Growth Marketer, Lead Generation
CommonLit is a nonprofit education technology organization dedicated to ensuring that all students, especially students in Title I schools, graduate with the reading, writing, communication, and problem-solving skills they need to be successful in college and beyond. We envision a world where all students get the opportunity to have a world class education. We operate an online reading program for grades 3-12, www.CommonLit.org, that is used by teachers in over 90,000 American schools.
The Opportunity
CommonLit's Marketing team is responsible for engaging free users of our Text Library, generating new school leads to partner with us and adopt our curriculum (CommonLit 360), supporting the engagement and retention of current customers, and building CommonLit's brand through collateral and thought leadership.
Within the Marketing team, the Growth Marketer (Lead Generation) role is positioned to convert free-user momentum into paid partnership opportunities, working across owned (e.g. web, email, and in-product) and paid (e.g. social ads) channels to identify when a school is ready to adopt CommonLit, and building the campaigns that get them there.
Our Growth Marketer (Lead Generation) is someone who is obsessed with catching the exact moment a school crosses the line from "a few teachers trying it out" into a real, worthy opportunity. They are a highly skilled marketer with a bias for action and experimentation, build the campaigns, pages, and nudges needed to build our Sales pipeline. This role owns lead generation strategy end to end, from channel management and regional outreach to AEO/SEO and competitor strategy, and reports on what's working across every channel. The Growth Marketer (Lead Generation) partners closely with the Growth Marketer (Community & Engagement), the Product Marketer, Retention Marketer, and the Sales team to move free users toward paid partnership.
Apply by: Friday, August 21, 2026 at 5 pm ET
The primary function of the Growth Marketer (Lead Generation) is to turn free-user momentum inside schools into sales-ready leads for CommonLit's Sales team and to generate leads from outbound strategy to schools and districts that are not as familiar with our program. This includes building and maintaining lead generation infrastructure across web, email, and paid channels, developing new outreach strategies powered by district usage data, and reporting on performance across every channel.
Strong execution of this role looks like:
Lead Generation Channel Management:
Own lead generation strategy across web, email, paid social (LinkedIn, Reddit, etc.), and Google Ads, including building, QA'ing, monitoring, and reporting on each channel.
Co-own in-product lead generation with the Product Marketer and Revenue Operations Specialist, including banner and interstitial performance.
Manage part of the Marketing tech stack, including the CommonLit blog platform and Webflow,
Collaborate with the Growth Marketer, Community & Engagement on strategic lead gen pushes in blog and newsletter content when appropriate.
Collaborate with the Retention Marketer, Brand & Impact on strategic lead gen pushes in blog and newsletter content when appropriate.
Collaborate with the Growth Marketer, Community & Engagement to drive lead generation at conferences
Regional & Data-Driven Outreach:
Leverage district usage profiles to build a strategy for targeted, strategic outreach, including regional pushes, improved state pages, and referral strategy.
Design usage-based campaigns that respond to real signals, for example moving a district onto a specific conversion campaign once a critical number of teachers are actively testing CommonLit 360.
AEO/SEO & Competitor Strategy:
Establish CommonLit's AEO/SEO strategy so the right educators and district leaders find us through both traditional search and AI-powered answer engines.
Leverage competitor intelligence from the Product Marketer and turn it into competitor-facing pages and email campaigns targeted at prospective customers.
Cross-Functional Collaboration:
Partner with the Top-of-Funnel Marketer to break down silos between free-user growth and lead generation, moving quickly to spin up a conversion-focused blog post or campaign
Partner with the Retention Marketer, Brand & Impact to leverage customer testimonials for lead generation.
Partner with the Revenue Operations Specialist to ensure the HubSpot infrastructure underneath your campaigns (forms, lead scoring, rotation, lists, workflows) is functioning correctly.
Performance & Reporting:
Eager to set lead targets and report out on leads generated by channel
Regularly reports out on web traffic and performance, email performance, social and Google Ad performance, and organic/AI-search visibility (organic traffic, keyword rankings, AEO/answer-engine citations).
Bring a learner’s mindset to identify what's working, retire what isn't, and keep testing new channels and approaches.
Additional Projects as determined by the team
Education
Bachelor's degree required
Years of experience
4-7 years of experience in growth marketing, demand generation, or performance marketing required
Experience turning product usage signals into pipeline highly preferred
Required hard skills (software, platform, language proficiency, etc.)
Hands-on fluency with HubSpot (or a comparable marketing automation/CRM platform), Google Ads, LinkedIn, Reddit, and other ad platforms
Hands-on fluency with Webflow (or a comparable web page building platform)
Hands-on fluency with PostHog and Looker (or a comparable analytics platforms)
Working knowledge of SEO fundamentals
Comfortable using or learning how to use Salesforce, Notion, Google Suite, Slack, Zoom, etc., for collaboration
Comfortable building and interpreting reports in spreadsheets, including working with data exports from usage and CRM platforms
Experience building competitor-facing content (comparison pages, competitive email campaigns) preferred
Experience with LLMs preferred, experience using Claude highly preferred
Introductory knowledge of AEO fundamentals preferred
Soft skills
Alignment with CommonLit's mission
Comfortable working with data to identify conversion signals and build campaigns around them
A builder's mindset: energized by standing up new motions (regional outreach, AEO, competitor strategy) rather than only maintaining existing ones
Ability to thrive in a fast-paced environment, with a bias towards action
Positive attitude and willingness to learn and assist with other projects as needed
Eager to problem-solve and find creative solutions
Strong attention to detail and desire for feedback
Ability to work independently and collaboratively within a team
Strategic systems-level thinker and self-starter, with strong time management and organizational skills
Strong interpersonal and problem-solving skills
Strong communication and collaboration skills, someone who thrives working in cross-functional workstreams
This role involves prolonged periods in a stationary position at a desk and working on a computer
Must be US-based