Overview
The Product Marketing Manager (PMM) owns the marketing strategy and positioning for a defined portfolio of EIM partner university and academic programs. This role is responsible for ensuring each program is clearly positioned, launch-ready, and supported throughout its lifecycle with consistent messaging, enablement, and performance insights.
Working closely with the Senior Director, Product Marketing, the Marketing Launch Manager, Operations, Admissions, and channel teams, the PMM serves as the product marketing subject matter expert, translating market and institutional inputs into actionable go-to-market plans and guidance for execution teams.
This role does not own channel execution, but ensures execution teams have the clarity, inputs, and direction needed to deliver effectively.
Responsibilities
Product Positioning & Strategy
- Own product positioning, value propositions, and differentiation for assigned academic programs
- Develop and maintain product messaging frameworks aligned to target audiences and enrollment goals
- Ensure positioning reflects program strengths, institutional priorities, and market demand
- Serve as the product marketing subject matter expert for assigned programs
Go-to-Market Planning & Launch Support
- Partner with the Marketing Launch Manager to support go-to-market planning and launch readiness
- Define product inputs required for launch, including messaging, audience definitions, and value narratives
- Ensure products are launch-ready across messaging, enablement, and documentation
- Support structured handoff of products from launch to ongoing marketing teams
Cross-Functional Collaboration
- Partner closely with Operations, Academics, and Admissions to align product strategy with readiness and enrollment workflows
- Collaborate with Channel (paid media, SEO, events, lifecycle) and Creative teams to ensure program clarity is reflected across channels
- Act as a strategic bridge between program stakeholders and marketing execution teams
Enablement & Documentation
- Develop program briefs, messaging guides, FAQs, and enablement materials for internal teams
- Support admissions and partner-facing teams with clear program context and updates
- Ensure documentation is current, accessible, and scalable
Performance & Insights
- Monitor program-level performance in partnership with Analytics and Admissions
- Interpret performance data and market feedback to inform program optimizations
- Identify risks, gaps, and opportunities across the program lifecycle
- Share insights and recommendations with product marketing leadership
Continuous Improvement
- Support refinement of product marketing processes, templates, and best practices
- Contribute to improving consistency and scalability across the product portfolio
- Participate in retrospectives to improve future launches and lifecycle performance
Qualifications
- Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent experience
- 5+ years of experience in product marketing, program marketing, or strategic marketing roles
- Experience supporting go-to-market strategy and product launches
- Strong ability to translate complex offerings into clear, compelling positioning
- Excellent written and verbal communication skills
- Strong cross-functional collaboration and stakeholder management skills
- Data-informed decision maker with experience leveraging performance insights
- Comfort operating in a matrixed, fast-paced environment
- Experience in higher education, healthcare education, or regulated environments preferred