Senior Product Marketing Manager - Business & Government

Accountabilities: Own segment go-to-market strategy: Define and lead go-to-market plans for federal, state and local government, and corporate workforce learning markets, aligning priorities with sales objectives and sharing accountability for pipeline, new bookings, retention, and cross-sell targets. Develop positioning and messaging: Create differentiated value propositions for distinct customer segments and buyer personas, including procurement officials, learning and development leaders, IT security professionals, agency training leads, and workforce development managers. Govern messaging frameworks: Maintain consistent positioning documentation across Marketing, Sales, and Product, adapting messaging as product capabilities, competitive dynamics, and buyer priorities evolve. Lead go-to-market planning: Establish strategic priorities, execution plans, and performance metrics for Product Management, Revenue Marketing, and Sales teams to improve conversion across customer acquisition and retention channels. Influence product strategy: Translate customer and market insights into recommendations for product roadmap priorities, ensuring new capabilities are positioned effectively before launch. Develop business cases and market models: Conduct market sizing, prioritize target accounts, analyze pipeline contribution, and build go-to-market models that inform resource allocation and annual planning. Drive competitive intelligence: Monitor competitors' positioning, pricing, and product capabilities; maintain sales battle cards; and provide actionable insights to strengthen competitive differentiation. Conduct buyer and market research: Lead win/loss interviews, customer conversations, and secondary research to uncover buyer needs, refine messaging, and inform product and sales strategies. Monitor procurement and compliance trends: Track government procurement dynamics, IT modernization initiatives, and relevant frameworks such as FedRAMP, Section 508, and FISMA, advising leadership on their implications for product, pricing, and go-to-market decisions. Strengthen sales enablement: Develop and maintain discovery guides, objection-handling resources, segment primers, competitive materials, and other tools that help sales teams engage confidently with government and corporate buyers. Support proposals and RFPs: Create and maintain accurate, compelling response language for requests for proposals (RFPs), requests for information (RFIs), and standard proposal materials, ensuring product capabilities and compliance claims are represented correctly. Deliver sales training: Lead segment-specific enablement sessions covering product updates, competitive positioning, buyer priorities, and effective sales approaches. Measure enablement effectiveness: Track content adoption and usage in active deals, analyze relationships with win rates, and use findings to prioritize future enablement investments. Guide campaigns and content development: Shape new-customer and customer marketing strategies, collaborating with marketing teams to deliver relevant campaigns, content, and assets for government and workforce learning audiences. Build customer advocacy: Identify and develop customer references and advocacy relationships that reinforce segment positioning and support go-to-market priorities. Represent the segment externally: Contribute to industry events, analyst briefings, external communications, and major user conferences through presentations and customer-facing content. Influence cross-functional stakeholders: Advise senior leaders across Sales, Product, and Marketing, and lead cross-functional initiatives that advance segment growth and business objectives. Requirements: At least 8 years of B2B product marketing experience with a bachelor's degree, or at least 6 years with a master's degree, or equivalent experience. Direct experience in government, public sector, enterprise workforce training, or corporate learning markets is strongly preferred. Proven ability to develop and defend positioning and messaging frameworks for complex markets with multiple stakeholders and distinct buyer needs. Demonstrated success building sales enablement programs that sales teams adopt and that contribute measurably to improved win rates. Excellent written communication skills, including the ability to produce persuasive one-pagers, competitive battle cards, solution briefs, and executive-ready messaging. Strong analytical capabilities, with experience interpreting win/loss data, pipeline metrics, and revenue performance, and connecting marketing activities to business outcomes. Experience developing business cases, market-sizing analyses, and go-to-market models to support strategic and investment decisions. Ability to operate independently in a fast-moving environment, prioritize ambiguous initiatives, and exercise sound judgment with limited direction. Demonstrated ability to influence senior stakeholders across Sales, Product, Marketing, and executive leadership, adapting communication style to different audiences. Strong collaboration, research, strategic thinking, and project management skills. Fluency in written and spoken English. Working knowledge of federal or state procurement processes and compliance frameworks such as FedRAMP and Section 508 is preferred. Familiarity with corporate learning and development, workforce training, or skills credentialing markets is advantageous. Experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies is a plus. Exposure to learning management systems, accessibility solutions, or institutional effectiveness platforms is beneficial. Experience in a turnaround or post-acquisition education technology environment, particularly when building credibility in a segment with limited existing brand recognition, is valued. Work authorization: Candidates must be legally authorized to work in the United States at the time of hire and throughout employment. Visa sponsorship and immigration support are not available for this position. Benefits: Annual base salary: $127,200–$130,000. Placement within the range depends on experience, skills, internal equity, and location. Additional compensation: Potential company bonus or other compensation beyond the stated base salary; specific bonus details are not provided. Fully remote work: Work remotely from within the United States. Senior-level ownership: Lead go-to-market strategy for a specialized, strategically important market segment. Cross-functional influence: Work closely with Sales, Product Management, Revenue Marketing, Customer Marketing, and senior leadership. Professional impact: Influence product priorities, competitive strategy, sales effectiveness, and revenue growth. Strategic autonomy: Operate with significant independence and visibility while shaping initiatives in a complex enterprise market. Specific details regarding healthcare, retirement plans, paid time off, and other employee benefits were not included in the provided job description.