Summary of the Director, Performance and Growth Marketing job at kiddom

About Kiddom

Kiddom is transforming K–12 education by bringing high-quality curriculum, instructional tools, and student analytics together in one coherent system. We are building Learning Intelligence Technology (LIT), a new category that gives educators the infrastructure to plan, teach, assess, and respond to student needs. With Kiddom, educators spend less time managing administrative burden and more time delivering meaningful student instruction. Kiddom helps schools and districts deliver more equitable, effective, and adaptive learning experiences.

Kiddom is a K-12 curriculum and instructional platform company serving districts and schools. The Director leads demand generation and performance for the go-to-market team, owning campaign operations, paid media, lifecycle programs, the multi-touch attribution model, and funnel reporting from first touch to sales handoff. Works hands-on in Salesforce Marketing Cloud and Salesforce Core, partnering with Revenue Operations to own system integrations and data infrastructure. Turns demand strategy into measured, optimized programs and recommends where to invest or pivot.

Responsibilities

• Owns the annual and quarterly demand gen plan by market, segment, and product, built with the VP of Marketing and Sales leadership. Owns the marketing-sourced pipeline forecast and runs campaigns, content calendars, launches, and metrics so every channel has a goal and a result.

• Owns performance for Google Ads, LinkedIn, social media campaigns, and Profound Ad Studio, including the annual paid media budget, budget pacing, audience strategy, and testing. Runs experiments on messaging, offers, and conversion, and optimizes against cost per lead and marketing-sourced pipeline.

• Administers Salesforce Marketing Cloud operations, including audience, segmentation, agentic scheduling, deliverability, sender reputation, and forms. Keeps district and school audiences accurate by state, role, and market.

• Designs the path from Salesforce campaign to Sales Account Executive notification. Owns the MQL definition, lead scoring, and handoff standards with Sales and Revenue Operations. Maintains campaign structure in Salesforce and accelerates routing and accuracy.

• Owns lifecycle and nurture programs across prospects and current customers. Sets audience rules, cadence, and suppression logic, and keeps acquisition and customer communications compliant.

• Reports the weekly and monthly lead, funnel, and pipeline metrics for Marketing leadership, Sales, and the executive team. Sets metric definitions with Revenue Operations and turns results into clear recommendations.

• Defines the attribution approach with the VP of Marketing and connects spend, content, and AI search visibility to traffic, leads, and pipeline.

• Develops targeting and measurement for account-based marketing and territory programs by market.

• Runs a regular operating cadence with Sales leadership, field teams, Customer Success, and Revenue Operations. Shares campaign calendars and brings field feedback back into targeting and messaging.

• Writes clear requirements for integrations, automations, and data needs, and prioritizes with the VP of Marketing and Revenue Operations. Determines technology, integration requirements, and works with IT on access and security.

Working relationships

Reports to the VP of Marketing. Works daily with the Marketing Content Strategist, Product Marketing, Field and Events, and Brand. Partners regularly with Sales, Customer Success, Product, Revenue Operations, and IT. Manages external relationships with ad platforms, agencies, and data and marketing technology vendors.

Skills and experience

Required

• 8+ years in B2B demand generation, performance marketing, or marketing operations, including leading programs against pipeline or MQL targets in partnership with Sales leadership.

• Hands-on experience with Salesforce Marketing Cloud or an equivalent enterprise marketing automation platform, including audiences, segmentation, campaign hierarchies, reports, operations, and dashboards.

• Experience running paid media programs (search, paid social, or display) with budget ownership.

• Experience building lead flow and routing, and defining MQL and lead scoring with Sales and Revenue Operations.

• Experience with account-based or territory-based marketing.

• Strong analytical skills: builds funnel, conversion, and attribution reporting for executives.

• Daily, practical use of Claude or similar AI tools for analysis, scaling, integrations, and documentation.

• Sound judgment with incomplete information, and the ability to explain trade-offs to non-technical leaders.

Preferred

• GA4 experience, including attribution and reporting design.

• Familiarity with SEO and AEO, and how AI search visibility is measured.

• Experience with low-code tools or AI agents for workflow automation and marketing tools such as Qualified PiperX (AI SDR).

• Familiarity with K-12 education, district buying cycles, and curriculum adoption, or other long-cycle, complex B2B sales.

What success looks like

• Every active campaign has a documented owner, audience, goal, and live reporting

• Lower cost per qualified lead and stronger marketing-sourced pipeline

• Leads route to the right seller quickly and accurately, with Sales confident in Marketing leads.

• One trusted funnel and pipeline view used by Marketing, Sales, and the executive team on a regular cadence.

• Marketing Cloud integration and optimization.

• A Marketing team that uses Claude as the default way of working, with fewer manual steps in campaign and reporting workflows.

What we offer

• Full time permanent employees are eligible for the following benefits from their first day of employment:

• Competitive salary

• Meaningful equity

• Health insurance benefits: medical (various PPO/HMO/HSA plans), dental, vision, disability and life insurance

• 401k plan

• One Medical membership (in participating locations)

• Flexible vacation time policy (subject to internal approval). Average use 4 weeks off per year.

• 10 paid sick days per year (pro rated depending on start date)

• Paid holidays

• Paid bereavement leave

• Paid family leave after birth/adoption. Minimum of 16 paid weeks for birthing parents, 10 weeks for caretaker parents. Meant to supplement benefits offered by State.

• Commuter and FSA plans

Equal Employment Opportunity Policy

Kiddom is committed to providing equal employment opportunities to all employees and applicants without regard to race, religion, color, gender, sexual orientation, transgender status, national origin, citizenship status, uniform service member status, pregnancy, age, genetic information, disability, or any other protected status in accordance with all applicable federal, state, and local laws.