Course Adoption Marketing Manager

American Psychological Association; Washington (District of Columbia); Remoto; USD 78.000 - 121.000; Tempo integral

Resumo da vaga

The American Psychological Association is a leading organization in psychology, offering a remote-friendly role focused on marketing and branding for higher-ed course materials. The role leads strategic marketing, positioning, and go-to-market planning for a portfolio of coursebooks and learning resources.

You will define target audiences, shape product messaging and value propositions, and guide the branding strategy across editorial, sales, and marketing teams.

Qualificações

• 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 sold into the education market.
• Strong understanding of higher education market trends, distribution and student purchasing.
• Experience with Account Based Marketing (ABM).
• Ability to perform competitive analysis of similar products and translate into competitive advantage.
• Experience in developing customer personas.
• Self-directed and collaborative in a fast-paced environment.

Responsabilidades

• Lead branding and positioning for the course-adoption program and product portfolio across channels.
• Develop adaptable messaging frameworks and value propositions for coursebooks across disciplines.
• Identify audiences and translate insights into marketing strategies.
• Shape coursebook positioning for new editions and backlist.
• Drive go-to-market planning for new titles and initiatives across teams.
• Create sales enablement tools and course-focused materials.
• Manage backlist lifecycle and extend visibility of titles.
• Monitor higher-education trends and inform product strategy.
• Provide strategic recommendations based on market intelligence and audience insights.
• Define and track success metrics for launches and branding initiatives.
• Plan and execute webinar strategy for campaigns.
• Occasional travel or in-office meetings (15%).
• Other duties as assigned

Conhecimentos

ABM

Competitive analysis

Customer personas

Written communication

Oral communication

Self-motivation

Team collaboration

Strategic thinking

Formação

Bachelor’s degree

Master’s degree

Ferramentas

Salesforce

Kapost

Wrike

Asana

Basecamp

Marketo

Marketing Cloud

Eloqua

Descrição da vaga

Job Category: BD, Products, Marketing & Sales

Requisition Number: COURS003099

• Posted : August 11, 2026
• Full-Time
• Salary Range : $78,000 USD to $121,000 USD

Locations

Showing 1 location

Washington, DC 20002, USA

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.

TheCourse AdoptionMarketing ManagerreportingtotheDirector,Education Channel,Sales and Marketing, leadsstrategic marketing, positioning, andgo ‑ to ‑ marketplanning for a portfolio ofhigher ‑ 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’sdegree isrequired.
• Master’sdegree preferred.
• Minimum of5+ years of marketing and brandstrategyexperience in an organization with intellectual property products and services that are sold into theeducationmarket.
• Strong understanding of theissuesimpactingthehighereducation market, includingcourse materials adoption trends,distribution and fulfillment programs,course and discipline trends, studentpurchasing,buyer’s journey.
• Experience with Account Based Marketing(ABM)
• Ability to perform competitive analysisonsimilarproductsand coursebooksin the higher education market andtranslate into competitive advantage value propositions
• Experience in the techniquesused to gain decision maker and user insights, developing customerpersonas.
• 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
• Strongwritten and oralcommunicationskills
• Creative problem solver thatcan analyze data and find actionable data driven solutions
• Enthusiasm for learning
• Proven ability to achieve results against setobjectivesin a fast moving, dynamic environment

Computer Skills Required

• Advanced experience with the Microsoft Office Suite
• Advanced experience working with a CRM (such asSalesforce), project management software (such asKapost, 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 supportcoursebooks or coursewareused across multiple academic areas and course types.
• Identifyand analyze target audiences—including instructors, departments, and institutional stakeholders—and translate insights into effective marketing strategies.
• Shapecoursebookspositioning 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 executewebinarstrategy 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.

APA offers a generous employee benefits program, includingRemote Work/Flexible Scheduling; a 401(k) option with employer matchof 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 regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, marital status, personal appearance, familial status, family responsibilities, matriculation, political affiliation, genetic information, protected veteran status, or any other characteristic protected under applicable federal, state, or local law.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.