Senior Demand Generation Manager , NY; Hybrid or Remote

For over two decades, Brain

POP has been trusted by educators and parents worldwide as a source of engaging and impactful learning experiences for all kids. With a presence in over two-thirds of U.S. districts through school and district subscriptions and an estimated annual reach of 25 million students, Brain

POP is empowering kids to take agency over their learning and excel in and out of the classroom.

The company was acquired in 2022 by KIRKBI, the family‑owned holding and investment company of the LEGO brand, marking a significant milestone as their first acquisition in the digital learning realm. We are thrilled to continue making learning fun and accessible with the strategic guidance and support of KIRKBI.

As the Senior Demand Generation Lead, you will play a critical role in defining and executing our national and regional demand strategy. This critical role is responsible for driving qualified leads, opportunities, and long‑term brand growth within the K‑12 institutional market. The ideal candidate is a hands‑on marketer who can translate deep market empathy and data insights into complex, multi‑channel campaigns that deliver measurable pipeline results.

This role will be hybrid in our NYC HQ (strongly preferred) or remote in the US (Eastern time zone hours).

• Define the integrated demand strategy, campaign goals, content requirements, and channel mix to drive pipeline and adoption, ensuring alignment with overall business objectives and GTM priorities.
• Prioritize campaigns based on business impact, audience needs, and resource capacity.
• Partner with Product Marketing to ensure campaigns competitively position offerings and resonate with K‑12 educators and administrators.
• Partner closely with the broader GTM community, including Sales Enablement, to ensure campaigns support pipeline development.
• Lead the planning and execution of complex, multi‑channel campaigns across paid media, email/nurturing, web, events, and content distribution channels.
• Coordinate across channel owners to ensure campaign consistency, efficiency, and maximum impact.
• Collaborate with creative, web, and paid media teams to ensure high‑quality, high‑converting assets (emails, ad creative, landing pages) are delivered on time in coordination with campaign launch calendar.
• Define high‑impact KPIs and rigorously track performance across campaigns and channels.
• Synthesize campaign data to provide actionable insights and recommendations to Growth & Marketing leadership.
• Work with Analytics and Lifecycle teams to measure contribution to pipeline, attribution, and conversion performance.
• Act as a strategic partner to BDRs, Sales, and Customer Success teams to maximize inbound lead flow and campaign influence on pipeline generation.
• Support ongoing experimentation and iteration to continually improve campaign ROI, engagement, and pipeline outcomes.

• You are one part strategic thinker and one part meticulous executor, comfortable defining the vision and owning the detailed steps required to achieve it.
• You are an extremely data‑driven marketer, committed to continuous experimentation, testing, and optimization to improve program outcomes.
• You possess a deep understanding of the B2B SaaS and EdTech space, coupled with genuine empathy for the K‑12 educator experience.
• You have strong entrepreneurial and project management skills, able to navigate ambiguity and independently drive complex, multi‑stakeholder projects to completion with grace under pressure.

• 5+ years of progressive B2B demand generation or integrated marketing experience in EdTech (strongly preferred), or SaaS.
• Proven track record of developing, executing, and scaling national integrated campaigns that deliver measurable pipeline and opportunity impact.
• Demonstrated proficiency and hands‑on experience with marketing automation (e.g. Hockey Stack, Pardot) and CRM tools (e.g. Salesforce), as well as digital analytics and advertising platforms (e.g. Google Analytics, Google Ads, programmatic media).
• Experience in leveraging multiple digital channels, including a focus on paid media to drive high‑quality demand.
• Must be able to…