Product Marketing Manager
Job description
About the role
D2l is seeking a Product Marketing Manager to join its team. This role will be instrumental in bringing new products and solutions to market by developing and executing go-to-market strategies. You will craft compelling narratives and equip internal teams to drive adoption and success.
Key facts
What you'll do
Develop and implement plans for bringing products, features, and market initiatives to market across D2l's segments.
Gain a deep understanding of target markets, buyers, users, customer needs, and competitive landscapes.
market research, customer feedback, data, competitive intelligence, and AI-assisted analysis to identify opportunities and inform product direction, packaging, pricing, positioning, and messaging.
Create value proposition frameworks that link buyer needs to D2l solutions and communicate the unique benefits of our products.
Act as the voice of the market, translating customer and competitive insights into actionable recommendations for Product, Sales, Marketing, and Customer Success teams.
Support launch planning by defining audiences, messaging, internal readiness, enablement, campaign inputs, and success metrics.
Translate complex product capabilities, technical details, and AI-enhanced features into clear, customer-centric stories.
Develop messaging frameworks, product narratives, persona-specific messaging, campaign briefs, web content, presentations, one-pagers, FAQs, demo guidance, and launch materials.
Use AI tools to assist in content development, message exploration, research summarization, editing, and version control, ensuring all final materials are accurate, distinct, and align with D2l's brand.
Collaborate with Strategic Communications, Creative, Demand Generation, and Web teams to produce content that supports awareness, engagement, conversion, adoption, and advocacy.
Assist in the creation of customer success stories, case studies, blog posts, infographics, webinars, white papers, and thought leadership content.
Create sales enablement resources that help customer-facing teams effectively communicate product value, differentiation, use cases, and business outcomes.
Develop sales plays, battlecards, objection handling guides, talk tracks, product FAQs, competitive positioning documents, and customer-facing presentations.
Employ AI-assisted tools to identify enablement gaps, summarize field feedback, and enhance the relevance and usability of sales materials.
Partner with Sales, Customer Success, and Enablement teams to ensure they are prepared to sell, deliver, and support new products and capabilities.
Gather continuous feedback from internal teams to refine messaging, boost sales confidence, and improve go-to-market execution.
Monitor market trends, buyer needs, customer challenges, competitor strategies, and shifts in learning technology, SaaS, AI, and education/workforce markets.
AI tools to support competitive research, market analysis, customer feedback analysis, and the synthesis of large datasets.
Identify opportunities to enhance D2l's differentiation and improve how we communicate value to customers, prospects, analysts, partners, and market influencers.
Share insights with Product, Marketing, Sales, Customer Success, and leadership to inform strategy and execution.
Develop performance reports and dashboards that clearly present insights on product marketing activities, launch success, campaign engagement, asset utilization, and sales enablement effectiveness.
Apply analytics and AI-assisted synthesis to identify effective strategies, areas for messaging improvement, and opportunities to optimize go-to-market efforts.
Measure the impact of product marketing on launch readiness, pipeline generation, sales productivity, customer adoption, and market awareness.
Continuously refine product marketing processes, tools, and deliverables to improve team efficiency and effectiveness.
Requirements
3 to 5 years of experience in product marketing, ideally within SaaS, education technology, learning technology, enterprise software, or a similar B2B setting.
Proficiency with Artificial Intelligence tools.
Demonstrated experience in positioning, messaging, and launching products across various customer segments, buyer types, or geographic regions.
Ability to transform complex product, technical, or market concepts into clear, concise, and persuasive customer-facing narratives.
Solid understanding of go-to-market strategy, customer journeys, sales enablement, competitive positioning, and campaign support.
Practical experience using AI tools to aid in research, content creation, analysis, productivity, or marketing workflows.
Strong judgment skills for reviewing AI-assisted outputs to ensure accuracy, quality, brand consistency, customer relevance, and responsible application.
High-impact storytelling abilities that link customer challenges to product value and business results.
Effective presentation and communication skills, including the capacity to engage with senior stakeholders.
Strong cross-functional collaboration skills and experience working with Product, Sales, Customer Success, Marketing, Creative, Communications, and Enablement teams.
Excellent analytical, organizational, and project management capabilities.
Ability to navigate ambiguity, adapt to changing priorities, and produce high-quality work in a dynamic environment.
A growth mindset, curiosity about AI and emerging technologies, and a commitment to ongoing learning and development.
Nice to have
None specified.
Skills & tools
Artificial Intelligence tools
SaaS
Education Technology
Learning Technology
Enterprise Software
B2B Marketing
Go-to-Market Strategy
Product Positioning
Messaging Development
Sales Enablement
Competitive Analysis
Content Creation
Market Research
Data Analysis
Project Management
Storytelling
Presentation Skills
Cross-functional Collaboration
Practical notes
The expected base salary range for this role is $75,000 to $85,000 CAD annually. The final salary will be determined by a candidate's relevant knowledge, skills, education, training, and experience, ensuring both internal and external competitiveness. This role may also be eligible for additional benefits such as a Wellness Subsidy, Equity Grants, and Variable Incentive. D2l encourages applications even if you don't meet every single requirement, as they are committed to diversity, inclusion, and employee growth. Benefits may include flexible work arrangements, learning and growth opportunities, tuition reimbursement up to $4,000 CAD, two paid days off for SkillsWave activities, employee wellbeing services, retirement planning, two paid volunteer days, a competitive benefits package, home internet reimbursements, an employee referral program, wellness reimbursements, employee recognition, social events, and dog-friendly office spaces. D2l is an equal opportunity employer committed to a fair and inclusive work environment.