Product Marketing Manager
Ferry International, Dallas, TX, United States
What You’ll Own Positioning and messaging
Own the subscription product’s positioning architecture, including who it’s for, what it does, and how it’s distinct from our coaching programs
Maintain the training versus coaching distinction across every channel, touchpoint, and internal conversation
Develop competitive messaging against Buffini, Jared James Academy, Serhant, and others
Build and maintain sales enablement materials such as one-pagers, talk tracks, and objection handling for the sales and SDR teams
Ensure internal alignment, especially with the coaching sales team, who need to understand this product as a pipeline qualifier rather than a competitor
Acquisition campaigns
Lead end-to-end acquisition campaigns across email, paid social, webinars, and live events
Own the launch sequence including pre-launch email series, launch webinar coordination, and founding member offer
Manage the weekly webinar program including coach scheduling, content alignment with the Core 4 curriculum, and promotion
Coordinate QR code trial activations at Tom Ferry live events
Partner with the Ad Campaign Manager on paid social strategy and creative briefs once that hire is onboarded
Retention and lifecycle
Own the subscriber lifecycle from day one onboarding through re-engagement, win-back, and coaching upsell routing
Build and execute onboarding sequences manually in Phase 1, transitioning to HubSpot automation in Phase 2
Develop re-engagement and win-back programs for at-risk and churned subscribers
Build the coaching upsell nurture by identifying engagement signals that indicate a subscriber is ready for coaching and routing them accordingly
Manage the subscriber Facebook community content calendar and coach participation cadence
Performance and reporting
Own subscription KPIs including active subscriber count, monthly churn, trial-to-paid conversion, webinar attendance, and Revii login rate
Track and report manually via Shopify and Revii data exports until HubSpot attribution is live in Q3
Make acquisition and retention decisions based on real data and clearly flag when data is insufficient to act on
What We’re Looking For Three to five years of marketing experience, with at least two years owning a product or subscription go-to-market program
Comfortable owning both positioning and execution. This is not a strategy-only role
Experience building multi-channel campaigns across email, paid social, and webinars
Familiarity with HubSpot is required, Salesforce familiarity is a plus
Strong writer who can translate a complex product into clear, compelling messaging for an agent audience
Analytically grounded with the ability to track what matters and make decisions from imperfect data
Self-directed and comfortable with ambiguity. We move fast and don’t have a playbook for this product yet
Real estate industry experience is a genuine plus
Must be located in or willing to work from the Dallas Fort Worth area in a hybrid capacity
What Success Looks Like 250 active subscribers by the end of month three and 1,500 by the end of year one
Monthly churn below 10 percent by month six and below 8 percent by the end of the year
The sales team can clearly articulate the difference between the subscription and coaching and uses it to close more coaching deals, not fewer
Subscribers are engaging with the product weekly rather than sitting inactive in the library
At least 1 to 2 percent of subscribers convert to coaching by the end of the year, proving that the pipeline thesis works
About Tom Ferry International We’re the #1 coaching company in real estate, with more than 200 coaches and a community of agents who are serious about building real businesses. We run major events, a growing content ecosystem, and coaching programs that transform careers. This role is an opportunity to build the entry point into all of it and own it from day one.
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Own the subscription product’s positioning architecture, including who it’s for, what it does, and how it’s distinct from our coaching programs
Maintain the training versus coaching distinction across every channel, touchpoint, and internal conversation
Develop competitive messaging against Buffini, Jared James Academy, Serhant, and others
Build and maintain sales enablement materials such as one-pagers, talk tracks, and objection handling for the sales and SDR teams
Ensure internal alignment, especially with the coaching sales team, who need to understand this product as a pipeline qualifier rather than a competitor
Acquisition campaigns
Lead end-to-end acquisition campaigns across email, paid social, webinars, and live events
Own the launch sequence including pre-launch email series, launch webinar coordination, and founding member offer
Manage the weekly webinar program including coach scheduling, content alignment with the Core 4 curriculum, and promotion
Coordinate QR code trial activations at Tom Ferry live events
Partner with the Ad Campaign Manager on paid social strategy and creative briefs once that hire is onboarded
Retention and lifecycle
Own the subscriber lifecycle from day one onboarding through re-engagement, win-back, and coaching upsell routing
Build and execute onboarding sequences manually in Phase 1, transitioning to HubSpot automation in Phase 2
Develop re-engagement and win-back programs for at-risk and churned subscribers
Build the coaching upsell nurture by identifying engagement signals that indicate a subscriber is ready for coaching and routing them accordingly
Manage the subscriber Facebook community content calendar and coach participation cadence
Performance and reporting
Own subscription KPIs including active subscriber count, monthly churn, trial-to-paid conversion, webinar attendance, and Revii login rate
Track and report manually via Shopify and Revii data exports until HubSpot attribution is live in Q3
Make acquisition and retention decisions based on real data and clearly flag when data is insufficient to act on
What We’re Looking For Three to five years of marketing experience, with at least two years owning a product or subscription go-to-market program
Comfortable owning both positioning and execution. This is not a strategy-only role
Experience building multi-channel campaigns across email, paid social, and webinars
Familiarity with HubSpot is required, Salesforce familiarity is a plus
Strong writer who can translate a complex product into clear, compelling messaging for an agent audience
Analytically grounded with the ability to track what matters and make decisions from imperfect data
Self-directed and comfortable with ambiguity. We move fast and don’t have a playbook for this product yet
Real estate industry experience is a genuine plus
Must be located in or willing to work from the Dallas Fort Worth area in a hybrid capacity
What Success Looks Like 250 active subscribers by the end of month three and 1,500 by the end of year one
Monthly churn below 10 percent by month six and below 8 percent by the end of the year
The sales team can clearly articulate the difference between the subscription and coaching and uses it to close more coaching deals, not fewer
Subscribers are engaging with the product weekly rather than sitting inactive in the library
At least 1 to 2 percent of subscribers convert to coaching by the end of the year, proving that the pipeline thesis works
About Tom Ferry International We’re the #1 coaching company in real estate, with more than 200 coaches and a community of agents who are serious about building real businesses. We run major events, a growing content ecosystem, and coaching programs that transform careers. This role is an opportunity to build the entry point into all of it and own it from day one.
#J-18808-Ljbffr