The Role
Are you passionate about bringing amazing educational opportunities to more US families? Do you have a proven track record of developing and executing incredible regional/local offline and digital marketing strategies? Outschool is rapidly growing its market share in states with school choice programs, such as Education Savings Accounts (ESAs). Families that qualify for ESAs can use their funds to pay for qualifying educational expenses, which can include Outschool classes. You will be responsible for getting new-to-Outschool families in ESA states to use their funds for Outschool classes and driving ongoing fund usage by existing Outschool ESA families. As a member of the Growth team, you will work closely with various channel owners and creative partners. You will also be embedded with the Business Development team and own the growth strategy to increase Outschool’s presence in the alternative education market. You’ll be building on nascent marketing playbooks to launch Outschool in states with new ESA programs and grow in existing states, but we want you to think beyond the marketing strategies we’re already doing and help us figure out how to scale adoption efficiently.
CORE RESPONSIBILITIES:
- Define and drive marketing strategy in ESA states to get new ESA families to start using ESA funds on Outschool
- Experiment to determine the right mix of channels that will help us achieve our marketing goals (e.g. community activation, field marketing, event marketing, email, performance marketing, content, affiliate, partnerships, etc.)
- Develop a comprehensive local community activation strategy in key states
- Hire, train, and manage local community activation marketers
- Use data to analyze ROI and make decisions about channel and tactic experiments
- Regularly communicate updates and lead discussions on ESA marketing strategy with internal partners and stakeholders
DESIRED EXPERIENCE & SKILLS:
- 7+ years of B2C marketing experience, including experience marketing to families
- Expertise in developing local/regional field marketing, event, and community activation strategies from scratch
- Strategic and data-driven marketing leader who thrives in a fast-paced, high-growth culture
- Excitement about the opportunity to be both strategic and roll up your sleeves to execute excellently
- Comfort with data analysis and forecasting the impact of marketing efforts
- Experience building and executing acquisition and lifecycle marketing strategies across a variety of digital and offline channels
- Strong project management and collaboration skills - ability to manage and prioritize complex projects, and partner with cross-functional teams
- Experienced people manager who has worked with and built out a team of in-house and freelance marketers
OTHER CONSIDERATIONS:
- Experience working with alternative education programs and homeschool families
- Experience marketing education products to families
- Understanding of or interest in education savings accounts (ESAs) and microgrants
Outschool recruits across the US and Canada, and sets employee salaries to reflect local compensation and cost of living. For New York and California candidates, as well as candidates based in Seattle, WA the salary range for this role would be $180,000-$205,000 USD.
For Washington candidates outside of Seattle, as well as Colorado candidates, the salary range for this role would be $162,000-$184,500 USD.
We use Covey as part of our hiring and / or promotional process for jobs in NYC and certain features may qualify it as an AEDT. As part of the evaluation process we provide Covey with job requirements and candidate submitted applications. We began using Covey Scout for Inbound on March 21, 2024.
Please see the independent bias audit report covering our use of Covey here.
