Senior Product Marketing Manager – Business & Government

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

📋 Description

• Take ownership of the go-to-market strategy for Blackboard’s offerings in federal, state, and local government, as well as corporate/workforce learning sectors.

• Define and lead the cross-functional GTM strategy for the Business & Government segment, sharing accountability with Sales for achieving pipeline and bookings goals.

• Manage segment positioning and messaging, creating distinct value propositions for federal, state, and local government, as well as corporate/workforce learning buyers.

• Craft 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 and related documentation.

• Direct GTM planning by setting strategies, priorities, and success metrics in collaboration with Product Management, Revenue Marketing, and Sales/CSMs.

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

• Create segment business cases and GTM models, encompassing market sizing, target account prioritization, and pipeline contribution analysis.

• Collaborate with Revenue Marketing and Customer Marketing to execute aligned campaigns and maintain accurate positioning.

• Manage competitive intelligence by monitoring competitors and maintaining sales battle cards.

• Design and implement buyer research, including win/loss interviews, customer discussions, and secondary research analysis.

• Monitor procurement trends, compliance needs, and government IT modernization initiatives, providing insights to leadership.

• Integrate intent signals, technographic data, and account-level research into effective segment targeting.

• Create and uphold sales enablement materials, such as battle cards, discovery guides, objection handlers, and segment primers.

• Develop response language for RFP/RFI and standard proposal sections.

• Conduct segment-specific enablement sessions and assess effectiveness through material usage and win rates.

• Shape new-logo and customer marketing campaigns, guiding the development of campaign assets.

• Identify and assist in developing reference customers and advocacy relationships.

• Represent Blackboard’s BizGov perspective in event content, analyst briefings, external communications, and the annual user conference.

• Provide strategic advice to leaders across Sales, Product, and Marketing, and may lead cross-functional project teams.

⛳️ Requirements

• A minimum of 8 years of B2B product marketing experience, supported by 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.

• A proven history of developing positioning and messaging frameworks for intricate, multi-stakeholder markets.

• Demonstrated success in building sales enablement programs that are embraced by sales teams and significantly enhance win rates.

• Excellent written communication skills.

• An analytical mindset; comfortable with win/loss data, pipeline metrics, and linking PMM outputs to revenue results.

• Experience in constructing business cases or GTM models to guide investment decisions.

• Ability to work independently with a high degree of autonomy.

• Proven ability to influence and advise senior cross-functional stakeholders across Sales, Product, and executive leadership.

• Proficiency 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 advantageous.

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

• Exposure to Blackboard’s solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products is beneficial.

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

• Candidates must be legally authorized to work in the country where the role is located and must maintain that authorization throughout their employment.

• The company does not offer visa sponsorship or immigration assistance.

🏝️ Benefits

• Comprehensive health, dental, and vision insurance options.

• Generous paid time off and holiday schedule.

• Opportunities for professional development and growth.

• Flexible work arrangements and a supportive work environment.