Product Marketing Manager

National Research Center for College & University Admissions; United States; Remote; USD 120,000 - 140,000; Full time

Benefits offered by this job

Health insurance

Retirement contributions

Paid time off

Job summary

Encoura is seeking a Product Marketing Manager to articulate value and differentiation for the Encourage program in K12 markets. You will own messaging and content, work with Product and Partnerships, and drive GTM strategies for educators and students.

You will report to the VP of Marketing for Encourage and lead campaigns, collateral, and external communications. A strong SaaS and B2B background with data-driven decision making is essential.

Qualifications

• Bachelor's degree and at least seven years of relevant experience.
• Minimum five years of experience in B2B marketing.
• Experience from a high-tech SaaS company; education tech preferred.
• Experience with go-to-market planning and execution.
• Experience with Salesforce or similar CRM/marketing automation platform.
• Strong written and verbal communication; ability to present to internal/external audiences.

Responsibilities

• Develop and refine product messaging, content, collateral, and campaigns for Encourage Go-to-Market.
• Lead cross-functional collaboration with Product and Partnerships to scale in K12 markets.
• Create buyer personas, positioning statements, and marketing assets for educators and students.
• Collaborate to plan seasonal GTM campaigns and drive execution.

Skills

B2B marketing

SaaS experience

Go-to-market planning

Messaging & positioning

Salesforce CRM

Project management

Communication skills

Education

Bachelor's degree

Tools

Salesforce Sales Cloud

Job description

The Marketing team is looking for a talented Product Marketing Manager to help convey the benefits of the Encourage program for Educators and Students. This role will work closely with our Product and Partnerships teams to execute our B2B marketing go-to-market strategy. You will lead the development of messaging, content, collateral, event deliverables, and targeted campaigns. You will understand the full breadth of the products and solutions we offer in the marketplace. This is a highly visible role—the ideal candidate will be able to provide industry-level messaging and positioning to clearly articulate value and differentiation—for both internal and external audiences.

You will be motivated by our belief that education is the catalyst for individual success and community transformation. This position will report to the Vice President of Marketing for Encourage and work closely with our Marketing, Product, and Partnerships teams to help take our products to scale in K12 schools and enable future growth.

A Day in the Life

• Understand the competitive marketplace and the differentiators our products offer by comparison, with a full understanding of the college and career planning market
• Develop and refine buyer personas for our product and services
• Cultivate subject-matter expertise on Encourage products and our use cases, enabling Sales, Product, and the rest of the Marketing team with subject matter knowledge, as well as FAQs and internal resources
• Collaborate with VP of Encourage Marketing to develop seasonal go-to-market plans and drive their execution
• Develop content, positioning statements, target personas for use in email campaigns, website copy, marketing collateral, and sales presentations
• Understand and support our Partnerships and other client-facing teams, training them on the problems our products address in the market, keeping their knowledge up to date, and developing internal and external tools
• Collect feedback from the market and market-facing teams to inform product positioning and innovation
• Work closely with Product Management on new product releases and lead product launch activities
• Represent Encourage in person and/or virtually at industry conferences, partner meetings, client visits, school and district demos, focus groups, and other priority events. Anticipated travel is 10% - 20%.

Role Progression

• Within 1 month, you\'ll: Understand what makes Encoura an amazing organization. You will complete the onboarding process, meet with marketing, research, product, services, and sales teams. You will learn how your role interacts with other team members across the organization. You will have developed an understanding of how our clients use the Encourage products and the value it provides to the marketplace. You will begin working on marketing assets for upcoming product releases.
• Within 3 months, you\'ll: Have a strong understanding of the competitive marketplace for Encoura, and how our services differ from competitors. You will be developing positioning statements to set us apart in the marketplace for use in marketing collateral, email campaigns, and sales presentations. You will be able to showcase our program to educators via in-person and virtual demos.
• Within 6 months, you\'ll: Be a subject matter expert on Encourage for Educators and Students. You will be leading the development of content to help drive demand. You will understand how our products will satisfy our clients’ needs and overcome pain points. You will be responsible for go-to-market planning and execution for future releases.

About You

• Bachelor\'s degree and at least seven years of relevant experience
• Minimum five years of experience in B2B marketing
• Experience from a high-tech SaaS company, education tech industry experience preferred
• Experience with go-to-market planning and execution
• Working knowledge of the Pragmatic Marketing approach, with direct experience preferred
• Experience providing industry-level messaging & positioning and clearly articulating value and differentiation
• Experience working closely with field sales teams both to deliver content and to gather feedback
• Experience with Salesforce Sales Cloud, Marketing Cloud, or a similar CRM/marketing automation platform
• Excellent communication skills, including writing and presenting
• Ability to execute multiple projects simultaneously and complete projects with tight deadlines
• Ability to think creatively while making decisions based on data
• Motivated self-starter who thrives in fast-paced environment
• Teamwork skills a must , proven ability to manage external resources and collaborate with other functions in the company
• Successful candidates will be required to complete and pass a CLEAR™ identity verification as part of the pre-employment screening process
  • CLEAR™ Candidate FAQ

The annual base salary range for this exempt position is $120,000 - $140,000 and reflects the midpoint through maximum of the established range for this role . Encouraestablishes compensation using national market data, internal equity considerations, and organizational budget factors to ensure fairness and consistency across the organization. Certain roles may also be eligible for variable compensation in addition to base salary.

Employees in this role are eligible for Encoura\’s comprehensive benefits package, which includes health insurance, retirement contributions, paid time off, and other programs that support employee well‑being.

About Us

Encoura\’s mission is to empower students and institutions to create meaningful connections so everyone can make the most informed decisions to achieve their goals. Since 1972, the Company has evolved its products and services to better represent the link between students and higher education institutions and to create the highest probability of student success.

Encoura\’s expertise now spans enrollment, research, marketing, student success, and advancement and provides an unmatched combination of higher education experience and innovative solutions for colleges and universities. The Company also offers Encourage®— the nation\’s largest free college and career planning program used by millions of high school students and educators nationwide.

It is the policy of the Company to provide equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information. All applicants must be eligible to work in the U.S.

Encoura endeavors to make reasonable accommodations for applicants with disabilities and disabled veterans pursuant to applicable federal and state law. If you are an individual with a disability and require reasonable accommodation to complete any part of the application process or are limited in the ability and need an alternative method for applying, please contact the Talent Team.

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey. Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiring process or thereafter. Any information that you do provide will be recorded and maintained in a confidential file.

As set forth in Encoura\’s Equal Employment Opportunity policy, we do not discriminate on the basis of any protected group status under any applicable law.

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection. As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measure the effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categories is as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran\'s discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.

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