Remote Higher-Ed Course Adoption Marketing Lead

APA; Washington (District of Columbia); On-site; USD 90,000 - 120,000; Full time

Benefits offered by this job

Remote work option

Employer 401(k) match

Insurance (medical, dental, vision)

Job summary

The American Psychological Association (APA) seeks a Marketing and Brand Strategy Manager for course-adoption programs in higher education. You will lead branding, messaging, and go-to-market plans for a portfolio of coursebooks and courseware, shaping audience insights and value propositions across editorial, sales, and digital teams.

Responsibilities include developing adaptable messaging, guiding positioning for editions, and driving market-informed strategies to expand course usage and

Qualifications

• Bachelor's degree is required.
• Master's degree preferred.
• Minimum of 5+ years of marketing and brand strategy experience in education-market.
• Strong understanding of higher-education market issues.
• Experience with ABM.

Responsibilities

• Lead branding and positioning for course-adoption program and product portfolio across channels.
• Develop messaging frameworks and value propositions for courseware across academic areas.
• Identify target audiences and translate insights into marketing strategies.
• Shape coursebooks positioning and messaging for new editions and backlists.
• Drive go-to-market planning for new titles and editions across teams.
• Create sales enablement tools and course-focused materials.
• Manage backlist lifecycle with refreshed positioning and visibility.
• Monitor higher-education trends and competitive activity to inform strategy.
• Provide market intelligence-based recommendations to editorial/leadership.
• Define and track success metrics for launches and campaigns.
• Plan webinar strategy for each campaign season.
• Occasional travel or in-office meetings (15%).
• Other duties as assigned

Skills

ABM

Market strategy

Brand messaging

Customer personas

Competitive analysis

Cross-functional collaboration

Strong communication

Education

Bachelor's degree

Master's degree

Tools

Salesforce CRM

Kapost

Wrike

Asana

Basecamp

Marketo

Marketing Cloud

Eloqua

Microsoft Office Suite

Job description

The American Psychological Association (APA) seeks a Marketing and Brand Strategy Manager for course-adoption programs in higher education. You will lead branding, messaging, and go-to-market plans for a portfolio of coursebooks and courseware, shaping audience insights and value propositions across editorial, sales, and digital teams.

Responsibilities include developing adaptable messaging, guiding positioning for editions, and driving market-informed strategies to expand course usage and