Go To Market Manager

Nelnet; Concord (NH); Remote; USD 125,000 - 150,000; Full time

Benefits offered by this job

Medical benefits

401K / student loan repayment

Tuition reimbursement

Flexible PTO

Job summary

Nelnet is seeking a GTM Launch Manager to plan, coordinate, and execute go-to-market launches for new products and initiatives. You will partner with cross-functional teams to ensure market readiness, adoption, and scalable execution across channels.

The role requires 7+ years in go-to-market or product marketing, strong messaging and demand-generation experience, and the ability to translate insights into actionable plans.

Qualifications

• Bachelor’s degree in marketing, business, communications or related field.
• 7+ years in go-to-market strategy, product marketing, or related disciplines.
• Experience designing and executing GTM for net-new products and market entry.
• Ability to translate strategy into executable launch plans and programs.
• Strong understanding of messaging, demand generation, and sales enablement.

Responsibilities

• Design and own the integrated go-to-market strategy and launch plan, including audiences, positioning, channels, and measures of success.
• Refine market positioning, messaging, and buyer value propositions to enable the sales motion.
• Drive activation and demand-generation strategies across campaigns, events, partnerships, and cross-sell initiatives.
• Develop sales enablement resources, case studies, references, and procurement support.
• Translate market feedback into GTM decisions and refine plans accordingly.
• Coordinate with agencies and internal teams to execute the GTM strategy and scale.
• Define metrics and cadence to evaluate GTM performance and adapt priorities.
• Identify gaps and opportunities to build a repeatable, scalable growth engine.

Skills

Go-to-market strategy

Product launch

Cross-functional leadership

Analytical skills

Communication

Education

Bachelor’s degree in marketing, business, communications

Job description

Remote

Full time

R23168

Nelnet Business Services (NBS), a division of Nelnet, Inc., provides payment technology and education services to more than 1,200 higher education institutions, nearly 12,000 K-12 schools, and millions of individual students, families, and supporters across the globe. Our culture of service enables us to form long-lasting and trusted partnerships, while our focus on creativity and innovative solutions empowers our customer communities to thrive.

The GTM Launch Manager is responsible for planning, coordinating, and executing launch strategies for new products, services, programs, or initiatives. This role partners with cross-functional teams to ensure successful market readiness, stakeholder alignment, customer adoption, and operational execution. The GTM Launch Manager develops and manages launch plans, identifies priorities and risks, and ensures resources, processes, and communications are in place to achieve business objectives. This role combines strategic planning with hands‑on execution to deliver successful and scalable launches.

JOB RESPONSIBILITIES:

• Design and own the integrated go-to-market strategy and launch plan, defining the target audiences, positioning, channels, programs, priorities, resources, milestones, and measures of success required to successfully enter the market and scale.
• Develop and continuously refine the market positioning, messaging, buyer value propositions, competitive differentiation, and supporting tools needed to create awareness, communicate value, and enable the sales motion.
• Design and drive market activation and demand‑generation approaches, determining the right mix of campaigns, conferences, speaking opportunities, partnerships, customer advocacy, cross‑sell initiatives, and other channels to build awareness and qualified demand.
• Build the sales enablement and market‑facing resources required to support growth, including objection handling, competitive resources, customer references, case studies, outcome stories, and RFP and procurement support.
• Translate customer, sales, competitive, and market feedback into GTM decisions, using what the team learns to refine messaging, programs, channels, and priorities as the product enters the market.
• Determine the internal and external capabilities needed to execute the GTM strategy; scope, select, brief, and manage agencies, contractors, and other partners while coordinating effectively with key internal stakeholder teams.
• Define the measures and operating rhythm needed to evaluate GTM performance, assess what is and is not working, and recommend where to adjust priorities, resources, channels, or investment.
• Continuously evaluate the overall GTM approach, identify gaps and opportunities, and proactively recommend and implement changes needed to build a repeatable and scalable growth engine.

REQUIREMENTS AND SKILLS

• Bachelor’s degree in marketing, business, communications, or a related field, or equivalent relevant professional experience.
• 7+ years of progressive experience in go-to-market strategy, product marketing, product launch, growth marketing, commercialization, or a related discipline.
• Demonstrated experience designing and executing the go-to-market strategy for a net-new product, including determining target audiences, positioning, channels, programs, resources, and measures of success.
• Demonstrated experience taking a new product from pre‑launch through market entry and establishing a repeatable GTM approach to support growth.
• Deep understanding of how positioning and messaging, demand generation, sales enablement, customer advocacy, events, partnerships, channels, and measurement work together as part of an integrated GTM strategy.
• Proven ability to evaluate a market opportunity, identify what is needed to successfully go to market, make informed recommendations, and translate strategy into execution.
• Experience leveraging internal teams, agencies, contractors, and other external partners to execute a GTM strategy, with the ability to determine where specialized expertise or additional capacity is needed.
• Strong analytical, communication, and cross‑functional leadership skills with the ability to influence decisions and drive outcomes across teams without direct authority.

PREFERRED QUALIFICATIONS

• Experience within K–12 education or education technology.
• Experience launching or scaling products in public‑sector or complex B2B buying environments.
• Experience with education procurement, RFPs, customer reference programs, conferences, partnerships, or channel development.

Pay Range for this role is - $125,000 - $150,000 depending on experience

Our benefits package includes medical, dental, vision, HSA and FSA, generous earned time off, 401K/student loan repayment, life insurance & AD&D insurance, employee assistance program, employee stock purchase program, tuition reimbursement, performance-based incentive pay, short‑and‑long‑term disability, and a robust wellness program. Click here to learn more about our benefits: Benefits & Perks - Nelnet Inc (https://nelnet.com/careers/benefits-perks/)

Nelnet is committed to providing a welcoming and respectful workplace where all associates have the opportunity to succeed. As an Equal Opportunity Employer, we ensure that all qualified applicants are considered for employment. Employment decisions are made without regard to race, color, religion/creed, national origin, gender, sex, marital status, age, disability, use of a guide dog or service animal, sexual orientation, military/veteran status, or any other status protected by federal, state, or local law. We value the unique contributions of every team member and believe that a positive work environment benefits everyone.

Qualified individuals with disabilities who require reasonable accommodations in order to apply or compete for positions at Nelnet may request such accommodations by contacting Corporate Recruiting at 402-486-5725 or [e-mail] .

Nelnet is a Drug Free and Tobacco Free Workplace.

Use of Artificial Intelligence in Hiring

We may use automated or artificial intelligence enabled tools to assist with the initial review of applications, such as identifying relevant skills or experience. These tools are used to support human review and do not make hiring decisions. A recruiter reviews applications and determines which candidates move forward in the hiring process. For more information, see our Privacy Policy and Pre-Use Notice: Automated Tools in Hiring

You may know Nelnet as the nation’s largest student loan servicer – but we do more than that. A lot more. We’re also a professional services company, consumer loan originator and servicer, payment processor, renewable energy innovator, and K‑12 and higher education expert (and that’s just a shortlist). For over 40 years, we’ve been serving our customers, associates, and communities to make dreams possible.

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