Product Marketing Manager

Learning Sciences International - West Palm Beach, Florida - Full time

The Product Marketing Manager is responsible for developing strategy and executing marketing campaigns that support LSI's K-12 professional development solutions.

The Product Marketing Manager plays a critical role in bringing LSI's products to market, while building brand awareness within the K12 industry. The role collaborates with the Sales and Marketing departments to use best-practices that have the highest success rates. This role provides the Sales team with messages and materials that help them tell the LSI story to school and district leaders, creating compelling campaigns that attract new prospects and expand our reach. The role co-owns campaigns with marketing and sales leadership, managing their development through completion to ensure performance to targets.

Essential Functions:

1. Strategy/Objectives:

  • Work with director to create the annual Marketing plan.
  • Identify objectives and goals for marketing campaigns, communicating them clearly within the company.
  • Strategically leverage use of supporting technologies, including but not limited to CRM (Salesforce), events management system (CVENT), Pardot, and Project Management software, so that there is clear transparency in status and results.
  • Develop and implement creative ideas to build traffic before, during and after campaigns; capture leads for sales and work with marketing and sales to ensure entry and nurturing of leads in CRM system.
  • Develop strategies and tactics to generate leads for LSI products and services, building nurture flows to keep leads engaged.

2. Execution:

  • Deploy successful marketing campaigns and own their implementation from ideation to execution to performance measurement.
  • Experiment with a variety of organic and paid acquisition channels.
  • Oversee the creation of marketing materials, from website banners to hard copy brochures and case studies to content marketing.
  • Work with design, acquisition and other teams to promote products.
  • Create training materials and training programs for the outside sales team.
  • Focus on implementing programs that consistently generate new, high quality leads for our company.

3. Communication/Collaboration:

  • Develop and communicate the campaign plan with internal stakeholders.
  • Work with leadership, subject matter experts and others to devise optimal, high-impact content strategies for each campaign.
  • Leverage strong writing and concepting skills to communicate between and among internal and external stakeholders in a polished, professional and persuasive way.
  • Work closely with Sales, creating sales enablement tools and compelling messages that support ABS (Account-based selling) and ABM (Account-based marketing) strategies.
  • Build product positioning and messaging by personas and keeping it up to date as products evolve.
  • Demonstrate teamwork through sharing of best practices and working with cross-functional teams.

4. Business Analysis/Results/Reports:

  • Create reports to measure effectiveness (including budgets and performance) and identify areas for improvement.
  • Track weekly, monthly, and quarterly performance and marketing metrics (activities & results).
  • Maintain an awareness of current trends within the industry and audiences; develop deep understanding of our work and the competition to identify opportunities and make recommendations.
  • Develop and manage a ROI process using Pardot/Salesforce, monitoring and measuring the success of all campaigns and evaluating results against organizational goals.
  • Provide feedback and recommendations to the marketing team to improve the effectiveness of lead generation campaigns.

Travel

This position requires up to 25% travel out-of-area and overnight, to attend conferences, meetings, or professional development events.

Required Education and Experience

  • 5+ years' product marketing experience.
  • Bachelor's degree in Marketing or related field.
  • Proven history of creating effective marketing programs.
  • Strong opportunity qualification and opportunity tracking skills.
  • Proficient with MS Office products, CRM Systems and Internet research.
  • Experience in the K-12 education space.
  • Proven experience in identifying target audiences and in creatively devising and leading across channels marketing campaigns that engage, educate and motivate.
  • Good copywriting skills and a sense of aesthetics.
  • Knowledge of marketing automation and web analytics tools (e.g., Pardot, Marketo, Google Analytics, etc).
  • Up-to-date with the latest trends and best practices in online marketing and measurement.
  • Proven creative thinker that can generate and execute innovative product marketing ideas.
  • 5+ years of experience analyzing marketing effectiveness, measuring results of marketing strategies and efforts and advising on action plans.
  • Successful experience in the execution of projects on a budget, tracking expenses, planning ahead, and anticipating the unexpected when it comes to marketing and campaign management.
  • Experience identifying and handling dependencies and risk responsibly.

Preferred Education and Experience

  • Appropriate K12 industry experience, understanding of our sector, customers, and industry service providers.
  • Experience with Salesforce, CVENT, Pardot.
  • Experience working successfully through "whitewater" (high change/high growth phase)

Our Benefit Highlights:

  • Position is salaried based off experience and abilities.
  • FULLY PAID Health Insurance, 401(k), Vacation, Employee Assistance Program, Flexible Spending Accounts, Short/Long-term Disability, and more.
  • Flat, low-ego culture that is purpose-driven, undersells itself (not PR hype)'and whose customers love.

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Role

Marketing

Experience Level

Senior Level

Learning Sciences International

Learning Sciences International® (LSI) empowers educators to transform core instruction and leadership while rapidly closing the achievement gap within K12 schools.

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