Director, Demand Generation, Higher Education


Kitchener City, Ontario, CA / Toronto, Ontario, CA
  • Job Type: Full-Time
  • Function: Marketing/PR/Product Mktg
  • Post Date: 02/24/2021
  • Website:
  • Company Address: 151 Charles Street W. Suite 400, Kitchener, ON, N2G 1H6

About D2L

D2L (Desire2Learn) is dedicated to improving the way the world learns. Find out how Brightspace, our integrated learning platform, supports every individual's unique pathway and potential.

Job Description

The Director, Demand Generation’s mission is to assist in building a world-class Demand Generation function at D2L.

D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history, and D2L is at the heart of that fundamental shift. 

New models of teaching and learning enable a personalized, student-centric experience – and deliver improved retention, engagement, satisfaction, and results for learners of all ages – in schools, campuses, and companies.

D2L is disrupting the way the world learns, by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly, by giving customers a platform that is easy, flexible, and smart. No other company provides a solution as robust and innovative as D2L.

D2L’s has had a singular mission for 20 years and is dedicated to that same mission in the years ahead: to transform the way the world learns – and by doing so, we will help improve human potential globally.

The Director, Demand Generation’s mission is to assist in building a world-class Demand Generation function at D2L. You will:  

  • Develop a very clear understanding of D2L’s value proposition framework, 
  • Articulate the economic and social value of what makes us different, 
  • Build clear insights into markets and buyers, 
  • Be a remarkable storyteller at every step,
  • Build trust and relationships with our clients and prospects, 
  • Amplify the voice of our customer’s success, 
  • Understand the outcomes from each channel we use to build relationships and collaborate closely with the full go-to-market team to drive execution of each campaign.  

Growth is the primary focus for this role. Success will require building a clear understanding of campaign expectations and measuring performance of each channel and activity we use to reach our audience.  

As the segment leader, you’ll be a trailblazer, creative, leader, collaborator, researcher, strategist, thinker, creator, and hands-on executor with the grit needed to deliver breakthrough results.  Your personal growth mindset is key to constantly improving and sharing insights as we all strive to be better, faster, smarter with each campaign. 

At high level you will... 

  • You will have a clear understanding of D2L’s value proposition framework, the market dynamics, and sub-segments, understand our buyers, and how we differentiate from the competition.
  • You will take a customer-centric view of how we solve their most important problems, including the value of the things that make D2L different – ROI models, case studies, and competitive comparisons.
  • You will have a clear picture of how to reach our prospect audience – who they are, what they read, what websites they visit, what events they attend, their associations – and how to build the relationships to enable us to be a trusted advisor.
  • Every customer and prospect you engage with should clearly understand how we can help and the connection between their challenges and our solutions.
  • Work with the team to build core assets and content to support the campaigns – on our website, media, social, blogs, webinars with clients, events, etc.
  • Campaigns should speak to what each buyer values, amplify the voice of our existing clients speaking to their challenges and how D2L helps, provides insights, builds trust.
  • You know how to tell a remarkable story and how to weave a narrative across multiple channels – helping to engage and inspire our prospects at each stage in their journey.
  • You understand that delivering breakthrough results requires experimentation and, sometimes, failure. 
  • You recognize it takes many touchpoints with the right message at each stage to build a lasting relationship and trust – inspire our prospects and customers to want to explore more after each engagement – the nurture campaign pathways are critical.
  • You will work with Business Development Team support core scriptwriting to make sure the key messages are well understood, and make sure there is strong alignment across the teams. 
  • You'll standardized marketing reporting and dashboards, presenting performance to the marketing department as well as key stakeholders throughout the company.
  • You close the loop the same day after an event – thanking and providing insights for attendees and inspiring those that missed the live event to attend the recording (ideally using our Capture technology).
  • You will have a growth mindset, strong technical and data skills to build clear goals for each campaign.  You'll strive to continually improve each campaign's impact while sharing insights across the company.


  • Lead quarterly, and yearly new business and upsell marketing plans. 
  • Build trusting relationship with the sales leadership team to drive demand.
  • Create alignment, communicate marketing activities, and results across the organization. 
  • Oversee campaign calendar creation, management, and communication. 
  • Oversee project management of campaign and program execution including timelines, goals, and metrics.
  • Manage our marketing automation centre of excellence, staying updated on the latest trends and best practices.
  • Lead full funnel marketing strategy for customer acquisition, retention, and upsell.
  • Leverage existing customers to grow our referential pipeline.  
  • Supervise the creation of scalable processes that improves efficiency. 
  • Oversee the development and optimization of our virtual event strategy. 
  • Lead the team in hacking growth by running experiments and tracking results.
  • Maximize return on marketing spend.
  • Meet or exceed quarterly pipeline generation targets. 
  • Guide the team to enhance productivity, conversion rates, engagement, and improve performance across the entire funnel. 


What you’ll bring to the role and what we expect:  

  • 8+ years of software marketing experience – Software as a Service (SaaS) experience preferred. 
  • 2+ years' experience hiring, onboarding, and managing high performing teams.
  • Expert understanding of demand generation funnel (MQLs, SALs and SQLs) and metrics. 
  • Strong skillsets in account-based marketing, lead generation, SEM, SEO, email marketing, social, digital marketing, and content marketing.
  • Comfortable managing, reporting, and reconciling marketing budgets. 
  • Power user of Marketo, Salesforce, Demandbase, or similar technologies preferred, but not required. 
  • Self-starter with proven track record of project managing and executing integrated marketing campaigns.
  • Background in driving targeted acquisition, retention, upsell, and cross-sell marketing campaigns.
  • Robust skills in demand generation, marketing programs, marketing operations, and reporting.
  • Experience working cross-functionally with sales development to drive cohesive engagement with marketing leads.
  • Robust communication and presentation skills, including to the executive team.
  • Ability to interpret data and identify potential optimization opportunities within the marketing and sales funnel. 
  • Capable of organizing and leading cross-divisional work groups in developing creative solutions to address problems. 
  • Interpersonal skills and capability to influence and motivate people at all levels across a broad variety of job functions.
  • Competitive nature with an unrelenting will to win. 
Key reasons you should apply:
  • Supported to do the best work of your life
  • Mission to transform the way the world learns
  • #1 company in North America for Candidate Experience (beating out all the other companies you know). Plus, we have an amazing company that keeps winning awards for Most Admired Company Culture, Best Managed, Best Company for Young People, and so many others.
Plus, we also offer:
  • Flexible work hours
  • Two paid volunteer days
  • Health and wellness programs
  • Collaborative work environment
  • Stock options
  • Healthy snacks
  • Gym on site
  • Various committees including Environmental Advisory Committee and Social Committee
  • And lots of other great benefits

Related Jobs

Front End Software Developer

D2L - Kitchener City, Ontario, CABritish Columbia, CAToronto, ONWinnipeg, CA

Business Development Representative

D2L - Kitchener City, Ontario, CA

Product Designer

D2L - Kitchener City, Ontario, CAToronto, ONWinnipeg, CAManitoba, CanadaVancouver City, British Columbia, CA

Bilingual Product Support Analyst

D2L - Kitchener City, Ontario, CA

Senior Software Developer

D2L - Kitchener City, Ontario, CAToronto, ONVancouver City, British Columbia, CAWinnipeg, CA
Disclaimer: Local Candidates Only
This company does NOT accept candidates from outside recruiting firms. Agency contacts are not welcome.