Responsibilities

• Define and drive the cross-functional GTM strategy for BizGov and share accountability with Sales for pipeline and bookings targets at a quarterly and annual level.
• Own positioning and messaging for the BizGov segment, including distinct value propositions for federal agency buyers, state and local government buyers, and corporate/workforce learning buyers.
• Develop persona-specific messaging for key buyer types across the segment: procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers
• Establish and govern the BizGov positioning framework and documentation, ensuring it evolves with product changes, competitive shifts, and evolving buyer priorities and is applied consistently across Marketing, Sales, and Product.
• Advise the VP, GTM Marketing and peer product marketers on how BizGov positioning integrates into Blackboard’s multi-product messaging architecture, shaping the broader architecture where segment needs diverge.
• Lead go-to-market planning for the BizGov segment, setting the strategy, priorities, and success metrics that Product Management, Revenue Marketing, and Sales/CSMs execute against to drive high levels of conversion across all channels.
• Influence Product Management roadmap priorities with segment and buyer insight, and translate roadmap investments into market-facing stories before launch, not after.
• Build the BizGov segment business case and GTM models, including market sizing, target account prioritization, and pipeline contributions analysis, to inform investment decisions and annual planning.
• Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning.
• Own competitive intelligence for the BizGov segment: monitor competitors, track changes in positioning, pricing, and product capabilities, and maintain battle cards that give sales a credible, current edge in competitive deals.

Requirements

• 8+ years of B2B product marketing experience with a bachelor's degree (or 6+ years with a Master's degree, or equivalent experience), with direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred
• Proven track record of developing positioning and messaging frameworks for complex, multi-stakeholder markets: you know what a good messaging doc looks like, and you can defend positioning choices with evidence to senior leaders
• Track record of building sales enablement programs that sales teams adopt and that measurably improve win rates
• Strong written communication skills: you can write a compelling one-pager, a sharp battle card, and a persuasive solution brief without extensive revision
• Analytical mindset: comfortable with win/loss data, pipeline metrics, and making the connection between PMM outputs and revenue outcomes; experience building business cases or GTM models that inform investment decisions
• Ability to operate with a high degree of autonomy, determining the approach and priorities for new and ambiguous initiatives in a lean, fast-moving organization
• Demonstrated ability to influence with authority and advise senior cross-functional stakeholders across Sales, Product, and executive leadership, adapting style to the audience
• Fluency in written and spoken English

Preferred

• Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics
• Familiarity with corporate learning and development, workforce training, or skills credentialing markets in addition to government
• Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies
• Exposure to Blackboard’s solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products
• Background in a turnaround or post-acquisition EdTech environment where you had to build credibility in a segment with limited existing brand equity