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Summary
The Regional Marketing Manager contributes to strategy and leads regional demand generation programs, with a strong focus on driving leads, and lead conversion. They also manage customer engagement activities that drive uptake, interaction, and pipeline for the Cengage and Gale portfolios.
This role supports specific international regions (e.g., EMEA, Asia, ANZ) and focuses on delivering and optimizing campaigns across the full customer lifecycle, from demand generation and thought leadership through onboarding, adoption, retention, and expansion. The role works closely with regional Sales, Customer Success, Product Marketing, and Demand marketing teams. It adapts and tailors campaigns, content, and messaging for local markets while keeping aligned with global strategy and brand standards.
What you’ll do here:
- Own and implement regional demand (70%) and engagement (30%) marketing programs that drive pipeline across multiple channels.
- Optimize and deliver regional marketing campaigns, including campaign architecture, lead generation, email performance, onboarding flows, mapped to global strategy.
- Regionalize global marketing assets (campaigns, content, messaging, and enablement materials) to reflect local market needs, buyer behaviors, and go-to-market motions, while adhering to brand guidelines.
- Support thought leadership initiatives, including cornerstone content, white papers, blogs, events, speakers, and earned media.
- Deliver product usage initiatives in partnership with Customer Success.
- Support retention, renewal, upsell, and cross-sell campaigns in collaboration with Sales and Customer Success teams.
- Partner with Sales and GTM teams to support sales readiness efforts, including campaign alignment and handoff processes.
- Identify, manage, and maintain a pipeline of engaged customers and users to support advocacy, storytelling, and regional marketing initiatives.
- Coordinate the collection and use of customer testimonials and usage examples to support demand programs.
- Support pipeline generation and health through coordination with Sales, Revenue, and Marketing Operations teams, including pipeline hygiene and reporting.
- Analyze and report on campaign, engagement, and pipeline performance, sharing insights and optimization recommendations with regional and global partners.
- Manage assigned workstreams with moderate autonomy, raising risks, dependencies, or decisions outside defined scope as appropriate.
Skills you will need here:
- Working knowledge of demand marketing, engagement marketing, or lifecycle marketing, including lead generation, onboarding, adoption, and renewal support.
- Experience implementing multi-channel marketing campaigns across proprietary, paid, and earned media, with attention to performance and optimization.
- Ability to regionalize and customize global marketing materials to support local markets while maintaining alignment with global strategy and brand standards.
- Strong written and verbal communication, with the ability to translate customer and product value into clear, compelling messaging.
- Analytical skills to support campaign reporting, engagement measurement, and pipeline analysis.
- Strong collaboration skills, especially working across Sales, Customer Success, Product Marketing, and Marketing Operations.
- Ability to manage multiple workstreams of moderate complexity within defined timelines, including navigating ambiguity and evolving requirements.
- Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.
- Typically requires 3–5 years of relevant experience in demand marketing, engagement marketing, lifecycle marketing, or a related field.