At Liaison, weve helped higher education institutions build better, more diverse classes for three decades. You may recognize us as the company behind the Centralized Application Service (CAS), Enrollment Marketing services and platform (EMP), SlideRoom, Time2Track, TargetX (CRM) and Othot.
Everything we do is focused on taking that proven success and expanding its scope and scale. Over 31,000 programs on more than 1,000 campuses see us as a forward-thinking partner integral to meeting their total enrollment goals and were building the data- and mission-driven team that will reinforce our role for decades to come.
Summary:
The role of Product Marketing at Liaison functions as a collaborative partner, working to drive Liaison's products and services forward. By enabling the sales team, educating customers, fostering partnerships, and skillfully crafting strategic messaging for impactful content, the Manager of Product Marketing takes a leading role in driving the growth of Liaisons solutions.
Reporting to the VP of Marketing, the Manager drives Liaison's go-to-market strategy. This involves taking ownership of competitive intelligence, crafting essential messaging, and refining the positioning of our products and services. Additionally, the Manager assumes a hands-on leadership role in nurturing the Product Marketing team, refining processes, setting priorities, cultivating talent, and efficiently managing team resources.
Collaboration lies at the core of the Manager's role in Product Marketing, as they work closely with Product, Sales, Client Success, and Marketing teams. By translating market insights into actionable marketing strategies, the Manager shapes the trajectory of our solutions. Their influence extends to product/market segment marketing campaigns and new product launches, including strategic positioning, messaging frameworks, sales enablement tools, and training programs. This involves coordination with subject matter experts and stakeholders across the organization, fostering both awareness and adoption of Liaison's products.
A driven self-starter, a strong collaborator, and a strategic thinker, the Manager enjoys rolling up their sleeves. They also have a proven record of product marketing successes and a deep knowledge of SaaS marketing best practices and trends. Experience in the higher education industry is a plus.
Success in this role looks like a unified product, marketing, and sales ecosystem, as evidenced by our customers record-level adoption of our full suite of products and services.
Responsibilities:
- Understand the higher education industry, with a particular focus on trends in recruitment/enrollment, retention, and student success. Develop an expert grasp of our products, buyers, institutions needs, and how we compare to the field
- Directly manage, develop, and grow the Product Marketing team
- Conduct competitive, market, and consumer research to validate positioning and develop high impact sales/marketing assets that reflect our GTM strategy, value proposition, differentiators and strengths
- Lead the development of product positioning and ensure that it is communicated and adopted effectively
- Develop specific product messaging that is clear, concise, and resonates with prospects and customers to solve their challenges
- Partner with marketing and sales colleagues to support and enhance product-focused marketing campaigns
- Develop a go-to-market (GTM) strategy for new products and refine GTM strategies for existing products
- Leverage tools and best practices for conducting competitive intelligence. Create a framework for incorporating competitive intel into points of differentiation for product positioning, messaging and sales enablement content.
- Actively create content to articulate the benefits of our products and ensure message alignment throughout the customer journey
- Ensure consistency and quality of customer facing sales content
- Work with Growth Marketing team to drive content for SEO improvement
- As required, participate in Liaison sponsored and hosted events, acting as a product subject matter expert
- Manage product marketing budget and approval processes
Required Qualifications:
- Bachelors degree in marketing, branding, or similar field
- 5-7+ years marketing experience (B2B, SaaS preferred)
- Strategic thinker with exceptional interpersonal, communication and presentation skills
- Hands-on practitioner of product marketing strategy and execution
- Oversee and manage projects that span multiple departments
- Solid analytical and research skills
- Skilled facilitator who can bring together groups who have competing priorities
- Proven leadership, with an ability to lead others and develop a high-performing team
- Ability to take direction and work independently to deliver results
- Experience using project management platform such as Monday.com, Asana, Workfront
- Budget ownership and oversight (preferred)
- Higher education experience (preferred)
The base salary range for this role is listed below. Exact compensation may vary based on skills, experience, and location.
