Growth Marketing Manager

About the position

We are seeking a Growth Marketing Manager to lead product-led growth initiatives for our two offerings: Newsela and Formative. This role will focus on acquiring new teachers for the free versions of both products, ensuring they remain active and engaged, and ultimately converting them into qualified marketing leads and revenue pipeline opportunities. As the Growth Marketing Manager, you will develop and execute data-driven strategies, collaborate closely with product and sales teams, and leverage marketing automation to drive user acquisition, product engagement, and pipeline growth.

Responsibilities

• Develop and own the product-led growth strategy for both Newsela and Formative, focusing on teacher acquisition for the free product tiers.
• Drive innovative campaigns to increase teacher awareness and enrollments, and optimize onboarding funnels to ensure strong user activation and engagement.
• Create targeted programs (e.g., email nurture tracks, in-app messaging, webinars) that encourage ongoing product use and deepen adoption among free users, preparing them for upsell opportunities.
• Design and implement tactics that convert free users into qualified leads, working closely with the sales team to hand off high-intent educators for follow-up and pipeline growth.
• Partner with product, sales, content marketing, and customer success teams to ensure messaging and campaigns align with product roadmaps, market priorities, and revenue goals.
• Continuously monitor key performance indicators (KPIs) such as acquisition rates, product usage metrics, channel performance, and conversion rates, using insights to optimize campaigns and drive iterative improvements.
• Foster a culture of experimentation by running A/B tests and growth experiments to identify the most effective channels and tactics for driving teacher acquisition and engagement.

Requirements

• 5+ years of experience in growth, performance, lifecycle marketing, or a related field, with a track record of success in a SaaS or edtech environment.
• Proven expertise in product-led growth, user acquisition, funnel optimization, and lifecycle marketing.
• Preferred experience leading product-led growth initiatives at another edtech company, demonstrating a clear understanding of the K-12 market and teacher needs.
• Strong analytical skills with experience using marketing automation platforms (e.g., Marketo, HubSpot, Pardot), CRM systems (e.g., Salesforce), and analytics tools (e.g., Google Analytics, SEMRush, Heap, Tableau).
• Excellent cross-functional collaboration skills, with the ability to partner effectively with product, sales, and other marketing teams.
• Data-driven mindset that values continuous testing, iteration, and optimization.
• Experience implementing growth experiments and leveraging insights to drive strategic decisions.
• Strong communication skills and a passion for creating innovative, engaging campaigns that resonate with educators.

Benefits

• Access to the world's leading medical experts for healthcare (pets included!).
• Discounts and resources to stay healthy: mind, body, and soul.
• Almost all of our roles are fully remote - tech stipend included!
• Supplemental programs and time off to take care of your family and yourself.
• Flexible PTO to recharge, including Sabbatical Leave.
• Robust DEIB curriculum, Identity & Experience Groups (Affinity Groups + Employee Resource Group), Authentic & Transparent conversations with Executive Leadership Teams, and integration of DEIB lens across Talent lifecycle processes.
• Holistic Learning & Development Programs that enable meaningful & inclusive experiences, programs that build future-focused competencies, cohort & community learning sessions that foster a sense of belonging, and individual development plans aligned with your personal and professional aspirations to turn goals into reality.
• The work you do each day helps share the future of education and improves the lives of students and teachers.