Course Adoption Marketing Manager

Responsibilities

• Lead branding and positioning for the course ‑ adoption program and product portfolio, ensuring a consistent and compelling brand identity across channels.
• Develop adaptable messaging frameworks and value propositions that support coursebooks or courseware used across multiple academic areas and course types.
• Identify and analyze target audiences—including instructors, departments, and institutional stakeholders—and translate insights into effective marketing strategies.
• Shape coursebooks positioning and messaging for both new editions and backlist titles, aligning with market needs and collaborating with authors and editorial teams.
• Drive integrated go ‑ to ‑ market planning for new titles, new editions, and program ‑ level initiatives, coordinating execution across sales, marketing, and digital teams.
• Create sales enablement tools and course ‑ focused materials that support adoption conversations and strengthen product understanding.
• Manage backlist lifecycle strategy by assessing performance, refreshing positioning, and developing targeted plans to extend visibility and course use.
• Monitor higher ‑ education trends, curriculum developments, and competitive activity to inform product strategy and market positioning.
• Provide strategic recommendations to editorial and leadership based on market intelligence and audience insights.
• Define and track success metrics for product launches, branding initiatives, and portfolio ‑ level marketing efforts.

Requirements

• Bachelor’s degree is required.
• Master’s degree preferred.
• Minimum of 5+ years of marketing and brand strategy experience in an organization with intellectual property products and services that are sold into the education market.
• Strong understanding of the issues impacting the higher education market, including course materials adoption trends, distribution and fulfillment programs, course and discipline trends, student purchasing, buyer’s journey.
• Experience with Account Based Marketing (ABM)
• Ability to perform competitive analysis on similar products and coursebooks in the higher education market and translate into competitive advantage value propositions
• Experience in the techniques used to gain decision maker and user insights, developing customer personas.
• Advanced experience with the Microsoft Office Suite
• Advanced experience working with a CRM (such as Salesforce), project management software (such as Kapost, WRIKE, Asana, Basecamp, etc.) and a marketing automation system (Marketo, Marketing Cloud, Eloquoa, etc.)

Preferred

• Self-directed and self-starter who can work in a highly collaborative environment
• Multi-tasker who can manage many projects simultaneously and prioritize those projects
• Strong written and oral communication skills
• Creative problem solver that can analyze data and find actionable data driven solutions
• Enthusiasm for learning
• Proven ability to achieve results against set objectives in a fast moving, dynamic environment

Benefits

• Remote Work/Flexible Scheduling