Adoptions Marketing Manager

We believe in the power and joy of learningAt Cengage, our employees have a direct impact in helping learners around the world discover the power and joy of learning. We are bonded by our shared purpose – driving innovation that helps millions of learners improve their lives and achieve their dreams through education.The Adoptions Marketing Manager supports our K–12 School team and is responsible for designing, executing, and optimizing integrated marketing campaigns that drive awareness, engagement, and pipeline growth across school districts, educators, and administrators. This role partners closely with sales, product marketing, demand, and content teams to deliver targeted, data-driven campaigns aligned to the unique needs of the K–12 education market specific to California, Florida, and Texas.What you'll do here:Strategic PlanningDevelop and implement strategic, integrated, multi-channel marketing campaigns targeting CA, FL, and TX K–12 audiences (district leaders, administrators, IT decision-makers, and educators) aligned with business objectives and sales priorities.Identify market opportunities based on state initiatives, funding, legislation, and priorities within K–12 educationPlan and lead campaign calendars, ensuring timely launch and execution across channelsCreate annual and quarterly campaign plans for priority states.Monitor market trends, competitive activity, and customer needs.Content & MessagingCollaborate with product marketing to craft compelling, education-focused messaging and value propositionsEnsure campaigns reflect K–12 trends such as digital transformation, student outcomes, equity initiatives, and compliance requirementsGuide content development including emails, landing pages, webinars, white papers, case studies, and thought leadership assets for designated states.Channel ManagementCollaborate with Demand and Central Marketing to implement campaigns across multiple channels, including:Email marketingPaid media (digital ads, social, search)Events and webinarsAccount-based marketing (ABM)Partner and field marketingOptimize channel mix based on performance data and audience insightsSales AlignmentPartner closely with K–12 sales teams to align campaigns with territory priorities and pipeline goalsSupport account-based strategies and provide campaign toolkits for sales enablementGather field feedback to refine targeting, messaging, and campaign effectivenessPerformance & AnalyticsDefine key performance indicators and success metrics for each campaign (e.g., MQLs, SQLs, pipeline contribution, and return on investmentMonitor campaign performance and optimize in real timeProvide regular reporting and insights to marketing and business partnersLeverage marketing automation and CRM tools to track engagement and conversionMarket ExpertiseDevelop a deep understanding of the K–12 education landscape, including:Budget cycles and funding sourcesKey buying roles and decision-making processesCompetitive landscape and industry trendsStay current on education policy and emerging needs impacting schoolsSkills you will need here:Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or related fieldMinimum of 3 years of B2B marketing experience, preferably in education, EdTech, or public sectorConfirmed experience leading integrated marketing campaigns end-to-end, with state adoption experience preferredStrong understanding of demand generation, lead lifecycle, and funnel metricsExperience working with CRM and marketing automation platformsExperience marketing to K–12 school districts or education institutions preferredFamiliarity with account-based marketing (ABM) strategies preferredKnowledge of K–12 procurement and funding models preferredAbility to translate complex solutions into clear, compelling messaging preferredAbility to travel up to 25% for conferences, events, and customer meetingsCengage is committed to working with broad talent pools to attract and hire strong and most qualified individuals. Our job applicants are considered regardless any classification protected by applicable federal, state, provincial or local laws.Cengage is also committed to providing reasonable accommodations for qualified individuals with disabilities including during our job application process. If you are an applicant with a disability and require reasonable accommodation in our job application process, please contact us at accommodations.ta@cengage.com.About Cengage Cengage, a global education technology company serving millions of learners, provides affordable, quality digital products and services that equip students with the skills and competencies needed to be job ready. For more than 100 years, we have enabled the power and joy of learning with trusted, engaging content, and now, integrated digital platforms. We serve the higher education, workforce skills, secondary education, English language teaching and research markets worldwide. Through our scalable technology, inclu