Course Adoption Marketing Manager

American Psychological Association; Washington (District of Columbia); Remote; USD 90,000 - 120,000; Full time

Benefits offered by this job

Remote Work/Flexible Scheduling

401(k) with employer match up to 4%

Medical, dental, and vision insurance

Paid holidays and vacation

Job summary

The American Psychological Association is seeking a Course Adoption Marketing Manager reporting to the Director, Education Channel, Sales and Marketing. You will define target audiences, shape product messaging, and guide branding for the course adoption program in higher education markets.

Collaborating with editorial, sales, and cross-functional marketing teams, you will drive visibility and long-term performance of the portfolio across academic areas and course contexts.

Qualifications

• Bachelor's degree is required.
• Master's degree preferred.
• Minimum of 5+ years of marketing and brand strategy experience in education.

Responsibilities

• Lead branding and positioning for the course adoption program and product portfolio.
• Develop messaging frameworks and value propositions for coursebooks used across disciplines.
• Identify target audiences and translate insights into marketing strategies.
• Drive go-to-market planning for new titles and editions, coordinating across teams.
• Create sales enablement tools and course-focused materials for adoption discussions.

Skills

Marketing strategy

Brand strategy

ABM

Audience insights

Competitive analysis

Education

Bachelor's degree

Master's degree

Job description

Description

Note: APA operates on a 37.5-hour work week with one-hour lunch breaks each day. APA sets salaries based on several considerations, including years of relevant experience, level of education, and previous staff and/or governance experience at APA.

The Course Adoption Marketing Manager reporting to the Director, Education Channel, Sales and Marketing, leads strategic marketing, positioning, andgo to marketplanning for a portfolio of higher educationcoursebooksand learning resources. This roleisresponsible fordefining target audience,shaping product messaging and value propositions, and guiding the branding of the overallcourse adoptionprogram. This roleensuresthat both new editions and established backlist titles are effectively positionedacrossacademic areas and course contexts. Working closely with editorial, sales, andcross functionalmarketing teams, this role drives the strategic direction, visibility, andlong termperformance of the portfolio in thehigher educationmarket.

Education and Experience

• Bachelor's degree is required.
• Master's degree preferred.
• Minimum of 5+ years of marketing and brand strategy experience in an organization with intellectual property products and services that are sold into the education market.
• Strong understanding of the issues impacting the higher education market, including course materials adoption trends, distribution and fulfillment programs, course and discipline trends, student purchasing, buyer's journey.
• Experience with Account Based Marketing (ABM)
• Ability to perform competitive analysis on similar products and coursebooks in the higher education market and translate into competitive advantage value propositions
• Experience in the techniques used to gain decision maker and user insights, developing customer personas.

Ideal Traits

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

Job Responsibilities

• Lead branding and positioning for thecourse adoptionprogram and product portfolio, ensuring a consistent and compelling brand identity across channels.
• Develop adaptable messaging frameworks and value propositions that support coursebooks or courseware used across multiple academic areas and course types.
• Identifyand analyze target audiences-including instructors, departments, and institutional stakeholders-and translate insights into effective marketing strategies.
• Shape coursebooks positioning and messaging for both new editions and backlist titles, aligning with market needs and collaborating with authors and editorial teams.
• Drive integratedgo to marketplanning for new titles, new editions, andprogram levelinitiatives, coordinating execution across sales, marketing, and digital teams.
• Create sales enablement tools andcourse focusedmaterials that support adoption conversations and strengthen product understanding.
• Manage backlist lifecycle strategy by assessing performance, refreshing positioning, and developing targeted plans to extend visibility and course use.
• Monitorhigher educationtrends, curriculum developments, and competitive activity to inform product strategy and market positioning.
• Provide strategic recommendations to editorial and leadership based on market intelligence and audience insights.
• Define and track success metrics for product launches, branding initiatives, andportfolio levelmarketing efforts.
• Plan and execute webinar strategy for each campaign season
• Occasional conference travel or in-office meetings as needed (15%)
• Other duties as assigned

About APA

The American Psychological Association (APA) represents 146,000 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.

Benefits

• Remote Work/Flexible Scheduling
• a 401(k) option with employer match of up to 4%
• medical, dental, and vision insurance options and an outpatient mental health benefit
• paid personal/vacation time plus 12 paid holidays
• Family/Medical Leave
• tuition assistance
• an Employee Assistance Program (EAP)
• short- and long-term disability insurance
• and more

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.

The American Psychological Association is an Equal Employment Opportunity 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.