Opportunity

DeVry is looking for a Manager, Product Marketing to envision, develop, execute, and optimize the go-to-market strategy and marketing implementation for specific new educational products. The Product Marketing Manager will play a key role in understanding learner needs, crafting positioning, creating digital experiences, and launching campaigns to support the launch of new products as well as scaling campaigns to drive and build revenue and adoption for specifically assigned platforms overall. 

Given the innovative space and platforms, they will support, this Marketer must have a start-up mindset and nimble, multi-capability marketing skills with a hands-on approach to building processes, strategies, and implementation from the ground up. Key responsibilities include quarterly and annual go-to-market planning, positioning and message development, product launch and on-going marketing management, website and digital experience management, content creation, sales enablement, creative, messaging, and tactic testing while tracking performance metrics to guide future marketing and product efforts.  

The Product Marketing Manager will collaborate with teams across marketing, media, PR, sales, product, operations, CRM, and external agencies, ensuring alignment with university goals and objectives.  More specifically, the Manager will operate in close, daily proximity to members of the Product and Experience teams within a project team to grow, test, and scale marketing initiatives to drive enrollments, revenue, and customer satisfaction. This is a manager-level individual contributor role. The Product Marketing Manager will own strategy, execution, and cross-functional alignment without direct reports. 

Success in this role is defined by achieving measurable performance KPIs collaboratively with the dedicated product team and leaders. 

KEY RESPONSIBILITIES:  

Market & Customer Understanding: In conjunction with the product and experience teams, review and understand the target audience, market trends, and competitive landscape. 

Product Positioning & Messaging: Own, strategize and develop clear and compelling product positioning, value propositions, and messaging that differentiate the product in the market and resonates with differing learner personas. Ensure development of compelling and accurate messaging that communicates the product's value to customers. 

Go-to-Market (GTM) Marketing Strategy: Lead and execute the go-to-market marketing strategy for new product launches and course releases. Create marketing launch plans that coordinate efforts across product, marketing, experience, and B2B teams. Plan, align and execute the overall marketing strategy to bring new courses to market, including identifying positioning, target segments, and channels.  

Integrated Campaign & Content Strategy: Own messaging strategy and collaborate on execution when developing marketing materials, advertising campaigns, and email journeys. Clearly articulate the product's value, including various forms of product-related content, such as website content, blog posts, videos, promotional materials, ad creative, and emails. Build strategic plans, with clear timelines and launch dates, draft compelling copy, and closely monitor, share and apply performance indicators to drive overall campaign implementation.  

Web Content Management: Lead development and authoring of high-converting web experiences in partnership with operations, experience, vendors, and email teams. Work with the website SEO team to align best content to the offering to drive SEO engagements, including tracking and reporting SEO metrics and optimizations. 

Performance Monitoring and Analysis: Be the go-to reporting person for the product by monitoring, analyzing, and reporting on overall success and need optimizations, including course launches, product marketing campaigns, overall product health, SEO, and emails using various platforms like GA4 and Google Search Console. Analyze key performance metrics (e.g., sales, customer acquisition, retention) and customer feedback to measure success and identify areas for improvement. Maintain a data driven test-and-learn approach, continuously exploring new strategies and tactics for campaign effectiveness. 

Sales Enablement: Collaborate with the sales and product teams to build sales collateral and presentations to equip the teams and systems (for self-serve) to effectively sell the product.  

Industry Monitoring and Customer Voice: Stay updated on industry news, trends, and developments related to the product category and marketing practices. Act as the internal voice of the customer, gathering feedback and market insights, where available, to inform the marketing and go-to-market strategies. 

Project Management: Manage multiple concurrent initiatives, ensuring timely delivery while identifying opportunities for improved efficiency. Seamlessly balance short-term projects with long-term strategic thinking and projects.  

Compliance & Brand Consistency: Ensure all external communications and materials adhere to brand guidelines and legal/compliance requirements by collaborating with relevant teams. 

Other Duties: Perform additional responsibilities as assigned. 

QUALIFICATIONS:

Education: Bachelor’s degree in marketing, business, or a related field. 

Professional Experience:

• +5 years of experience in product marketing, preferably within a fast-paced, product- or platform-driven technology or startup environment. 

• 2+ years of demonstrated experience in marketing planning, creation, and execution of digital marketing and advertising campaigns. 

Skills:  

• Have a self-starter mentality to identify opportunities and drive projects to completion without constant oversight. 

• Possess the ability to work with limited resources, find creative solutions, and quickly adapt to changing priorities. 

• Exceptional organizational and project management skills and ability to manage multiple projects and priorities effectively in a dynamic environment. 

• Excellent written and verbal communication skills with a proven ability to tell a compelling story and clearly articulate objectives and strategies to both internal and external stakeholders. 

• Demonstrated ability to influence and lead cross-functional teams without direct authority. 

• Have a deep-seated curiosity to understand customers, ask the right questions, and synthesize insights to drive strategy. 

• Be a proactive, action-oriented individual who is comfortable experimenting and leveraging data to guide decisions. 

• Proficiency in MS Office (Excel, PowerPoint, Word) and familiarity with website authoring using a Content Management Systems, Salesforce Commerce Cloud experience a plus. Experience navigating cross-functional work in a project management system like Asana (or equivalent tool). 

• Travel: Ability to travel overnight up to 10%.