VP of Marketing

Today, 67% of students and 82% of low-income students can’t read at grade level by the end of third grade. That’s when students are supposed to go from learning to read to reading to learn. It’s America’s number one education crisis and we know how to fix it.

Ignite Reading delivers one-to-one virtual tutoring that teaches every student the foundational skills they need to become a confident, fluent reader. We pair students who need extra support with expert reading tutors who provide daily, 15-minute, Science of Reading-based instruction that rapidly closes their decoding gaps. We focus on the foundational reading skills—phonics, phonemic awareness, and sight words—kids need to master so they can decode a sentence. Students in Ignite Reading’s program achieve over 2 weeks of reading skills growth per week of instruction, and notably all students achieve the same outstanding results including students with IEPs, multilingual learners, students of color and those receiving free or reduced-price lunch.

Ignite Reading is a mission-driven public benefit corporation. We believe we can do well for our team members and shareholders while we solve one of the nation’s biggest challenges. We believe we will be more successful with a diverse team and are seeking candidates who have lived experience related to social justice, diversity, equity, and inclusion.

Your Role

The literacy crisis is real, well-documented, and solvable. Ignite Reading has the model, the outcomes data, and the momentum—what we need now is a marketing leader who can make sure every district decision-maker in America knows it.

As our Vice President of Marketing, you will be Ignite Reading’s most senior marketing and communications leader and a key member of the Senior Leadership Team. You will own the full marketing funnel from brand awareness and content strategy through demand generation and pipeline contribution with a relentless focus on driving new district adoption and renewal. You will tell our story in a way that reaches and moves district administrators, Directors of Curriculum, and Chief Academic Officers who hold the power to ensure every child has the right to learn to read on time.

The ideal candidate is a true player-coach: a strategic leader with creative instinct who inspires and develops their team, builds strong cross-functional relationships, and brings others along toward a shared vision while also being willing and able to roll up their sleeves and do the work when it matters. At Ignite Reading, we move quickly and operate lean, which means this leader will be as comfortable diving into a HubSpot workflow, analyzing the data, or sharpening the copy on a campaign email as they are presenting a marketing strategy to the CEO, Senior Leadership Team, and Board of Directors. We are looking for someone who leads by example, earns the trust of their team through competence and follow-through, and never considers any task beneath them when the mission demands it.

Key Responsibilities

STRATEGIC MARKETING LEADERSHIP

• Own Ignite Reading's comprehensive annual marketing plan and budget, setting clear goals, KPIs, and resource allocations aligned to district adoption and renewal targets

• Serve as a member of the Senior Leadership Team, contributing to organizational strategy and representing the marketing function at the executive level, ensuring marketing efforts are grounded in data and aligned with organizational capacity

• Partner closely with the VP of Partnerships to align demand generation activities and events with sales pipeline goals

• Build, manage, and mentor a high-performing internal team while overseeing external contractor relationships to ensure that marketing is reaching the right audience with the right message at the right time

DEMAND GENERATION & PIPELINE GROWTH

• In partnership with the Senior Manager of Demand Generation, own and optimize the full demand generation funnel, from top-of-funnel awareness activity (including SEO/SEM/GEO/AEO, advertising) to generate new prospects through marketing qualified lead (MQL) handoff to the sales team

• Design and execute multi-channel campaigns targeting Ignite Reading’s ICP of district-level decision-makers (including assistant superintendents, Directors of Curriculum, Chief Academic Officers, and other K-12 leaders with messaging that reflects a deep understanding of the K–12 procurement cycle and buying dynamics

• Oversee the marketing instance and use of HubSpot, ensuring it is leveraged properly to build and manage marketing automation workflows, lead scoring, segmentation, nurture campaigns, and attribution reporting, including with accurate dashboards aligned to marketing goals and KPIs

• Analyze funnel performance and campaign ROI; use insights to continuously optimize spend and improve conversion at each stage, and ensure the team is focused on what drives the greatest results

• Drive both new district adoption and renewal/expansion within existing district partnerships through targeted lifecycle marketing programs

BRAND, NARRATIVE & COMMUNICATIONS

• Own and steward the Ignite Reading brand, ensuring a cohesive narrative that powerfully communicates our model and its impact on improving reading outcomes for all students in the lower elementary grades

• Partner with the Director of Content to develop and refine core messaging frameworks, value propositions, and storytelling, including SEO-driven content, thought leadership, and nurture campaigns that resonate with district administrators, education leaders, and key stakeholders.

