Senior Manager, Product Marketing
Work type: Full-time | Remote (U.S.)
We're looking for an experienced Senior Manager, Product Marketing to own how Empowerly's programs are positioned, packaged, and brought to market. Reporting to the Head of Brand & Growth, you'll be the voice of the customer inside Marketing: sharpening our understanding of our ideal customer profile (ICP), determining which products and packages we offer them, researching and recommending new products, and helping Sales know exactly how to talk about, package, and win with our programs.
You'll also own webinar topic strategy and contribute to Empowerly's overall content themes, so that what we teach families builds demand for the right products. You'll be accountable for the consult booking rate from our website and webinars, and for growing average order value (AOV) and average products per customer. You'll partner closely with Product, Counseling, Sales leadership, the Webinar & Event Production Lead, Paid Media, Lifecycle, and the Brand, Content & Creative team.
Responsibilities
ICP, customer insight & product fit
- 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.
New product research & product development
- 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.
Positioning, messaging & packaging
- 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.
- Partner with Organic Search & AI Discovery to improve product presentation on the website.
- Build and maintain a product hierarchy, messaging source of truth, and central repository of product knowledge.
Competitive intelligence & sales enablement
- Track competitors' offerings, pricing, packaging, messaging, and reviews.
- Work with the Website manager to maintain product marketing and positioning across web pages.
- Develop competitive battlecards and differentiation guidance.
- Equip Sales with pitch narratives, one-pagers, packaging guidance, objection-handling guides, case studies, and consult talk tracks.
- Build training and feedback loops with Sales Enablement.
Webinar product marketing and content collaboration
- Contribute to webinar topic strategy based on audience insights, seasonality, product priorities, and conversion performance.
- Define webinar narratives, key messages, conversion arcs, offers, and calls to action.
- Partner with Paid Media and Lifecycle on webinar promotion and consult bookings.
- Contribute customer, product, and competitive insights to content themes.
- Analyze webinar performance to refine topics, formats, and messaging.
Reporting & weekly pacing
- Report on consult booking rates, AOV, products per customer, and launch performance against goals.
- Bring data-backed recommendations to leadership on ICP focus, product lineup, packaging, and positioning.
Minimum qualifications
- 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 qualifications
- 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.
Compensation & schedule
- Compensation: $125,000-$150,000 USD
- Schedule: Full-time, remote (U.S.)
Empowerly is an education technology company that personalizes college and career counseling with a mission to empower students to become the most successful version of themselves. From college preparation, landing internships, and beyond, we support students in achieving their academic goals.
We provide data-driven education technology, startup and research internship programs, and personalized counseling led by former university Admission Officers and experienced College counselors. We are a rapidly growing, mission-driven, venture-backed company guided by collaboration, data-driven decision-making, and empowerment.
At Empowerly, you'll join a collaborative, mission-driven team dedicated to helping students achieve their college dreams. We offer comprehensive benefits, including medical, dental, vision, paid time off, and a 401(k), along with ongoing coaching, mentorship, and opportunities for career advancement as we continue to grow.