Marketing Manager - Family Engagement


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About UsBookNook is a dual bottom line education technology company that is committed to closing the early reading opportunity gap through innovations that prioritize authentic human connections to support learning.  We believe the best edtech solutions are developed and supported by people with their roots in the classroom or the social sector, and we strive to build a team that reflects the diversity of the communities we serve.

The Marketing Manager for Family Engagement is responsible for developing and executing campaigns to engage families in the tutoring enrollment process. Working in collaboration with the Implementation, Customer Success, and Marketing teams, this individual will support the student enrollment effort for key accounts by crafting messaging to engage specific audiences in the community. They will leverage the appropriate channels (e.g. social media, text messaging, email, district resources) as well as deploy surveys and conduct campaign analysis to improve conversion rates and accomplish our goals. In addition to developing and deploying district-specific campaigns, the Marketing Manager will also develop tools and resources that can be leveraged by our Implementation and Customer Success teams to support a wide range of customers.

At BookNook You Will

  • Draft the standard set of communications to be used throughout the registration process, including caregiver sign-up, student SSO completion, and parent schedule requests. This includes, but isn’t limited to, the creation of email content, text message content, social media content.
  • Approve all messaging sent to families throughout the registration process. 
  • Work with internal and external resources to inform verbiage and communication channels used for various segments of the parent/caregiver population.
  • Conduct A/B testing to determine the right verbiage to optimize response rates.
  • Determine, with the input of the Demand Generation Manager and CS Manager, the appropriate mix of messaging tools (from BN and/or district), such as email, texting, social media, as well as leveraging district communication channels such as principal meetings,, etc. 
  • Manage the deployment of campaigns in partnership with Digital Marketing Manager (email, text, social, ads) and CS Managers (district comm tools, backpack campaigns, district messaging channels).
  • Ensure effective measurement, trouble-shooting, conversion analysis and process improvements of registration campaigns -- for key accounts and in aggregate for non-key accounts. Also accountable for communicating this data to internal stakeholders.

You are a good fit for this role if you have

  • 4+ years of experience developing demand generation campaigns for K-12 or B2C
  • Knowledge of how K-12 districts purchase and implement educational programs
  • A keen understanding of how to tune messages for different audiences
  • Familiarity with the range of marketing channels for B2C marketing, including email (Mailchimp/Pardot/Hubspot), text messages, social media, as well as more traditional district-based outreach methods
  • Strong data-analysis skills to diagnose and improve funnel conversion efficiency
  • Excellent communication skills (listening, writing and speaking) and the ability to adjust one’s message based on the audience and the circumstances
  • Fluency in Spanish (added bonus, but not required)
  • The ability to thrive in an environment based on the principle of High Standards and High Fives
  • An interest in working in a mission-driven company with a dual bottom line


  • Competitive base salary and equity stake
  • Medical, Dental, and Vision Benefits
  • Unlimited PTO and generous holiday schedule
  • 401(k)
  • AD&D + Life Insurance
  • Great work/life balance
  • Fantastic team and fun remote work environment
Join a company with a mission. BookNook has been around since 2016, is growing fast, and has already helped tens of thousands of children improve their literacy, especially those that come from the most disadvantaged environments. We're a scrappy, smart team that gets things done but we are strong believers in family, friends, and work-life balance. Work on exciting technology and make a tangible difference in the world every day.
Job region(s): Worldwide/Anywhere
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