Executive Director of Marketing

Goodheart-Willcox Publisher, Experts in Career and Technical Education (CTE) and an employee-owned company, is seeking an Executive Director of Marketing to bring their market expertise and strategic thinking to support the overall organization's strategy and direction.

Our compensation is market based and takes into account a variety of factors including the candidate’s skill set, experience level, internal equity, and location. For this position, we anticipate the starting salary falling between $170,000 and $185,000 per year. In addition, the company makes a 10% contribution to the Employee Stock Ownership Plan and a 4% matching contribution to the 401(k).

What you’ll do:

Strategic Leadership

• Provide vision and leadership for the marketing team to drive results in all areas of marketing, including product marketing, marketing communication, digital marketing, and brand development.
• Establish and guide company branding strategy.
• Work cross-functionally with Publishing and Sales to execute go-to-market strategies and achieve stated sales goals.
• Marketing Department Leadership
• Lead, manage and hold people accountable in all marketing functions of the company.
• Direct a high-performing, execution-oriented marketing team across digital marketing, demand generation, product, content, and analytics, and create an environment encouraging personal growth and operational excellence.
• Manage the marketing budget, allocating resources effectively to achieve goals and deliver positive ROI.
• Ensure the team has the right skills and structure allowing it to scale with growth.

Brand Strategy

• Develop and execute high-impact marketing strategies that drive demand generation, revenue growth, and brand positioning across all channels and markets, inspiring our teams to conceive and tackle big ideas.
• Create compelling value propositions that differentiate the company in the marketplace.
• Ensure brand consistency across all touchpoints, channels, and markets.
• Develop and keep a marketing scorecard to show progress on key strategies.

Product Marketing

• Lead cross-functional collaboration with Sales, Editorial, Customer Experience, and Revenue Operations to align product marketing efforts with go-to-market (GTM) priorities and customer needs.
• Develop a deep understanding of our target audience segments and communities, use analytics and tools for successful targeting strategies, tailoring our messaging and campaigns to different customer demographics and interests.
• Direct go-to-market planning and execution for all products in alignment with list and product strategies as well as annual sales plans, including leading pricing, bundling, messaging and promotional strategies.
• Establish sales support and sales training strategies that improve selling effectiveness. Ongoing implementation facilitated through the product marketing manager with support of the publishing teams.

Marketing Communications

• Oversee an established marketing communications team.
• Create compelling narratives for prospects and customers and establish our point of view as a thought leader.
• Design and execute full-funnel demand generation programs, including inbound marketing, account-based marketing (ABM), content marketing, and performance marketing, to drive a high-quality pipeline.
• Manage digital marketing using marketing automation (HubSpot) and CRM (NetSuite) to optimize performance and ensure customer lead generation.
• Improve lead nurturing, scoring, and attribution models to align marketing with selling strategies.
• Develop corporate conference strategy with defined success factors and measured ROI.
• Manage aligned partnerships with key associations and leaders in conjunction with sales and publishing initiatives.

Market Data and Insights

• Monitor, analyze, and report on key metrics and performance indicators to refine marketing strategies, messaging, demand generation trends, and campaign-specific metrics to improve overall effectiveness.
• Make data-driven decisions that ensure short and long-term goals supporting customer satisfaction, brand loyalty, and financial goals. Explain the logic of these decisions clearly, increase consensus within the organization on decisions and enabling the Marketing team likewise to leverage data in their roles.

What you’ll bring:

• Bachelor’s degree required
• Minimum 10 years in senior marketing role with experience in data-driven strategies and consumer insights required.
• Product Marketing experience required.
• Working knowledge of Marketing and Sales Automation software required.
• Ability to conduct training sessions, deliver presentations, and attend meetings throughout the country.
• Proficiency in Microsoft Office programs.
• Experience in secondary and post-secondary educational publishing a plus.
• Management and educational sales experience a plus.

Additional skills integral for success:

• Product marketing experience in EdTech or Educational Publishing (messaging, positioning, segmentation, product launches, sales strategies, etc.)
• Proven experience with marketing tools and technologies, including websites, CRMs, digital advertising platforms, social media strategies, and SEO/SEM.
• Prior experience working with product development teams to develop and implement product and digital strategies.
• Analytical mindset with proficiency in analyzing data and drawing actionable insights.

What we offer:

Goodheart-Willcox Publisher is an employee-owned company driven by our mission, “We Build Careers.” G-W has spent over a century building a culture that we are proud of and is centered around our Core Values of Do the Right Thing, Can-do Attitude, Roll Up Your Sleeves, Always Improving, and Collaborative Spirit. When you join our team, you will experience an environment of collaboration, empowerment, and respect.

G-W prioritizes the health and well-being of our employees by offering carefully selected benefits and retirement options. Check out some of our generous benefits highlighted below:

• Employee Stock Ownership Plan – a retirement plan that is 100% company funded
• 401(k) with a company match
• 3 Medical plan options
• 2 Dental plan options
• Vision plan
• Generous Paid Time Off
• Wellbeing and Wellness Reimbursement Programs
• Cariloop – a Caregiver Concierge
• Pet Insurance
• Employee Assistance Program
• Social Activities and Events

Goodheart-Willcox Publisher provides equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, ancestry and marital status, and other protected classes, in accordance with applicable federal and state laws.

In addition, Goodheart-Willcox Publisher complies with applicable state and local laws governing nondiscrimination of employment. This policy applies to all terms and conditions of employment, including, but not limited to hiring, placement, promotion, termination, layoff, recall, transfers, leave of absence, compensation, and training.