Senior Manager, Product Marketing

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

📋 Description

• Define and continuously enhance Empowerly's ideal customer profile and key segments.

• Identify products and packages suitable for each ICP segment and suggest enhancements to improve fit, conversion, and customer value.

• Create and uphold buyer personas and journey insights through interviews, surveys, sales call assessments, win/loss analysis, and funnel data.

• Conduct research on market trends, customer requirements, and competitive gaps to pinpoint and propose new products and services.

• Actively engage in product development as the representative voice of the customer and market.

• Spearhead go-to-market planning and execution for new programs, services, and significant updates.

• Manage an ongoing voice-of-the-customer program.

• Oversee positioning and messaging architecture across various programs, target audiences, grade levels, and pricing tiers.

• Collaborate on packaging, offers, bundles, and pricing presentations.

• Conduct message and offer testing across websites, landing pages, emails, and webinars.

• Enhance product presentation on the website utilizing Organic Search & AI Discovery.

• Maintain product hierarchy, messaging source of truth, and product knowledge repository.

• Monitor competitors' offerings, pricing, packaging, messaging, and reviews.

• Ensure consistent product marketing and positioning across web pages.

• Develop competitive battlecards and differentiation strategies.

• Equip Sales with pitch narratives, one-pagers, packaging guidance, objection-handling resources, case studies, and consult talk tracks.

• Establish training and feedback loops with Sales Enablement.

• Contribute to webinar topic strategy, narratives, key messages, conversion arcs, offers, and calls to action.

• Collaborate on webinar promotion and consult bookings.

• Provide insights on customers, products, and competitors to shape content themes.

• Analyze webinar performance to refine topics, formats, and messaging.

• Report on consult booking rates, average order value, products per customer, and launch performance against targets.

• Present data-driven recommendations to leadership regarding ICP focus, product lineup, packaging, and positioning.

• Report to the Head of Brand & Growth and collaborate with Product, Counseling, Sales leadership, Webinar & Event Production, Paid Media, Lifecycle, and Brand, Content & Creative teams.

⛳️ Requirements

• Over 7 years of product marketing experience, including accountability for positioning, messaging, and go-to-market launches.

• Experience in defining ICPs and segments and aligning products and offers accordingly.

• Proficiency in pricing, packaging, and bundling strategies.

• Background in researching and recommending new products and contributing to product development teams.

• Demonstrated success in launching programs or products that achieve revenue or adoption targets.

• Experience in creating sales enablement programs and competitive battlecards.

• Familiarity with utilizing webinars or virtual events as a channel for acquisition and conversion.

• Strong skills in customer research, writing, storytelling, analytical thinking, and project management.

• Regular user of AI tools to enhance research, content development, and analysis.

• An AI-forward marketer with examples of leveraging AI to enhance job efficiency.

• Experience in edtech, education, or another high-consideration B2C service.

• Knowledge of services businesses that offer multi-product packages or upgrades.

• Familiarity with HubSpot and digital platforms.

• An MBA, Reforge, Pragmatic Institute, or equivalent training is advantageous.

🏝️ Benefits

• Medical insurance.

• Dental insurance.

• Vision insurance.

• Paid time off.

• 401(k).

• Ongoing coaching.

• Mentorship.

• Opportunities for career advancement.