Strategic Marketing Lead, School & Public Libraries

Strategic Marketing Lead, School & Public Libraries

Location:

McHenry, IL. This full‑time exempt position offers a hybrid work schedule: 3 days in the office (Mon/Tue/Thu) and 2 remote days (Wed/Fri). Consideration will be given for remote work for the right candidate.

Salary: $103,000 – $115,000, plus bonus eligibility. Benefits include  for details.

Follett Content Solutions has been a trusted partner for educators since 1873. We support educators who touch more than 45 million students worldwide, helping to build a diverse collection of print and digital resources.

The Strategic Marketing Lead, Library is a forward‑thinking marketing leader who drives growth and engagement across our school and public library businesses. The role is responsible for developing and executing integrated marketing strategies that strengthen our brand, support sales, and deepen relationships with library customers nationwide.

• Develop and implement comprehensive marketing strategies for both the school and public library segments, driving growth, engagement, and retention.
• Partner with business leadership to align marketing plans to overall company goals, market trends, and customer needs.
• Partner with product management to shape product roadmaps based on customer and market insights.
• Lead positioning, messaging, and go‑to‑market strategy for key products, services, and brand initiatives across both markets.
• Champion a unified brand identity while tailoring communications and campaigns to the unique priorities of each audience.
• Partner closely with Product Management, Corporate Marketing, Lead Generation, Sales, and Customer Success to ensure cohesive storytelling and market alignment.
• Serve as main point of contact for all marketing‑related inquiries pertaining to school and public libraries.
• Prepare presentations, when requested, that highlight marketing plans, actions, outcomes, etc.

• In partnership with Product Manager, Library, serve as company expert on both the school and public library landscapes — funding, competitive landscape, customer challenges, etc.
• Stay current on trends in education, libraries, literacy, and publishing to inform strategy and uncover growth opportunities.
• Use data and research to understand customer behaviors and decision‑making in both the school and public library ecosystems.
• Gather feedback from customers, sales, and partners to continuously refine messaging and product‑market fit.
• Translate insights into actionable marketing strategies and differentiated positioning.

• Champion development of marketing campaigns that drive awareness, demand, and loyalty across multiple channels (email, web, events, social, PR, etc.).
• Collaborate closely with lead generation, creative, and communications teams to execute campaigns.
• Lead the creation of launch plans for new products, services, and features.
• Direct thought leadership and storytelling initiatives that reinforce the company’s role as a trusted partner to librarians.
• Ensure a consistent and high‑quality customer experience through all asset development.
• In partnership with Product Manager, Library, ensure products and services are merchandised effectively on Titlewave and  and align to campaigns.
• Work closely with Curations Team to support key initiatives and special occasions for school and public libraries.
• Oversee an integrated marketing plan focused on retention and referral business.
• Establish KPIs, build dashboards, and partner with analytic resources to track marketing effectiveness and ROI.
• Sponsor continuous improvement through testing, data analysis, and performance optimization.

• Working closely with sales leadership to identify marketing resources needed to support Sales/SDRs.
• Oversee all asset creation ensuring brand standards and accuracy.
• Align marketing and sales strategies for mutual visibility and accountability.
• Collaborate with customer success, product, and operations teams to enhance the customer experience.
• Support executive communications and thought leadership initiatives.
• Partner with the events…