Senior Product Marketing Manager - Surgent
UWorld · Irving
UWorld is a leading provider of online learning and assessment solutions, trusted by millions of students and professionals around the world. Our mission is simple: to create the most effective and engaging learning experiences possible.
As we continue expanding our presence in accounting and finance continuing education, we are looking for a strategic and results-oriented Senior Product Marketing Manager – Surgent to help drive the growth and adoption of our products across b2c and b2b audiences, including but not limited to candidates, professionals, colleges, universities, accounting firms, societies and alliances.
The Senior Product Marketing Manager – Surgent will play a critical role in developing and executing the product marketing strategy for Surgent’s, a UWorld Company, portfolio. This individual will serve as the bridge between Product, Sales, Marketing, and our customers, translating customer needs and product capabilities into compelling positioning, messaging, and go-to-market strategies.
The ideal candidate is a strategic marketer who understands the continuing education landscape and knows how to bring complex products to market. You will be responsible for developing differentiated market positioning, creating sales and marketing enablement resources, supporting product launches, conducting competitive research, and identifying opportunities to accelerate customer acquisition, adoption, and retention.
This is a highly collaborative role that requires someone who can think strategically while also rolling up their sleeves to execute.
Key Responsibilities
Product Marketing Strategy
- Develop and execute comprehensive product marketing strategies for Surgent’s products and solutions.
- Establish clear product positioning, messaging, value propositions, and differentiation for key audiences and market segments.
- Translate complex product capabilities into compelling customer-focused benefits and stories.
- Develop go-to-market strategies for new products, features, and product enhancements.
- Partner closely with Product Management to influence product strategy based on market trends, customer needs, and competitive intelligence.
- Partner with business and education content leads to inform product roadmaps and pricing strategies through market, customer, competitive, and performance insights.
- Lead the vertical’s annual planning and budget, setting marketing investment priorities across products, channels, programs, and external partners and managing performance against growth goals.
- Identify market opportunities and develop strategies to increase product adoption, revenue, and customer retention.
- Oversee SEO, SEM, email, social, web, influencer and affiliate strategy for assigned vertical.
Continuing Education Market & Customer Insights
- Develop a deep understanding of b2b and b2c audiences in assigned vertical(s), including institutions, firms, decision-makers, influencers, and purchasing processes.
- Conduct market research to understand customer needs, industry trends, competitive dynamics, and emerging opportunities.
- Develop buyer personas and customer journey maps for key audiences.
- Gather and analyze customer feedback to identify opportunities for product and messaging improvements.
- Monitor trends across accounting and finance industries.
- Develop competitive intelligence and provide actionable insights to Product, Sales, and Executive Leadership.
Go-to-Market & Product Launches
- Lead product marketing strategy for new product launches and major product enhancements.
- Develop launch plans, messaging frameworks, positioning documents, sales tools, and marketing campaigns.
- Partner with Product, Sales, B2B marketing manager, Demand Generation, Content, Creative, and other teams to ensure successful launches.
- Establish launch objectives, KPIs, timelines, and post-launch measurement.
- Develop strategies to drive awareness, consideration, adoption, and expansion.
Content & Demand Generation
- Lead a vertical marketing team to develop campaigns that generate awareness, engagement, qualified leads, and product adoption.
- Provide strategic direction for website messaging, email campaigns, digital advertising, webinars, events, thought leadership, and other marketing initiatives.
- Partner with Content and Creative teams to ensure marketing assets accurately communicate product value and differentiation.
- Develop customer-facing content that demonstrates how UWorld solves meaningful problems for key audiences
- Use performance data and customer insights to continually refine messaging and marketing strategies.
Measurement & Optimization
- Establish and monitor product marketing KPIs tied to business objectives.
- Analyze campaign, pipeline, product adoption, and customer engagement data to identify opportunities for improvement.
- Evaluate the effectiveness of positioning, messaging, campaigns, and sales enablement programs.
- Communicate product marketing performance, insights, and recommendations to Marketing and Executive Leadership.
- Continuously test and optimize strategies based on data and market feedback.
Qualifications
Required
- Bachelor's degree in Marketing, Business, Communications, or a related field.
