Product Marketing Manager

Job Description

Job Description

Tom Ferry International is the #1 coaching company for real estate professionals. We’re launching a new lower SKU subscription product, a self-serve training program designed to bring ambitious mid-tier agents into the Tom Ferry ecosystem before they’re ready for high-ticket coaching. This role owns the entire go-to-market motion for that product, including positioning, acquisition, and retention.

You’ll report directly to the Director of Growth and work alongside the Coaching Marketing Manager, who owns the coaching pipeline, and the Customer Marketing Specialist. Your focus is the subscription product from end to end.

Important context: This role launches alongside the product. Phase 1, covering the first three months, is manual operations mode. Our HubSpot lifecycle automation is being rebuilt and won’t be fully available until Q3. You’ll be doing real work with real constraints before the infrastructure catches up. If that sounds frustrating, this isn’t the right role. If it sounds like an opportunity to build something from scratch and fully own it, keep reading.

What you’ll own

Positioning and messaging
• Own the subscription product’s positioning architecture, including who it’s for, what it does, and how it’s distinct from our coaching programs
• Maintain the training versus coaching distinction across every channel, touchpoint, and internal conversation
• Develop competitive messaging against Buffini, Jared James Academy, Serhant, and others
• Build and maintain sales enablement materials such as one-pagers, talk tracks, and objection handling for the sales and SDR teams
• Ensure internal alignment, especially with the coaching sales team, who need to understand this product as a pipeline qualifier rather than a competitor

Acquisition campaigns
• Lead end-to-end acquisition campaigns across email, paid social, webinars, and live events
• Own the launch sequence including pre-launch email series, launch webinar coordination, and founding member offer
• Manage the weekly webinar program including coach scheduling, content alignment with the Core 4 curriculum, and promotion
• Coordinate QR code trial activations at Tom Ferry live events
• Partner with the Ad Campaign Manager on paid social strategy and creative briefs once that hire is onboarded

Retention and lifecycle
• Own the subscriber lifecycle from day one onboarding through re-engagement, win-back, and coaching upsell routing
• Build and execute onboarding sequences manually in Phase 1, transitioning to HubSpot automation in Phase 2
• Develop re-engagement and win-back programs for at-risk and churned subscribers
• Build the coaching upsell nurture by identifying engagement signals that indicate a subscriber is ready for coaching and routing them accordingly
• Manage the subscriber Facebook community content calendar and coach participation cadence

Performance and reporting
• Own subscription KPIs including active subscriber count, monthly churn, trial-to-paid conversion, webinar attendance, and Revii login rate
• Track and report manually via Shopify and Revii data exports until HubSpot attribution is live in Q3
• Make acquisition and retention decisions based on real data and clearly flag when data is insufficient to act on

What we’re looking for
• Three to five years of marketing experience, with at least two years owning a product or subscription go-to-market program
• Comfortable owning both positioning and execution. This is not a strategy-only role
• Experience building multi-channel campaigns across email, paid social, and webinars
• Familiarity with HubSpot is required, Salesforce familiarity is a plus
• Strong writer who can translate a complex product into clear, compelling messaging for an agent audience
• Analytically grounded with the ability to track what matters and make decisions from imperfect data
• Self-directed and comfortable with ambiguity. We move fast and don’t have a playbook for this product yet
• Real estate industry experience is a genuine plus
• Must be located in or willing to work from the Dallas Fort Worth area in a hybrid capacity

What success looks like
• 250 active subscribers by the end of month three and 1,500 by the end of year one
• Monthly churn below 10 percent by month six and below 8 percent by the end of the year
• The sales team can clearly articulate the difference between the subscription and coaching and uses it to close more coaching deals, not fewer
• Subscribers are engaging with the product weekly rather than sitting inactive in the library
• At least 1 to 2 percent of subscribers convert to coaching by the end of the year, proving that the pipeline thesis works

About Tom Ferry International

We’re the #1 coaching company in real estate, with more than 200 coaches and a community of agents who are serious about building real businesses. We run major events, a growing content ecosystem, and coaching programs that transform careers. This role is an opportunity to build the entry point into all of it and own it from day one.