Company Overview: 

 

Identity Automation is a Houston, Texas based software company that provides identity and access management (IAM) and information security services to K-12 districts and higher education institutions.  Identity Automation believes that identity and access management is not just a technology for securing educational workflows, but a tool for improving learning outcomes.

 

Position Overview:

 

The Product Marketing Director is responsible for leading the development of the marketing strategy for the company, as well as driving strategic programs, especially demand generation programs, that underpin this strategy. You will report to the company’s Chief Marketing Officer and play an active role in the growth of our company. The key aspects of the marketing strategy will center on thought leadership, influencer marketing, demand generation, and sales/channel enablement. In addition, the person who takes on this role will be responsible for making sure both internal and external audiences fully understand what our products are, how they are used and what value and ROI they bring to users/customers. This role will drive visionary leadership of the product and significantly influence product development with insights gained from the market. You will work extensively with the rest of the marketing team, Sales, and Customer Success to drive customer satisfaction, revenue growth, and market expansion. You will be the primary evangelist out in the market (e.g. events, analyst calls, etc.) who shares the IA vision for K-12 and higher education with our buyers.

 

Duties and Responsibilities:

 

  • Go-to-market planning: Work with the Product team on the creation and execution of go-to-market plans, including packaging, bundling, and channel strategy. Support pricing strategy, marketing and sales strategy.

  • Positioning and messaging: Work closely with various teams (including Product, Sales, and Marketing) to create value-based positioning for products, personas and verticals. Gain a deep understanding of the market business problems and how we solve them uniquely.

  • Sales enablement: Partner with the sales team to ensure they have the tools and materials required to effectively communicate our differentiated value across our target segments.

  • Marketing enablement: Support the marketing team with messaging and campaign strategy. Drive the creation of technical content that is used across marketing campaigns and collateral.

  • Product launch: Work with the Product team to drive product and feature launches from conception to post-launch support, ensuring that the company understands and can communicate the value of these products and features. 

  • Market intelligence: Continuously research and study the market and our competition with a strong focus on buyers and competitors. Use customer and competitive research to influence product strategy and drive effective messaging

  • Analyst relations: Develop and manage analyst relations program. Conduct inquiries and briefings with the analyst community.

  • Partner closely and align with sales, marketing, product, and customer success leaders on priorities. Become jointly responsible for revenue attainment. 

  • Influencer and Alliance Marketing: Develop relationships with key influencers in the education industry, along with technology alliance partners to create a network of advocates that we can leverage in our marketing programs.

  • Evaluate projects using relevant KPIs and feedback from existing and prospective customers

  • All other tasks, responsibilities and duties as assigned

Requirements:

 

  • Bachelor’s Degree in Marketing, Business, Technology, Communications, or related qualification.

  • Extensive experience marketing technology services across all common promotional channels, including paid and earned media, industry events, digital channels, etc.

  • 5+ years of hands-on experience in product marketing and B2B/B2G customer-facing campaigns in the technology sector, preferably in the education/EdTech space.

  • 5+ Experience in the education industry is mandatory with a recent history in K-12 a plus. 

  • Demonstrated track record of presenting to large audiences, industry analysts, and the media.

  • Travel (15%-20% of calendar weeks requiring a few days of travel) is mostly seasonal based on the K-12 and higher education event schedule with most travel occurring between February and October.

Abilities and Skills:

  • Strong verbal and written communication skills to internal stakeholders and external parties (experience with Search Engine Optimization is a plus).

  • Hands-on experience with all core product/solution marketing functions – including positioning, pricing, sales enablement, market research, and product launch.

  • Strong individual contributor with efficient organizational, time and project management skills.

  • Ability to work cross-organizationally to align multiple senior stakeholders and teams, particularly within Sales, Marketing, and Product Management.

  • Comfortable working in an agile data-minded team that deals with ambiguity every day.

  • Familiar with product marketing tactics (ex. integrated marketing campaigns).

  • Working knowledge of web analytics tools (Google Analytics, WebTrends, etc.)

  • Ability to work under pressure in a fast-paced environment.

  • Strong attention to detail with an analytical mind and outstanding problem-solving skills.