Field Marketing Manager

Field Marketing Manager for K–12 Segment

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.

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 View email address on click.appcast.io.

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 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