Director, Product Marketing

CFA Institute; Greater London; On-site; GBP 80,000 - 100,000; Full time

Job summary

A global financial education leader based in Greater London is seeking a Director of Product Marketing to build a new function from the ground up. The role demands significant experience in Product Marketing within finance or fintech, with responsibilities including ownership of messaging and positioning, developing sales enablement tools, and mentoring team members. The position offers competitive compensation ranging from 80,000 to 100,000 per year, alongside additional benefits, making it an attractive opportunity in the sector.

Benefits

Comprehensive health coverage

Generous leave and time off

Competitive retirement plans

Flexible work options

Wellness, education, and support programs

Qualifications

• Significant experience in Product Marketing leadership within finance or fintech.
• Proven ability to define buyer personas and value propositions.
• Experience with qualitative and quantitative research methodologies.

Responsibilities

• Build and lead the Product Marketing function from the ground up.
• Own messaging and positioning for the product portfolio.
• Create and manage sales enablement tools to improve conversion.

Skills

Digital Marketing

B2B Sales

Market Research

Customer Segmentation

Lead Generation

Pardot

Marketing Automation

Social Media Management

Multichannel Marketing

Affiliate Marketing

Job description

Overview

Do you want to build a Product Marketing function from the ground up with full ownership to define its playbook? Are you excited by the chance to shape both what we build and how the world understands it across a global certificates portfolio? Would you thrive partnering with Product and Marketing leaders to craft narratives that drive impact worldwide?

What Youll Do

Build and lead the Product Marketing function — define operating model, toolkits, and launch standards.

Develop deep audience expertise through research, winloss analysis, and market sizing (TAM / SAM / SOM).

Own messaging and positioning for each certificate including value propositions, buyer personas, and differentiation.

Create and deliver sales enablement tools (launch packs, battlecards, FAQs, training) to raise confidence and improve conversion.

Work cross-functionally with Product Management, Business Development, Marketing, and Executive teams to align messaging, positioning, and enablement with ambitious revenue targets.

Track adoption, awareness, conversion, and forecasting accuracy, iterating to drive continuous improvement.

Mentor colleagues now and hire 12 Product Marketing Managers as the portfolio scales.

What Were Looking For

Significant experience in Product Marketing leadership (not demand generation) within finance, fintech, market data, or financial education with evidence of driving audience insight, positioning, and go-to-market outcomes.

Demonstrated expertise in audience definition and buyer personas: able to translate insights into sharp value propositions and differentiated positioning.

Experience planning and running research (qual/quant, win-loss, VoC) and using findings to shape roadmap and GTM strategy.

Strong cross-functional influence with Product Marketing and Sales; skilled at presenting to senior stakeholders.

Commercial acumen with knowledge of pricing, analytics, and forecasting.

Experience leading and mentoring small teams; appetite to build a new function from scratch.

Desirables: certificates / learning product expertise, EMEA / APAC exposure

Why Join Us

Build a new discipline at CFA Institute with high ownership and visibility.

Shape both product strategy and go-to-market in close partnership with senior leaders.

Work on a global entrepreneurial portfolio that reaches learners worldwide.

At CFA Institute we're committed to transparency and equity in our hiring; compliance with wage transparency laws in many jurisdictions. We provide compensation information: Expected salary range: 80,000 - 100,000 per year. All salary ranges are subject to adjustment based on experience, education, location, and other factors relevant to the position. Additional benefits include eligibility for an annual incentive bonus, a 12% employer contribution to a pension plan, and a comprehensive medical benefits package.

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About CFA Institute

CFA Institute is the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets we drive professional growth, ethical behavior, and better markets. We care about our employees well-being, offering industry-leading benefits like:

Comprehensive health coverage for you and your family

Generous leave and time off

Competitive retirement plans

Flexible work options

Wellness, education, and support programs

If you feel this opportunity could be the next step in your career, we encourage you to click Apply and complete our three-minute application.

Be part of a team committed to putting investors first and growing economies. Follow us @CFAInstitute on LinkedIn and X.

Important Message : Your application must clearly demonstrate how you meet the requirements; CFA Institute cannot make assumptions about your education, experience, or location. We thank all those who apply. Only those selected for further consideration will be contacted.

We are an Equal Opportunity Employer. CFA Institute prohibits both discrimination and harassment with regard to all identifying characteristics: any individual employee or prospective employee on the basis of race, color, national origin, citizenship or immigration status, religion, creed or belief, age, marital or partnership status, marital or family status, caregiver status, pregnancy and maternity, sexual and other reproductive health decisions, disability, sexual orientation, gender, gender identity or expression, and other protected characteristics. This policy applies to all aspects of employment.

If due to a disability or medical condition you need an accommodation or assistance to complete a job application you can request one at any stage of the recruitment process. Please send an email to noting accommodations. We will review and contact you to discuss possible options.

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Required Experience :

Director

Key Skills

Digital Marketing, B2B Sales, Marketing, Pardot, Marketing Automation, Customer Segmentation, HubSpot, Multichannel Marketing, Market Research, Affiliate Marketing, Social Media Management, Lead Generation

Employment Type : Full-Time

Experience : years

Vacancy : 1

Yearly Salary : 80000 - 100000