Director, Marketing (Lavinia Group)

Description
About K12 Coalition

K12 Coalition provides products and services that help K-12 schools and teachers achieve transformational learning outcomes. We tackle many of today’s toughest education obstacles, including teacher certification, test preparation, professional learning, curriculum, consulting, and strategic planning. K12 Coalition came together when educators with deep experience as teachers, school leaders, and high-level district administrators observed a genuine need for something better. Our divisions include iteach, Passage Preparation, Professional Development Institute, Teaching Channel, Lavinia Group, and Keys to Literacy.

About Lavinia Group

Lavinia Group is dedicated to driving meaningful academic improvements in K-12 education through instructional coaching, professional learning, high-quality curriculum, strategic planning, and summer school support that enhances educator effectiveness and strengthens student outcomes.

With deep expertise in school leadership, curriculum implementation, and instructional best practices, Lavinia Group delivers tailored, research-based solutions to meet the evolving needs of our partners. Guided by a commitment to equity, instructional excellence, and long-term capacity building, we work alongside educators and district leaders through hands-on coaching, immersive training, and collaborative partnerships. Our mission is to help schools achieve transformational learning outcomes that endure beyond our direct support.

Employment Type:

Full-Time

Exempt

Salaried

Location: Remote, available from anywhere within the U.S.

The Opportunity

The Director, Marketing sits on K12 Coalition’s Corporate Marketing team and leads marketing strategy and execution specifically for Lavinia Group’s, a division of K12 Coalition, curriculum and summer learning programs. This role builds awareness, generates qualified sales opportunities, and drives marketing’s contribution to Lavinia Group’s revenue growth.

Reporting to the Chief Marketing Officer, the Director leads the marketing team supporting Lavinia Group and partners closely with sales, product, and Lavinia Group leadership to align marketing priorities with business goals. This role combines strategic leadership with hands-on execution, including writing compelling content and developing campaigns grounded in how school systems evaluate, purchase, and implement instructional programs.

What You’ll Do

Growth Strategy & Business Results

Own the annual marketing strategy, plan, and budget for Lavinia Group’s curriculum and summer learning programs, aligning priorities with divisional leadership and shared pipeline and revenue targets.

Identify and assess growth opportunities across states, district segments, and partner channels, using adoption calendars, funding cycles, and policy developments to prioritize investment.

Own marketing’s contribution to business results, tracking marketing-sourced and influenced pipeline, lead volume and quality, conversion rates, cost per opportunity, and return on marketing spend.

Program Positioning & Market Development

Develop program positioning and messaging that address how districts evaluate curriculum and summer learning programs, including standards alignment, research base, evidence of impact, implementation needs, and total cost.

Plan go-to-market activities around district purchasing timelines, including state adoption windows, budget cycles, and winter and spring decisions about summer programming.

Develop demand generation programs for RISE, Lavinia Group’s summer learning program, reaching district leaders, state education agencies, and funding partners ahead of planning deadlines.

Create campaigns and sales materials that support pilots, adoption reviews, implementation, and renewals.

Partner with product leaders on launches and positioning, sharing market and customer insights to inform product roadmaps.

Thought Leadership & Content

Lead Lavinia Group’s thought leadership strategy, translating instructional expertise, market insights, and work with school systems into research-backed content, conference strategy, and executive visibility that strengthen its national reputation and generate demand.

Partner with internal teams and external research organizations to develop case studies, efficacy studies, research publications, and other evidence that communicate student outcomes, partner results, and product impact.

Write clear, persuasive copy for superintendents, chief academic officers, curriculum directors, and principals across email, web, paid media, sales collateral, and proposals.

Establish voice and messaging standards consistent with the K12 Coalition brand, and review content from writers, designers, and agency partners for clarity, credibility, and effectiveness.

Demand Generation & Campaign Performance

Lead integrated campaigns across email, paid search and social, search engine optimization (SEO), webinars, events, and conferences to generate qualified leads and sales opportunities.

Develop account-based marketing programs for priority districts and states in coordination with sales.

Partner with marketing operations on lead scoring, nurture workflows, and attribution in HubSpot and Salesforce to measure marketing’s contribution to pipeline.

Test and refine campaigns, messaging, and channel investments based on performance, directing budget toward activities that drive pipeline.

Partner with sales leadership on shared pipeline goals, lead handoff criteria, sales enablement, and ongoing feedback on lead quality.

Team Leadership & Collaboration

Lead, coach, and develop the Lavinia Group marketing team, setting clear goals, priorities, and performance expectations while contributing directly to execution.

Collaborate with K12 Coalition Corporate Marketing on brand, digital marketing, analytics, and shared resources to support coordinated delivery.

Other Duties

Support the team with additional tasks and responsibilities as needed to help meet evolving organizational goals and objectives.

Requirements
Bachelor’s degree in marketing, communications, business, or a related field, or equivalent relevant professional experience.

At least 8 years of business-to-business (B2B) marketing experience, including at least 3 years leading people and programs, with significant experience marketing K–12 ELA/literacy or math curriculum or instructional materials to school or district decision-makers.

Deep understanding of the K–12 curriculum market, including district evaluation and purchasing decisions, state adoption processes, funding sources, and the roles of district leaders in selecting instructional materials.

Demonstrated success growing leads, pipeline, and revenue against established targets.

Strong writing skills, demonstrated through a portfolio of clear, credible, and persuasive copy for education administrators.

Experience leading strategy and developing a team while remaining hands-on in marketing execution.

Experience partnering with product and sales teams on shared pipeline and revenue goals.

Strong analytical skills, including the ability to interpret customer relationship management (CRM) and marketing automation reporting, funnel metrics, and campaign attribution to guide decisions.

Preferred

Experience as a district administrator.

Familiarity with math and literacy instruction, including the science of reading and high-quality instructional materials (HQIM) review processes.

Experience marketing summer learning, intervention, or out-of-school-time programs, including to state education agencies and philanthropic partners.

Hands-on experience with HubSpot and Salesforce.

Experience marketing within a multi-brand or portfolio organization.