Adoptions Marketing Manager

This is a fully remote position, open to applicants in Ohio.

📋 Description

• Design and execute strategic, integrated, multi-channel marketing campaigns aimed at K–12 audiences in CA, FL, and TX, including district leaders, administrators, IT decision-makers, and educators, in alignment with business objectives and sales priorities.

• Identify market opportunities by analyzing state initiatives, funding, legislation, and K–12 educational priorities.

• Plan and oversee campaign calendars, ensuring timely launches and executions across various channels.

• Develop annual and quarterly campaign strategies for key states.

• Monitor market trends, competitive activities, and customer requirements.

• Collaborate with product marketing to create compelling messaging and value propositions focused on education.

• Ensure campaigns incorporate K–12 trends such as digital transformation, student outcomes, equity initiatives, and compliance obligations.

• Guide the creation of content including emails, landing pages, webinars, white papers, case studies, and thought leadership materials for targeted states.

• Work with Demand and Central Marketing to implement campaigns across various channels, including: email marketing, paid media (digital ads, social, search), events and webinars, account-based marketing (ABM), and partner and field marketing.

• Optimize channel strategies based on performance metrics and audience insights.

• Collaborate closely with K–12 sales teams to align campaigns with territory priorities and pipeline objectives.

• Support account-based strategies and provide campaign toolkits to aid sales efforts.

• Collect field feedback to enhance targeting, messaging, and overall campaign effectiveness.

• Define key performance indicators and success metrics for each campaign (such as MQLs, SQLs, pipeline contribution, and return on investment).

• Monitor campaign performance and make real-time optimizations.

• Deliver regular reports and insights to marketing and business partners.

• Utilize marketing automation and CRM tools to track engagement and conversion rates.

• Develop a comprehensive understanding of the K–12 education landscape, including budget cycles, funding sources, key decision-making roles, and competitive trends.

• Stay informed about education policies and emerging needs affecting schools.

⛳️ Requirements

• Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or a related field.

• At least 3 years of B2B marketing experience, preferably within education, EdTech, or the public sector.

• Proven experience in leading integrated marketing campaigns from inception to completion, with state adoption experience preferred.

• Strong understanding of demand generation, lead lifecycle, and funnel metrics.

• Experience with CRM and marketing automation platforms.

• Background in marketing to K–12 school districts or education institutions preferred.

• Familiarity with account-based marketing (ABM) strategies is a plus.

• Knowledge of K–12 procurement and funding models preferred.

• Ability to simplify complex solutions into clear and persuasive messaging is preferred.

• Willingness to travel up to 25% for conferences, events, and customer meetings.

🏝️ Benefits

• Comprehensive and rewarding Total Rewards package.