Director - Acquisition Marketing - Discovery Communications - Silver Spring

Job description
The Role
The position will have two main areas of focus; to build demand for new products and features and develop large scale lead generation programs that generate revenue and return on investment. This role will leverage and tap into all channels of the marketing mix to develop and execute Product Marketing and Acquisition campaign plans. Each plan will identify objectives, deliverables, tasks, assignments, timelines and measurements for success. The role will communicate this plan to all relevant stakeholders across the organization.
The director will be “hands-on” in completing tasks as well as directing others in agreed upon timeline. The role will be accountable for the following marketing activities.

1. Product Marketing Activity – building and executing marketing plans for suite of K-12 products and services that tap into all the marketing tools, channels and functional areas/divisional teams across the organization.
2. Acquisition Campaign Activity –building strategies and executing campaigns that drive revenue: Lead generation, new customer acquisition, increased product penetration within current partnership districts
3. Project Management – timely and flawless execution of campaign and marketing activity; leveraging the right people, building consensus and approvals, and making informed decisions to get things done.

Product Marketing
4. Develop annual end-to-end, “bring to market” plans for products and services (for example: Streaming, Science/SS/Math Techbook, Texas Science Techbook Adoption, Common Core Academies, Professional Development, major feature enhancements, etc.).
5. Responsible for positioning, branding, content, segmenting the market and creating customer strategies.
6. Serve as the “hub” or cross-functional liaison working with Product team, Partnerships team, Marketing, Comms, and other internal teams to develop and flawlessly execute these plans.
7. Translate the product team’s vision and positioning into field relevant messaging.
8. Develop all the tools required for Partnership team selling efforts: District, Urban and Adoption.
9. Develop marketing collateral plan through creative process to production, working with Partnership and Product teams to determine needs and gathering feedback on an on-going basis.
10. Represent the partnership team’s interest in product-related matters by consolidating feedback among partnership stakeholders and act as point person for streamlined, efficient process.
11. Develop and execute mini-marketing plans / campaigns as required for smaller initiatives (examples: ipad app for Science, research projects, company results, case studies).

Acquisition Marketing
12. Develop and execute integrated marketing campaigns & communications designed to generate and manage qualified leads and trials for products and services for the Partnerships and Inside Sales teams.
13. Develop or facilitate development of content marketing that meets the needs of district decision makers and educators and positions Discovery Education as a thought leader. Content includes, but is not limited to: white papers, ebooks, case studies, interviews, videos, infographics. Develop innovative campaigns for disseminating content.
14. Ensure plans are objectives-based incorporating benchmarking, measurement, analysis, results reporting, learning and recommendations.
15. Ensure lead information is “actionable” for the Partnerships and Inside Sales team.

* Minimum 8-10 years experience working in marketing consumer products across the entire marketing mix or comparable number of years working in a school district as an educator/administrator combined with strategic communications experience
* Minimum five years experience working in sales-driven environment or comparable number of years working in a school district at an administrator level with a strong curriculum/instruction/assessment background
* Proven ability to write marketing plans, creative briefs, project scope and project management documents
* Track record of handling multiple projects simultaneously, hitting deadlines and working with others, while paying strong attention to detail
* High energy individual with leadership and collaboration skills
* High level of competence with direct and digital marketing techniques and comfortable with data for targeting and segmentation
* Deep knowledge of K-12 curriculum, instruction, and assessment and school district communications and marketing
* Experience with educational technology marketing in a company with known brand
* High degree of flexibility and the ability to react quickly to changing needs in a fast-paced, entrepreneurial, dynamic environment
* Self starter with strong initiative and problem solving skills and an understanding of marketing’s role in driving sales
* Experience managing a marketing budget
* Excellent communication skills; both oral and written
* Expert knowledge of all MS Office professional productivity applications (Word, PowerPoint, Access, etc.)
* If based in Chicago, candidate must be willing to travel (~30%) to meet with Silver Spring and field based colleagues
* Must have the legal right to work in the United States

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