Digital Product Marketing Manager

Description UWorld is a worldwide leader in online test prep for college entrance, undergraduate, graduate, and professional licensing exams throughout the United States. Since 2003, over 2 million students have trusted us to help them prepare for high-stakes examinations. We are looking for a Digital Product Marketing Manager with a strong analytical background to lead product marketing and digital marketing strategy for one or more of our verticals. This candidate will focus on strategic digital marketing efforts that drive awareness, highlight the benefits of our suite of educational tools, and convert leads into paying customers. The ideal candidate is data-driven, results-oriented, and capable of translating insights into actionable marketing strategies.

Qualifications: Experience Required

• 10+ years of senior product marketing experience, spanning both B2B and B2C channels
• Proven track record of designing and executing 360-degree omnichannel GTM strategies across the full candidate lifecycle
• Expertise in the end-to-end market penetration process: from segment sizing and messaging development to launch and measurement
• Hands-on experience building B2B marketing intelligence programs, including ICP development and sales enablement
• Deep familiarity with exam-driven or ed-tech markets, including registration cycles, seasonality, and candidate journey patterns
• Demonstrated success leading complex product launches and providing strategic pricing input based on market research
• Experience defining KPIs and delivering performance reporting to senior leadership while enforcing brand standards
• Technical proficiency with marketing automation (HubSpot/Pardot), analytics (GA4/GSC), and SEO/SEM tools (SEMrush/Ahrefs)

Job Duties and Responsibilities (including but not limited to): GTM Strategy and Positioning (40%) Core focus. This is where the majority of your time and ownership lives.

• Own the annual GTM strategy for assigned verticals, covering B2C candidate acquisition, retention and renewal, and B2B institutional outreach
• Design and execute 360-degree omnichannel GTM plans that align paid search, organic, email, social, and sales touchpoints into a unified experience across the full candidate lifecycle
• Define and maintain the positioning, messaging hierarchy, and value proposition for each vertical across acquisition and retention stages
• Translate UWorld product features including QBank, practice exams, performance tracking, and adaptive tools into candidate and institutional buyer benefits at each stage of the journey
• Maintain a living messaging guide per vertical used by content, SEM, social, and sales teams
• Build exam-seasonality-aware campaign calendars: map GTM activity to registration windows, score release dates, exam windows, and retake cycles for each vertical
• Lead product launch planning end to end: positioning, launch messaging, channel strategy, enablement materials, and post-launch measurement
• Enforce UWorld brand standards across all vertical marketing outputs and ensure messaging consistency across teams
• Partner with product and PMM leadership to align messaging to product roadmap updates and new feature releases
• Run quarterly GTM reviews with stakeholders to assess positioning effectiveness and refresh strategy

Market and Competitive Intelligence (30%) Second largest time commitment. This is the engine that informs everything else.

• Own competitive intelligence: monitor positioning, pricing, and market shifts for assigned verticals.
• Develop comprehensive buyer personas and map full B2B/B2C buying journeys.
• Build deep subject matter expertise on exam structures, regulatory changes, and candidate behaviors.
• Define and prioritize high-value market segments.
• Execute end-to-end market penetration for new segments.
• Conduct market sizing to inform resource allocation and growth strategy.
• Create sales enablement assets, including battle cards and pitch frameworks.
• Translate market insights into actionable campaign briefs for the digital marketing team.

Campaign Strategy and Collaboration (20%) Collaborative, not executive. You brief and guide the digital team; you do not own campaign execution.

• Brief the digital marketing team on campaign strategy, target personas, exam seasonality context, and messaging before each campaign cycle
• Build and maintain exam-calendar-aligned content and campaign calendars in collaboration with SEO, SEM, social, and email teams
• Review campaign creative and copy to ensure alignment with approved positioning and messaging
• Work with content writers and SEO leads to ensure published content reflects approved positioning, covers buyer journey gaps, and aligns to exam-season search demand patterns
• Identify channel gaps and recommend programs to address them in collaboration with the digital marketing team
• Partner with social media and SEM specialists to translate GTM strategy into channel-specific execution plans
• Recommend and review collateral that supports product offerings across digital and sales touchpoints

Reporting, Pricing, and Market Research (10%) Ongoing cadence. Keep leadership informed and strategy grounded in current market reality.

• Define KPIs per vertical and maintain a reporting framework that tracks GTM performance across acquisition, conversion, and retention goals
• Own the reporting cadence: deliver regular vertical-level performance reviews with strategic recommendations, not just data summaries
• Provide pricing input to leadership based on competitive benchmarking, market conditions, and buyer willingness-to-pay signals
• Monitor industry trends, exam regulatory changes, and governing body updates; brief leadership proactively on emerging threats and positioning opportunities
• Conduct periodic competitive analysis on product, pricing, positioning, and content gaps
• Outline buying cycles, map seasonal demand patterns, and identify conversion drop-off points; recommend interventions to improve funnel performance across the exam calendar

Core Skills and Competencies Strategy and GTM

• 360-degree omnichannel GTM strategy
• Product positioning and messaging
• B2B and B2C GTM strategy
• Market segmentation and penetration process
• Exam seasonality and campaign calendar planning
• Student and candidate lifecycle marketing
• Product launch planning and execution
• Brand standards enforcement
• Pricing strategy input
• Sales enablement and cross-functional alignment

Intelligence and Analytics

• Competitive analysis and intelligence
• Buyer persona development
• B2B and B2C buying journey mapping
• Market sizing and opportunity analysis
• Exam vertical and subject matter fluency
• Demand generation tied to exam cycles
• KPI definition and GTM reporting
• GA4, GSC, SEMrush or Ahrefs
• Marketing automation and CRM platforms
• SEO and SEM strategy direction