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We believe in the power and joy of learning

At 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 Planning

• 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.

Content & Messaging

• 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.

Channel Management

• 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

Sales Alignment

• 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

Performance & Analytics

• 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

Market Expertise

• 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

Skills you will need here:

• 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

Cengage 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, including MindTap and Cengage Unlimited, we support all learners who seek to improve their lives and achieve their dreams through education.

Compensation

At Cengage Group, we take great pride in our commitment to providing a comprehensive and rewarding Total Rewards package designed to support and empower our employees. Click here to learn more about our Total Rewards Philosophy.

The full base pay range has been provided for this position. Individual base pay will vary based on work schedule, qualifications, experience, internal equity, and geographic location. Sales roles often incorporate a significant incentive compensation program beyond this base pay range.

In this position, you will be eligible to participate in the company'sdiscretionaryincentive bonus program. This position's bonus target amount, which is not guaranteed and is dependent on individual performance and overall company results among other factors, is provided below.