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Director of Marketing - Remote


Formative is looking for an experienced and driven Marketing Director with a growth mindset. If you are passionate about making a big difference for teachers and education institutions as a whole, read on! 

Who is Formative?

Our co-founder, Craig Jones, was a middle school science teacher at a struggling public school in South Los Angeles. Thanks to a school grant, he was able to work with a class set of used laptops every day. Initially, Craig patched together some basic software, a student response system and a lot of spreadsheets to help understand his students' strengths and weaknesses to learning standards. The technique of daily formative assessment, more targeted intervention, and faster feedback ultimately led to record-breaking academic outcomes. After four years in the classroom, Craig went to grad school at UCLA where he met Kevin McFarland, his roommate, and soon-to-be co-founder. Together, Kevin and Craig envisioned a world where faster formative teaching practices could replace traditional end-of-year summative assessments. After multiple research initiatives, prototypes, and the help of countless individuals, Formative ( was launched in January 2015.

Are you ready to join our team?

Picture yourself working directly with the Founders and the rest of our amazing Success team to make life easier on educators all over the world. Do you want to have an impact on the future of education?

You will be responsible for building out a team of experts while also being an individual contributor as we ramp up over the next two years. You will work closely with the executive team to build out our go-to-market strategy, driving brand awareness and demand generation across our target market and providing ongoing support and enablement for revenue generating teams. You will be responsible for setting the strategy for all marketing including social media and email marketing efforts, webinars, live events, search & social advertising campaigns all towards the broader goal of optimizing our funnel and driving growth for Formative.


Primary responsibilities include but are not limited to: 

  • Hire, manage, develop and grow a team of marketing professionals. 
  • Establish the strategic annual marketing plan and lead the team responsible for executing on the plan with an end goal of driving revenue growth for Formative. 
  • Drive an effective content strategy by identifying original marketing content opportunities to promote Formative and its solutions to the market. 
  • Lead the identification of prospective clients with a key metric in driving marketing qualified leads to our Territory Managers using an effective lead scoring methodology. Responsibilities include partnering with Territory Managers to ensure the achievement of monthly and quarterly sales goals. 
  • Work closely with sales leadership to develop sales enablement materials and activities to support new business acquisition targets world wide.
  • Work closely with Success leadership to develop campaigns and resources to support department objectives including increasing upsell, client retention and client satisfaction. 
  • Partner with product management to evaluate existing product positioning around key benefits and comparisons to competitive landscape. Drive effective launch plans, marketing support and client communication for product releases. 
  • Lead the trade show and virtual event strategy, as well as key conference and organizational sponsorship decisions. 
  • Drive strategic website development to ensure consistent user experience and usability. 
  • Consistently analyze key marketing metrics and report on ROI and KPIs. 


  • Requirements: 
    • 7+ years experience in a marketing related role. 
    • At least 5+ years in a management function. 
    • Passion for data - Analytical, experimentation driven. 
    • Proven track record running a growth strategy and driving measurable results. 
    • Ability to focus on top priorities and drive results. 
    • Proven ability to manage a budget to maximize ROI. 
    • Excellent interpersonal, written and oral communication skills. 
    • Understanding of Hubspot or similar tools. 
    • Proven track record working in remote environments
    • BA/BS degree or equivalent. 



  • Remote position within the US 
  • Group Health Insurance Access
  • Paid vacation/personal time/holidays
  • Paid parental leave/adoption leave
  • Company stock ownership

Formative is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.


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