Senior Product Marketing Manager – Business & Government

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

📋 Description

• Define and lead the cross-functional go-to-market strategy for Blackboard’s Business & Government segment.

• Take ownership of positioning and messaging for federal, state, and local government, as well as corporate/workforce learning buyers.

• Create persona-specific messaging tailored for procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers.

• Establish and oversee the BizGov positioning framework across Marketing, Sales, and Product departments.

• Direct go-to-market planning, strategy formulation, priority setting, and success metric identification.

• Influence Product Management roadmap priorities and translate roadmap investments into compelling market-facing narratives.

• Construct segment business cases and GTM models, which include market sizing, prioritization of target accounts, and analysis of pipeline contributions.

• Collaborate with Revenue Marketing and Customer Marketing on cohesive campaigns and positioning efforts.

• Manage competitive intelligence, encompassing competitor positioning, pricing, product capabilities, and the development of sales battle cards.

• Conduct buyer research through win/loss interviews, customer discussions, and secondary data analysis.

• Monitor procurement trends, compliance requirements, and government IT modernization initiatives.

• Integrate intent signals, technographic data, and account research for more precise segment targeting.

• Develop and maintain sales enablement materials, including battle cards, discovery guides, objection handlers, and segment primers.

• Create RFP/RFI response language and standard proposal components.

• Facilitate segment-specific enablement sessions and assess their effectiveness based on deal usage and win rates.

• Design new-logo and customer marketing campaigns while guiding the development of campaign assets.

• Cultivate relationships with reference customers and advocacy partners.

• Represent Blackboard’s BizGov perspective at events, analyst briefings, external communications, and the annual user conference.

• Provide counsel to senior leaders across Sales, Product, and Marketing while leading cross-functional project teams as necessary.

• Co-manage new bookings and retention/cross-sell targets for BizGov.

⛳️ Requirements

• A minimum of 8 years of B2B product marketing experience with a bachelor's degree (or 6+ years with a Master's degree, or equivalent experience).

• Direct experience in government, public sector, or enterprise workforce/training markets is highly preferred.

• Proven success in developing positioning and messaging frameworks for complex, multi-stakeholder markets.

• A history of building sales enablement programs that are embraced by sales teams, leading to quantifiable improvements in win rates.

• Excellent written communication skills.

• An analytical mindset with proficiency in win/loss data, pipeline metrics, and revenue-outcome analysis.

• Experience in crafting business cases or GTM models that inform investment strategies.

• Ability to work independently in a streamlined, fast-paced organization.

• Demonstrated capability to influence and advise senior cross-functional stakeholders.

• Proficient in written and spoken English.

• Familiarity with federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics is preferred.

• Knowledge of corporate learning and development, workforce training, or skills credentialing markets is preferred.

• Previous marketing experience with federal civilian agencies, the Department of Defense, or large state workforce agencies is preferred.

• Exposure to Blackboard’s solutions is preferred.

• Experience in a turnaround or post-acquisition EdTech environment is preferred.

• Candidates must have legal authorization to work in the country where the role is located and maintain that authorization; no visa sponsorship or immigration support will be provided.

🏝️ Benefits

• Comprehensive health and wellness benefits.

• Opportunities for professional development and career advancement.

• Flexible work arrangements to support work-life balance.

• Collaborative and innovative work environment.