Director of Product Marketing - Online Learning

Position Title: Director of Product Marketing - Online Learning

Posting Number: S209P

Department: Marketing

Position Type: Staff

Job Description: Job Summary

Hillsdale College is seeking a Director of Product Marketing – Online Courses. Reporting to the Executive Director of Product Marketing, this role will lead the promotion and growth of Hillsdale’s free online courses. The Director will develop and execute marketing strategies to increase enrollment, engagement, and completion rates, ensuring that Hillsdale’s educational content reaches and impacts the widest possible audience.

Essential Job Functions

Product Marketing Strategy Define and execute the product marketing strategy for Hillsdale’s online courses and video-based educational products
Drive awareness, adoption, and long-term engagement

Positioning & Messaging Own positioning, messaging, and value propositions for existing and new courses
Ensure every program is differentiated, mission-aligned, and compelling

Go-to-Market Execution Develop and launch strategies for new course releases and projects
Oversee audience segmentation, channel planning, and campaign execution

Digital Growth Initiatives Lead digital marketing across email, social, SEO , paid advertising, and emerging platforms
Expand reach, maximize enrollment, and increase participation

Customer Insights & Research Serve as the voice of the customer using research, insights, and behavioral data
Refine messaging and guide product development

Lifecycle Marketing Manage pre-launch, engagement, retention, and reactivation campaigns across the course lifecycle

Cross-Functional Collaboration Partner with course teams, designers, digital specialists, and brand managers
Ensure consistent storytelling and seamless customer experiences

Performance Tracking & Optimization Track and interpret performance metrics to evaluate campaign effectiveness
Use data to drive growth and inform strategy

Scalable Frameworks Develop frameworks for launching and scaling educational products
Ensure efficiency and repeatable success across initiatives

Team Leadership & Mentorship Lead and mentor a Marketing Manager
Provide coaching and performance management to elevate capability and impact

Required Qualifications: Qualifications
To perform this job successfully, an individual must be able to perform each essential duty mentioned satisfactorily. The requirements below represent the required knowledge, skill, and/or ability.
Education & Experience
Education: Bachelor’s degree in Marketing, Communications, Business, or a related field required.
Experience: 5+ years of marketing experience; background in shooting sports, recreational, higher education, or outreach program marketing strongly preferred.

Other Skills:
Other Skills

Proven success with product launches and go-to-market strategies
Strong leadership, project management, and team-building abilities
Proficiency in analytics platforms, dashboards, and campaign tracking (Google Analytics GA4)
Expertise with CRM , marketing automation, SEO / SEM , email, and social media platforms
Ability to collaborate with creative teams and translate strategy into effective design execution
Exceptional written and verbal communication skills
Tech-savvy and adaptable, with the ability to learn new platforms and digital trends quickly

Personal Characteristics

Members of the product marketing team interact with teams across campus. A professional and pleasant relationship, a clean and neat appearance that directly reflects the College, is essential.
Code of Commitment
Be a good representative of Hillsdale College to promote the liberal arts, the College’s original Articles of Association, and the operating principles stated in the Staff Code of Commitment. The College’s Mission Statement is a consideration in all aspects of the position. The teaching of the Christian faith shall remain a conspicuous aim of the College.

Open Date: 09/22/2025

Open Until Filled: Yes

Supplemental Questions: Required fields are indicated with an asterisk (*).

Documents Needed To Apply (Required Documents & Optional Documents): Required Documents Resume
Cover Letter
Optional Documents

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