Director of Product Marketing

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

📋 Description

• Take ownership of Lumen's product positioning and messaging framework across key courses, audience segments, and strategic themes.

• Evaluate customer insights, competitive landscapes, and industry trends to define and continuously enhance Lumen's unique value proposition.

• Collaborate closely with the Product organization to guide roadmap priorities using market signals, buyer feedback, and competitive intelligence — and to translate new features and innovations into market-ready narratives.

• Identify and create messaging for emerging product capabilities, particularly where AI-enhanced learning tools serve as a competitive differentiator.

• Lead the planning and execution of go-to-market strategies for new course launches, product updates, and strategic initiatives aimed at higher education faculty and academic decision-makers.

• Utilize AI tools (including generative AI for content creation, predictive tools for audience segmentation, and automation platforms for campaign personalization) to expedite campaign development, enhance targeting precision, and boost marketing efficiency.

• Build and manage HubSpot campaigns, segmentation, nurture programs, and reporting — with a definitive focus on qualified engagement and pipeline contribution.

• Leverage engagement data and AI-assisted analysis to continually refine campaign strategies and inform Sales follow-up efforts.

• Create sales enablement materials and train the Sales team on Lumen's products' unique features and benefits, converting positioning into practical conversation frameworks, objection-handling guides, and messaging sequences.

• Collaborate with Sales and Customer Success to identify opportunities for expansion and develop targeted account-level messaging.

• Ensure smooth transitions between marketing-qualified engagement and Sales outreach, with clear context on who engaged, what they signaled, and their significance.

• Develop a repository of faculty stories, case studies, testimonials, and outcome-focused proof points that illustrate Lumen's impact at scale.

• Utilize AI-assisted content tools to speed up the production of digital assets — including short-form videos, webinar snippets, landing page copy, social media content, and campaign graphics — without compromising quality or brand voice.

• Highlight and promote product innovation stories in partnership with the Product and Learning teams.

• Travel occasionally for select conferences, customer gatherings, company meetings, or field activities.

⛳️ Requirements

• Over 6 years of experience in product marketing, with a proven track record of progression into strategy, leadership, or ownership of a product marketing function.

• Established ability to communicate product value to the market — through positioning, messaging, launch strategy, sales enablement, and customer-facing content.

• Practical experience with AI marketing tools for content generation, campaign personalization, audience segmentation, or competitive research — along with a genuine interest in how emerging AI capabilities can enhance marketing effectiveness.

• Strong proficiency in HubSpot or similar marketing automation platforms, including campaign operations, workflows, and reporting.

• Experience working directly with Product teams to influence roadmap prioritization and translate product innovations into market strategies.

• A background in edtech, higher education, SaaS, or another considered-purchase B2B environment is highly preferred.

• Exceptional written communication skills with the ability to articulate complex ideas clearly and compellingly for both academic and professional audiences.

🏝️ Benefits

• Lumen Learning is an equal opportunity employer dedicated to building a team that reflects the diversity of the students and communities we serve. We strongly encourage applications from Black, Indigenous, Hispanic, Asian, and other People of Color, immigrants, LGBTQIA+ individuals, people with disabilities, and members of underrepresented groups.