Director, Product Marketing

TEGNA, Inc.; United States; On-site; USD 140,000 - 170,000; Full time

Benefits offered by this job

Health benefits

Dental and vision coverage

401(k) with company match

Teladoc and therapy sessions

Paid time off

Paid holidays

Job summary

TEGNA Inc. is seeking a Director of Product Marketing to lead go-to-market strategy and messaging for our linear and streaming TV and advertising business, with a strong focus on Premion, TEGNA's streaming ad platform (DSP).

This role reports directly to the VP of B2B and Integrated Marketing and sits at the intersection of Product, Sales, and Marketing. The Director will translate platform capabilities into clear, compelling positioning that helps our sales teams win and grow streaming

Qualifications

• 10+ years in product marketing with digital content/CTV/streaming experience.
• Demonstrated leadership experience; people management preferred.
• Proven track record building messaging and positioning for ads/media products.
• Experience partnering with Product and Sales; sales enablement materials
• Experience selling to local and regional agencies is a plus.
• Excellent written and verbal communication; translate complexity into messaging.
• Adaptable to fast-changing market and evolving product landscape.
• Bachelor's degree required; MBA a plus but not required.

Responsibilities

• Partner deeply with Product to translate CTV/streaming and Premion DSP capabilities into positioning, messaging, and sales-ready narratives
• Act as the voice of the customer in product conversations, advocating for solutions and features that deliver the most value to advertisers and agencies
• Build strong working relationships across product, sales, customer success and other key stakeholders to stay ahead of roadmap changes and market shifts
• Own product marketing messaging for Premion and TEGNA's broader CTV/streaming offering, ensuring consistency with TEGNA's brand pillars and current terminology
• Develop clear, differentiated positioning against competitors in the CTV/streaming ad tech space
• Translate complex product and data capabilities - outcomes-based buying, first-party data, audience targeting - into messaging that resonates with agencies and advertisers
• Design, create and oversee sales enablement assets - pitch decks, one-pagers, talking points, objection-handling guides, case studies - that equip the sales organization to grow streaming advertising revenue
• Partner with sales leadership to identify enablement gaps and prioritize asset development accordingly
• Train and support sales teams on new product launches, features, and positioning updates
• Support pipeline growth for streaming advertising by arming sales with the right tools at the right moments in the sales cycle
• Build messaging and enablement tailored to local and regional agency buyers, a key and growing segment for TEGNA
• Partner with Marketing Strategy and Insights on packaging, upfront kits, and go-to-market campaigns tied to CTV/streaming priorities

Skills

Leadership experience

Messaging & positioning

Cross-functional collaboration

Excellent communication

Education

Bachelor's degree

Job description

About TEGNA

TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.

TEGNA is looking for a Director, Product Marketing to lead go-to-market strategy and messaging for our linear and streaming TV and advertising business, with a strong focus on Premion, TEGNA's streaming ad platform (DSP). This role reports directly to the VP of B2B and Integrated Marketing and sits at the intersection of Product, Sales, and Marketing. The Director will translate platform capabilities into clear, compelling positioning that helps our sales teams win and grow streaming advertising revenue - and will build and lead a small product marketing team. They will identify and translate the needs of our key customer segments, mid-sized to large SMBs and the agencies that serve them, as well as our publisher partners, to the larger organization.

This is a high-visibility leadership role for someone energized by the pace of the CTV/streaming market who wants to shape how TEGNA tells its story to agencies and advertisers - and who is ready to develop talent alongside doing the work.

Key Responsibilities

Product and Sales Collaboration

• Partner deeply with Product to translate CTV/streaming and Premion DSP capabilities into positioning, messaging, and sales-ready narratives


• Act as the voice of the customer in product conversations, advocating for solutions and features that deliver the most value to advertisers and agencies


• Build strong working relationships across product, sales, customer success and other key stakeholders to stay ahead of roadmap changes and market shifts

Messaging and Positioning

• Own product marketing messaging for Premion and TEGNA's broader CTV/streaming offering, ensuring consistency with TEGNA's brand pillars and current terminology


• Develop clear, differentiated positioning against competitors in the CTV/streaming ad tech space


• Translate complex product and data capabilities - outcomes-based buying, first-party data, audience targeting - into messaging that resonates with agencies and advertisers

Sales Enablement

• Design, create and oversee sales enablement assets - pitch decks, one-pagers, talking points, objection-handling guides, case studies - that equip the sales organization to grow streaming advertising revenue


• Partner with sales leadership to identify enablement gaps and prioritize asset development accordingly


• Train and support sales teams on new product launches, features, and positioning updates

Revenue Growth and Market Focus

• Support pipeline growth for streaming advertising by arming sales with the right tools at the right moments in the sales cycle


• Build messaging and enablement tailored to local and regional agency buyers, a key and growing segment for TEGNA


• Partner with Marketing Strategy and Insights on packaging, upfront kits, and go-to-market campaigns tied to CTV/streaming priorities

Team Leadership

• Manage and develop a Product Marketing Analyst, setting clear priorities, providing regular coaching, and building their capability over time


• Model strong cross-functional partnership and help the broader B2B Marketing team understand and use product positioning effectively


• Build scalable processes for asset management, messaging governance, and sales enablement delivery

Qualifications

• 10+ years in product marketing, with meaningful experience in digital content, CTV, or streaming media (ad tech, media company, or streaming platform background preferred)


• Demonstrated leadership experience - prior people management preferred, but strong mentorship and cross-functional leadership also considered


• Proven track record building messaging and positioning for advertising or media products, ideally in a DSP, ad platform, or programmatic environment


• Demonstrated success partnering cross-functionally with Product and Sales, including building sales enablement materials that directly drove revenue


• Experience working with or selling to local and regional agencies is a strong plus


• Excellent written and verbal communication skills, able to translate technical/product complexity into clear, persuasive messaging for both internal and external audiences


• Comfortable operating in a fast-changing, ambiguous market and adapting messaging as the competitive and product landscape shifts


• Bachelor's degree required; MBA a plus but not required

Location and Reporting

• New York City or Washington, D.C. metro area preferred but not required; hybrid work model


• Reports directly to the VP of B2B and Integrated Marketing


• Manages: Product Marketing Analyst


• Some travel expected for sales meetings, agency visits, and industry events #LI-MS1

Pay Range

$140,000-$170,000 USD

Benefits

• TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families.


• TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.


• Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA's 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.


• Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor's appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.


• TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.


• * Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.

EEO statement

TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email [e-mail].