Director, Product Marketing

Director, Product Marketing

FranklinCovey is the world's most trusted leadership and organizational performance partner that gives strategy the human edge. We help organizations achieve the breakthrough results that matter most. Using proven, principle-centered frameworks and practices, we build high-trust leaders, teams and cultures and help clients translate strategy into consistent execution. For more than 40 years, we have tested this approach with thousands of clients from Fortune 100 companies to educational and government institutions, providing professional services across 160 countries.

We are seeking a Director, Product Marketing to lead the product marketing function for our enterprise B2B division. Reporting to the VP, Marketing, this role owns positioning, messaging, and go-to-market strategy end-to-end, translating complex products into clear, compelling value for decision-makers across industries. The Director will also weave together how our portfolio of products and solutions fits under one umbrella, turning a complex, multi-solution lineup into a simple, cohesive story that clarifies our go-to-market messaging both internally and for buyers. The Director will build, lead, and develop a small, high-impact team while serving as a strategic advisor to marketing, product, and sales leadership, driving alignment from customer insight through execution.

Essential Job Functions

Leadership & Team Development

• Build, lead, and develop a high-performing product marketing team, providing coaching and clear prioritization across competing demands.
• Set the strategic agenda and operating rhythm for the product marketing function, ensuring the team's work ladders up to company and marketing leadership priorities.
• Manage budget and vendor relationships (e.g., agencies, content production, tools) supporting the product marketing function.

Strategic & Executive Partnership

• Act as a trusted advisor to the VP of Marketing and senior leaders across product, sales, and marketing, helping shape our overall go-to-market strategy for launches, expansions, and growth initiatives.
• Bring a big-picture, executive-level perspective to strategy conversations, pulling together market, competitive, and customer insight into recommendations leaders can actually use.
• Own our product positioning and messaging, making sure it clearly connects to business results and drives revenue and pipeline.
• Build a cohesive narrative across our multi-product, multi-solution portfolio, showing how our offerings fit under one umbrella and simplifying go-to-market messaging for internal teams and buyers alike.
• Build messaging frameworks the whole company can use, so brand, demand gen, events, sales, and customer teams are all telling the same outcome-focused story.

Go-to-Market Execution

• Clearly understand our market's needs, circumstances, and key initiatives so we can more accurately position our solutions. This will involve rapid discovery for new markets and industries we aim to target.
• Translate complex products and services into simple, credible value propositions that help buyers understand our solutions, building their confidence to buy, and move deals forward.
• Turn our positioning into tools the sales team can actually use: talk tracks, pitch guides, collateral, case studies, and other materials that help close more deals.
• Develop the strategy and lead execution of go-to-market plans across the organization, coordinating with product, tech, sales, customer success, and marketing teams to keep launches, expansions, and growth initiatives on track.
• Refine and guide our messaging and go-to-market strategy based on what we learn from customers, the market, competitors, and the field.
• Work with other teams to guide the creation of additional insights, thought leadership, and point-of-view content that builds our credibility in the market and generates demand with decision-makers.
• Own measurable outcomes for the function and report progress to marketing, product, and sales leadership.

Basic Qualifications

• Bachelor's degree
• 10+ years of B2B product marketing experience
• 3+ years directly managing product marketers

Preferred Skills & Experience

• Experience in B2B product marketing in services, software platforms, or complex enterprise offerings
• Strong understanding of B2B services and how senior leaders make purchasing decisions
• Experience marketing to HR or L&D audiences
• Track record of leading end-to-end launches or market expansions, from insight to narrative to enablement to measurement, across a team and departments rather than solo execution
• Proven success marketing high-value, intangible solutions where differentiation depends on clarity of value rather than features
• Expertise in structured messaging frameworks that scale across marketing and sales
• Solid understanding of enterprise sales motions and how to operationalize messaging in real-world sales environments
• Demonstrated ability to hire, coach, and retain strong product marketing talent, and to set team direction amid ambiguity
• Experience in healthcare, finance, construction, manufacturing, or tech
• Strong executive presence with the ability to synthesize input, influence stakeholders, and drive alignment at the senior leadership level
• Highly collaborative with low-ego and outcome-focused
• Data-informed and insight-driven, using evidence to guide decisions and iteration
• Comfortable engaging in technical or product-detail-heavy conversations, with enough depth to represent our solutions credibly

Benefits include medical, dental, and vision insurance, HSA, employee stock purchasing program, 401(k), paid time off, holiday pay, and more. Please visit franklincoveybenefits.com for details.