Product Marketing Manager

FERRY INTERNATIONAL LLC•Dallas, TX

1d•Hybrid

About The Position

Tom Ferry International is the #1 coaching company for real estate professionals. We’re launching a new lower SKU subscription product, a self-serve training program designed to bring ambitious mid-tier agents into the Tom Ferry ecosystem before they’re ready for high-ticket coaching. This role owns the entire go-to-market motion for that product, including positioning, acquisition, and retention. You’ll report directly to the Director of Growth and work alongside the Coaching Marketing Manager, who owns the coaching pipeline, and the Customer Marketing Specialist. Your focus is the subscription product from end to end. Important context: This role launches alongside the product. Phase 1, covering the first three months, is manual operations mode. Our HubSpot lifecycle automation is being rebuilt and won’t be fully available until Q3. You’ll be doing real work with real constraints before the infrastructure catches up. If that sounds frustrating, this isn’t the right role. If it sounds like an opportunity to build something from scratch and fully own it, keep reading.

Requirements

Three to five years of marketing experience, with at least two years owning a product or subscription go-to-market program
Comfortable owning both positioning and execution. This is not a strategy-only role
Experience building multi-channel campaigns across email, paid social, and webinars
Familiarity with HubSpot is required, Salesforce familiarity is a plus
Strong writer who can translate a complex product into clear, compelling messaging for an agent audience
Analytically grounded with the ability to track what matters and make decisions from imperfect data
Self-directed and comfortable with ambiguity. We move fast and don’t have a playbook for this product yet
Must be located in or willing to work from the Dallas Fort Worth area in a hybrid capacity

Nice To Haves

Real estate industry experience is a genuine plus

Responsibilities

Own the subscription product’s positioning architecture, including who it’s for, what it does, and how it’s distinct from our coaching programs
Maintain the training versus coaching distinction across every channel, touchpoint, and internal conversation
Develop competitive messaging against Buffini, Jared James Academy, Serhant, and others
Build and maintain sales enablement materials such as one-pagers, talk tracks, and objection handling for the sales and SDR teams
Ensure internal alignment, especially with the coaching sales team, who need to understand this product as a pipeline qualifier rather than a competitor
Lead end-to-end acquisition campaigns across email, paid social, webinars, and live events
Own the launch sequence including pre-launch email series, launch webinar coordination, and founding member offer
Manage the weekly webinar program including coach scheduling, content alignment with the Core 4 curriculum, and promotion
Coordinate QR code trial activations at Tom Ferry live events
Partner with the Ad Campaign Manager on paid social strategy and creative briefs once that hire is onboarded
Own the subscriber lifecycle from day one onboarding through re-engagement, win-back, and coaching upsell routing
Build and execute onboarding sequences manually in Phase 1, transitioning to HubSpot automation in Phase 2
Develop re-engagement and win-back programs for at-risk and churned subscribers
Build the coaching upsell nurture by identifying engagement signals that indicate a subscriber is ready for coaching and routing them accordingly
Manage the subscriber Facebook community content calendar and coach participation cadence
Own subscription KPIs including active subscriber count, monthly churn, trial-to-paid conversion, webinar attendance, and Revii login rate
Track and report manually via Shopify and Revii data exports until HubSpot attribution is live in Q3
Make acquisition and retention decisions based on real data and clearly flag when data is insufficient to act on