Director of Product Marketing

Role Description

The Director of Product Marketing is a senior strategic leader responsible for bringing Lumen's courseware to market effectively. This role owns the intersection of product, marketing, and sales, defining how we position our products, who we target, how we reach them, and what compels them to act.

As the Director of Product Marketing, you will:

• Act as the voice of the customer, feeding market and audience insights directly into the product roadmap.
• Serve as a critical bridge between the Product organization and the market, ensuring alignment with real faculty, student, and institutional needs.
• Be a strategic thinker and hands-on executor fluent in AI-assisted marketing workflows.
• Collaborate deeply with Product and translate complex educational technology into compelling narratives.

Key Responsibilities

• Product Positioning & Market Intelligence
  • Own Lumen's product positioning and messaging architecture across priority courses, audience segments, and strategic themes.
  • Analyze customer insights, competitive landscapes, and industry trends to define and continuously sharpen Lumen's unique value proposition.
  • Partner closely with the Product organization to inform roadmap priorities with market signals, buyer feedback, and competitive intelligence.
  • Translate new features and innovations into market-ready narratives.
  • Identify and develop messaging for emerging product capabilities, including AI-enhanced learning tools.
• Go-to-Market Strategy & Campaign Leadership
  • Lead go-to-market planning and execution for new course launches, product updates, and strategic initiatives targeting higher-ed faculty and academic decision-makers.
  • Deploy AI tools to accelerate campaign development, improve targeting precision, and increase marketing efficiency.
  • Build and manage HubSpot campaigns, segmentation, nurture programs, and reporting.
  • Use engagement data and AI-assisted analysis to refine campaign strategy and inform Sales follow-up.
• Sales Enablement & Revenue Alignment
  • Develop sales enablement materials and train the Sales team on Lumen's products.
  • Partner with Sales and Customer Success to identify expansion opportunities and develop targeted account-level messaging.
  • Ensure clean handoffs between marketing-qualified engagement and Sales outreach.
• Customer Proof & Product Content
  • Build a library of faculty stories, case studies, testimonials, and outcome-focused proof points.
  • Use AI-assisted content tools to accelerate production of digital assets.
  • Surface and amplify product innovation stories in partnership with the Product and Learning teams.
  • Travel periodically for select conferences, customer gatherings, company meetings, or field activities.

Qualifications

• 6+ years of experience in product marketing, with demonstrated progression into strategy, leadership, or ownership of a product marketing function.
• Proven ability to communicate product value to the market through positioning, messaging, launch strategy, sales enablement, and customer-facing content.
• Hands-on experience with AI marketing tools for content generation, campaign personalization, audience segmentation, or competitive research.
• Strong command of HubSpot or comparable marketing automation platforms.
• Experience partnering directly with Product teams to influence roadmap prioritization.
• Background in edtech, higher education, SaaS, or another considered-purchase B2B environment strongly preferred.
• Exceptional written communication skills and the ability to make complex ideas clear and compelling for academic and professional audiences.

Company Description

Lumen Learning's mission is to enable unprecedented learning for all students, focusing on ensuring that race, income, and gender are not predictors of student success. We support more than 400,000 students and 5,000 faculty members across 500+ colleges and universities with courseware and evidence-based teaching tools that drive measurable outcomes.