Field Marketing Manager

Cengage is a global education technology company that empowers learners through innovative digital products and services. The Field Marketing Manager for the K–12 segment will develop and lead regional marketing strategies to enhance awareness and adoption of products among educational institutions, while collaborating with sales and cross-functional teams to optimize marketing initiatives.

Responsibilities:

• Develop and implement comprehensive regional field marketing strategies for the K–12 segment that align with overall business objectives and revenue goals
• Translate national campaigns into targeted, localized marketing programs that resonate with district-level partners
• Identify market opportunities, regional trends, and whitespace to drive growth and competitive differentiation
• Own marketing planning for assigned territories, including budgeting, prioritization, and performance tracking
• Own the development and execution of coordinated, multi-channel demand generation programs (email, digital, webinars, events, ABM initiatives)
• Partner with demand generation and digital teams to optimize campaign strategies and targeting
• Drive pipeline growth by ensuring high-quality lead generation, cultivate, and conversion strategies
• Establish key performance indicators and analyze campaign performance, providing data-driven insights and recommendations to improve return on investment
• Collaborate with Events Marketing Manager on the strategy, planning, and execution of regional and national K–12 events, including: Education conferences and trade shows, District-level workshops and executive engagement opportunities, Virtual and hybrid events/webinars
• Ensure events deliver measurable business impact, including pipeline generation and customer engagement
• Represent the company as a marketing leader at key industry events, strengthening brand presence and relationships
• Serve as a trusted partner to Sales leadership, aligning marketing strategies to territory plans and revenue targets
• Collaborate with Sales to identify target accounts, priority segments, and engagement opportunities
• Drive effective lead management processes, ensuring timely follow-up and pipeline progression
• Equip Sales teams with relevant messaging, campaign insights, and enablement materials
• Analyze K–12 market trends, district funding cycles, procurement processes, and competitive dynamics to advise strategy
• Capture and synthesize insights from campaigns, events, and customer interactions to refine marketing approaches
• Use data and feedback loops to continuously optimize programs and improve efficiency
• Stay informed on education policy and emerging trends impacting the K–12 landscape
• Partner with Product Marketing, Demand, Content, Digital, and Brand teams to ensure consistent messaging and effective execution
• Collaborate with operations and analytics teams to ensure accurate tracking, reporting, and attribution
• Influence broader marketing strategy by sharing field insights and customer feedback

Requirements:

• Bachelor's degree in marketing, Business, Education, or a related field or equivalent experience
• Minimum of 3 years of experience in field marketing, demand generation, or regional marketing, with proven program ownership
• Confirmed ability to develop and implement strategic marketing plans that drive measurable business outcomes
• Strong understanding of multi-channel marketing, campaign strategy, and pipeline generation
• Experience partnering closely with sales teams and influencing go-to-market strategies
• Strong project management skills with the ability to lead multiple initiatives and partners simultaneously
• Strong analytical skills with experience using data to advise decisions and optimize performance
• Excellent written, verbal, and presentation skills
• Experience in K–12 education, EdTech, or public sector marketing preferred
• Familiarity with education procurement cycles, funding models, and district decision-making processes preferred
• Experience with marketing automation and CRM tools (e.g., Salesforce, Marketo, HubSpot) preferred
• Track record of successfully leading and implementing events (in-person and virtual) with measurable return on investment preferred