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Director, Product Marketing

2 months ago

Reston, United States Graduate Management Admission Council™ (GMAC™) Full time

Graduate Management Admission Council (GMAC) is a mission-driven organization, with a vision to be the global leader in ensuring every talented person can benefit from the best business education for them. The organization's priority is to heighten its impact in promoting graduate management education and attracting a qualified and diverse candidate pool from around the world.

The Director, Product Marketing is responsible for all aspects of the planning and execution of the go-to-market strategy for GMAC's full suite of products and services to drive acquisition, engagement, and where applicable retention. The Director leads a team of product marketers and is accountable for driving YOY revenue and cost goals. Additionally, the role collaborates with the Product Management team as well as works across other areas of marketing to ensure flawless execution across channels, segments and audiences, and sets and reports on performance at the product and campaign level.

Key Responsibilities:

Existing Portfolio Marketing Optimization
  • Drive the marketing strategy to sustain and grow GMAC's existing suite of products and services.
  • Determine market opportunities to drive incremental acquisition, identify marketing gaps and develop strategies and tactics that can close those gaps.
  • Set the strategic direction for product marketing and lead cross functional efforts across regions and channels to achieve growth targets.
  • Work with product management to ensure product/market fit for existing products and identify where there may be gaps or strengths that can be addressed through new strategies and tactics.
  • Work closely with Demand Gen efforts to ensure improved ROI on paid efforts and ensure alignment on product marketing strategy, KPIs and marketing investment with regional marketing teams.
New Product Launches
  • Work with product management to define the personas, segments, growth opportunities and go-to-market strategies for new products and services GMAC is developing to meet the evolving needs of consumers and candidates.
  • Work with product management to ensure alignment on product features, target market, economics and revenue goals to develop the marketing strategy/plans, including briefing documents for new releases; coordinate the cross-functional implementation of the plan, which includes campaign objectives and results tracking.
Ongoing Product Education and Promotion
  • Translate candidate insights into opportunities for candidate engagement and conversion at key touchpoints.
  • Develop and lead strategy for ongoing messaging and positioning across GMAC's product portfolio with a focus on differentiating claims that inspire candidate action.
  • Work with the Market Development teams to educate them on the overall marketing strategy and planning while effectively providing the right strategy and support to tailor at the regional level.
  • Partner with Product Management to represent the product portfolio at GMAC and other industry events, as needed.
Product Content and Collateral
  • Set the direction and guidance for content and collateral for the product portfolio, including collaboration with other core areas of marketing across content, digital, brand and creative services and paid channels ensuring adherence to GMAC brand guidelines.
Market Insights
  • Work with Product team to design and execute consistently high-quality product-related market research of candidates, schools and other industry players (e.g., focus group design, survey development, secondary research).
  • Coordinate research activities with the GMAC research team, as needed.
  • Collaborate with Product, Marketing and Market Development team members to surface unmet needs that could translate into new opportunities for GMAC and GME.

Lead the collaboration amongst content, channels, regional field marketing teams and brand and creative on campaign development and go-to-market execution, to include:

  • Media planning and buying;
  • Digital marketing, including social media and nurture campaigns;
  • Creative Services (master brand management, brand design and collateral production);
  • Digital platforms and properties owned and managed by GMAC and its entities; and
  • Ongoing market development led campaigns.

Lead, develop and inspire a team of product marketers.

Other responsibilities and duties, as assigned.

Minimum Requirements:

  • Advanced degree from accredited university, preferably in Marketing, or Communication; Or equivalent combination of education, skills, and experience.
  • 7 years' experience in one or more aspects of marketing, including prior experience specifically in product marketing and digital marketing.
  • 3 years' progressive supervisory experience.
  • Understanding of current techniques and technologies relevant to effective product marketing.
  • Ability to make strategic decisions that have a direct impact on daily operations of the department.
  • Ability to guide others in resolving complex issues of significance to the organization.
  • Superior analytical skills and ability to prioritize objectives.
  • Exceptional verbal and written communication and collaborative skills; ability to communicate concepts and compelling value propositions to both technical and non-technical audiences including senior leadership.
  • Ability to work in-office and remotely according to GMAC's hybrid work environment.

Desired Skills/Experience:

  • Results oriented and driven, with a desire to learn, grow, and deliver on GMAC's mission.
  • Ability to coach and guide a team in a fast-paced environment with multiple stakeholders.
  • Ability to manage and prioritize multiple projects simultaneously while maintaining focus on long-term priorities and goals.
  • An energetic and willing attitude, comfortable leading as well as performing work required at all levels of a task or project.
  • Adaptable to market and business changes and demands.
  • Ability to work effectively in a dynamic environment both independently and in a team setting.

At GMAC, we offer:

  • Comprehensive and locally competitive benefits (medical, dental, vision, 403b retirement program, and more)
  • Generous Paid-time Off
  • Holiday Leave
  • Hybrid Work Environment
  • Free parking
  • Work for a mission-driven organization helping to develop the next generation of responsible leaders and change makers
  • Opportunity to utilize your skills and professionally grow and develop

Envision yourself joining GMAC, a team of smart thinkers that are resilient, adaptive and who take our values to heart. We work as a team and are committed to delivering high-quality products and services to work for a world where every talented person can benefit from the best business education for them.

GMAC's value proposition offers our talented employees the ideal climate for innovation, and colleagues who are motivated and proactive, with diverse backgrounds and approaches.

As a global organization, we understand and appreciate the benefits of myriad cultural perspectives. GMAC is wholly committed to recruiting, developing, and retaining a diverse group of talented people, and providing equal employment opportunities to all employees and applicants without regard to the basis of actual or perceived race, creed, color, religion, national origin, ancestry, age, disability, sex (including pregnancy, childbirth, and related medical conditions), marital status, veteran status, sexual orientation, gender identity, genetic information, or any other characteristic protected by applicable federal, state or local laws.

Additionally, to ensure a safe office environment, recognizing the tremendous contributions that vaccinations play in ensuring our mutual wellbeing, GMAC has implemented a mandatory vaccination policy. All employees must be fully vaccinated against the COVID-19 virus. GMAC may make accommodations or allow for exemption from this requirement for medical or religious reasons.

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