VP, Product Marketing

AARP; Washington (District of Columbia); Hybrid; USD 180,000 - 240,000; Full time

Benefits offered by this job

401(k)

Company-funded pension

Health, dental, and vision plans

Life insurance

Paid time off

Tuition reimbursement

Job summary

AARP, the nation's largest nonprofit, seeks a VP of Product Marketing to define and lead our enterprise product marketing strategy across a portfolio of offerings. You will translate business strategy into differentiated go-to-market plans and build scalable frameworks and capabilities for sustained growth.

Lead cross-functional teams, influence executive decisions, and own the product narrative, messaging, and lifecycle—from validation through launch and ongoing optimization.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or related field.
• MBA or advanced degree preferred.
• 10+ years of progressive leadership experience in product marketing or related marketing disciplines.
• Experience leading product marketing across multi-product portfolios.

Responsibilities

• Sets the enterprise product marketing vision and strategy, aligning product portfolio priorities with AARP's growth agenda, member needs, and market opportunities.
• Leads enterprise-wide product marketing across a multi-product portfolio, influencing executive decision-making, resource allocation, and long-term growth strategy.
• Defines market segmentation, target audiences, and value propositions to ensure clear differentiation and competitive positioning across all offerings.
• Establishes scalable launch frameworks and commercialization models that drive awareness, acquisition, engagement, and retention.
• Owns the enterprise product narrative and messaging architecture, ensuring consistency across brand, content, and experience channels.
• Builds and matures product marketing capabilities, including tools, frameworks, and talent needed to scale a high-performing function.

Skills

Leadership

Strategic thinking

Market segmentation

Customer insights

Stakeholder management

Cross-functional collaboration

Communication

Product storytelling

Education

Bachelor’s degree in Marketing/Business/Communications

MBA or advanced degree preferred

Job description

Overview

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin.

The VP, Product Marketing, defines and leads the enterprise product marketing strategy for AARP's portfolio of products and capabilities. This role is responsible for translating business strategy into differentiated go-to-market approaches, establishing clear positioning, segmentation, and commercialization models that drive measurable impact. This role oversees end-to-end product marketing, from early-stage market validation through launch and lifecycle optimization, while building the capabilities, operating model, and performance frameworks required to scale sustained growth.

Responsibilities

• Sets the enterprise product marketing vision and strategy, aligning product portfolio priorities with AARP's growth agenda, member needs, and market opportunities. Translates insights into actionable marketing strategies.
• Leads enterprise-wide product marketing across a multi-product portfolio, influencing executive decision-making, resource allocation, and long-term growth strategy.
• Defines market segmentation, target audiences, and value propositions to ensure clear differentiation and competitive positioning across all offerings.
• Establishes scalable launch frameworks and commercialization models that drive awareness, acquisition, engagement, and retention.
• Owns the enterprise product narrative and messaging architecture, ensuring consistency across brand, content, and experience channels.
• Builds and matures product marketing capabilities, including tools, frameworks, and talent needed to scale a high-performing function.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field; MBA or other advanced degree preferred.
• 10+ years of progressive leadership experience in product marketing, brand strategy, go-to-market planning, or related marketing disciplines.
• Proven success developing and executing enterprise product marketing strategies that drive growth, customer acquisition, engagement, and retention.
• Extensive experience leading product marketing across complex, multi-product portfolios, including market assessment, commercialization, launch planning, and lifecycle management.
• Demonstrated expertise in market segmentation, audience strategy, customer insights, value proposition development, and competitive positioning.
• Strong track record of influencing executive stakeholders and aligning cross-functional teams around business priorities, growth opportunities, and go-to-market initiatives.
• Experience building and scaling high-performing product marketing organizations, including the development of frameworks, processes, tools, and talent strategies.
• Exceptional strategic thinking, communication, and leadership skills, with the ability to translate complex business objectives into compelling product narratives and measurable market outcomes.

AARP will not sponsor an employment visa for this position at this time.

Additional Requirements

• Regular and reliable job attendance
• Effective verbal and written communication skills
• Exhibit respect and understanding of others to maintain professional relationships
• Independent judgement in evaluation options to make sound decisions
• In office/open office environment with the ability to work effectively surrounded by moderate noise

Hybrid Work Environment

AARP observes Mondays and Fridays as remote workdays, except for essential functions. Remote work can only be done within the United States and its territories.

Compensation And Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.