Course Adoption Marketing Manager

The Course Adoption Marketing Manager is primarily responsible for understanding the needs, drivers and buying processes of educators and students in the higher education market.

Reporting to the Director of Institutional Marketing, the Course Adoption Marketing Manager, in collaboration with a large cross-functional team, will be responsible for the go-to-market plan, strategy, and execution to meet adoption and revenue goals for assigned products. The marketing manager will direct all go-to-sales and go-to-market activities as well as manage the end-to-end marketing activities, from initial product messaging creation through all aspects of multi-channel marketing campaign development and execution including sales enablement tools.

The Course Adoption Marketing Manager will own key market segments and the marketing of APA digital courseware and other course adoption products to those segments.

Education and Experience Required:

• Bachelor's degree is required.
• Masters degree preferred.
• Minimum of 5+ years of marketing and brand management experience in an organization with intellectual property products and services that are sold into the education market.
• Familiarity with the issues impacting the education market, including trends in purchasing, buyer's journey, changing adoption models (bookstore, online, inclusive access, etc.), student-focused needs and other new technologies affecting higher education.
• Experience with Account Based Marketing (ABM)
• Ability to perform competitive analysis on similar product in the higher education market and showcasing APA's competitive advantage against other products.
• Strong understanding of emerging market trends, technologies (especially SFDC, marketing automation system, CRM, etc.), and integration strategies.
• Strong ability to identify, prioritize, and execute marketing objectives to grow market share, promote customer retention, and drive revenue.
• Experience developing integrated content marketing campaigns that both creates awareness and identifies leads through a variety of outreach
• Experience using social media to engage a target audience, create awareness and validate a brand.
• Experience in the techniques of understanding customers and users, including needs-based segmentation, persona development, and journey

Ideal Traits:

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

Computer Skills Required:

• 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.)

Responsibilities:

• Develop and execute a comprehensive, strategic go-to-market plan to accelerate grow in APA's digital courseware products including PsycLearn, Academic Writer and Mastering APA Style Student Workbooks that achieve revenue objectives.
• Develop the marketing strategies and plans to grow the adoption of APA Books available to college faculty.
• Build marketing campaigns that support Account Based Marketing strategies in alignment with the Sales strategies.
• Understand campaign attribution and ROI, build a robust testing plan to optimize campaign performance. Measure and assess campaign efficacy to maintain alignment with strategic goals.
• With the support of the Marketing Director, design the highest yield combinations of product, audience, offer, and creative strategies across all marketing and advertising channels to identify high ROI opportunities.
• Direct and develop marketing messaging and campaign assets.
• Manage the production and maintenance of APA course adoption related websites, landing pages, forms, and videos - including custom web pages for targeted campaigns.
• Plan and execute in-person and virtual events ranging from webinars to product user group meetings, focus groups, receptions, and APA thought leadership sessions.
• Build relationships with key decision makers, power users, and thought leaders, recruiting them for participation in conference sessions, webinars, customer success stories, and other marketing activities.
• Maintain Sales-Marketing alignment through ongoing communication, developing and maintaining sales enablement resources.
• Work with product and sales team colleagues to identify and evaluate adoption opportunities in targeted markets.
• Work with stakeholders to write and develop portfolio positioning and messaging in alignment with APA's and APA Publishing's strategy and mission while ensuring these are effectively communicated to target audiences.
• Where it will be effective, utilize social media to engage our target audience, create awareness of our value proposition and validate the APA brand while implementing social into the larger marketing plan for assigned product(s).
• Occasional travel to support sales team and conferences (15%

Other Duties as Assigned

About APA:

The American Psychological Association (APA) represents 122,000 psychologists, students, and affiliates, primarily in the U.S. and Canada but also in other countries around the world. APA is a scientific and professional organization with about 500 employees and is categorized as a 501(c)(3) along with its 501(c)(6) companion organization, APA Services, Inc.

Job Location: Remote: APA jobs may be considered for remote work eligibility as defined in APA's Flexible Work Policy and are subject to approval. Remote work employees may not work from the following states or U.S. territories: Alaska, California, Colorado, Guam, Hawaii, Iowa, Louisiana, Montana, Nebraska, New York, North Dakota, Ohio, Puerto Rico, Rhode Island, U.S. Virgin Islands, Washington, Wyoming.

Application Instructions:

Qualified candidates must apply online through APA's applicant system and attach a resume and cover letter specifying your salary expectations. Applications that are submitted without both documents are considered incomplete and will not be reviewed for consideration. Once your application is submitted, you will receive a confirmation email. Please make sure to check your Spam folder if you do not receive an email from us.

The American Psychological Association is an Equal Employment Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, national origin, disability, protected Veteran status, sexual orientation, gender identity, or any other protected categories covered under local law.

APA has a mandatory vaccination policy. All employees must be either fully vaccinated or receive approval from APA for an exemption (disability/medical or sincerely held religious belief) before beginning work at APA. By submitting your application, you agree that as a condition of employment, you must comply with APA's mandatory vaccination policy and other health and safety requirements.

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Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)