About SANS

SANS Institute (SANS) launched in 1989 as a cooperative for information security thought leadership, it is SANS’ ongoing mission to empower cyber security professionals with the practical skills and knowledge they need to make our world a safer place. We fuel this effort with high quality training, certifications, scholarship academies, degree programs, cyber ranges, and resources to meet the needs of every cyber professional. Our data, research, and the top minds in cybersecurity collectively ensure that individuals and organizations have the actionable education and support they need.

Join the SANS Team

At SANS, our culture is defined by Mission, Brand, People. Our goal is to hire people who understand the importance of continuing to fight against the cyber security threats (Mission) while delivering the highest quality training (Brand) to our students. We want employees whose personal values align well with our culture of fairness, honesty, customer focus, and pragmatic approach (People).

Summary of Position

The Director of Demand Generation & Enrollment, North America, will drive growth and revenue across Live Training, OnDemand, Mission Programs, Sponsorships, and Summits. This strategic role focuses on expanding the SANS Learner (B2L) through data-driven marketing and revenue-generating initiatives. You will lead a marketing team to execute high-impact campaigns and promotions that unify the path to purchase, driving customer acquisition, brand awareness, and revenue growth.

Key Responsibilities

• Develop and execute a unified growth marketing strategy across Live Training, OnDemand, Mission programs, Sponsorships/Research and Summits, driving business growth and revenue.

• Lead and mentor a cross-functional marketing team, fostering collaboration and ensuring alignment with company growth objectives.

• Oversee the creation of data-driven, multichannel campaigns (email, paid media, social media, SEO, events, partnerships) to drive customer acquisition and retention through orders and consumption.

• Lead continuous A/B testing and growth experiments to optimize performance, improving conversion rates, customer lifetime value (LTV), and customer acquisition cost (CAC).

• Monitor and analyze KPIs to optimize campaigns, providing insights to the executive team on growth metrics such as ROI, CAC, LTV, and funnel performance.

• Partner with business and central marketing teams to ensure seamless execution and alignment of growth strategies across departments.

• Allocate and manage the marketing budget, ensuring cost-effective initiatives with a focus on high ROI.

• Collaborate with marketing ops and data analytics teams to leverage marketing automation tools, CRM, and data analytics platforms to support business needs and optimize lead funnels.

• Other job duties as assigned.

Areas of Focus

• Reporting and Data-Driven Decision

• Collaborate with Demand Generation and Campaign Leads along with the Data Analyst to track customer behavior across touchpoints, review conversion rates, and make recommendations for improving lead acquisition and the path to purchase.

• Review performance dashboards to track key growth metrics, focusing on optimizing the performance of key channels like paid media and email automation, ensuring your cross-channel campaigns are on target – ie driving orders and meeting daily targets for BU areas (Live Training and OnDemand), and registration and application targets across Mission, Summit and Sponsorship.

• Stakeholder Strategy Collaboration

• Work closely with key stakeholders across NA Business leaders, NA Marketing Director and Central Marketing Directors to develop a cohesive growth strategy that supports the business.

• Ensure that all marketing initiatives (Live Training, OnDemand, Summit, Sponsorship, and Mission programs) content, and lead nurture plans are aligned with the company’s overall go-to-market strategy, creating synergies across departments that maximize impact on lead acquisition and customer retention.

• Team Coaching and Development

• Actively mentor and coach your team of marketers, helping them grow in their roles by providing regular feedback, setting clear goals, and fostering a collaborative and innovative environment.

• Empower each team member to take ownership of their focus areas (e.g., Live Training, OnDemand, Mission, Sponsorship, Summits) while providing guidance on optimizing lead generation, nurturing strategies, and aligning their efforts with the overall growth objectives.

• Mission-Driven Collaboration for Lead Generation

• Partner with Summit, Mission and Sponsorship to design, launch and optimize mission-driven programs that resonate with the company's values and attract like-minded individuals. These initiatives will serve as lead generation sources, introducing potential customers to the company's ecosystem through engaging, purpose-driven content and events that align with their personal goals.

• Community Building and Lifelong Learning

• Develop programs that not only capture leads but also bring them into the company’s community of lifelong learners.

• Collaborate with various business units to create content and experiences that foster deeper engagement, encouraging customers to see themselves as part of a learning community, leading to long-term retention and loyalty.

• Addressing Internal Gaps & Utilizing the Marketing Tech Stack

• Identify internal gaps in how the marketing technology stack (e.g., CRM, marketing automation, analytics platforms) is currently being used, and work with the team to fully optimize these tools to support campaign initiatives.

• Ensure that all existing technologies are leveraged to enhance lead acquisition, segmentation, personalized content delivery, and campaign performance tracking.

• Addressing Internal Gaps and Workflow Optimization

• Identify and resolve internal gaps in lead management and workflow processes to ensure that no leads are being “lost” or overlooked throughout the marketing funnel. Streamline and optimize the use of the existing tech stack (e.g., CRM, marketing automation) to ensure leads are properly tracked, segmented, and nurtured – to create a seamless path to conversion and purchase.

• Collaborate with cross-functional teams to establish clear workflows, ensuring that leads move smoothly through each stage of the acquisition and nurture process, while regularly auditing these workflows for any breakdowns or inefficiencies that may hinder conversion.

Basic Qualifications

• Bachelor’s degree in Marketing or related field

• Minimum of 7 years experience in growth marketing

• People-focused leader with proven ability to build creative and collaborative teams, develop people, and link performance to overall business objectives.

• Proven track record of delivering to schedule and to results.

• High energy and creative, with a demonstrated ability to excel in a fast-paced environment

• A confident front-of-room presenter and who can effectively synthesize information into what matters most to our audience.

• Data and metrics driven-with strong attention to detail

• Cyber security experience preferred, but not required

Reporting Relationships

This position will report to the Director of North America Marketing and has several direct reports.

Work Environment

Remote work environment with the ability to travel domestically 15-20% of the year as needed for in person meetings.

Equal Opportunity Employer

SANS is an Equal Opportunity Employer and does not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, or to perform the essential functions of a position, please contact SANS Human Resources.

In addition, all qualified applicants with arrest or conviction records will be considered for employment.

California residents for SANS privacy notice for California job applicants

The base salary range for this position is between $145,000 and $165,000. Base salary ranges may vary by geographic location and relevant experience, education, certifications, and years of experience. There is no guarantee an offer will be at the top of the posted range based on the salary analysis.

In addition, SANS provides the following benefits:

Medical

Dental

Vision

Short-Term Disability

401(k) with company match

Employee Assistance Program

Supplemental Life Insurance and AD&D

Paid Time Off

Company Paid Holidays

Volunteer Paid Time Off

Department

Business Development - Enterprise Sales

Employment Type

US Employee | Full-Time

Minimum Experience

Experienced

Compensation

145,000-165,000