We believe in the power and joy of learning
At Cengage, our employees have a direct impact in helping learners around the world discover the power and joy of learning. We are bonded by our shared purpose - driving innovation that helps millions of learners improve their lives and achieve their dreams through education.
The Field Marketing Manager for the K-12 segment is responsible for developing and leading regional marketing strategies that drive awareness, demand, and adoption of products and services among school districts, administrators, and educators. This role serves as a strategic partner to Sales and cross-functional teams, ensuring marketing initiatives are aligned to territory priorities, district needs, and education procurement cycles. The Field Marketing Manager owns end-to-end program execution, performance optimization, and continuous improvement of field marketing efforts.
What you'll do here:
Strategic Field Marketing Leadership
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
Demand Generation & Campaign Ownership
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
Events & Customer Engagement
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
Sales Partnership & Alignment
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
Market Insights & Continuous Improvement
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
Cross-Functional Collaboration
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
Skills you will need here:
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
Cengage is committed to working with broad talent pools to attract and hire strong and most qualified individuals. Our job applicants are considered regardless of any classification protected by applicable federal, state, provincial or local laws.
Cengage is also committed to providing reasonable accommodations for qualified individuals with disabilities including during our job application process. If you are an applicant with a disability and require reasonable accommodation in our job application process, please contact us at accommodations.ta@cengage.com .
About Cengage
Cengage, a global education technology company serving millions of learners, provides affordable, quality digital products and services that equip students with the skills and competencies needed to be job ready. For more than 100 years, we have enabled the power and joy of learning with trusted, engaging content, and now, integrated digital platforms. We serve the higher education, workforce skills, secondary education, English language teaching and research markets worldwide. Through our scalable technology, including MindTap and Cengage Unlimited, we support all learners who seek to improve their lives and achieve their dreams through education.
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. Click here (https://www.cengagegroup.com/news/perspectives/2024/cengage-group-total-rewards-philosophy/) 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
$67,000.00 - $107,200.00 USD
Cengage, a global edtech company, supports learners, educators and institutions across more than 100 countries. With products serving nearly 16 million digital users across the Higher Education, School, Work and English Language Learning markets, we've built a learning ecosystem that connects education to employment. We combine trusted content, AI-powered insights and scalable digital platforms to power learning for every future and drive meaningful outcomes at every stage of the learning journey.
Warning: Be aware, there has been an increase of targeted recruitment scams perpetrated by bad actors falsely providing job offers on behalf Cengage Group to candidates as a means of obtaining personal information. Note that Cengage will always interview candidates via live in-person meetings, phone calls and video calls before an offer would be extended. Also, be sure to check that communication is coming from an @cengage.com email address.
