S u mma ry
Across 170 countries, professionals trust The IIA to represent their field, advance their credentials, and connect them to a global community. That trust is built campaign by campaign, story by story, and The IIA is looking for a passionate marketer to help tell it.
The Product Marketing Manager is a strategic storyteller and go-to-market architect who shapes how The IIA’s programs and credentials show up in the market. This is a high-impact role at the intersection of audience insight, brand strategy, and campaign execution, with the creative latitude, cross-functional partnerships, and organizational visibility to make a real difference for a profession that matters. This role owns the full campaign journey, from positioning and messaging through creative development, launch, and performance optimization, ensuring every initiative reflects a clear value proposition and speaks directly to the aspirations of professionals at every stage of their career. The right candidate will see this not as a job to fill but as a platform to build on, bringing a growth mindset, deep marketing instincts, and a genuine passion for connecting people to opportunities that shape their professional lives. This role reports to the Senior Director of Marketing & Growth Solutions.
Product Marketing Leadership & Strategic Positioning

• Own the go-to-market strategy for assigned programs and products, translating their value into compelling audience-centric narratives that drive awareness, engagement, and conversion among professionals at every stage of their career journey.
• Develop product and campaign briefs that distill complex business objectives into clear value propositions, audience insights, and actionable creative briefs, giving every team member the strategic context to execute with confidence.
• Apply audience intelligence, including persona data, behavioral models, and market trend analysis, to sharpen messaging strategy and ensure campaigns speak directly to what our audiences value most at each stage of their professional development.
  

Messaging, Storytelling & Creative Excellence

• Lead campaign positioning sessions with internal stakeholders to define the strategic narrative, clarifying what we’re selling, who we’re selling it to, and why it matters, before a single asset is produced.
• Collaborate with creative services to shape concept development, copy direction, and messaging hierarchy, ensuring every format and channel tells a cohesive story that drives the audience toward action.
• Uphold product marketing quality standards across all campaign deliverables, grounding creative in audience insight, competitive context, and a clear value proposition that makes our brand unmistakably relevant.
  

Cross-Functional Go-to-Market Orchestration & Launch Excellence

• Act as the central go-to-market hub, ensuring every function is aligned on strategy before execution begins.
• Drive campaign launch readiness by managing timelines, aligning cross-functional dependencies, and holding teams accountable to on-time, on-brief delivery at every stage of the go-to-market process.
• Coordinate with production and offshore teams across Asia and North America, strategically balancing global capacity to deliver campaigns on time without sacrificing quality or brand consistency.
  

Market Intelligence, Performance & Continuous Optimization

• Track campaign performance against key growth metrics, translating dashboard data and insight reports into clear optimization recommendations that drive better results.
• Leverage predictive analytics, churn signals, engagement scoring, and persona intelligence to identify market opportunities, anticipate audience needs, and sharpen future go-to-market strategies.
• Lead post-launch reviews, capturing what happened, what it signals about our audience, and how those learnings should shape the next iteration of our messaging and targeting.
  

Global Market Presence & Stakeholder Influence

• Build trusted partnerships with regional stakeholders to develop the market fluency needed to ensure campaigns land with cultural authenticity and commercial relevance across all geographies.
• Operate effectively across time zones, maintaining momentum and quality with global creative, production, and data science teams—because great marketing doesn’t wait for business hours.
• Be the internal champion for audience goals and strategic context, ensuring every creative and operational team has the clarity they need to deliver work that is both strategically sound and brilliantly executed.
  

CORE COMPETENCIES
Education & Experience

• 5+ years’ experience in product marketing, B2B or association marketing, or campaign analytics, operating as a senior individual contributor who brings strategic depth alongside hands-on execution.
• Bachelor’s degree or equivalent experience required.
  

Functional Expertise

• Deep expertise in product marketing disciplines, including positioning, messaging, go-to-market strategy, demand generation, and launch planning, with the ability to apply that expertise across brand, digital, and content channels.
• Stays ahead of industry trends, competitive positioning, and audience behavior shifts, proactively applying those insights to keep The IIA’s marketing relevant and differentiated.
  

Data Driven

• Connects audience data, market signals, and campaign performance to sharpen positioning decisions and prioritize the initiatives most likely to drive growth.
• Frames recommendations in terms of market opportunity and business impact, making it easy for stakeholders to say yes to the right work.
  

Communication, Stakeholders & Visibility

• Builds alignment across functions by communicating with clarity, purpose, and the right level of detail for every audience, from creative briefs to executive readouts.
• A skilled storyteller who can take complex strategies and make them accessible, persuasive, and motivating, whether writing a brief, presenting a campaign plan, or pitching a new approach.
  

Analytical Thinking & Problem Solving

• Diagnoses complex marketing and organizational challenges and develops practical, strategic solutions, balancing creative ambition with operational reality.
• Approaches ambiguity with a strategic mindset, synthesizing signals from multiple sources to form clear points of view and drive decisions forward with confidence.
  

Knowledge & Skills

• Brings a strong command of product marketing principles and practices, with the cross-functional fluency to collaborate effectively across creative, data, technology, and business teams.
• Anticipates shifts in audience needs, market conditions, and business priorities, proactively recommending improvements to positioning, programs, or processes that sharpen The IIA’s competitive edge.
• Key skills include product marketing, audience segmentation, go-to-market strategy, messaging and positioning, cross-functional collaboration, and campaign analytics.
  

We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.
This position will require work in our Headquarters office in Lake Mary, FL 40% of the time.