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Sr. Director, Demand Generation

United States

About Panorama:
Panorama Education is a fast-growing technology company partnering with K-12 school districts to help students succeed in the classroom and beyond. Today, 2,000 districts serving 15 million students across all 50 states rely on our secure, research-backed platform for AI, student support, and community voice and engagement. We also provide professional development and hands-on support to help schools to achieve their strategic goals and improve student outcomes. When you join Panorama, you become part of a mission-driven team making a real impact for students every day.

Panoramians can choose to work fully remote anywhere within the Continental United States.

Position Overview

The Senior Director of Demand Generation is a strategic marketing leader who will design and lead high-impact demand programs across events, webinars, and paid media to fuel company growth.

This role is accountable for driving qualified pipeline, optimizing multi-channel performance, and ensuring close alignment across marketing, sales, and customer success. You’ll lead a team and agency partners to execute programs that elevate brand awareness, deepen engagement in the K-12 market, and accelerate both acquisition and expansion.

The ideal candidate is a data-driven, creative strategist with proven experience in EdTech and selling into K-12 institutions, who understands how to combine strategic storytelling, targeting, and analytics to deliver meaningful business outcomes.

Key Responsibilities

Strategic Leadership & Growth

  • Develop and own a comprehensive demand generation strategy that drives pipeline growth from both new prospects and existing customers.

  • Serve as a strategic advisor to the CMO and GTM leadership team, ensuring that marketing investments align with business goals and sales priorities.

  • Forecast, measure, and report on pipeline impact, campaign ROI, and audience engagement metrics.

  • Drive innovation across channels, continuously optimizing based on insights, data, and market feedback.

Cross-Functional Collaboration

  • Partner across the Marketing organization (Corporate Marketing, Product Marketing, Integrated Campaign Planning and Marketing Ops) to align on messaging, audience segmentation, and content needs.

  • Collaborate with Sales and Customer Success to build integrated programs that accelerate lead-to-revenue conversion and deepen engagement with key accounts.

  • Align with Marketing Ops, RevOps and analytics teams to ensure accurate pipeline tracking and attribution.

Channel & Program Ownership

  • Events: Lead strategy and execution for both owned and sponsored events that generate qualified opportunities and strengthen relationships in the K-12 ecosystem.

  • Webinars: Develop a best-in-class webinar and virtual event program that educates, engages, and converts target audiences.

  • Paid Media: Oversee the paid media strategy and budget, managing campaigns across digital channels (LinkedIn, Google, Meta,, etc.) to maximize reach, efficiency, and impact.

  • ABM: Drive targeted account-based campaigns to engage decision-makers and influencers across priority districts and segments.

Innovation & AI Enablement

  • Leverage AI and automation to enhance targeting, personalization, and performance optimization across campaigns.

  • Foster a culture of experimentation, using data and technology to drive continual improvement and smarter decision-making.

Qualifications

  • 10+ years of progressive experience in B2B demand generation, with at least 3–5 years in a senior leadership role.

  • Proven track record of developing and executing strategic demand generation programs that directly drive pipeline and revenue.

  • Deep expertise in paid media, events, webinars, and ABM, ideally within a growth-stage or mid-sized B2B organization.

  • Strong understanding of how to leverage AI for performance optimization, campaign scaling, and personalization.

  • Demonstrated success partnering with Sales and Customer Success to drive pipeline acceleration and expansion.

  • Experience managing budgets, agencies, and complex, multi-channel marketing programs.

  • Analytical and data-driven mindset with a focus on ROI and continuous improvement.

  • EdTech experience strongly preferred, with a deep understanding of selling into K-12 districts and administrators.

  • Exceptional leadership, communication, and collaboration skills.

Performance Metrics

  • Pipeline generation and influenced revenue (new and expansion)

  • Paid media ROI and lead quality

  • Event and webinar engagement, attendance, and conversion metrics
  • ABM engagement and pipeline acceleration

The minimum to midpoint of the salary range for this job is: $207K - $230K/year. 

Our salary is just one component of Panorama’s competitive total rewards strategy that also includes annual bonuses or commission awards, equity awards, as well as other region-specific health and welfare benefits

#LI-Remote 

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