Director of Product Marketing

This is a fully remote position, open to applicants in United States.

📋 Description

• Take ownership of positioning for all active and pipeline programs — create specific and defensible positioning that articulates a genuine point of view on why a program succeeds in the market, rather than merely summarizing its content.

• For every new launch, establish a clear definition of the target audience, core messaging, and anticipated learner profile to provide Growth with a strategic foundation before initiating campaign planning.

• Maintain clarity around the Ideal Customer Profile (ICP) across the company’s existing portfolio — keep a dynamic, data-informed perspective on who our learners are, what motivates them, and how their needs are evolving.

• Track the health of positioning for current programs. Identify when enrollment demographics, NPS signals, or performance trends indicate that positioning may have deviated, signaling the need for a refresh.

• Oversee the Voice of Customer (VoC) program — design and execute a regular schedule of interviews with prospective learners, active learners, rejecters, and alumni.

• Consolidate findings into clear positioning inputs and distribute them to Growth and Product on a defined schedule. Interviews that do not yield actionable insights are not worth conducting.

• Collaborate with our data team to link qualitative VoC insights with quantitative metrics — enrollment demographics, NPS, ad performance — to develop a comprehensive view of the effectiveness of our positioning.

• Conduct quarterly persona assessments to evaluate whether the learners we are engaging align with those we aim to reach.

• Act as the primary strategic liaison for our copywriter — deliver clear positioning guidance prior to writing, and provide precise editorial direction when refinement is necessary. Your role is to ensure the accuracy of the content produced.

• When VoC efforts or feedback from Growth indicate that positioning has changed, lead the necessary adjustments through the messaging framework and brief the copywriter on updates needed in the messaging bank. You provide the insights; he provides the writing.

• Manage the quarterly review cycle of the messaging bank: evaluate whether the copy in the market has strayed from the current positioning and decide what should be refreshed, if anything.

• Raise concerns to Product and Learning Experience Design (LXD) when signals suggest that a fundamental course change is required — beyond just altering copy or positioning.

• Collaborate with the Growth team on performance feedback loops — analyze what the data reveals about whether our positioning is effectively reaching the appropriate audience, and integrate this into your positioning efforts.

• Work alongside Product Operations, who will handle project management and logistics on your behalf, allowing you to concentrate on the work that is uniquely yours.

• Establish trust with Sara and Megan as a credible and decisive authority on positioning and messaging — a person they rely on rather than second-guess.

⛳️ Requirements

• Minimum of 7 years in product marketing or marketing communications, with significant experience in a B2C or direct-to-consumer setting.

• Strong instincts for copy editing. While you may not write everything, you must be capable of evaluating and enhancing the work of others.

• A systems-oriented thinker. You approach challenges using frameworks and scalable processes before resorting to manual execution.

• Decisive and straightforward. You make positioning decisions and foster alignment without waiting for consensus. You are confident in owning and defending your point of view.

• An effective communicator who can simplify complex positioning into actionable briefs for growth marketers or copywriters.

• Data-driven. You can interpret performance signals, analyze demographic and NPS data, and incorporate quantitative inputs into your positioning strategy.

• Actively utilize AI to enhance your output. You are not just conversant; you have significantly transformed your work processes through AI.

• Experience in a startup or growth-stage environment where priorities are fluid and systems are being established rather than inherited.

🏝️ Benefits

• Equity: Ownership is a fundamental value, and every full-time employee can invest in Ziplines Education through a stock option (equity) grant, which will vest over four years.

• Time off: We provide a flexible paid time off policy, in addition to 10 paid holidays.

• Flexible, remote work environment: We are a fully distributed team with members located throughout the U.S. We convene as a complete team at least once a week and host in-person gatherings or team offsites at least once a year.

• Family health and wellness: Choose from a variety of medical, dental, and vision insurance plans (with premiums starting at $0/month) for yourself or your family.

• 401K: We understand that your future self will appreciate your contributions to the company-sponsored 401k.

• Plus, additional benefits that we would be delighted to discuss with you during the hiring process.