Product Marketing Associate Director

About the Role

Key Responsibilities

• Collaborate internally and externally to complete and collect market research and intelligence, define market segmentation, and develop buyer/decision-making personas.
• Monitor industry trends and proactively adjust marketing strategies accordingly.
• Provide strategic insights based on market and competitive analysis.
• Maintain an expert understanding of our portfolio, products offered, differentiators, customers, and competition.
• Define key product launches or marketing campaigns based on the seasonal calendar, ensuring alignment between product, sales, and marketing.
• Develop, execute, and measure cross-channel campaigns, working across a cross-functional team that includes product management, sales, and central marketing organization.
• Refine and optimize product messaging and positioning.
• Collaborate with central marketing and solutions marketers to generate and develop/nurture leads and achieve campaign goals/metrics.
• Track, report, and analyze program performance and ROI.
• Utilize data-driven insights to measure and define future best practices.
• Continuously update and refine product marketing information based on the competitive landscape, adjusting positioning, messaging, and materials as required.
• Work with sales and partners to develop materials that enable teams to sell and deliver new offerings, supporting internal sales training, sales collateral, presentation assets, flyers/emails, product information documents, and competitive grids.
• Gather customer insights by interacting directly with customers during seminars, tradeshows, and on-site visits to inform product development and marketing strategies.
• Drive thought leadership initiatives by developing white papers, blog content, and speaking opportunities that position the company as an industry leader.
• Plan and manage marketing events, including webinars, conferences, and trade shows, to increase brand visibility and engage target audiences.

Requirements

• Bachelor's degree in Marketing, Business, or a related field (Master's preferred).
• 8+ years of experience in product marketing, with at least 2+ years in higher education sales and/or marketing.
• B2B experience required.
• Demonstrated high level of critical thinking and decision making skills; ability to think strategically, prioritize and multitask effectively.
• Advanced skills in conducting complex market research and competitive analysis.
• Expertise in creating and refining compelling strategic messaging through various mediums.
• Leadership skills and experience in project management.
• Ability to work collaboratively in a fast-paced, cross-functional environment.
• Strong understanding of healthcare education and its unique challenges.
• Excellent written and verbal communication skills.
• Proficiency in analyzing and interpreting complex data sets.
• Proficiency in marketing automation tools and CRM software.
• Analytical mindset with a focus on data-driven decision making.

Nice to Have

• Experience with healthcare education market challenges.
• Experience in developing thought leadership content such as white papers, blogs, and speaking engagements.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field (Master's preferred).