Product Marketing Lead

HyperionDev; Johannesburg; Hybrid; ZAR 900,000 - 1,500,000; Full time

Benefits offered by this job

Hybrid work

Learning opportunities in Coding Bootc

Global edtech network

Life-changing work

Job summary

HyperionDev is seeking a Product Marketing Lead to shape strategy and execution for its education technology offerings. You will drive positioning, go-to-market planning, and lifecycle marketing across bootcamps and university partner programs.

You will lead a small marketing team, craft compelling messaging, and collaborate with universities and internal creatives to improve conversions and brand equity in local and international markets.

Qualifications

• Diploma in Business, Marketing or Communications is required.
• 4+ years of progressive marketing experience in a high-growth, digital consumer-marketing space.
• 1+ years of direct line management or team leadership experience.
• 2+ years of project management experience, preferably with national scope.
• Deep understanding of digital marketing funnels and performance metrics.
• Experience collaborating with clients and partners to align marketing efforts.

Responsibilities

• Lead and grow the Product Marketing function by hiring, mentoring, and managing Product Marketing Specialists.
• Define positioning strategy and oversee go-to-market plans and lifecycle marketing initiatives.
• Conduct competitive analysis and disseminate findings to the team to inform product development and marketing decisions.
• Collaborate with creative studio and partners to execute multi-channel campaigns across website, CRM and social channels.
• Develop and manage detailed market personas by brand or product for targeted campaigns.
• Provide sales enablement tools and training to improve conversion and retention.

Skills

Marketing leadership

Digital marketing

Project management

Team leadership

Content marketing

Stakeholder management

Analytics

Education

Diploma in Business, Marketing or Communications

Tools

Asana

Basecamp

Trello

Job description

About Us

HyperionDev is one of the largest providers of accelerated tech education in EMEA and one of the oldest providers of ‘coding bootcamps’ in the world. We work with top universities such as Imperial College London, The London School of Economics, The University of Edinburgh, and Stellenbosch University to deliver structured technical courses and bootcamps that accelerate people into fulfilling tech careers. We have been recognised as one of the top education technology scaleups in the world and gained the financial backing of Meta (previously Facebook) which recognised us as the most socially impactful startup operating in Africa, where we initially started our work. We are dedicated to closing the global tech skills gap and we achieve this by integrating tech education with human mentorship and expert code review powered by a workforce in Southern Africa, which lowers the cost of an accessible education in technology. This model has been successful, allowing us to reach millions of learners a year from over 60 countries. We have also partnered with government bodies such as the UK's Department for Education who provide scholarships for students to study on our bootcamps and gain employment at companies such as AstraZeneca and the UK's National Health Service (NHS). We're backed by nearly 2000 investors, having raised the largest crowdfunding round of funding for an edtech company in history. As a primarily bootstrapped, profitable, and scale‑up tech business, join us as we play our part in making the world a more stable, safer, and fair place.

About The Role

The Product Marketing Lead is a strategic leadership role responsible for guiding the Product Marketing function across HyperionDev's education technology offerings. You will help lead and define the product positioning strategy, ensuring structured A/B testing and thorough content performance analysis, and fostering an increasingly agile PMM function. As the Product Marketing Lead, you will oversee the team's execution of go‑to‑market strategies, product launches, and lifecycle marketing initiatives to ensure product success and market adoption. You will help develop the strategic direction to drive HyperionDev's overall Cost Per Lead & Registration down across all brands, while growing Conversions to Trial & Sale through quality, on‑brand marketing that creates brand equity and establishes thought leadership in our category. Finally, you will help define the strategic and tactical direction for all marketing collateral produced by the creative studio in alignment with partner co‑marketing expectations and in alignment with the HyperionDev or CoGrammar brands.

Responsibilities

Team Leadership & Development

• Lead and grow the Product Marketing function by hiring, mentoring, and providing direct line management to Product Marketing Specialists
• Ensure Product Marketing Specialists are equipped with deep customer insights to create effective positioning strategies and develop compelling messaging for all product launches
• Establish Detailed Documentation: Manage the visual style guides, the copy guidelines and restrictions, and serve as the primary resource for the team to ensure adherence to these standards

