• Own and execute demand-generating content strategy: With considerable depth and breadth of content marketing strategy and demand generation expertise, contribute as a thought leader within the marketing team and across teams as you design and execute a content strategy that generates and activates demand and demonstrably contributes to our growth. You prioritize quality of outcomes over quantity of outputs, with a persistent focus on generating the greatest demand outcomes, efficiently and effectively, with high-quality assets that spark sales-ready conversations.
• Help drive our shift to product-centered growth. As a superuser of our products and services, building deep knowledge of how the market experiences our products, you deeply understand what problems we solve, in what context decision-makers place our products, and how best to tell our product story. You develop clear and compelling messaging and positioning frameworks and enablement assets to power our growth teams’ efforts. You produce engaging content to tell our products’ and services’ stories and help the marketing team center the product in content and campaigns.
• Apply a data-driven, outcomes-based mindset: Demonstrate excellent judgment and use of data to examine the outcomes of demand generation strategy and tactics to consistently improve marketing and overall growth outcomes. Independently and collaboratively leverage data and fresh thinking – especially in partnership with our Growth Marketing Director – to resolve and anticipate complex challenges in an ever-changing landscape. Understand how to tell BetterLesson’s story through data.
• Lead high-quality creative content production: Own every aspect of content production. Work across teams to identify compelling stories to tell, proving BetterLesson’s impact and engagement while placing our product and our educators at the center of the story. Engage and manage external talent and agencies efficiently and effectively as needed, empowering great creatives to deliver exceptional visual, multimedia, and copywriting.
• Develop deep understanding of the market: Gather, analyze, and share across teams competitive, customer, and market insights, serving as an in-house expert on our market and our place in it.
• Grow our presence through earned media: Set and own implementation of podcast and earned media strategy to build visibility of BetterLesson brand, leaders, partners, and customers in service of a robust demand generation strategy. Design and execute an earned media strategy to land opportunities for our team members and educators to tell the BetterLesson story.
• Own social media strategy: Set and lead implementation of social media strategy and presence to increase brand awareness, generate demand, and generate qualified leads. Align channels, posting schedule, balance of paid vs. organic content, to company and audience strategies. Leverage a try-measure-learn approach to consistently grow reach, engagement, and impact. Share best practices and data-driven insights across team to improve overall marketing and growth functions.
• Practice agility in an ever-changing market: Remain ahead of ever-changing nature of content marketing practices in an ever-increasingly AI-powered world. Lead the marketing team in embracing new channels, tactics, and experiments to maximize visibility and engagement within our space. Seek out and embrace new technologies to help our team produce high-quality, high-impact content.

In your first 3 months, you will:

• Internalize and maybe even improve our content voice and quality: Learn to write in our brand voice and how to help ensure consistent voice across teams. Balance our brand voice as being both educator-centered and product-centered. Uphold the highest quality standards for each form of content.
• Develop a deep understanding of our market, mission, and ecosystem of products and services. Speak with members of the go-to-market, product, solution design, and learning experience teams. Develop a deep understanding of our K12 decision-makers’ mindsets, challenges, and internal stories. Develop practices to consistently, actively listen to our market – our buyers and champions as well as the other brands speaking to our audience.
• Develop collaborative partnerships. Establish tight partnerships with each person on the marketing team, and with key counterparts across teams.
• Learn our go-to-market goals, positioning strategy, marketing and sales practices, content strategy and library, and tech stack. Develop a strong point of view on the role of content to generate demand. Write a six-month demand generation strategy to implement and test your theories.
• Own core demand-generating campaigns. Begin to take ownership of the demand-related content and campaigns – potentially including but not limited to webinars, case studies, video content, whitepapers, and other website assets.

By the end of 6 months, you will:

• Publish your first whitepaper to lead our decision-makers into new ways of thinking, generating demand for the BetterLesson approach. Syndicate and amplify the content across multiple channels and tactics.
• Take full ownership of multi-faceted demand generation strategy – including content and campaign planning, production, and optimization; show consistently positive growth in engagement with and outcomes of tactics to generate and activate demand.
• Advise on what skills and talents we need internally and with external partners in order to more efficiently and effectively execute on your content strategy.
• Proactively, consistently identify opportunities for us to improve our demand generation strategy, brand voice, and positioning in order to optimize and maximize our growth this year.

• Balance big ideas with ability to get it done. We’re a startup – moving and changing, fast. Today, everyone on the team needs to be able to balance big ideas with the ability to get things done. As we grow and scale, we’ll give our legos away as we each increasingly specialize.
• Expertise. Advanced knowledge of effective and emerging demand generation strategies and practices suitable for K-12 education b2b brands. You seek out and identify new, innovative, and imaginative methods for creating and amplifying content that tells our story. You pay close attention to how other brands in our space tell their stories, and what we might learn from them.
• Experience. Minimum five years of relevant experience leading demand generation or content marketing in a startup setting required; experience in an education or edtech setting strongly preferred; bachelor’s degree preferred.
• Exceptional writing and storytelling skills with attention to accuracy and detail, and an eye for great design. From drafting a video storyboard to writing a whitepaper, you understand storytelling structure and can apply and adapt best practices for stories that convince and convert.
• Continuous improvement: Wired for intellectual curiosity and creativity, every project is an opportunity to improve your strategy, execution, and knowledge – and so improve the impact of your work, the marketing team’s impact, and ultimately BetterLesson’s reach and impact overall.
• Comfort with change: You’re comfortable with change and might even thrive on it. Startup life is about doing things we’ve never done before, inventing new ways of doing things other people already do, and constantly evolving as we grow.
• You believe in our mission and share our core values.

• A competitive salary.
• Health and other employee benefits.
• Equity in the business you are helping to build.
• A flexible schedule and vacation policy.
• The opportunity to spend everyday working to improve outcomes for teachers and students.