Responsibilities

• Own Lumen's product positioning and messaging architecture across priority courses, audience segments, and strategic themes
• Analyze customer insights, competitive landscapes, and industry trends to define and continuously sharpen Lumen's unique value proposition
• Partner closely with the Product organization to inform roadmap priorities with market signals, buyer feedback, and competitive intelligence — and to translate new features and innovations into market-ready narratives
• Identify and develop messaging for emerging product capabilities, including opportunities where AI-enhanced learning tools represent a competitive differentiator
• Lead go-to-market planning and execution for new course launches, product updates, and strategic initiatives targeting higher-ed faculty and academic decision-makers
• Deploy AI tools (including generative AI for content creation, predictive tools for audience segmentation, and automation platforms for campaign personalization) to accelerate campaign development, improve targeting precision, and increase marketing efficiency
• Build and manage HubSpot campaigns, segmentation, nurture programs, and reporting — with a clear focus on qualified engagement and pipeline contribution
• Use engagement data and AI-assisted analysis to continuously refine campaign strategy and inform Sales follow-up
• Develop sales enablement materials and train the Sales team on the unique features and benefits of Lumen's products, translating positioning into practical conversation frameworks, objection-handling guides, and sequence messaging
• Partner with Sales and Customer Success to identify expansion opportunities and develop targeted account-level messaging

Requirements

• 6+ years of experience in product marketing, with demonstrated progression into strategy, leadership, or ownership of a product marketing function
• Proven ability to communicate product value to the market — through positioning, messaging, launch strategy, sales enablement, and customer-facing content (https://www.productplan.com/learn/product-manager-vs-product-marketing-manager)
• Hands-on experience with AI marketing tools for content generation, campaign personalization, audience segmentation, or competitive research — and a genuine curiosity about how emerging AI capabilities can improve marketing effectiveness
• Strong command of HubSpot or comparable marketing automation platforms, including campaign operations, workflows, and reporting
• Experience partnering directly with Product teams to influence roadmap prioritization and translate product innovation into market strategy
• Background in edtech, higher education, SaaS, or another considered-purchase B2B environment strongly preferred
• Exceptional written communication skills and the ability to make complex ideas clear and compelling for academic and professional audiences