Strategic Initiative Development

• Strategic Marketing Development: Along with the Head of Brand & Product Marketing, help define the core marketing strategy and oversee its execution to improve the positioning of HyperionDev and/or partner products in local and international markets, partnering with Performance Marketing & University Partnerships to achieve product‑market fit
• Campaign Management: Manage the end‑to‑end development and execution of cross‑channel campaigns for product and partner launches, spanning both HyperionDev bootcamps and University Partner programs
• Go‑to‑Market Strategy: Help lead the development and execution of go‑to‑market plans for new product launches and feature releases, ensuring all internal and external stakeholders are aligned
• Lifecycle Marketing: Define and implement lifecycle marketing strategies to engage customers at different stages of their journey and maximise customer retention and loyalty
• Competitive Analysis: Conduct regular analysis of competitor products and strategies to inform product development and marketing decisions, ensuring findings are disseminated to the team

Product & Execution

• Product Champion: Inform the overall marketing strategy with valuable product marketing intelligence. Act as the primary evangelist, internally and externally, for our full solutions set and monitor the performance of solutions to educate key stakeholders
• Cross‑Functional Campaign Execution: Partner closely with internal creative and studio teams to bring campaigns from concept through execution across all relevant channels (e.g., website, CRM, social media)
• Customer & Market Research: Oversee the team's creation of detailed personas by brand or product and ensure a deep understanding of the markets we serve to inform sales and marketing activity
• Product Positioning and Messaging: Drive the development of product positioning and messaging - including USPs, differentiators, and possible use cases - leveraging performance data, customer research, and competitor intelligence
• Stakeholder Management: Work collaboratively with a wide range of internal and external stakeholders, including higher education institutions' marketing teams, to ensure cohesive product messaging and campaign delivery
• Marketing Operations: Efficiently support Production/Operations within Marketing as it relates to QC or QA of branded collateral, ensuring approvals happen internally or externally, depending on the nature of the brand
• Sales Enablement: Provide the sales team with the necessary product knowledge, sales tools, and training to effectively sell our products
• Performance Metrics: Support the team by providing timely updates on performance data related to user engagement, content performance, and campaign effectiveness

Requirements

Minimum Qualifications

• A Diploma in Business, Marketing or Communications field
• 4+ years of progressive marketing experience in a high‑growth, digital consumer‑marketing space
• 1+ years of direct line management, mentorship, or team leadership experience
• 2+ years of project management experience, managing projects relating to large‑scale consumer marketing, preferred with at least a national scope
• Deep understanding of digital marketing and marketing funnels
• Experience working in a marketing team with diverse skill sets
• Experience working with clients and partners towards creative alignment
• Experience with the management of suppliers and 3rd party agencies
• A self‑starter who thrives in a fast‑paced environment
• Thorough understanding of various online and offline marketing funnels
• Excellent written and verbal communication skills
• Detailed understanding of Social Media marketing, Comms, and PR

Preferred Qualifications

• Degree in Marketing or Communications
• 2+ years of experience marketing education‑related products
• 6+ years of progressive marketing experience in a high‑growth consumer‑marketing space
• 3+ years of direct line management or P&L/Strategic Initiative ownership
• 3+ years of project management experience, managing projects relating to large‑scale consumer marketing at an international level
• 3+ years of experience marketing education‑related products
• An understanding of the software development space
• Experience with content calendars and scheduling tools
• Experience with project management tools like Asana, Basecamp or Trello
• Experience in leading or managing sprints involving marketers and developers
• Management of external suppliers and freelancers
• Detailed knowledge of Website/Data Analysis
• Detailed reporting on key website and social media metrics, including Google Ads, Meta Ads and the like
• Experience in developing and executing go‑to‑market strategies
• Strong analytical skills to interpret data and make informed decisions
• Ability to create compelling sales enablement materials and product content

Benefits

• Hybrid work – We are a hybrid work organisation offering flexibility on your schedule. Remote working options are available for candidates not in proximity of a HyperionDev Campus
• Learn new tech skills – We offer employees the opportunity to enrol part‑time in our Coding Bootcamps
• Join the heart of tech in Africa, Europe and the US – You'll work with the best of the best and rub shoulders with the world leaders in edtech, developer education, and developer assessments. Join one of the most ambitious and highest performing tech companies in the space, with a management team that draws its former experience from top tech companies
• Life‑changing work – Solve real problems that make education and tech careers accessible to those who need it most. You're allowed to brag about it

Our Values

We're a people‑forward company with a purpose that underlines everything we do. We're obsessed with the potential in people and challenge them to do their best work. We embrace a culture of growth and learning to deliver on our vision and our relentless quest for improvement