(Available for periodic meetings in the NYC Headquarters)
Reports To:Chief Revenue Officer
ERB is a not-for-profit educational advisory group that provides educators and families with a more complete understanding of the whole student through the use of quality assessment tools. K-12 schools around the world rely on ERB to provide them with an integrated suite of assessments, insights, and analytics that track the complete student journey—assessing academic ability, learning achievement, and social and emotional learning competencies.
The key focus of the position is to increase usage of ERB programs and services, retain membership and gain market share by promoting ERB’s unique brand, position, and value proposition in the education space. The Director of Product Marketing leads in the creation of new approaches to reach current and potential members, as well as a translation of ERB’s services into cohesive and powerful messaging. The Director of Product Marketing is responsible for the conception, development, and implementation of all marketing initiatives in alignment with ERB’s mission, vision, and brand value. These include segmentation tactics, pricing strategies, promotion, and related go-to-market approaches.
The role requires close collaboration with the Chief Revenue and Chief Program Officer to identify market needs and devise go-to-market strategies for existing and new products. In addition, the Director of Product Marketing will work closely with the Chief Revenue Officer to tailor the go-to-market strategy regarding competitive positioning, pricing levels/structures, and approaches to retain and grow new members.
Specific Responsibilities Include:
Manages the marketing and branding of all ERB products (ISEE, CTP/Milestones, ERB Writing Practice, 360 Data Reporting Platform, etc.
Develops a Go-to-Market Strategy for all new products inclusive of pricing, value proposition, distribution etc.
Conducts research regarding products, markets, and competitors, creating compelling messaging and brand awareness.
Leveraging the output of a client segmentation analysis, develop a target marketing approach for new product releases.
Identifies opportunities in the roadmap to develop partnerships to leverage third-party products and services.
Ensures adherence to the ERB brand and professionalism in all forms of marketing.
Develops, implements, and evaluates all marketing activities to reach, educate and positively influence the target market regarding ERB’s unique and important value proposition.
Seeks public relations opportunities to share the mission of the ERB and its role in the target market.
Develop, implement, measure, manage, and improve the success of a comprehensive marketing plan, which includes brand positioning strategies, overall promotion and communication plans, and analytics that will assess ERB’s position in the marketplace.
Articulate ERB’s brand, services, and program offerings with clarity, coherence, and passion.
Collaborate with program direction to identify product development opportunities responsive to market needs.
Work with the Chief Program and Chief Revenue Officers to design pricing strategies for all lines of business, including membership, balancing ERB’s growth strategy with serving its non-profit mission.
Identify opportunities for ERB to serve as a thought leader in the use of educational programs and services.
Build an integrated strategic communications framework related to ERB initiatives, strategy, and long-term vision that apply creative tactics across a variety of external and internal communication.
B.A. degree or higher in marketing, communications, or business
Minimum of 7-10 years of experience in marketing management
Proven performance record of initiating and implementing highly successful marketing strategies
Media experience and/or training strongly desired
Knowledge of the needs of K-12 education institutions; prior experience in independent schools a plus
Strong analytical reasoning and problem-solving skills
Collaborative, team player
Excellent interpersonal, written, and oral communication skills
Ethical conduct in all things
Some travel is required for the purpose of meeting with clients, stakeholders, or off-site personnel/management.