Adoptions Marketing Manager

Cengage Group

Adoptions Marketing Manager developing integrated marketing campaigns for K–12 education. Collaborating with multiple teams to drive awareness and pipeline growth across school districts in CA, FL, and TX.

Posted 7/1/2026full-timeRemote • Ohio • 🇺🇸 United StatesMid-LevelSenior💰 $80,000 - $90,000 per yearWebsite

About the role

Key responsibilities & impact

Develop 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 education
Plan and lead campaign calendars, ensuring timely launch and execution across channels
Create annual and quarterly campaign plans for priority states.
Monitor market trends, competitive activity, and customer needs
Collaborate with product marketing to craft compelling, education-focused messaging and value propositions
Ensure campaigns reflect K–12 trends such as digital transformation, student outcomes, equity initiatives, and compliance requirements
Guide content development including emails, landing pages, webinars, white papers, case studies, and thought leadership assets for designated states
Collaborate with Demand and Central Marketing to implement campaigns across multiple channels, including: Email marketing, Paid media (digital ads, social, search), Events and webinars, Account-based marketing (ABM), Partner and field marketing
Optimize channel mix based on performance data and audience insights
Partner closely with K–12 sales teams to align campaigns with territory priorities and pipeline goals
Support account-based strategies and provide campaign toolkits for sales enablement
Gather field feedback to refine targeting, messaging, and campaign effectiveness
Define key performance indicators and success metrics for each campaign (e.g., MQLs, SQLs, pipeline contribution, and return on investment)
Monitor campaign performance and optimize in real time
Provide regular reporting and insights to marketing and business partners
Leverage marketing automation and CRM tools to track engagement and conversion
Develop a deep understanding of the K–12 education landscape, including: Budget cycles and funding sources, Key buying roles and decision-making processes, Competitive landscape and industry trends
Stay current on education policy and emerging needs impacting schools

Requirements

What you’ll need

Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or related field
Minimum of 3 years of B2B marketing experience, preferably in education, EdTech, or public sector
Confirmed experience leading integrated marketing campaigns end-to-end, with state adoption experience preferred
Strong understanding of demand generation, lead lifecycle, and funnel metrics
Experience working with CRM and marketing automation platforms
Experience marketing to K–12 school districts or education institutions preferred
Familiarity with account-based marketing (ABM) strategies preferred
Knowledge of K–12 procurement and funding models preferred
Ability to translate complex solutions into clear, compelling messaging preferred
Ability to travel up to 25% for conferences, events, and customer meetings

Benefits

Comp & perks

Comprehensive and rewarding Total Rewards package

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

Campaign PlanningLead Lifecycle ManagementPerformance MetricsContent DevelopmentMarket Analysis

Soft Skills

CollaborationCommunicationStrategic Thinking