Application Guide
How to Apply for Demand Generation Manager
at D2L
🏢 About D2L
D2L is a cloud-based learning platform that has been disrupting education for 25 years, focusing on personalized, student-centric experiences. They are at the forefront of transforming how the world learns, from K-12 to corporate training, and emphasize human review of applications, making them a thoughtful employer.
About This Role
As Demand Generation Manager for North America Corporate Learning, you'll own the strategy and execution of campaigns targeting employee training ICPs, driving pipeline and revenue. Your work directly impacts D2L's mission to modernize education and build the future of work.
💡 A Day in the Life
You'd start by reviewing campaign performance dashboards and adjusting budgets for paid channels. Mid-morning, you'd collaborate with content on a new ebook for HR leaders, then meet with sales to review pipeline quality. Afternoon might involve launching an ABM campaign and analyzing email engagement data to optimize the next send.
🚀 Application Tools
🎯 Who D2L Is Looking For
- Proven experience in B2B demand generation, specifically for corporate learning or HR tech, with a track record of hitting pipeline and revenue targets.
- Expertise in multi-channel campaign management (email, paid media, events, ABM) and using data to optimize ROI.
- Strong analytical skills to measure campaign effectiveness and report on metrics like MQLs, SQLs, and pipeline influence.
- Ability to collaborate cross-functionally with sales, product, and content teams to align messaging and targets.
📝 Tips for Applying to D2L
Highlight any experience with employee training or L&D audiences, as this is the specific ICP mentioned.
Quantify your past demand gen results (e.g., 'increased pipeline by 30% in 6 months') to show impact.
Tailor your resume to emphasize North American market experience, especially if you've worked with Canadian or US B2B buyers.
Use keywords from the job description like 'corporate learning', 'employee training ICP', and 'multi-channel campaigns' to pass ATS.
Since D2L reviews applications personally, write a concise, narrative-driven cover letter that connects your passion for education technology to their mission.
✉️ What to Emphasize in Your Cover Letter
["Express genuine interest in D2L's mission to transform learning and improve human potential globally.", 'Demonstrate understanding of the corporate learning landscape and how demand generation can drive adoption.', 'Provide specific examples of successful campaigns targeting B2B HR or L&D decision-makers.', "Show how your analytical approach and creativity align with D2L's data-driven yet human-centric culture."]
Generate Cover Letter →🔍 Research Before Applying
To stand out, make sure you've researched:
- → Explore D2L's Brightspace platform and its corporate learning features (e.g., Performance+, Creator+) to understand their value proposition.
- → Read recent case studies or blog posts about D2L's impact on employee training outcomes.
- → Check D2L's LinkedIn and Glassdoor reviews for insights into company culture and team dynamics.
- → Look up their competitors (e.g., Cornerstone, SAP SuccessFactors) to understand market positioning.
💬 Prepare for These Interview Topics
Based on this role, you may be asked about:
⚠️ Common Mistakes to Avoid
- Submitting a generic cover letter that doesn't mention D2L's mission or corporate learning focus.
- Overemphasizing consumer marketing experience without connecting it to B2B demand generation.
- Failing to include specific metrics or results in your resume – D2L values data-driven candidates.
📅 Application Timeline
This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.
Typical hiring timeline:
Application Review
1-2 weeks
Initial Screening
Phone call or written assessment
Interviews
1-2 rounds, usually virtual
Offer
Congratulations!