Product Marketing Manager

Product Marketing Manager

The Product Marketing Manager is responsible for helping Lumen clearly communicate the value of its courseware to higher-ed faculty, academic leaders, and institutional decision-makers. This individual contributor role supports product positioning, audience insights, competitive analysis, sales enablement, campaign content, and customer proof that help drive awareness, qualified engagement, adoption, and expansion.

The Product Marketing Manager will work closely with Sales, Customer Success, Product, and Learning to support priority courses, target audiences, key accounts, and strategic initiatives. This role requires someone who can write clearly, translate product and customer insights into practical messaging, create useful content, support campaigns and selected customer-facing initiatives, and use campaign data and engagement signals to inform follow-up, reporting, and marketing decisions.

This is a great fit for a collaborative, detail-oriented marketer who brings curiosity, follow-through, and hands-on execution and can translate product features and research into meaningful benefits for faculty and students.

The role will contribute to Lumen's marketing priorities through:

• Product positioning and messaging for priority courses, audiences, and strategic themes
• Campaign content that helps faculty and academic decision-makers understand Lumen's value
• Faculty stories, customer proof points, testimonials, and product-focused content
• Audience, market, and competitive insights that inform messaging and campaign strategy
• HubSpot campaign organization, audience segmentation, and reporting support
• Cross-functional collaboration with Sales, Customer Success, Product, Learning, and RevOps

About Lumen Learning

Our mission is to enable unprecedented learning for all students with an emphasis on ensuring that race, income, and gender are not predictors of success. We are a fast-paced, tech company service in higher education currently supporting more than 400,000 students and 5,000 faculty members at more than 500 colleges and universities across the country. Lumen provides solutions that create compelling learning experiences for students and guide faculty members in using evidence-based teaching practices that improve student success.

We are doing something that has yet to be done before. Each position requires an individual who can assess the needs of customers, the education community, and other Lumen team members and develop new approaches and solutions. This requires creativity, commitment, generosity, openness, and a drive to create belonging for our team and community. You can read more about our company values here and find out more about what we do on our website.

We are committed to building an organization that reflects the diversity of the communities and students we serve. We can only achieve our goals by creating a team of differing perspectives, social circumstances, values, and abilities, including those of historically resilient communities. We strongly encourage applications from Black, Indigenous, Hispanic, Asian, & other People of Color, immigrants, LGBTQIA+ individuals, people with disabilities, and members of underrepresented groups. Lumen Learning is proud to be an equal opportunity employer. We provide equal employment opportunities to all employees and applicants regardless of race, color, sex, age, religion, national origin, disability, veteran status, genetics, sexual orientation, gender identity, or gender expression.

Organization Alignment:

• Reports to the Senior Director, Marketing & Customer Engagement
• Works under Marketing leadership to help translate Lumen's priorities into practical messaging, campaigns, content, enablement resources, and market-facing materials
• Collaborates with the Sales team to support messaging, enablement resources, campaign execution, and follow-up planning
• Collaborates with the customer success (DLS) team to support customer engagement, expansion, faculty stories, and proof-building
• Partners with Product and Learning to translate research findings, product updates, customer insights, and market needs into clear positioning and content

Key Responsibilities:

Positioning, Messaging & Market Insights

Support the development of positioning and messaging for priority courses, audiences, and strategic themes

Conduct market and competitive research

Translate product updates, customer insights, research findings, and faculty feedback into clear, practical messaging that can be used across campaigns, sales conversations, and customer engagement

Campaigns & Go-to-Market Support

Support go-to-market planning and execution for priority courses, product updates, strategic themes, and key audience segments

Execute marketing campaigns that generate qualified engagement from higher-ed faculty and academic stakeholders

Create and manage email campaigns, nurture programs, course preview campaigns, webinar follow-up, reactivation campaigns, and targeted outreach

Contribute to campaign strategy by turning audience insights, customer feedback, product updates, and market research into practical content and messaging

Sales Enablement & Field Support

Collaborate with Sales and Customer Success to support course- and audience-focused messaging, enablement resources, campaign execution, and follow-up planning

Create practical enablement materials, including campaign briefs, email templates, sequence messaging, one-pagers, follow-up language, objection-handling resources, and course-specific messaging

Support Sales handoffs by helping identify who engaged, what signal they showed, why they matter, and what next step may make sense

Gather feedback from Sales on messaging, objections, audience needs, and materials that can help support active opportunities

Customer Proof & Product Content

Help develop faculty stories, customer quotes, testimonials, short videos, case-study content, and proof points

Create and repurpose digital content, including short-form videos, webinar clips, faculty/customer story assets, social content, email content, landing page copy, campaign graphics, and other digital materials

Partner with Sales, Customer Success, Product, and Learning to turn customer outcomes, research findings, implementation examples, and product insights into market-facing content

Support webinars, customer-facing programs, and selected field marketing activities that advance faculty engagement, customer proof, and priority course messaging

Travel periodically for selected conferences, customer gatherings, company meetings, or field activities when aligned with company priorities

Campaign Operations & Reporting

Build and manage HubSpot campaign assets, workflows, segmentation, nurture campaigns, reporting, and follow-up tracking

Partner with RevOps to support campaign tracking, lead routing, Sales handoffs, and visibility into audience engagement

Contribute to additional marketing initiatives and cross-functional projects that support company priorities as needed

Personifies Lumen values of Commitment, Creativity, Generosity, Openness, and Belonging

The ideal candidate will have the following skills and experience:

24+ years of experience in product marketing, B2B marketing, edtech marketing, content marketing, demand generation, sales enablement, or a related role

Strong writing and messaging skills, with the ability to translate product updates, customer insights, and market needs into clear content for professional or academic audiences.

Experience supporting product positioning, audience messaging, competitive research, buyer or user personas, campaign content, or go-to-market materials

Hands-on experience creating marketing assets such as email campaigns, webinar content, sales enablement materials, landing page copy, customer stories, or digital and visual content

Comfort creating visual and digital content using tools such as Canva

Experience using CRM or marketing automation tools, preferably HubSpot, to support campaigns, segmentation, and reporting

Strong project management, communication, and collaboration skills, with the ability to work effectively across teams in a remote environment

Sound judgment and follow-through, with the ability to take direction, move work forward, and know when to escalate questions or decisions

Experience in higher education, edtech, learning technology, publishing, or another considered-purchase B2B market is preferred

Preference for candidates located in the Central or Eastern Time Zone

Benefits:

• Autonomy
• 401(k) matching
• Full employee medical premium covered by the company
• Flex PTO
• Paid holidays
• Work with exceptional people on an important, fulfilling mission
• Stock options
• Fully dispersed workforce