Adoptions Marketing Manager

Role Description

The Adoptions Marketing Manager supports our K–12 School team and is responsible for designing, executing, and optimizing integrated marketing campaigns that drive awareness, engagement, and pipeline growth across school districts, educators, and administrators. This role partners closely with sales, product marketing, demand, and content teams to deliver targeted, data-driven campaigns aligned to the unique needs of the K–12 education market specific to California, Florida, and Texas.

What you'll do here:

• Strategic Planning
  • Develop and implement strategic, integrated, multi-channel marketing campaigns targeting CA, FL, and TX K–12 audiences (district leaders, administrators, IT decision-makers, and educators) aligned with business objectives and sales priorities.
  • Identify market opportunities based on state initiatives, funding, legislation, and priorities within K–12 education.
  • Plan and lead campaign calendars, ensuring timely launch and execution across channels.
  • Create annual and quarterly campaign plans for priority states.
  • Monitor market trends, competitive activity, and customer needs.
• Content & Messaging
  • Collaborate with product marketing to craft compelling, education-focused messaging and value propositions.
  • Ensure campaigns reflect K–12 trends such as digital transformation, student outcomes, equity initiatives, and compliance requirements.
  • Guide content development including emails, landing pages, webinars, white papers, case studies, and thought leadership assets for designated states.
• Channel Management
  • Collaborate with Demand and Central Marketing to implement campaigns across multiple channels, including:
    • Email marketing
    • Paid media (digital ads, social, search)
    • Events and webinars
    • Account-based marketing (ABM)
    • Partner and field marketing
  • Optimize channel mix based on performance data and audience insights.
• Sales Alignment
  • Partner closely with K–12 sales teams to align campaigns with territory priorities and pipeline goals.
  • Support account-based strategies and provide campaign toolkits for sales enablement.
  • Gather field feedback to refine targeting, messaging, and campaign effectiveness.
• Performance & Analytics
  • Define key performance indicators and success metrics for each campaign (e.g., MQLs, SQLs, pipeline contribution, and return on investment).
  • Monitor campaign performance and optimize in real time.
  • Provide regular reporting and insights to marketing and business partners.
  • Leverage marketing automation and CRM tools to track engagement and conversion.
• Market Expertise
  • Develop a deep understanding of the K–12 education landscape, including:
    • Budget cycles and funding sources
    • Key buying roles and decision-making processes
    • Competitive landscape and industry trends
  • Stay current on education policy and emerging needs impacting schools.

Qualifications

• Bachelor’s degree or equivalent experience in Marketing, Business, Communications, or related field.
• Minimum of 3 years of B2B marketing experience, preferably in education, EdTech, or public sector.
• Confirmed experience leading integrated marketing campaigns end-to-end, with state adoption experience preferred.
• Strong understanding of demand generation, lead lifecycle, and funnel metrics.
• Experience working with CRM and marketing automation platforms.
• Experience marketing to K–12 school districts or education institutions preferred.
• Familiarity with account-based marketing (ABM) strategies preferred.
• Knowledge of K–12 procurement and funding models preferred.
• Ability to translate complex solutions into clear, compelling messaging preferred.
• Ability to travel up to 25% for conferences, events, and customer meetings.

Benefits

• Comprehensive and rewarding Total Rewards package designed to support and empower employees.
• Eligibility to participate in the company’s discretionary incentive bonus program.
• Bonus target amount of 5% Annual: Individual Target.
• Base pay range: $80,000.00 - $90,000.00 USD.