Cengage Learning Director of Marketing, Institutional & Career in Boston, Massachusetts
Director of Marketing, Institutional Go-to-Market
Location: Boston MA, Mason OH, Remote
You are a passionate enterprise customer advocate, thrive in a dynamic, collaborative environment, and have innovative ideas and deep marketing experience that you successfully translate into world-class execution — you are a great fit for Cengage! As Director of Marketing Institutional, you will join a high-performing and high-energy team that partners with academic leaders across the country to endow their institutions and students with the best learning solutions available. You like working in an entrepreneurial environment yet backed by the experience and resources of the largest US based Higher Education materials provider.
The Director of Higher Education Institutional Marketing is responsible for the development and execution of the go-to-market strategy for Cengage’s Higher Ed institutional customers at a state and national level. Reporting to the Vice President of Institutional & Career Higher Ed marketing, this individual will synthesize market and customer insights to inform messaging, positioning and launch strategy, while partnering across functions to build a cohesive story for all institutional offers and customers, including non-profit as well as for-profit Career institutions. A strategic thinker with an execution orientation, the Director will: oversee the creation and execution of measurable integrated marketing campaigns and thought leadership strategies to increase brand affinity and NPS; apply demand gen best practices to create a rich marketing-sourced sales pipeline with high conversion rates; direct their team in the execution of high impact sales enablement plans; and measure all marketing activities to ensure high ROI, using data to inform tactics and strategies. This marketing leader will collaborate with colleagues in Sales, Marketing, Product, Strategy and Technology to drive prioritization and successful execution of Institutional go-to-market initiatives.
Develop and execute strategic plan for the “acquire” part of the customer journey, starting with awareness and thought leadership, all the way down the sales pipeline to drive throughput and velocity with an emphasis on lead conversion, sales enablement, and data-driven decision-making.
Develop and leverage deep business understanding and strong relationships with key internal stakeholders, partnering with Product, Sales, Marketing, Technology, and Strategy leaders.
Work with Global Product Management to identify and test product ideas within the Higher Ed Institutional market space.
Leverage demand gen best practices to create a rich marketing-sourced sales pipeline, apply effective lead nurture strategies, and deliver high conversion to sales.
Provide insight and support to company leadership to inform the identification and development of new offerings (products, solutions, or services).
Execute primary research and access third party data to deepen understanding of key customer value drivers and leverage this insight to develop and refine compelling narratives and value propositions for Cengage Institutional offers.
Work with the VP, Marketing to develop a Cengage Institutional narrative and communicate it to C-level administrators, deans, and program directors at Higher Education institutions.
Work with PR team to engage media and industry influencers to reinforce thought leadership and the Cengage Institutional narrative.
Manage partnerships with thought leaders in assigned markets to drive brand goals and reach; work closely with Higher Ed Institutional customers and internal teams to develop collaborative relationships and advocacy, yielding assets such as events, white papers and other materials that demonstrate the ability of Cengage Learning solutions to improve student and institutional performance.
Define buyer personas and identify key segments for Higher Ed Institutional offers to drive high engagement rates and pipeline.
Routinely assess competitive landscape and dynamics, providing insights and strategies to differentiate Cengage Institutional offers from others in the market. Execute measurable, integrated marketing campaigns to raise Cengage Institutional brand awareness and affinity.
Manage budgets and resources effectively; measure programs and campaigns for effectiveness; report on success via traditional and non-traditional measures; demonstrate ROI.
Provide marketing support for strategic partnerships, and other key initiatives for the channel; creation of sales tools, training materials, and compelling content and collateral including customer presentations, flyers/brochures, proposal templates, and case studies that help our Institutional Sales team create and close pipeline; plan and execute in person and virtual events, conference presence, and briefings. Work in the field with the Institutional Sales team to help develop and close opportunities.
Manage a team of marketers and work closely with the VP, Marketing.
7+ years marketing experience, with 3+ years’ experience in B2B enterprise software, service, and/or SaaS product marketing and demand generation, preferably in Higher Ed market or a related space.
A bachelor’s degree is required; MBA is a plus.
2+ years managing other marketers.
Ability to measure and effectively communicate campaign results; thinks in terms of and enjoys discussions of ROI.
Demonstrated ability in launching and growing innovative products, preferably with familiarity of the cloud/SaaS space
Demonstrated strategic agility. Proven record with strategy creation, execution and communication including ability to operate at a hands-on, detail level.
Drive for results. “Can-do” attitude and persistence.
Interpersonal Savvy. Outstanding communication skills along with the capacity to work within corporate and entrepreneurial environments.
Creativity. Ability to champion and execute new and innovative approaches, ideas, methods, processes, products, and services.
Strong negotiation and influence skills across multiple stakeholder groups. Proven team player in a fast-paced environment.
Ability to effectively lead through Influence across the organization.
Demonstrated success in leadership situations and decision-making.
Possess deep understanding of basic financial and business metrics, including P&L statements, conversion rates, sell-through, market share, attrition, gross margin, customer satisfaction, and retention rates.
Excellent oral and written communications skills (strong presentation skills necessary).
Demonstrated success using analytical skills and critical thinking to formulate strategic direction.
Excellent organizational skills and demonstrated ability to multi-task.
Professionalism balanced with a fun attitude and sense of humor.
Undergraduate degree in Business, Marketing, or Communications, or equivalent theoretical depth
Proficient in SalesForce.com, Eloqua.
Cengage Group, 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.
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