• Lead go-to-market strategy discussions and planning for campaigns within yourownedsegment, coordinating with Product Management, Revenue Marketing, and Sales/CSMs to ensure high levels of conversion across all channels
• Coordinate with Product Management to understand roadmap investments and translate them into market-facing stories before launch, not after
• Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning

Competitive Intelligence & Market Research

• Own competitive intelligence for theBizGovsegment: monitor competitors, track changes in positioning, pricing, and product capabilities, and maintain battle cards that give sales a credible, current edge in competitive deals
• Conduct buyer research through win/loss interviews, customer conversations, and secondary research to keep your understanding of the segment current and grounded in real buying dynamics
• Track federal and state procurement trends, compliance requirements (e.g., FedRAMP, Section 508, FISMA), and government IT modernization initiatives that create opportunities or risks for Blackboard
• Partner with the Market Intelligence team to synthesize intent signals, technographic data, and account-level research into sharper segment targeting for Revenue Marketing and Customer Marketing

Sales Enablement

• Build and maintain the sales enablement materials that equip Blackboard’sBizGovsales team to have credible, differentiated conversations with government and corporate buyers: battle cards, discovery guides, objection handlers, and segment primers
• Develop RFP/RFI response language and standard proposal sections that reflect accurate, current product capabilities and compliance positioning
• Run segment-specific enablement sessions with theBizGovsales team — keeping them current on product changes, competitive dynamics, and evolving buyer priorities
• Measure enablement effectiveness by tracking which materials are used in active deals and correlating content usage with win rates

Campaign Execution and Content Development

• Support new logo and customer marketing campaigns by developing campaign assets that demonstrate Blackboard’s value in government and workforce learning environments
• Identify and help develop reference customers and advocacy relationships within theBizGovsegment to align with GTM strategies in partnership with the Customer Marketing team
• Represent Blackboard’sBizGovperspective in event content, analyst briefings, and external communications as needed
• RepresentBizGovinour annual user conferenceand other major market-facing moments, developing content and customer-facing materials that reinforce Blackboard’s narrative

How You FitIntothe Team

Product Marketing at Blackboard owns GTM strategy, market positioning, sales enablement, and the content strategy that drives quality pipeline. You co-own the new bookings target AND the retention/cross-sell target forBizGov. As the Product Marketing Manager, your GTM strategies and positioning work is what separates Blackboard from LMS competitors in a market where procurement is formal, compliance is non-negotiable, and the sales cycle demands organizational credibility.

You will work closely with:

• VP, GTM Marketing for strategic alignment, positioning review, and visibility into cross-portfolio messaging
• BizGovSales team as their primary marketing partner: you are their go-to for marketing strategy, positioning questions, competitive scenarios, and RFP support
• Revenue Marketing and Customer Marketing to ensure that both functions are coordinated on segment strategy, that campaign execution reflects accurate positioning, and usage of marketing assets are being leveraged across the customer and the new logo buyer journeys
• Product Management to stay ahead of the roadmap and translate new capabilities intoBizGov-specific value stories
• Market Intelligence for competitive data, intent signals, and sector-specific research

Required Skills and Experience

• 3–5 years of B2B product marketing experience, with direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred
• Demonstrated ability to develop positioning and messaging frameworks: you know what a good messaging doc looks like, and you can defend positioning choices with evidence
• Experience building sales enablement materials that sales teams want to use
• Strong written communication skills: you can write a compelling one-pager, a sharp battle card, and a persuasive solution brief without extensive revision
• Analytical mindset: comfortable with win/loss data, pipeline metrics, and making the connection between PMM outputs and revenue outcomes
• Ability to work independently and manage multiple deliverables in a lean, fast-moving organization
• Fluency in written and spoken English

Preferred Skills and Experience

• Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics
• Familiarity with corporate learning and development, workforce training, or skills credentialing markets in addition to government
• Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies
• Exposure to Blackboard’s solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products
• Background in a turnaround or post-acquisition EdTech environment where you had to build credibility in a segment with limited existing brand equity

About Blackboard

Blackboard delivers the digital environment for transformational teaching and learning. We serve thousands of institutions with the industry's most AI-advanced LMS, Blackboard Ally for accessibility, and institutional effectiveness solutions that put educators and learners at the center. We're an education company that builds technology. Learn more at blackboard.com.

The expected salary range for this position is $95,600 - $107,000. The range reflects base salary only and does not include additional compensation such as companybonusor benefits. Placement within the pay range will depend on a variety of factors, such as experience, skills, internal parity, and location.

Candidates must be legally authorized to work in the country where the role is based at the time of hire and must maintain that authorization for the duration of employment. The company does not provide visa sponsorship or immigration support for this position.

This job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.

Blackboard is an equal employment opportunity/affirmative action employer and considers qualified applicants for employment without regard to race, gender, age, color, religion, national origin, marital status, disability, sexual orientation, gender identity/expression,protected military/veteran status, or any other legally protected factor.

Originally posted on Himalayas