- 7+ years of experience in product marketing, B2B marketing, or a related marketing discipline.
- Strong understanding of the professional services industry, including buyer decision-making, buying processes, and key stakeholders.
- Demonstrated ability to manage, develop, and set clear priorities for a team of direct reports.
- Proven experience developing product positioning, messaging, go-to-market strategies, and sales enablement programs.
- Strong analytical skills with the ability to translate market and customer data into actionable strategies.
- Experience with SEO, SEM, email, graphic design, and social media best practices
- Experience with SEO analytics programs, such as Google Analytics, Google Search Console, SEM Rush (or similar) preferred
- Excellent written, verbal, and presentation skills.
- Ability to collaborate effectively with Product, Sales, Marketing, and Executive Leadership.
- Demonstrated ability to manage multiple projects and priorities in a fast-paced environment.
Preferred
- Experience in EdTech, e-learning, educational publishing, assessment, SaaS, or continuing education technology.
- Experience marketing products to colleges, universities, faculty, administrators, or academic departments.
- Experience marketing products to accounting firms, firm partners, L&D division leaders, state societies, and HR training leaders.
- Experience working with B2B and/or B2B2C business models.
- Experience supporting enterprise or consultative sales organizations.
- Experience with product launches and integrated go-to-market campaigns.
- Experience using CRM, marketing automation, analytics, and research tools to measure marketing effectiveness.
- MBA or advanced degree in Marketing, Business, Education, or a related field.
Skills & Competencies
- Strategic Thinking: Ability to develop a clear product marketing vision and connect marketing strategy to business objectives.
- Customer-Centric Mindset: Deep curiosity about customers and the ability to translate customer needs into compelling marketing strategies.
- Commercial Acumen: Understanding of how positioning, messaging, marketing, and sales activities influence revenue growth.
- Storytelling: Ability to turn complex products and ideas into clear, persuasive narratives.
- Data-Driven Decision Making: Comfortable using market research, customer insights, and performance data to guide decisions.
- Cross-Functional Leadership: Ability to influence and collaborate across teams without relying on direct authority.
- Execution: Highly organized with a strong bias toward action and the ability to move projects from strategy to completion.
- Communication: Exceptional written, verbal, and presentation skills with the ability to communicate effectively with both technical and executive audiences.
What Success Looks Like
In this role, success means becoming the internal expert on Surgent’s customers, market, and competitive landscape and using that expertise to drive meaningful business results.
Within the first year, the successful candidate will:
- Establish clear and differentiated positioning and messaging for our Surgent portfolio.
- Develop strong relationships with Product, Sales, Marketing, and key business leaders.
- Build scalable sales enablement resources that improve the effectiveness of the sales organization.
- Lead successful go-to-market strategies for key products and product enhancements.
- Establish a repeatable process for gathering and applying customer and market intelligence.
- Identify new market opportunities and strategies for growth.
- Demonstrate measurable impact on pipeline, product adoption, customer engagement, and revenue.
Why UWorld?
At UWorld, you'll have the opportunity to make a meaningful impact on education while working alongside talented, passionate professionals who care deeply about the products we build and the learners we serve.
We offer a collaborative, entrepreneurial environment where employees are encouraged to take ownership, bring new ideas forward, and make a measurable impact.
If you're an experienced product marketer who understands continuing education and is excited about building products and marketing strategies that improve learning outcomes, we'd love to hear from you.
Compensation and Benefits
- Competitive compensation (contingent on experience)
- Paid time off (based on sliding scale according to hire date and work hours), parental leave, bereavement, and 8 hours of volunteer time
- A generous paid holiday schedule that includes the entire week of Christmas
- Comprehensive benefits package (medical, vision, dental, life, disability and pet insurance)
- 401(k) plan for retirement with 5% employer matching (eligibility after 90 days of employment)
- Annual professional and career development opportunities available
- Social Committee that offers an inclusive environment to get to know coworkers in a fun way
At UWorld, we believe strength is derived from the talents, ideas, and experiences of a diverse workforce. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, veteran status, or any other protected class. UWorld is proud to be an equal opportunity employer providing a drug-free workplace. If you have a disability or special need that requires accommodation, please let us know.