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Director, Demand Marketing (Remote)
We believe in the power and joy of learning
At Cengage, our employees have a direct impact in helping students around the world discover the power and joy of learning. We are bonded by our shared purpose – driving innovation that helps millions of learners improve their lives and achieve their dreams through education.
Cengage's portfolio of businesses supports student choice by providing a range of pathways that help learners achieve their goals and lead a choice-filled life.
Our culture values inclusion, engagement, and discovery
Our business is driven by our strong culture, and we know that creating an inclusive workplace is absolutely essential to the success of our company and our learners, as well as our individual well-being. We recognize the value of diverse perspectives in everything we do, and strive to ensure employees of all levels and backgrounds feel empowered to voice their ideas and bring their authentic selves to work. We achieve these priorities through programs, benefits, and initiatives that are integrated into the fabric of how we work every day.
To learn more, please see https://www.cengagegroup.com/about/inclusion-and-belonging/ .
The Product Marketing Manager supports product strategy execution and go-to-market (GTM) readiness by translating market insights, customer needs, and product inputs into clear, consistent messaging and enablement assets. This role partners closely with Product Management, GTM teams, and Sales to support market-informed product positioning, roadmap communication, and launch readiness across assigned products or initiatives.
What you'll do here:
Customer Acquisition Strategy:
- Lead the end-to-end strategy for building a robust pipeline of new institutional customers across prioritized product areas and customer segments.
- Translate growth goals into targeted GTM campaign strategies that increase marketing-sourced pipeline, accelerate conversion, and support revenue growth.
- Lead the planning, prioritization, and execution of integrated, multi-channel demand campaigns including email, paid media, SEO, SEM, webinars, and third-party channels.
- Use behavioral and intent data to continuously optimize campaign performance.
- Identify and implement B to B customer-centric initiatives appropriate for a strategic enterprise buyer,.
- Align with Sales leadership to ensure seamless handoff of leads and high-impact follow-up motions.
- Partner with Revenue Operations to forecast, track, and improve pipeline contribution and conversion rates.
- Collaborate closely with Product Marketing to translate GTM messaging into compelling, audience-specific campaign content.
- Coordination with Marketing Ops to ensure appropriate prioritization and execution
- Develop strategies for senior leader decision-makers, buying groups and enterprise buyer behaviors
- Coordinate with analytics and digital leads to implement campaign logic and personalization strategies that improve engagement and conversion metrics.
- Lead a team of marketing managers to accelerate our demand generation capabilities and build and implement a sophisticated, multi-channel B to B campaign.
- Partner with campaign specialists aligned to demand efforts responsible for prioritizing initiatives, defining team workflows, and driving execution through collaborative leadership.
- Embed testing, automation, ABM and intent-based targeting into campaign frameworks.
- Stay current on digital demand trends and integrate guidelines into campaign execution.
- Drive continuous innovation to improve lead quality, and conversion rates
- Bachelor’s degree in marketing, business, or related field; advanced degree a plus
- Minimum of 8 years of experience in demand generation or growth marketing, with a strong focus on acquisition strategies and pipeline development
- Experience in B to B demand marketing, preferably with senior partners and complex sales.
- Experience owning and delivering marketing-sourced pipeline and revenue goals
- Deep experience with multi-channel demand campaigns, marketing automation, segmentation, and conversion optimization
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