Product Marketing Manager, Education

KQED - San Francisco, California - Full time

KQED helps educators create learning environments for the 21st century by promoting media literacy, student voice, civic engagement, and creative expression using digital media. The main products from education are: KQED Teach, an online professional development platform with courses that teach teachers media-making skills and how to integrate media literacy into their classrooms; KQED Learn, a discussion platform for middle and high schools students to practice critical thinking and media making in response to video prompts from our Above the Noise series; and PBS LearningMedia CA, a digital library of standards-aligned media clips and curricula for the classroom. All of KQED’s educational products are available for free.

We are looking for a Product Marketing Manager who is:

  • Audience-focused. You are a storyteller who understands the educator audience. You can write compelling, relevant messaging for web, email, print collateral, social media and other channels that drives awareness and conversion. You can customize messaging for multiple audiences and topics, from teachers to parents, STEM to ELA, the Bay Area to Appalachia.
  • Strategic. You design and manage the go-to-market plan for launches. You prioritize the channels that fit the particular product and audience and develop targeted messaging and effective calls-to-action. You measure results, make data-backed decisions, and iterate strategy.
  • A leader. You clearly communicate the strategy, goals, look and feel of each campaign to all stakeholders and team members, leading kick-off meetings and writing creative briefs. You collaborate with internal team members in Education and Design, external vendors/contractors, and contributing partners, and you project manage campaign deliverables from them.
  • Hands-on. We are a small and mighty team. We wear many hats and rely on each other to be generative and generous team players. On a given day, you might be writing web copy or a newsletter, pitching a GTM plan to stakeholders, or creating a marketing kit for key partners (such as PBS, ISTE, and school districts).
  • Mission-driven. You are passionate about education and public media. You are a champion of teachers. You are inspired by the vision of transforming young people’s ability to think critically about the media they consume online and empowering them to share their own ideas through their own media creations.

This position reports to the director of marketing in KQED’s education department and collaborates closely with KQED’s product, marketing, communications, design and audience development teams.

Essential Functions:

  • Develop go-to-marketing strategy and manages multi-channel campaigns that focus on top of the funnel goals like awareness, acquisition, and conversion.
  • Collaborate with and manage campaign deliverables from internal staff across the organization and external vendors and partners.
  • Write targeted, powerful copy and CTAs for multiple channels, from product websites to campaign emails.
  • Measure and report on results. Iterate strategy and tactics to increase registration.
  • Work with product to increase web conversion, collaborating on UI/UX, user flows, and A/B testing
  • Work with education content teams to ensure strategic alignment and product-market fit
  • Develop and implement email campaigns and newsletters using Marketing Cloud.
  • Maintain multiple lists of hot leads, subscribers, working with the Salesforce administrator and email marketing specialist
  • Lead channel owners in executing the GTM strategy, e.g. through industry conferences, local events, social media, paid media
  • Collaborate with partner outreach on development of strategic relationships to drive growth and engagement
  • Collaborate on development of user journeys for on boarding and re-engagement of users with the community engagement specialist
  • Staff booths at education events and industry conferences (involves travel 3-5 times/year)
  • Track marketing expenses and manage finance administration tasks
  • Other duties as assigned.

Knowledge/Experience Required:

  • 3-5 years experience in product marketing or comparable role
  • Familiarity with current and developing marketing communications strategies, focused primarily on acquisition and conversion, retention and engagement. Able to employ best practices across multiple digital marketing platforms.
  • Strong communication skills, both written and in person, and the ability to interact professionally with a diverse group of stakeholders across the KQED organization and with external partners. Strong copy writing skills that reflect KQED voice and value proposition.
  • Familiarity with theory and implementation of campaign optimization and testing techniques (AB testing, multivariate testing, SEO, optimizing for mobile, etc.)
  • Actively follow marketing industry trends and subscribe to industry blogs. Able to translate theoretical knowledge into actionable strategies and tactics.
  • Experience in managing digital and social media campaigns.
  • Knowledge and familiarity using a range of digital tools for marketing and communications, relationship management, project management, analytics tracking, and content publishing.
  • Proactive, independent thinker and creative problem solver who works well in a fast-paced team environment.
  • Excellent organizational skills and strong attention to detail.
  • Capacity to analyze, synthesize, visualize and communicate information effectively.
  • Ability to meet deadlines and goals while working under pressure.
  • Ability to follow KQED journalistic standards and maintain a public presence that is nonpartisan and unbiased.

Knowledge/Experience Desired:

  • Experience as a teacher or working with teachers is useful.
  • Experience with email marketing tools like Marketing Cloud and Salesforce
  • Experience with digital advertising - Google Adwords, social, YouTube
  • Skilled at editing images for online publishing (Photoshop/Premier)
  • Commitment to educational equity; passionate about digital media for learning and youth voice.

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Experience Level

Mid Level

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