Product Marketing Specialist- Programs and Demand Gen Services

Department: Marketing

Manager: Product Marketing Manager

Direct Reports: No

Full time/Part time: Full-time

Status: Exempt

Pay Range: $2,916.67 - $3,541.67/pay period

Summary of Overall Job:

This Product Marketing Specialist role focuses on leading the strategy, positioning, promotion, and enablement of e.Republic’s Programs & Demand Gen Services. Programs are our membership thinktank-like programs and Demand Gen Services offers marketing-as-a-service to our private sector clientele, including custom content, integrated media campaigns, and lead generation. The primary measure of success will be viable pipeline created for sales.

The position will bridge the gap between service offerings and target customers, developing deep market insights, crafting compelling messaging, enabling sales, and generating demand and marketing qualified leads (MQLs). You will be responsible for shaping the perception of our Programs & Demand Gen Services, ensuring our offerings clearly convey their value to the right audiences, and accelerating revenue growth through aligned marketing and sales initiatives.

Essential Duties:

Market Research:

• Understand the vendor landscape serving state, local, and education market segments to understand key buyer needs, behaviors, and trends related to Programs & Demand Gen Services.
• Develop and maintain Ideal Customer Profiles (ICPs), personas, and competitive intelligence specific to these services.

Go-to-Market Planning:

• Build and regularly update strategic GTM plans for Programs & Demand Gen Services, including positioning frameworks, campaign calendars, value propositions, and success metrics.
• Align plans with business goals and collaborate with stakeholders across product, content, editorial, sales, and leadership teams.
• Implement marketing automation processes, proactively researching and implementing the latest best practices, strategies and industry standards.

Product Positioning and Messaging:

• Define clear and differentiated messaging for Programs & Demand Gen Services that highlight their unique value in driving client objectives (e.g., brand awareness, lead generation, thought leadership, sales), and drive at or above benchmark levels of engagement
• Develop compelling narratives for use across channels—web, email, social, sales sheets, media kits, and more.

Lead & Demand Generation:

• Design, execute, and optimize targeted multi-channel demand generation campaigns that deliver qualified marketing leads (MQLs) for sales to convert to revenue, and grow our database of relevant contacts.
• Optimize messaging, segmentation, and campaign performance to ensure maximum ROI and sales pipeline impact.
• Develop and optimize keywords for effective Search Engine Optimization (SEO), and be aware of implications with Gen AI

Content Creation:

• Collaborate with the Design and Content teams to create customer-facing content such as brochures, program guides, case studies, and blog posts.
• Create channel-specific messaging for digital campaigns (email, paid media, landing pages, social).
• Work with internal staff and/or external vendors to create video content to address all stages of the buyers’ journey (awareness/education to engagement to selection).

Sales Enablement:

• Partner with Sales Enablement and Product (Delivery) teams to build internal toolkits that include pitch decks, objection handling, email templates, case studies, and service bundles.
• Support training sessions and sales playbooks as needed to ensure teams understand the value proposition of each Program and Go-to-Market Service.

Launches and Enhancements:

• Coordinate the marketing and internal roll-out of new or updated Programs & Demand Gen Services, ensuring alignment across departments.
• Define launch objectives, timelines, and post-launch analysis.

Cross-Functional Collaboration:

• Partner with the Customer Success Team to advocate for the customer within the organization for Programs & Demand Gen Services.
• Work closely with editorial, design, events, and research teams to align product positioning, bundling, and delivery with customer expectations.
• Partner with Sales to ensure alignment on revenue goals, targets and lead conversion.

Reporting & Analysis:

• Understand and evaluate campaign metrics and distribute campaign performance monthly to marketing management, relevant product (delivery) team, and sales.
• Work with management to define KPIs, create reporting in Salesforce and Hubspot, analyze campaign performance and give recommendations to improve campaigns.
• Maintain the product marketing calendar including setting and updating all product specific marketing outreaches and content.
• Track projects and tasks in Asana, maintain files and team collaboration in Teams.
• Track, report on, and optimize keywords

KPIs:

• MQL generation volume and quality
• Email open and click-through rates
• CPL
• Web traffic and engagement on relevant pages
• Conversion rates of MQLs to SQLs
• Revenue generated from MQLs
• Growth in database of relevant contacts and accounts

Skills/Qualifications:

• 5+ years of overall marketing experience
• 2+ years in product marketing, preferably with B2B services or media
• Strong understanding of integrated campaigns, solution positioning, and go-to-market strategy
• Proficient in marketing automation and CRM platforms (e.g., Salesforce, Hubspot), as well as Google Analytics and various AI tools
• Excellent written and verbal communication skills
• Experience mentoring team members
• Strategic thinker with a data-driven mindset and strong attention to detail
• Background in state and local government and/or education sector is a plus
• Passion for driving measurable impact through marketing
• Must be in a work environment with reliable Internet access that is fast enough to support video meetings without lagging or interruptions.

This Job Description is subject to change.

Equal Opportunity Employer
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