Cengage is a global education technology company serving millions of learners, providing affordable, quality digital products and services. The Senior Manager, Demand Marketing leads the strategy and execution of integrated demand generation and thought leadership programs to drive awareness, engagement, and pipeline growth for Cengage and its portfolio.

Responsibilities:

Lead, coach, and develop a team of demand marketers, ensuring strong execution, professional growth, and alignment to business goals
Set clear priorities, performance expectations, and key performance indicators tied to pipeline, engagement, and campaign success
Foster a culture of accountability, collaboration, and continuous improvement
Provide strategic guidance and hands-on support to ensure campaign quality and effectiveness
Contribute to demand marketing strategy and lead execution of integrated programs that drive awareness, engagement, and pipeline
Oversee development and execution of multi-channel campaigns across owned, paid, and earned media
Ensure alignment of campaigns to target audiences, business priorities, and GTM objectives
Drive consistency and scalability in campaign planning, execution, and optimization
Lead team execution of thought leadership initiatives, including cornerstone content, white papers, blogs, events, speakers, and earned media
Ensure content aligns with brand messaging and resonates with target audiences
Amplify content through integrated campaign strategies to drive engagement and demand
Partner with Sales and GTM partners to align campaigns to sales priorities and improve lead handoff and follow-up processes
Collaborate with Revenue, Sales, and Marketing Operations to support pipeline generation, health, and tracking
Ensure marketing programs contribute to pipeline growth, lead quality, and conversion outcomes
Oversee campaign performance tracking, pipeline contribution, and engagement metrics
Guide team in analyzing results and delivering actionable insights and recommendations
Drive a test-and-learn approach to continuously optimize campaign effectiveness and return on investment
Improve operational efficiency, campaign processes, and pipeline hygiene
Oversee multiple campaign workstreams, ensuring timely execution and strong coordination across teams
Identify risks, dependencies, and opportunities, and drive resolution proactively
Establish and reinforce best practices for campaign execution and project management

Requirements:

Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent experience
Minimum of 8 years of experience in demand marketing, campaign execution, growth marketing, or related areas
Minimum of 5 years of people leadership experience, with a track record of developing high-performing teams
Experience contributing to pipeline generation and marketing performance outcomes
Familiarity with marketing automation platforms, CRM systems, and campaign analytics tools
Strong expertise in demand marketing, campaign strategy, and multi-channel execution
Confirmed ability to lead and develop a team while delivering against pipeline and performance goals
Experience implementing integrated marketing campaigns across owned, paid, and earned channels
Ability to lead thought leadership activation across content, events, speakers, and media
Strong analytical skills with experience interpreting campaign performance and pipeline data
Effective collaboration and communication skills across Sales, Marketing, and Operations
Ability to operate strategically while maintaining executional rigor and attention to detail
Strong prioritization skills and ability to handle multiple initiatives in a fast-paced environment

Salesforce Revenue Cloud Advanced with Marketing Platforms

About this role