Senior Manager, Product Marketing

Responsibilities

• Define and continually refine Empowerly's ideal customer profile and key segments.
• Determine which products and packages best fit each segment of our ICP, and recommend changes to improve fit, conversion, and customer value.
• Build and maintain buyer personas and journey insights through customer interviews, surveys, sales call reviews, win/loss analysis, and funnel data.
• Research market trends, customer needs, and competitive gaps to identify and recommend new products and services.
• Participate in product development as the voice of the customer and market.
• Lead go-to-market planning and execution for new programs, services, and major updates.
• Stand up and run an ongoing voice-of-the-customer program.
• Own Empowerly's positioning and messaging architecture across programs, audiences, grade levels, and price points.
• Partner with leadership, Product, and Counseling on packaging, offers, bundles, and pricing presentation.
• Run message and offer testing across website, landing pages, email, and webinars.

Requirements

• 7+ years of product marketing experience, including ownership of positioning, messaging, and go-to-market launches.
• Experience defining ICPs and segments and matching products and offers to them.
• Experience with pricing, packaging, and bundling strategy.
• Experience researching and recommending new products and contributing to product development teams.
• Proven track record launching programs or products that hit revenue or adoption goals.
• Experience building sales enablement programs and competitive battlecards.
• Experience using webinars or virtual events as an acquisition and conversion channel.
• Strong customer research, writing, storytelling, analytical, and project management skills.
• Daily user of AI tools to accelerate research, content development, and analysis.

Preferred

• AI-forward marketer with examples of using AI to make their job more effective.
• Experience in edtech, education, or another high-consideration B2C service.
• Experience with services businesses that sell multi-product packages or upgrades.
• Familiarity with HubSpot and digital platforms.
• MBA, Reforge, Pragmatic Institute, or equivalent training is a plus.