Senior Manager, Institutional Markets

About the Position

The Princeton Review/Tutor.com is seeking an innovative, strategic Senior Manager of Higher Education, Test Prep, Government, and Libraries Marketing (HED/TEST PREP/GOV/LIB) to lead high-impact initiatives that support the company’s growth over the next 3–5 years. This role is essential to advancing Tutor.com’s visibility and market share across colleges and universities, government agencies, public libraries, and adult test preparation programs.

Reporting to the Vice President of Institutional Marketing and Corporate Communications, the Senior Manager will collaborate closely with Sales, Customer Success, Product Development, and the Marketing team to develop and execute data-driven, integrated campaigns. The ideal candidate combines strategic vision with executional excellence and demonstrates deep understanding of the needs of adult learners, institutional procurement processes, and the Higher Ed, Government, and Library landscapes.

What You'll Do

Strategic Leadership & Cross-Functional Collaboration

• Develop and lead the company’s HED/TEST PREP/GOV/LIB marketing strategy, partnering with Sales, Customer Success, Product Development, and the Marketing team to set cross-organizational priorities and drive measurable business growth.

• Own all planning, execution, and reporting for marketing initiatives that generate leads, accelerate pipeline opportunities, and support customer retention for Higher Ed, Test Prep, Government, and Library segments.

• Partner with the Marketing team (events, content, social media, web and operations) to design integrated, data-driven campaigns that elevate brand awareness, nurture prospects, and convert opportunities into long-term partnerships.

Market Research & Marketing Intelligence

• Research institutional market trends, buyer needs, customer behavior, and competitive dynamics across Higher Education, Test Prep, Government, and Library sectors.

• Leverage marketing intelligence to shape messaging, refine targeting, and develop high-impact campaigns and assets.

• Stay informed on emerging needs of adult learners, funding and policy changes, workforce development trends, accreditation, procurement cycles, and sector-specific challenges.

• Track and analyze relevant data to evaluate the effectiveness of marketing campaigns and optimize strategies for maximum ROI.

Campaign Development & Content Creation

• Develop targeted outreach strategies—including email, print, and digital marketing—using analytics to refine segmentation, tailor messaging, and enhance performance.

• Collaborate with Creative Services to develop compelling assets, messaging, and differentiated positioning for diverse audiences such as college administrators, librarians, government leaders, service members, adult learners, and test takers.

• Direct the development of webinars, virtual events, case studies, articles, and thought leadership pieces in collaboration with Content Marketing, Creative Services, and Marketing Operations to amplify impact and support lead generation and client engagement.

Events Strategy & Execution

• Lead the strategic approach for Higher Ed, Government, Library, and Adult Learning conferences and trade shows in partnership with the Events team, including the booth strategy, speaking engagements, and sponsored events to drive high-quality leads.

• Collect and analyze event performance data to assess ROI, guide future strategy, and support budget recommendations.

Team & Project Management

• Work collaboratively across the Marketing team, including close partnership with the Senior Manager of K–12 Marketing, to foster a culture of innovation, alignment, and continuous improvement.

• Develop initiatives to engage target stakeholders across all assigned sectors through high-impact content, events, and coordinated marketing efforts.

• Manage complex marketing projects, ensuring timely delivery, cross-team visibility, and high-quality execution.

Perform other duties as assigned by the VP of Institutional Marketing.

Who You Are

• You have 5+ years of relevant professional experience in higher education or ed tech marketing, with a strong record of developing and executing high-impact campaigns.
• You are a systems thinker and strategic marketer, skilled at building efficient processes that support marketing operations and improve campaign performance.
• You bring knowledge of the higher ed, test prep, government, and library landscapes, including institutional priorities, procurement cycles, funding considerations, and market trends.
• You excel at cross-functional collaboration, working effectively with Sales, Customer Success, Product Development, Creative Services, Marketing, and the Senior Manager of K–12 Marketing to align strategy and drive shared outcomes.
• You are skilled in market research and marketing intelligence, using data to refine targeting, shape messaging, and identify new opportunities for growth.
• You are a data-driven marketer with a bachelor’s degree and 5+ years of experience who uses analytics and ROI metrics to guide decisions, optimize campaigns, and demonstrate clear results.
• You balance strategic thinking with hands-on execution, thriving in roles where you develop the plan and roll up your sleeves to execute it.
• You are an exceptional communicator and storyteller, able to craft compelling content for varied institutional audiences.
• You bring a collaborative and inclusive work style, contributing positively to team culture and organizational success.
• You are organized, deadline-oriented, and comfortable managing multiple complex projects simultaneously.
• You embody a growth mindset, continuously seeking to learn, adapt, and innovate in response to evolving market conditions.