SVP, Product Marketing (Ed Tech, Higher Ed, OPM)

The SVP, Product Marketing (PM) is a key executive role at Academic Partnerships (AP) that directs and oversees the operations of Product Marketing teams and will lead and develop a team of talented product marketers that span our programs portfolio. This professional is the face of the Marketing team to our University Partners, representing marketing planning and initiatives, and is accountable for achieving enrollment, student persistence and portfolio growth goals for AP partners.

The SVP, PM drives partner marketing strategies and execution, including strategic program and marketing planning, customer segment and needs assessment, and marketing plans for student acquisition, activation, and retention. The SVP, PM understands the market, programs, and the competitive landscape in which each partner operates, and drives compelling program discoveries with the partner, in support of new program and new partner launches and lifecycle growth.

This individual works cross-functionally to define and drive to a set of organizational KPI's which cover all key metrics including funnel performance (student acquisition cost), customer/user behavior (activation and retention) and drive revenue per user goals and outcomes (cross-sell, upsell).

• This leader will help create and elevate the role of Product Marketing at AP through creating and owning partner marketing strategy for new/existing programs and new partners onboarding.
• Design, build and lead the team of product marketing professionals at AP. Support the team in setting clear goals and key results. Ensure that those are communicated and visible across the company and progress is shared regularly.
• Develop product and marketing metrics and systematic approaches for obtaining comprehensive consumer, market, and competitive analyses that support strategic decisions and product marketing tactics focused on business strategy, engagement, retention and driving KPIs across the customer journey.
• Bring life-cycle marketing discipline to the team and work across functions to drive key KPIs across customer lifecycle, from start to graduation.
• Work with the broader Operations organization to define how product and solution launches are done at AP; create the launch plan to make the biggest impact in the market and achieve AP strategic and growth objectives.
• Support the creation of a "brand playbook" to define how AP onboards new partners to accelerate growth opportunities.
• Continuously focus on Cost of Acquisition (CAC) and Revenue per student by collaborating with partners and internal teams to maximize Lifetime Value (LTV).
• Drive the development of core marketing materials including master messaging documents, all web site messaging and deliverables, video demos and tutorials, field enablement tools, such as case studies, presentations, white papers, sales kits, field newsletters, Intranet sites, etc.

• Lead the creation of the whole spectrum of sales tools and collateral (PowerPoint presentations, data sheets, white papers, partners case studies, demos, and training materials) to communicate the value proposition of AP products, solutions, and services to university partners.
• Standardize processes, ways of working and product marketing templates to drive scale, consistency and best in class quality of all Product Marketing deliverables and plan.

1. Determines how to position Partners and Programs in the relevant market, etc.
2. Identify new market opportunities (programs, verticals, and geography) for future growth.
3. Delivery of overall partner New Enrollment/Ending Enrollment to meet or exceed budget for assigned partners.
4. Accountable for knowledge capture of operational and process issues that impede optimal program performance.
5. Management of the timely development and execution of solutions for improvement with corresponding action-outcome documentation.

1. Participates in and manages program discovery, creative brief development, internal review of assets, and attainment of partner approval related to program launches and marketing assets. Assets include web pages, landing pages, article content, student profiles, faculty profiles, field assets, e-mail, and social media. Scope includes individual programs as well as additional vertical and new partner launches.
2. Lifecycle management of program content post launch includes copy audits, refreshes and campaigns to reflect market trends and program evolution.

1. Working with Sales team (BDs and MDs), Growth Marketing, Marketing Ops and Strategy, to develop a keen understanding of each product portfolio, buyer personas / buying journeys for the various programs.
2. Develops a marketing plan:
   
   
   
   • New program (and tuition) recommendation by phases
   • Enrollment projections (with funnel metrics) by session
   • Creative brief that instigates all marketing work for the partner launch, including partner sites, landing pages, email, article content, lead generation assets, field assets
   
   
   
   
3. Leverage this knowledge to identify new market opportunities, work with the broader marketing organization and own the creation and execution of the go-to-market plan.
4. Collaborate with cross-functional team to align on partner strategies and resources needed.
5. Work with Sales Team (MDs) and broader Marketing organization to to customize semi-annual reviews, marketing plans and strategic initiatives with partners.

1. Lead, coach, manage, and develop Product Marketing team members (VPs, Directors, Managers and Specialists) to perform at an "A player" level with special focus on developing future leaders.
2. Coach and develop team members to strengthen bench, develop expertise, and achieve goals.
3. Mentor cross-functional team members, sharing expertise and knowledge related to program management and voice-of-the-student.

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