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
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
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
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. 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’s discretionary incentive 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.
5% Annual: Individual Target$80,000.00 - $90,000.00 USD
