Marketing Manager

🚀 Job Overview

Capstone is seeking a Marketing Manager to join their PebbleGo Team, focusing on channel management for their K-5 educational products. This individual contributor role will be responsible for executing multi-channel marketing campaigns, managing digital advertising and social media, and providing strategic marketing support to sales teams. The position requires a data-driven marketer who can optimize brand presence across digital platforms while working collaboratively with cross-functional teams.

ASSUMPTION: Based on the description mentioning "individual contributor," I've assumed this is not a people management role but rather one focused on marketing strategy and execution.

📋 Key Responsibilities

Digital & Channel Marketing Strategy

✅ Develop and implement digital marketing strategies aligned with K-12 and provider business objectives

✅ Project manage omni-channel marketing campaigns using Aha! platform

✅ Manage and optimize paid digital advertising campaigns across platforms (LinkedIn, Google Ads, Facebook/Instagram, TikTok)

✅ Identify and evaluate new channels for paid media campaigns

✅ Implement multi-touch attribution strategies for lead nurturing

✅ Ensure cross-channel consistency in messaging and branding

Social Media & Content Marketing

✅ Manage organic and paid social media campaigns

✅ Collaborate on creative strategies for ad formats and messaging

✅ Work with content and creative teams to develop marketing materials

✅ Collaborate on email marketing processes and optimization

Website & Digital Analytics

✅ Manage website updates, content edits, and performance tracking

✅ Use analytics tools to track and optimize campaign performance

✅ Conduct A/B testing to refine messaging and maximize engagement

Event & Sales Support Marketing

✅ Plan and execute webinars and event marketing campaigns

✅ Support sales teams with marketing assets

✅ Partner with cross-functional teams to execute marketing initiatives

Data Analysis & Reporting

✅ Prepare and present campaign performance reports

✅ Track KPIs such as CPC, ROAS, and customer acquisition costs

✅ Collaborate with analytics teams to develop dashboards and reporting mechanisms

🎯 Required Qualifications

Education: Not specifically stated

Experience: 7+ years of marketing experience, preferably in B2B, education, or SaaS

Skills:

• Experience managing paid digital marketing campaigns
• Strong understanding of SEO, SEM, and social media best practices
• Proficiency in data analysis and marketing performance tracking tools
• Hands-on experience with website content management
• Exceptional project management skills
• Strong cross-functional collaboration and communication skills
• Copywriting experience
• Curious, data-driven, and adaptable mindset

ASSUMPTION: While no specific degree is mentioned, the 7+ years experience requirement suggests this is a mid to senior-level position that may prioritize relevant experience over formal education.

💰 Compensation & Benefits

Salary Range: $65,000 to $80,000

Benefits: Comprehensive benefits package (details available via link in original posting)

Industry Comparison: This salary range appears competitive for a Marketing Manager role in the Minnesota market, particularly in the education sector.

ASSUMPTION: The industry comparison is based on typical marketing manager salaries in the Minneapolis/St. Paul metro area, which generally range from $60,000-$95,000 depending on experience and specialization.

🔍 Company Context

Industry Position: Capstone is a trusted leader in K-5 educational content with over 30 years of experience. They provide digital solutions like PebbleGo, PebbleGo Next, PebbleGo Create, Capstone Interactive eBooks, and Capstone Connect, alongside award-winning books.

Company Size: Not specified

Company Stage: Established company with a strong market presence in educational publishing

ASSUMPTION: Based on the 30+ year history mentioned and their described position as a "trusted leader" in K-5 educational content, I'm assuming Capstone is a well-established, mature company rather than a growth-stage or startup organization.

📊 Role Analysis

Career Level: Mid to Senior level

Reporting Structure: Not specified

Team Size/Composition: The role is part of the PebbleGo Team, described as "high-performing"

Growth Opportunities: Opportunities to make significant impact in the educational technology space

ASSUMPTION: Based on the 7+ years experience requirement and extensive responsibilities across digital marketing channels, this appears to be a mid to senior-level position. The growth opportunities assumption is based on Capstone's established position in the market and the broad scope of marketing responsibilities.

🌍 Location & Work Environment

Office Type: Hybrid, based out of either Edina, MN or North Mankato, MN locations

Geographic Context: Edina is a suburb of Minneapolis with a high quality of living. The Twin Cities area has a strong education and publishing sector.

