Director of Demand Generation

At Colibri, culture is a critical part of our collective success, and we live our values everyday: Love, Joy,
Boldness, Teamwork and Curiosity. These values guide our interactions with each other, our customers,
and the community as a whole.

We have a rich and storied history. Colibri is one of the pioneers of online professional education,
introducing some of the first web-based professional education courses in 2001. Today, the company’s
family of brands are the leading online professional education platforms in their respective end-markets.
We proudly serve >1 million customers annually and employ more than 1,500 mission-aligned
professionals. To learn more, please visit: www.colibrigroup.com

Position Overview:

We’re seeking a highly strategic, data-driven Demand Generation Director to build and scale the full-funnel growth engine across our Valuation & Property Services ecosystem, supporting both the Construction Professional Services (CPS) and Appraisal business units.

This role owns SEO and content-driven acquisition — their primary mandate is to grow traffic and convert that traffic into high-quality leads. Lead-to-customer conversion is owned downstream, but the strength of the pipeline begins with this role.

The Demand Generation Director bridges the gap between channel execution, product launches, and revenue targets, ensuring we never miss opportunities to acquire, nurture, and convert high-value prospective students. This position is the strategic backbone of our growth efforts — ensuring we generate demand consistently, intelligently, and profitably.

What You'll Do :
• Build and execute integrated demand generation programs spanning SEO, content, email, lifecycle entry points, webinars, and events — with a primary focus on driving high quality traffic that will convert to a lead and/or buyer.
• Partner closely with PMMs and our paid media agency (JellyFish) to ensure paid media aligns with top- and mid-funnel strategy — without owning daily paid execution.
• Identify and prioritize high-impact opportunities to generate net-new lead sources (e.g., practice exams, quizzes, gated assets) that expand top-of-funnel volume.
• Own the full content strategy for CPS and Appraisal, ensuring alignment with product launches, state expansions, and BU revenue priorities.
• Lead the content roadmap and work closely with PMMs and the SEO Analyst to grow organic demand, keyword acquisition, and top-of-funnel traffic that feeds the lead pipeline.
• Ensure all content supports the buyer journey and strengthens traffic-to-lead conversion, improving overall lead quality and engagement.
• Collaborate with BU leaders, Product Marketing, Sales, and channel specialists to align on goals, audiences, and campaign priorities.
• Ensure SEO, content, and funnel execution teams are aligned to the overarching demand strategy.
• Provide strategic direction and day-to-day leadership for the SEO Analyst to ensure keyword strategy, site optimization, and organic acquisition efforts directly support the demand generation roadmap.
• Provide Sales with high-quality leads, funnel intel, and feedback loops to accelerate closing.
• Own demand generation performance reporting, KPIs, and dashboards across Power BI, GA4/Matomo, LookerStudio, and HubSpot .
• Analyze campaign performance and traffic-to-lead impact to guide prioritization and rapid strategic adjustments.
• Drive continuous testing (A/B, multivariate) across landing pages, email, CTAs, segmentation, and lifecycle entry points — focused on improving acquisition performance, not downstream sales conversion.

What You'll Need to Succeed :
• 6+ years in demand generation, growth marketing, or revenue-focused marketing roles.
• Proven success driving traffic-to-lead performance and pipeline impact using multi-channel demand programs.
• Deep understanding of how content and SEO drive acquisition, influence buyer behavior, and create scalable lead flow.
• Strong leadership abilities with prior experience managing or directing team members, including providing strategic direction to specialists (e.g., SEO Analyst) and guiding cross-functional execution.
• Hands-on experience with HubSpot (required) for automation, email, lifecycle entry points, and lead assignment workflows.
• Strong analytics skills with Power BI, GA4 and/or Matomo to evaluate campaign performance and funnel health.
• Experience with Salesforce preferred (not required).
• Ability to partner effectively with PMMs and external agencies, influencing paid media strategy without owning daily paid execution.
• Exceptional collaboration skills, able to turn insights into actionable strategies for channel specialists, PMMs, and sales partners.
• Demonstrated experience creating new lead engines, scaling organic traffic, and operationalizing content-driven demand.

What Success Looks Like :
• Launch of new high-performing lead sources contributing $1M+ in annual revenue .
• Meaningful increases in organic traffic, keyword rankings, and state-level SEO demand capture.
• Strong partner alignment with PMMs on paid + content strategy, enhancing overall funnel performance.
• Clear, data-backed demand generation roadmap that consistently grows CPS and Appraisal pipelines.

Colibri Group welcomes applicants from all backgrounds and experiences, and we understand that not every candidate will meet every requirement listed in the job description. Research has shown that women and people of color may be less likely to apply to jobs unless they feel they meet every qualification, and we want to actively combat this bias in our hiring process. If you're excited about the role and believe you have the skills and experience to contribute to our team, we encourage you to apply, even if your background doesn't align perfectly with every qualification listed. We are committed to building a diverse and inclusive workplace, and we believe that diversity of perspectives and experiences is essential to our success. You may be just the right candidate for this role or another position within our organization. Don't hesitate to take the leap and apply today!