Director, Product Marketing

TEGNA Inc.

25d • $140,000 - $170,000 • Hybrid

About The Position

TEGNA is seeking a Director, Product Marketing to lead go-to-market strategy and messaging for its linear and streaming TV and advertising business, with a strong focus on Premion, TEGNA's streaming ad platform (DSP). The position sits at the intersection of Product, Sales, and Marketing and reports directly to the VP of B2B and Integrated Marketing. The Director will translate platform capabilities into clear, compelling positioning that helps sales teams win and grow streaming advertising revenue. The role also includes building and leading a small product marketing team and bringing the needs of key customer segments—including mid-sized to large SMBs, their agencies, and publisher partners—to the broader organization.

This is a high-visibility leadership role for someone energized by the pace of the CTV/streaming market and interested in shaping TEGNA's story to agencies and advertisers while developing talent and contributing directly to the work. The role is based in a hybrid work model; New York City or the Washington, D.C. metro area is preferred but not required. Some travel is expected for sales meetings, agency visits, and industry events. The position manages a Product Marketing Analyst.

TEGNA offers comprehensive benefits intended to support employees' and families' physical, mental, and financial health. Benefits described include medical plans, dental and eye care coverage, fertility, surrogacy and adoption assistance, disability and life insurance, a company-matched 401(k), virtual doctor appointments, therapy sessions, paid time off, and paid holidays. Some benefits may vary for jobs covered by collective bargaining agreements.

Requirements

• 10+ years of experience in product marketing.
• Meaningful experience in digital content, CTV, or streaming media.
• Demonstrated leadership experience; prior people management is preferred, while strong mentorship and cross-functional leadership are also considered.
• Track record of building messaging and positioning for advertising or media products.
• Success partnering cross-functionally with Product and Sales, including building sales enablement materials that directly drove revenue.
• Excellent written and verbal communication skills, including the ability to translate technical and product complexity into clear, persuasive messaging for internal and external audiences.
• Ability to operate in a fast-changing, ambiguous market and adapt messaging as the competitive and product landscape shifts.
• Bachelor's degree required.

Nice To Haves

• Background in ad tech, a media company, or a streaming platform.
• Experience building messaging and positioning in a DSP, ad platform, or programmatic environment.
• Experience working with or selling to local and regional agencies.
• MBA.

Responsibilities

• Partner with Product to translate CTV/streaming and Premion DSP capabilities into positioning, messaging, and sales-ready narratives.
• Represent the voice of the customer in product conversations and advocate for solutions and features that deliver value to advertisers and agencies.
• Build working relationships across Product, Sales, Customer Success, and other stakeholders to stay current on roadmap changes and market shifts.
• Own product marketing messaging for Premion and TEGNA's broader CTV/streaming offering, maintaining consistency with TEGNA's brand pillars and current terminology.
• Develop differentiated positioning against competitors in the CTV/streaming ad tech space.
• Translate complex product and data capabilities, including outcomes-based buying, first-party data, and audience targeting, into messaging for agencies and advertisers.
• Design, create, and oversee sales enablement assets such as pitch decks, one-pagers, talking points, objection-handling guides, and case studies.
• Partner with sales leadership to identify enablement gaps and prioritize asset development.
• Train and support sales teams on product launches, features, and positioning updates.
• Support streaming advertising pipeline growth by equipping sales with appropriate tools throughout the sales cycle.
• Develop messaging and enablement for local and regional agency buyers.
• Partner with Marketing Strategy and Insights on packaging, upfront kits, and go-to-market campaigns tied to CTV/streaming priorities.
• Manage and develop a Product Marketing Analyst by setting priorities, coaching regularly, and building their capabilities.
• Model cross-functional partnership and help the broader B2B Marketing team understand and apply product positioning.
• Build scalable processes for asset management, messaging governance, and sales enablement delivery.

Benefits

• Medical plan options for full- and part-time employees through Blue Cross Blue Shield of Texas.
• Dental and eye care coverage.
• Fertility, surrogacy, and adoption assistance.
• Disability and life insurance.
• 401(k) contributions with a 100% company match on contributions up to the first 4% of pay; company contributions are 100% vested from day one.
• Nine free virtual doctor appointments annually for employees and eligible family members, regardless of enrollment in TEGNA medical plans.
• Twelve free annual therapy sessions with a licensed clinician through Spring Health for employees and eligible family members.
• Paid time off (PTO).
• Nine paid holidays per year.

What This Job Offers

• Job Type: Full-time
• Career Level: Director