Marketing Manager, New Customer Acquisition

The Marketing Manager, New Customer Acquisition is primarily responsible for identifying and acquiring new customer relationships for APA Publications through a comprehensive understanding of the needs, drivers and buying processes of educators and students in the higher education and library market.

Reporting to the Director, Institutional Marketing, the Marketing Manager, New Customer Acquisition, in collaboration with product, operations, and sales team, will develop and execute marketing strategies to meet revenue goals of assigned product(s). The marketing manager will direct all go-to-sales and go-to-market activities as well as manage the end-to-end marketing from initial product messaging creation through all aspects of marketing campaign development and execution to sales strategy, events strategy, sales enablement, and sales tools.

The Marketing Manager, New Customer Acquisition will own key market segments and the marketing of priority APA products to those segments. Also critical to this role will be creating and driving the execution of high-impact tactical campaigns that support the successful achievement of the strategy.

Education and Experience Required:

• Bachelor's degree is required
• Minimum of 5+ years of marketing and brand management experience in academic publishing or in the creation of content and services sold in the higher education and library market.
• Familiarity with the issues impacting the higher education and library market, including trends in purchasing, changing adoption models (bookstore, online, inclusive access, etc.), student-focused needs and other new technologies affecting higher education and library.
• Ability to perform competitive analysis on similar product in the higher education and library 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.
• Integrating events, exhibits, and thought leadership symposiums into overall marketing strategies.
• 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 managing and tracking marketing and promotional expenses and effectiveness.
• 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
• Proven ability to achieve results against set objectives in a fast moving, dynamic environment
• Self-motivated and self-directed
• Strong written and oral communication skills
• Works effectively in a highly complex, diverse, changing environment
• Enthusiasm for learning and professional development

Computer Skills Required:

• Advanced experience with the Microsoft Office Suite
• Advanced experience working with a CRM (such as SFDC) and a marketing automation system (Marketo, Marketing Cloud, Eloquoa, etc.)

Responsibilities:

• Develop and execute a comprehensive, strategic go-to-market plan for assigned product(s).
• 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 OPD's strategy and mission while ensuring these are effectively communicated to target audiences.
• Provide sales support to internal customers (higher education and library sales team and customer engagement team).
• 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).
• Build relationships with key decision makers, current customers, and thought leaders to build a network of clients that can be highlighted in marketing campaigns.
• 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.
• Analyze data from marketing campaigns and events to determine activities that are most effective to the bottom line.
• 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.

#LIREmote

##LI#REmot#3#

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)