Summary
Across 170 countries, professionals trust The IIA to represent their field, advance their credentials, and connect them to a global community. That trust is built campaign by campaign, story by story. The IIA is looking for a passionate, B2B marketer to help tell it.
The Senior Manager, Product Marketing - Enterprise Solutions is a strategic storyteller and go-to-market architect who shapes how The IIA’s programs and credentials show up in the market. This is a high-impact role at the intersection of audience insight, brand strategy, B2B demand generation, and sales enablement, with the creative latitude, cross-functional partnerships, and organizational visibility to make a real difference for a profession that matters.
This role owns the full campaign journey, from positioning and messaging through creative development, sales enablement content, launch, and performance optimization, ensuring every initiative reflects a clear value proposition and speaks directly to the aspirations of professionals at every stage of their career. The right candidate will see this not as a job to fill but as a platform to build on, bringing a growth mindset, deep B2B marketing instincts, and a genuine passion for connecting people to opportunities that shape their professional lives.
Key Responsibilities
Product Marketing Leadership & Strategic Positioning
- Own the go-to-market strategy for assigned enterprise solutions programs and products, translating their value into compelling audience-centric narratives that drive awareness, engagement, and conversion among professionals at every stage of their career journey.
- Develop product and campaign briefs that distill complex business objectives into clear value propositions, audience insights, and actionable creative direction, giving every team member the strategic context to execute with confidence.
- Apply audience intelligence, including persona data, behavioral models, and market trend analysis, to sharpen messaging strategy and ensure campaigns speak directly to what B2B and individual professional audiences value most at each stage of their journey.
Messaging, Storytelling & Creative Excellence
- Lead campaign positioning sessions with internal stakeholders to define the strategic narrative.
- Collaborate with creative services to shape concept development, copy direction, and messaging hierarchy, ensuring every format and channel tells a cohesive story that drives the audience toward action.
- Uphold product marketing quality standards across all campaign deliverables, grounding creative in audience insight, competitive context, and a clear value proposition that makes The IIA brand unmistakably relevant.
Sales Enablement
- Develop and maintain a robust library of B2B sales enablement assets that equip business development and membership teams to sell with confidence and consistency.
- Partner closely with sales and membership teams to understand buyer journey stages, identify content gaps, and create materials that accelerate pipeline progression and reduce sales cycle friction.
- Build scalable onboarding and ongoing training resources that help revenue-facing teams internalize positioning, articulate differentiated value, and respond effectively to competitive challenges.
- Establish feedback loops between sales and marketing to continuously refine messaging based on real-world buyer conversations, win/loss data, and field intelligence.
Cross-Functional Go-to-Market Orchestration & Launch Excellence
- Act as the central go-to-market hub, ensuring every function is aligned on strategy before execution begins.
- Drive campaign launch readiness by managing timelines, aligning cross-functional dependencies, and holding teams accountable to on-time, on-brief delivery at every stage of the go-to-market process.
- Coordinate with production teams to deliver campaigns on time without sacrificing quality or brand consistency.
Market Intelligence, Performance & Continuous Optimization
- Track campaign performance against key growth metrics, translating dashboard data and insight reports into clear optimization recommendations that drive better results.
- Leverage predictive analytics, churn signals, engagement scoring, and persona intelligence to identify market opportunities, anticipate audience needs, and sharpen future go-to-market strategies.
- Lead post-launch reviews, capturing what happened, what it signals about our audience, and how those learnings should shape the next iteration of messaging, targeting, and sales enablement content.
Core Competencies
Education & Experience
- 5+ years of experience in product marketing with a B2B focus, including hands-on ownership of sales enablement programs, operating as a senior individual contributor who brings strategic depth alongside hands-on execution.
- Demonstrated experience building and deploying B2B sales enablement assets that measurably improved sales team performance or pipeline velocity.
- Bachelor’s degree or equivalent experience required.
Functional Expertise
- Deep expertise in product marketing disciplines, including positioning, messaging, go-to-market strategy, demand generation, sales enablement, and launch planning, with the ability to apply that expertise across brand, digital, and content channels.
- Proven command of the B2B buyer journey and the ability to translate complex value propositions into content that accelerates pipeline at every stage, from awareness through close.
Data Driven
- Connects audience data, market signals, and campaign performance to sharpen positioning decisions and prioritize the initiatives most likely to drive growth.
- Frames recommendations in terms of market opportunity and business impact, making it easy for stakeholders to say yes to the right work.
Communication, Stakeholders & Visibility
- Builds alignment across functions, including sales, business development, and executive leadership, by communicating with clarity, purpose, and the right level of detail for every audience.
- A skilled storyteller who can take complex strategies and make them accessible, persuasive, and motivating, whether writing a brief, presenting a campaign plan, or pitching a new approach.
Analytical Thinking & Problem Solving
- Diagnoses complex marketing and organizational challenges and develops practical, strategic solutions, balancing creative ambition with operational reality.
- Approaches ambiguity with a strategic mindset, synthesizing signals from multiple sources to form clear points of view and drive decisions forward with confidence.
Key Skills
B2B product marketing · Sales enablement · Enterprise solutions · Audience segmentation · Go-to-market strategy · Messaging and positioning · Cross-functional collaboration · Campaign analytics · Demand generation · Pipeline acceleration
