Product Marketing Lead- JHB at HyperionDev

ABOUT THE ROLE

• The Product Marketing Lead is a strategic leadership role responsible for guiding the Product Marketing function across HyperionDev’s education technology offerings.
• You will help lead and define the product positioning strategy, ensuring structured A/B testing and thorough content performance analysis, and fostering an increasingly agile PMM function.
• As the Product Marketing Lead, you will oversee the team's execution of go-to-market strategies, product launches, and lifecycle marketing initiatives to ensure product success and market adoption.
• You will help develop the strategic direction to drive HyperionDev’s overall Cost Per Lead & Registration down across all brands, while growing Conversions to Trial & Sale through quality, on-brand marketing that creates brand equity and establishes thought leadership in our category.
• Finally, you will help define the strategic and tactical direction for all Marketing collateral produced by the creative studio in alignment with partner co-marketing expectations and in alignment with the HyperionDev or CoGrammar brands.

Please note this role is based in South Africa. 

RESPONSIBILITIES

Team Leadership & Development

• Lead and grow the Product Marketing function by hiring, mentoring, and providing direct line management to Product Marketing Specialists.
• Ensure Product Marketing Specialists are equipped with deep customer insights to create effective positioning strategies and develop compelling messaging for all product launches.
• Establish Detailed Documentation: Manage the visual style guides, the copy guidelines and restrictions, and serve as the primary resource for the team to ensure adherence to these standards. 

Strategic Initiative Development

• Strategic Marketing Development: Along with the Head of Brand & Product Marketing, help define the core marketing strategy and oversee its execution to improve the positioning of HyperionDev and/or partner products in local and international markets, partnering with Performance Marketing & University Partnerships to achieve product-market fit.
• Campaign Management: Manage the end-to-end development and execution of cross-channel campaigns for product and partner launches, spanning both HyperionDev bootcamps and University Partner programs.
• Go-to-Market Strategy: Help lead the development and execution of go-to-market plans for new product launches and feature releases, ensuring all internal and external stakeholders are aligned.
• Lifecycle Marketing: Define and implement lifecycle marketing strategies to engage customers at different stages of their journey and maximise customer retention and loyalty.
• Competitive Analysis: Conduct regular analysis of competitor products and strategies to inform product development and marketing decisions, ensuring findings are disseminated to the team.

Product & Execution

• Product Champion: Inform the overall marketing strategy with valuable product marketing intelligence. Act as the primary evangelist, internally and externally, for our full solutions set and monitor the performance of solutions to educate key stakeholders.
• Cross-Functional Campaign Execution: Partner closely with internal creative and studio teams to bring campaigns from concept through execution across all relevant channels (e.g., website, CRM, social media).
• Customer & Market Research: Oversee the team's creation of detailed personas by brand or product and ensure a deep understanding of the markets we serve to inform sales and marketing activity.
• Product Positioning and Messaging: Drive the development of product positioning and messaging - including USPs, differentiators, and possible use cases - leveraging performance data, customer research, and competitor intelligence.
• Stakeholder Management: Work collaboratively with a wide range of internal and external stakeholders, including higher education institutions' marketing teams, to ensure cohesive product messaging and campaign delivery.
• Marketing Operations: Efficiently support Production/Operations within Marketing as it relates to QC or QA of branded collateral, ensuring approvals happen internally or externally, depending on the nature of the brand.
• Sales Enablement: Provide the sales team with the necessary product knowledge, sales tools, and training to effectively sell our products.
• Performance Metrics: Support the team by providing timely updates on performance data related to user engagement, content performance, and campaign effectiveness.

REQUIREMENTS

Minimum

• A Diploma in Business, Marketing or Communications field.
• 4+ years of progressive marketing experience in a high-growth, digital consumer-marketing space.
• 1+ years of direct line management, mentorship, or team leadership experience.
• 2+ years of project management experience, managing projects relating to large-scale consumer marketing, preferred with at least a national scope.
• Deep understanding of digital marketing and marketing funnels.
• Experience working in a marketing team with diverse skill sets.
• Experience working with clients and partners towards creative alignment.
• Experience with the management of suppliers and 3rd party agencies.
• A self‐starter who thrives in a fast‐paced environment.
• Thorough understanding of various online and offline marketing funnels.
• Excellent written and verbal communication skills.
• Detailed understanding of Social Media marketing, Comms, and PR.

Preferred

• Degree in Marketing or Communications.
• 2+ years of experience marketing education-related products.
• 6+ years of progressive marketing experience in a high-growth consumer-marketing space.
• 3+ years of direct line management or P&L/Strategic Initiative ownership.
• 3+ years of project management experience, managing projects relating to large-scale consumer marketing at an international level.
• 3+ years of experience marketing education-related products.
• An understanding of the software development space.
• Experience with content calendars and scheduling tools.
• Experience with project management tools like Asana, Basecamp or Trello.
• Experience in leading or managing sprints involving marketers and developers.
• Management of external suppliers and freelancers.
• Detailed knowledge of Website/Data Analysis.
• Detailed reporting on key website and social media metrics, including Google Ads, Meta Ads and the like.
• Experience in developing and executing go-to-market strategies.
• Strong analytical skills to interpret data and make informed decisions.
• Ability to create compelling sales enablement materials and product content.