Senior Manager, Product Marketing

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