Overview Join to apply for the Director, Product Marketing role at American Student Assistance. THE ROLE: Director, Product Marketing American Student Assistance (ASA) is a national nonprofit that is changing the way kids learn about careers and prepare for their futures through access to career-readiness information and experiences. ASA fulfills its mission through free digital-first direct experiences, philanthropy, advocacy, thought leadership, groundbreaking research, and impact investing. We believe that exploring career possibilities, as early as middle school, and providing access to education-to-career pathways aligned with one\'s passions and goals will result in greater confidence and long-term success for all students. We are looking for a Director, Product Marketing reporting to the VP of Marketing and working in close partnership with the SVP of Marketing and Communications and the Senior Director of Product Program Management. The Director, Product Marketing should have extensive experience in both educational and consumer product marketing, specifically in marketing to learners aged 13-24. Responsibilities Product Marketing: Bring the voice of the customer to the product development team via focus groups, research, etc. Collaborate closely with the product development team to incorporate customer insights and feedback into the design and improvement of products. Facilitate regular communication between marketing and development teams to ensure alignment on product features and enhancements that meet customer expectations. Audience Segmentation : Perform research and divide the market into sub-groups of consumers based on shared characteristics to effectively target marketing strategies and efforts. Identify specific needs, behaviors, and preferences of different segments to tailor product messaging and positioning accurately. Product Positioning : Develop a deep understanding of consumer needs and behaviors in order to align product messaging with current market trends and maintain a competitive edge. Craft clear, compelling value propositions and product messages that resonate with targeted audiences, highlighting unique features and benefits that set the product apart. Regularly review and adjust positioning strategies to ensure relevance and effectiveness in the marketplace. Product Labeling / Language : Steer the research and labeling and in-system messaging within the product and along the digital journey for targeted audiences. Translate B2B labels and language to "teen speak" to ensure the product resonates with younger users. Manage the user acceptance testing (UAT) for each audience as it relates to in-system messaging, ensuring clarity and relevance. Work closely with the product development team to fine-tune language and labels used within the product to be engaging and understandable for the target demographic. Product Launch Plan Marketing Plan : Develop product marketing plans that incorporate audience research, customer feedback, and competitive analysis. Include strategies for positioning, messaging, and labeling, ensuring all marketing efforts align with business goals. Plans should include fostering state-wide system adoption as well as adoption of guidance / advisory personnel within district / school systems, community / partner youth-serving organizations, and students. Include nurturing / drip campaigns to increase engagement from the top of the funnel through the product experience. Monitor and adjust plans based on market dynamics and performance data to ensure effectiveness. Go-to-Market Plan : Lead the execution of go-to-market strategies for all product launches across various audiences. Develop launch plans with marketing activities, timelines, and budgets. Conduct market research to identify target demographics and develop tailored marketing strategies. Collaborate with Digital Marketing to align with broader goals. Facilitate regular cross-functional meetings to align on product launch goals. Develop and execute marketing campaigns (national awareness, audience acquisition, nurturing/drip campaigns, state and district campaigns, partner distribution). Monitor performance and optimize for reach and engagement. Ensure materials are consistent with brand messaging. Audience Acquisition / Digital Marketing : Work with Creative Services on paid social, paid search, and other digital marketing efforts to attract and retain customers and meet impact metrics. Manage a $10 million marketing budget across platforms. Guide development and execution of campaigns, plan retargeting strategies, and establish a partner distribution strategy. Performance Monitoring : Track performance of product launches and campaigns using KPIs. Analyze data, report to stakeholders, provide recommendations, and monitor post-launch engagement for sustained growth. Build and Lead Analyze company needs, build out a world-class product marketing function, and lead the digital marketing team. About You 7-10 years of experience in educational, EdTech and consumer product marketing. Experience marketing directly to learners aged 13-24 is a must. Demonstrated ability to develop and implement go-to-market strategies and audience acquisition/nurturing campaigns. Proven data-informed decision-making, including reviewing campaign performance data, creating performance reports, and optimizing campaigns to exceed KPIs. Proven leadership skills to lead and grow high-performing teams; collaborative, mentor-focused, inclusive, and solution-oriented. Excellent verbal and written communication skills; ability to communicate with all levels of management and senior leaders. Strong presentation and negotiation skills. Strong business acumen, strategic thinking, and decision-making skills; ability to understand complex business landscapes and evaluate risks and opportunities. Strong interpersonal skills with ability to motivate, build rapport, and collaborate with stakeholders at all levels. Excellent organizational ability with a detail-oriented, process-driven approach to prioritize work and manage multiple projects; track record of delivering programs at scale. Why ASA? ASA offers a wide range of perks and benefits, including comprehensive medical, dental, and vision plans, retirement plan (with match), PTO, Summer Fridays, and holiday breaks. ASA supports a hybrid schedule (2 days per week in Boston HQ) and values strategic thinkers who seek to help improve kids\' education and career goals. We prioritize a healthy work/life balance and inclusive, collaborative culture.

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