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Agent guide: [/agents.md](https://www.wearedevelopers.com/agents.md). --- # Course Adoption Marketing Manager - **Company:** American Psychological Association - **Location:** Washington, DC, United States (Remote available) - **Experience:** Expert - **Contract:** Permanent contract - **Skills:** Data Analysis, Asana, Project Management Software, Automation of Marketing, Microsoft Office, Salesforce.Com, Wrike, Marketo, Basecamp, Marketing Cloud - **Published:** August 1, 2026 - **Apply:** https://diversityjobs.com/main/sendform/8/8/28176/1/17756928?backUrl=%2Fcareer%2F17756928%2FCourse-Adoption-Marketing-Manager-D-C-Washington ## About the Role * 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.) ## Description The Course Adoption Marketing Manager reporting to the Director, Education Channel, Sales and Marketing, leads strategic 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., * 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 ## Related Videos - [A Founder's Journey : From Startup Chaos to Purposeful Growth](https://www.wearedevelopers.com/videos/1926-a-founder-s-journey-from-startup-chaos-to-purposeful-growth) - [Would You Buy Your Own HR? 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