Director of Product Marketing

IMG Academy•Bradenton, FL

35d•Onsite

About The Position

Every day at IMG Academy feels different. Olympic medalists coach on the same fields where middle school athletes take their first reps. National champions are built here. Global sporting events happen here. On a 600-acre campus, the future of sport trains, competes, and comes to life. IMG Academy is seeking a bold, sport-minded marketing leader to tell that story and turn it into demand. This role leads the integrated marketing strategy for IMG Academy’s on-campus experiences, including Boarding School and Sport Camps, bringing the scale, energy, and credibility of campus to families around the world. You will translate the power of our environment, our people, and our results into marketing that inspires action across the teams that lead brand, content, paid media, lifecycle, and enrollment journeys. This role is deeply embedded on campus, working in the same environment that hosts elite youth events, welcomes the biggest stars in sport, and produces national champions across multiple programs each year. You will also collaborate closely with marketing leaders across Online, International, Hotel, and B2B businesses to ensure IMG Academy shows up as one connected, unmistakable brand everywhere we go. This role is a chance to market one of the most iconic destinations in global sport and help the next generation of athletes decide where their journey begins.

Requirements

6+ years of integrated or product marketing experience, ideally in experiential products, education, hospitality, camps, or sports.
Proven experience working within multi-product ecosystems or complex customer journeys.
Familiarity with CRM, automation platforms, and sales enablement tools.
Expertise in customer journey mapping, lifecycle marketing, sales funnel optimization, and positioning.
Strong analytical skills with the ability to turn data into strategic recommendations.
Strong partnership and collaboration skills; thrives in cross-functional environments.
Exceptional written and verbal communication skills with strong storytelling and presentation abilities.
Highly organized, with the ability to prioritize and manage multiple initiatives simultaneously.
Passion for youth sports, athlete development, and mission-driven experiential products.

Nice To Haves

Experience in education, camps, hospitality, membership or subscription products, or digital coaching environments.

Responsibilities

Product Strategy & Positioning
Own the integrated marketing plan for Boarding School and Camps, with clear audience segmentation, market differentiation, and competitive positioning.
Develop messaging frameworks, product narratives, value propositions, and creative direction for all marketing channels.
Lead annual go-to-market planning and seasonal launch cycles.
Maintain awareness of market trends, competitor insights, and emerging opportunities impacting family and youth sports decision-making.
Customer Journey & Lifecycle Optimization
Architect and optimize the customer journey for boarding school and camp families—across awareness, consideration, application, and enrollment.
Build lifecycle and nurture strategies to drive engagement, conversion, yield, and long-term customer value.
Partner with Marketing Performance, Web, CX, and Sales to identify friction points and funnel improvement opportunities.
Use quantitative and qualitative insights—including surveys, behavioral data, and family research—to improve experience design.
Cross-Functional & Cross-Product Collaboration
Work closely with product marketers focused on Online, International, Hotel, and B2B to share insights, align messaging, create integrated campaigns, and maintain a unified product marketing approach.
Partner with Sales and Enrollment leadership to refine positioning, objection handling, competitive intelligence, and market feedback loops.
Collaborate with Creative, Web, Email, Paid Media, and Social to drive cohesive, high-impact marketing execution.
Support cross-product initiatives such as new sports launches, seasonal enrollment pushes, and multi-channel campaigns.
Sales & Analytics Alignment
Create sales enablement tools including product decks, one-pagers, competitive briefs, objection handling guides, and category insights.
Conduct performance and enrollment analyses to inform strategic priorities and forecast demand.
Leverage funnel analytics to identify opportunities for conversion improvement across the journey.
Partner with Analytics to define KPIs, develop dashboards, and assess ROI.
Go-to-Market Execution
Lead GTM strategy for new sports, program enhancements, pricing updates, and seasonal enrollment initiatives.
Own cross-functional launch calendars and ensure all teams understand messaging, timelines, and KPIs.
Conduct post-launch retrospectives to capture learnings and optimize future cycles.
Performance Optimization & Insights
Track product performance, audience shifts, conversion trends, and customer satisfaction.
Develop experimentation frameworks to test messaging, pricing, or product positioning enhancements.
Continuously refine strategies using data, insights, and market performance.