qualified opportunities.

Industry Association Partnerships & EventsIdentify, evaluate, and cultivate strategic partnerships with industry associations, professional organizations, and key industry groups that align with our target markets.Develop annual engagement plans that leverage memberships, sponsorships, speaking opportunities, webinars, newsletters, and association marketing programs to generate qualified leads and strengthen brand awareness.Research, coordinate, and support participation in conferences, trade shows, networking events, and association programs.Build integrated pre-event and post-event marketing campaigns that maximize attendee engagement and pipeline generation.Partner with Sales to establish event objectives, lead generation goals, meeting targets, and follow-up strategies.Develop sales playbooks, messaging, and enablement materials to support successful event execution.Measure and report on the ROI and pipeline contribution of association partnerships and event marketing initiatives to guide future investment decisions.

Marketing Automation & CRMBuild and manage campaigns in marketing automation platforms.Create lead scoring models, audience segmentation, nurture programs, and campaign workflows.Maintain campaign reporting dashboards and identify opportunities to improve funnel performance.Ensure seamless lead routing and alignment with Sales.Partner with Sales to improve lead quality, follow-up processes, and conversion rates.

Performance & Analytics

Measure and optimize marketing performance through key metrics including:Marketing Qualified Leads (MQLs)Sales Qualified Leads (SQLs)Pipeline contributionOpportunity creationCost per Lead (CPL)Cost per OpportunityCampaign ROIWebinar registrations, attendance, and conversion ratesAssociation and event-generated pipelineProvide regular reporting and recommendations to improve campaign effectiveness, marketing-attributed revenue, and overall pipeline health.

Qualifications4–6 years of experience in B2B demand generation, growth marketing, or digital marketing.Demonstrated succ