- Own overall marketing strategy and performance across the funnel
- Set direction for demand generation programs while empowering team members to execute
- Ensure alignment between messaging, campaigns, and target audiences
- Partner with Sales and RevOps to align on ICP, funnel stages, and pipeline performance
- Own Packback’s narrative in the market, especially around AI in higher education
- Define and evolve positioning, messaging, and differentiation across products and audiences
- Partner with Product and Sales to bring new features and solutions to market
- Build and scale Packback’s content engine across formats (eBooks, webinars, research, blog, events)
- Establish Packback as a category leader in Instructional AI
- Develop compelling, insight-driven content that drives awareness and supports conversion
- Lead development of customer stories, testimonials, and case studies
- Manage and develop two direct reports: Demand Generation & Marketing Operations
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