Growth Marketer, Lead Generation

CommonLit is a nonprofit education technology organization dedicated to ensuring that all students, especially students in Title I schools, graduate with essential skills for success. They are seeking a Growth Marketer (Lead Generation) to convert free-user momentum into paid partnerships, managing lead generation strategies across various channels and collaborating with cross-functional teams.

Responsibilities:

• Own lead generation strategy across web, email, paid social (LinkedIn, Reddit, etc.), and Google Ads, including building, QA'ing, monitoring, and reporting on each channel
• Co-own in-product lead generation with the Product Marketer and Revenue Operations Specialist, including banner and interstitial performance
• Manage part of the Marketing tech stack, including the CommonLit blog platform and Webflow
• Collaborate with the Growth Marketer, Community & Engagement on strategic lead gen pushes in blog and newsletter content when appropriate
• Collaborate with the Retention Marketer, Brand & Impact on strategic lead gen pushes in blog and newsletter content when appropriate
• Collaborate with the Growth Marketer, Community & Engagement to drive lead generation at conferences
• Leverage district usage profiles to build a strategy for targeted, strategic outreach, including regional pushes, improved state pages, and referral strategy
• Design usage-based campaigns that respond to real signals, for example moving a district onto a specific conversion campaign once a critical number of teachers are actively testing CommonLit 360
• Establish CommonLit's AEO/SEO strategy so the right educators and district leaders find us through both traditional search and AI-powered answer engines
• Leverage competitor intelligence from the Product Marketer and turn it into competitor-facing pages and email campaigns targeted at prospective customers
• Partner with the Top-of-Funnel Marketer to break down silos between free-user growth and lead generation, moving quickly to spin up a conversion-focused blog post or campaign
• Partner with the Retention Marketer, Brand & Impact to leverage customer testimonials for lead generation
• Partner with the Revenue Operations Specialist to ensure the HubSpot infrastructure underneath your campaigns (forms, lead scoring, rotation, lists, workflows) is functioning correctly
• Eager to set lead targets and report out on leads generated by channel
• Regularly reports out on web traffic and performance, email performance, social and Google Ad performance, and organic/AI-search visibility (organic traffic, keyword rankings, AEO/answer-engine citations)
• Bring a learner’s mindset to identify what's working, retire what isn't, and keep testing new channels and approaches
• Additional Projects as determined by the team

Requirements:

• Bachelor's degree required
• 4-7 years of experience in growth marketing, demand generation, or performance marketing required
• Hands-on fluency with HubSpot (or a comparable marketing automation/CRM platform), Google Ads, LinkedIn, Reddit, and other ad platforms
• Hands-on fluency with Webflow (or a comparable web page building platform)
• Hands-on fluency with PostHog and Looker (or a comparable analytics platforms)
• Working knowledge of SEO fundamentals
• Comfortable using or learning how to use Salesforce, Notion, Google Suite, Slack, Zoom, etc., for collaboration
• Comfortable building and interpreting reports in spreadsheets, including working with data exports from usage and CRM platforms
• Alignment with CommonLit's mission
• Comfortable working with data to identify conversion signals and build campaigns around them
• A builder's mindset: energized by standing up new motions (regional outreach, AEO, competitor strategy) rather than only maintaining existing ones
• Ability to thrive in a fast-paced environment, with a bias towards action
• Positive attitude and willingness to learn and assist with other projects as needed
• Eager to problem-solve and find creative solutions
• Strong attention to detail and desire for feedback
• Ability to work independently and collaboratively within a team
• Strategic systems-level thinker and self-starter, with strong time management and organizational skills
• Strong interpersonal and problem-solving skills
• Strong communication and collaboration skills, someone who thrives working in cross-functional workstreams
• Experience turning product usage signals into pipeline highly preferred
• Experience building competitor-facing content (comparison pages, competitive email campaigns) preferred
• Experience with LLMs preferred
• Experience using Claude highly preferred
• Introductory knowledge of AEO fundamentals preferred