Senior Manager, Product Marketing
About The Position
Empowerly is seeking an experienced Senior Manager, Product Marketing to own how its programs are positioned, packaged, and brought to market. Reporting to the Head of Brand & Growth, this person serves as the voice of the customer within Marketing by refining the ideal customer profile (ICP), determining suitable products and packages, researching and recommending new products, and enabling Sales to communicate and sell Empowerly’s programs effectively. The role also owns webinar topic strategy and contributes to broader content themes, with the goal of building demand for the right products. The position is accountable for consult booking rates from the website and webinars, as well as growth in average order value (AOV) and average products per customer. It works closely with Product, Counseling, Sales leadership, the Webinar & Event Production Lead, Paid Media, Lifecycle, and the Brand, Content & Creative team. Compensation is $125,000–$150,000 USD. The role is full-time and remote in the U.S.
Requirements
- At least 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.
- A proven track record launching programs or products that meet 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 use of AI tools to accelerate research, content development, and analysis.
Nice To Haves
- Examples of using AI to make marketing work 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.
Responsibilities
- Define and continually refine Empowerly’s ideal customer profile and key segments.
- Determine which products and packages best fit each ICP segment and recommend improvements to fit, conversion, and customer value.
- Build and maintain buyer personas and journey insights using customer interviews, surveys, sales call reviews, win/loss analysis, and funnel data.
- 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.
- Establish and run an ongoing voice-of-the-customer program.
- Own 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 the 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.
- 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.
- 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.
- Report on consult booking rates, AOV, products per customer, and launch performance against goals.
- Provide leadership with data-backed recommendations on ICP focus, product lineup, packaging, and positioning.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