Work Schedule: Not specified, likely standard business hours

Regional Considerations: Minnesota experiences cold winters but offers excellent quality of life with strong education systems, numerous cultural attractions, and outdoor recreational opportunities.

ASSUMPTION: Work schedule is assumed to be standard business hours based on typical marketing roles. The regional context is based on general knowledge of the Minneapolis/St. Paul metropolitan area.

💼 Interview & Application Insights

Typical Process: For marketing roles at established educational companies, interviews typically include initial screening, portfolio/campaign review, panel interviews with marketing team members, and possibly assessment of analytical skills.

Key Assessment Areas: Digital marketing expertise, campaign management experience, analytical abilities, collaborative approach, educational market understanding, and strategic thinking.

Application Tips: Highlight measurable results from previous campaigns, demonstrate knowledge of educational markets, showcase experience with similar digital platforms, and emphasize data-driven decision making.

ATS Keywords: digital marketing, channel management, paid advertising, Google Ads, social media marketing, analytics, campaign optimization, education marketing, ROAS, CPC, SEO, SEM, project management, marketing automation, B2B marketing, multi-touch attribution

ASSUMPTION: These insights are based on standard industry practices for marketing roles, particularly in education technology companies. The actual interview process may vary.

🛠️ Tools & Technologies

Aha! (Project Management), Google Ads, LinkedIn Advertising Platform, Facebook/Instagram Ads Manager, TikTok Ads, Google Analytics, CRM systems, Email Marketing Platforms, Website CMS, A/B Testing Tools

ASSUMPTION: Beyond the explicitly mentioned Aha! platform and advertising platforms, other tools are standard for digital marketing roles based on the responsibilities described.

👔 Cultural Fit Considerations

Company Values: Capstone emphasizes diversity, inclusion, and belonging. They are mission-driven with a focus on making learning "joyful, accessible, and engaging for every student." Their tagline is "Learning is for Everyone."

Work Style: Fast-paced, collaborative environment requiring strategic thinking, curiosity, and data-driven decision making.

Self-Assessment: Are you passionate about educational content? Do you thrive in collaborative environments? Are you comfortable using data to drive decisions? Do you enjoy the balance of creative and analytical work?

ASSUMPTION: The work style assessment is based on direct statements in the job description about the desired candidate traits and team environment. The passion for education is inferred as important given the company's mission-focused description.

⚠️ Potential Challenges

The role encompasses a wide range of marketing responsibilities across multiple channels, which may require excellent prioritization skills and the ability to switch contexts quickly. The 5-10% travel requirement, though minimal, should be considered. Working in educational technology means being mindful of seasonal buying cycles aligned with school calendars.

ASSUMPTION: These potential challenges are inferred from the broad scope of responsibilities listed and standard knowledge of the educational market's cyclical nature.

📈 Similar Roles Comparison

This Marketing Manager role focuses specifically on channel management, which differentiates it from general marketing manager positions that might have broader brand responsibilities. Compared to Digital Marketing Managers, this role has additional responsibility for supporting sales enablement. Unlike Marketing Directors, this is an individual contributor role without direct reports but requires similar strategic thinking.

ASSUMPTION: This comparison is based on standard industry job hierarchies and specializations within marketing departments.

📝 Sample Projects

Based on the responsibilities listed, projects might include:

• Developing and executing a cross-channel campaign to promote PebbleGo to school districts during back-to-school planning season
• Creating and optimizing paid social media campaigns targeting educators on LinkedIn and Facebook
• Analyzing campaign performance data to optimize ad spend across channels
• Developing sales enablement materials for the team to use during educational conferences
• Planning and executing webinars featuring PebbleGo's educational benefits for elementary schools

ASSUMPTION: These project examples are illustrative based on the listed responsibilities and the educational technology context of the position.

❓ Key Questions to Ask During Interview

• How does the marketing team collaborate with product development to align campaigns with new features or updates to the PebbleGo platform?
• What are the key performance indicators you use to measure marketing success for educational products?
• How does Capstone's marketing approach change throughout the school year cycle?
• Can you share an example of a particularly successful marketing campaign for PebbleGo and what made it effective?
• How does the marketing team gather insights from educators to inform campaign messaging?
• What professional development opportunities are available for marketing team members at Capstone?

ASSUMPTION: These questions are suggested based on the educational technology context and marketing role described, but should be tailored to the candidate's specific interests and the flow of the interview.