B2B Product Marketing and Demand Gen Lead

ClassDojo's goal is to accelerate humanity’s progress, by giving every child on Earth an education they love.

We started by building a network that connects teachers, children, and families. ClassDojo’s flagship app is the #1 communication app connecting K-8 teachers, children, and families, globally. They use it to share what’s happening throughout the day through photos, videos, messages, and activities. It is actively used at an unprecedented scale: in over 95% of US schools, reaching ~51 million children in ~180 countries, with a team of just ~200 people [1]). We are now beginning to use this network to give kids the best learning experiences in the world, far beyond those a standard school can provide.

We hire for talent density. Our team comprises the most talented, entrepreneurial, and innovative teammates from around the world, with experience in education and large scale consumer internet companies, including Instagram, Netflix, Dropbox, Stripe, Uber, Y Combinator, and more. We’re building a company where the most talented people want to work. We believe you’ll do the best work of your life here—and you’ll pioneer the future of education, too.

What you’ll do:

We’ve built a product beloved by teachers and we’re now expanding our presence at the district level. You’ll be responsible for growing our district and school leader partnerships from hundreds to thousands. You’ll craft and lead the marketing strategy that shifts how decision-makers perceive ClassDojo, drives inbound interest, equips sales with what they need to win, and leads high-impact product launches.

This is a strategic, cross-functional role that combines demand generation, positioning, and go-to-market ownership. You'll partner closely with our Sales, SDR, Product, and Success teams—and play a critical role in shaping how ClassDojo is seen and adopted by districts.

You Will:

• Build and lead a scalable district and school leader marketing strategy

• Shift perception of ClassDojo from a classroom tool to a trusted, secure K–12 communication and engagement platform

• Drive inbound and outbound campaigns that generate qualified leads and pipeline

• Lead positioning and go-to-market strategy for new district-focused product features

• Partner closely with SDRs and AEs to enable high-converting outreach and improve sales velocity
  Design integrated campaigns across paid, owned, and earned channels—with clear measurement and performance tracking

• Collaborate with product and success teams to align on launch timing, narrative, and adoption goals

• Help scale what’s working by building lightweight systems, feedback loops, and repeatable templates
  

You will be a match if you have:

• 8+ years of experience in B2B marketing, with at least 2–3 years in a strategic role owning pipeline or GTM outcomes

• Led full-funnel B2B marketing strategy at a high-growth company (ideally startup to scale-up)

• Played a leadership role on a cross-functional growth, marketing, or go-to-market team with company-level impact

• Owned campaigns and programs that directly drove revenue, with a track record of generating and converting qualified leads

• Launched new B2B features or products with measurable business impact, across paid, owned, and earned channels

• Partnered closely with sales and SDR teams to create messaging, assets, and training that improved conversion

• Thrived in fast-paced, scrappy environments

Bonuses:

• Experience in edtech SaaS or prosumer tools

• Experience with community-driven products

• Marketed to multiple audience types (e.g., SMBs, school leaders, district administrators)

• Built or optimized early marketing infrastructure (attribution, lead routing, lifecycle tracking)

• Owned a paid media or campaign budget and made tradeoffs based on ROI

  • Could be variable (100k-Mil)

Bonus Context

• This is a high-impact individual contributor role with wide scope. You’ll operate like the Head of Marketing for ClassDojo for Districts with cross-functional partners, lots of autonomy, and a clear mandate.

• You’ll help set the bar for how we launch, scale, and position new products with district leaders and directly shape how we reach the next 1,000+ district partnerships.

[1] Some more context:

- ClassDojo's $125m Series D (Forbes) and Sam’s note about it.

- ClassDojo is one of Y Combinator’s Top 100 companies

- ClassDojo's Second Act Comes with First Profits (TechCrunch) and Sam's note about it.

ClassDojo takes a number of factors into consideration when determining compensation, including geographic location, experience, and skillset.

Salary ranges (United States):

CA, WA, NY, NJ, CT states: $188,000 - $222,000 (USD)

All other states in the US: $160,000 - $188,500 (USD)