• Direct the creation of high-quality content across all formats, including written, visual / graphic design, and video, ensuring alignment with brand standards, brand vision, and strategic goals.

• Oversee PR agency relationships to build Ignite Reading's media presence, thought leadership, and reputation in the K–12 education sector

• Ensure consistent brand application across all channels: website, social media, email, events, sales collateral, and earned media by directing graphic design and external contractors for digital, web, and videography assets

• Champion the use of impact data, case studies, and district success stories to build credibility and social proof with prospective partners

• Oversee the Events Manager in planning and executing a strategic conference and event presence that maximizes brand visibility and lead generation among K–12 decision-makers

• Partner with the CEO and co-founder to build and sustain a thought leadership platform, including content strategy, media presence, and speaking opportunities that elevates their individual profiles while reinforcing and advancing the company's brand positioning

• Collaborate with the policy team to develop communications strategies that amplify advocacy efforts, engage key stakeholders, and build public understanding around the company's policy priorities and positions

• Ensure that internal communications are aligned with the brand narrative so every Ignite Reading staff member is a compelling, cohesive ambassador for our mission

Qualifications

• 15+ years of progressive marketing experience, with at least 5 years in a senior or director-level marketing leadership role (setting vision and direction for the function and managing a team)

• Proven expertise in B2B demand generation, including multi-channel campaign execution, lead nurturing, and pipeline contribution measurement

• Deep, hands-on HubSpot experience, including marketing automation, CRM integration, lead scoring, and reporting is required

• Demonstrated experience marketing to institutional or government buyers with long sales cycles and multi-stakeholder buying processes; experience with K–12 school districts

• Proven ability to develop and execute a comprehensive strategic marketing plan tied to measurable business outcomes

• Strong experience directing creative work (both copy and design) across brand campaigns, digital assets, and collateral

• Exceptional written and verbal communication skills, with an ability to distill complex topics into compelling narratives

• Experience managing both in-house teams and external agencies or contractors

• Data-driven mindset with the ability to set goals, interpret marketing analytics, and translate insights into action

PREFERRED

• Experience in the K–12 education sector or EdTech, with a working knowledge of how school districts evaluate and adopt new programs

• Familiarity with early literacy, reading instruction, or evidence-based education models

• Experience with account-based marketing (ABM) strategies targeting named district accounts

• Background in mission-driven, nonprofit, or social impact organizations

• Results-oriented with a strong focus on achieving revenue, conversion, sales, and other marketing goals

• An exceptional writer with a discerning sense for compelling storytelling and developing content programs to deliver valuable content to customers

Compensation & Benefits

At Ignite Reading, we embrace transparent compensation for a few reasons: to promote fairness and equity, to reduce pay discrimination based on gender, race, or negotiation skill, and to build trust within our team. The same role receives the same compensation — no negotiation.

Salary: $240,000 plus options for leadership bonuses based on organizational performance

We also ensure you have the tools you need to thrive both in and out of work.

📈 Employee Stock Options - we want our success to be yours too

🩺 Medical, Dental, and Vision plans to support you and your well-being (80% employee coverage, 70% dependent coverage)

🏥 Short-term Disability (100% employer paid)

🏦 401(k) retirement plans with company contribution

👶 12-weeks paid parental leave

🌴 Unlimited vacation days (+ 12 paid holidays)

💻 Technology Stipend

🧘 Wellness Stipend

🛟 Voluntary Life Insurance

👩‍💻 Professional Development Stipend

We believe in building and fostering a diverse and inclusive workplace environment. We are proud to be an equal opportunity employer where all applicants are considered for employment without attention to color, religion, sexual orientation, gender identity, national origin, veteran or disability status. Research shows that candidates from underrepresented backgrounds often don't apply for roles if they don't meet all the criteria – unlike majority candidates meeting significantly fewer requirements. We strongly encourage you to apply if you’re interested!

We are seeking candidates who have lived experience related to social justice, diversity, equity, and inclusion. We are a virtual organization with headquarters in the California Bay Area.