Director of Product Marketing

Director Of Product Marketing

Product marketing sits at the intersection of product, marketing, and sales — and this role owns that intersection at Lumen. The Director of Product Marketing is a senior strategic leader responsible for bringing Lumen's courseware to market effectively: 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. You will be a critical bridge between the Product organization and the market, ensuring the products and features we support, build, and improve upon map to real faculty, student and institutional needs.

This role requires a strategic thinker and hands-on executor who is fluent in AI-assisted marketing workflows, deeply collaborative with Product, and skilled at translating complex educational technology into compelling, conversion-driving narratives.

Key Responsibilities

• 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 — and to translate new features and innovations into market-ready narratives
• Identify and develop messaging for emerging product capabilities, including opportunities where AI-enhanced learning tools represent a competitive differentiator

• 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 (including generative AI for content creation, predictive tools for audience segmentation, and automation platforms for campaign personalization) to accelerate campaign development, improve targeting precision, and increase marketing efficiency
• Build and manage HubSpot campaigns, segmentation, nurture programs, and reporting — with a clear focus on qualified engagement and pipeline contribution
• Use engagement data and AI-assisted analysis to continuously refine campaign strategy and inform Sales follow-up

• Develop sales enablement materials and train the Sales team on the unique features and benefits of Lumen's products, translating positioning into practical conversation frameworks, objection-handling guides, and sequence messaging
• 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, with clear context on who engaged, what they signaled, and why they matter

• Build a library of faculty stories, case studies, testimonials, and outcome-focused proof points that demonstrate Lumen's impact at scale
• Use AI-assisted content tools to accelerate production of digital assets — short-form video, webinar clips, landing page copy, social content, and campaign graphics — without sacrificing quality or brand voice
• 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.

What We're Looking For

• 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 — and a genuine curiosity about how emerging AI capabilities can improve marketing effectiveness
• Strong command of HubSpot or comparable marketing automation platforms, including campaign operations, workflows, and reporting
• Experience partnering directly with Product teams to influence roadmap prioritization and translate product innovation into market strategy
• 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

Lumen Learning is an equal opportunity employer committed to building a team that reflects the diversity of the students and communities we serve. We strongly encourage applications from Black, Indigenous, Hispanic, Asian, and other People of Color, immigrants, LGBTQIA+ individuals, people with disabilities, and members of underrepresented groups.