Director of Product Strategy


Location:
Coralville, IA
Type:
Full Time
Department:
Product Management
Min. Experience:
Experienced

Job Purpose: As Director of Product Strategy for Higher Learning Technologies, you will be focused on growing the revenue driven by our entire portfolio of products. You will be responsible for conceiving, testing, executing, measuring, reporting, and improving our product-specific marketing strategies. You will work closely with the executive team to contribute and develop the company market strategy and product marketing strategy.

Key Objectives: The primary objective of a Product Director is to identify the market opportunity, capture and communicate user requirements and optimize the launch strategy to achieve initial marketplace traction. Own and manage the launch strategy and supporting programs and promotions to drive market share growth to achieve customer acquisition targets. Product Strategy at HLT will support an aggressive release schedule by facilitating consistent communication on product launch marketing, content expectations, mobile platform requirements, and product financial performance.

Primary Areas of Accountability

  • Develop market strategy for every product in the HLT portfolio, including a deep understanding of what motivates our target users, how to best position the product in the marketplace and how to build the marketing programs that maximize both market share and customer lifetime value.
  • Identify the market problems that drive product features, ensuring HLT builds solutions for problems that are urgent, pervasive and solvable within our core competencies.
  • Develop the go-to-market plan based on customer need, market demand, competitive landscape, pricing models and positioning.
  • Be the business leader for the product by quantifying market opportunity and projecting product line financials and sales targets over the course of the product’s lifecycle, from launch to iterative updates/upgrades to anticipated product sunset
  • Oversee customer acquisition employee(s), determining the product standard pricing and packaging, positioning, value proposition, launch promotion strategy and multi-channel strategy
  • Ensure smooth transition to customer engagement team and direct the ongoing communication strategy for each product.
  • Collaborate with Marketing, Subject Matter Experts, Data Analysts and Product Owners during all key phases of the pre-launch, launch and post-launch lifecycle.
  • Synthesize appropriate user, marketplace and marketing information and extract key product enhancements and opportunities, communicating appropriately with product teams, content and development
  • Aggregate, organize, and make sense of large amounts of data to ensure informed decisions
  • Work closely with Client Success team and content experts to identify product enrichment opportunities to enhance product line growth

Education + Experience:

  • BA/BS in Marketing, Business, Communications or related area, advanced degree preferred
  • 8+ years of digital marketing experience
  • Experience working within an organization that has multiple product lines with multiple target segments
  • Experience applying rigorous, financially-rooted decision-making to guide development, optimization, and business efforts
  • Strong communication and collaboration skills with a proven ability to work with both technical and business teams

Required Knowledge, Skills, and Abilities:

  • Possess a clear understanding of customer acquisition tactics and customer relationship methodologies
  • Proven experience/ability in product management, including managing all phases of a product lifecycle
  • Strong combination of analytical prowess, technical aptitude, go-to-market product experience and business savvy
  • Creative problem solver capable of analyzing data and finding actionable solutions
  • Proven ability to achieve results against set objectives in a fast moving, dynamic environment
  • Ability to communicate efficiently and effectively with both internal and remote teams
  • Self-motivated and self-directed
  • Enthusiasm for learning
  • Team player and a great sense of humor always a plus
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