Product Content Strategy Manager

About the role

Location: Nashville, TN (Hybrid). Brands: JET, Powermatic, Wilton, Baileigh, Edwards, Axiom. At JPW Industries, we don't just build products, we build careers. Shape how six iconic machinery and tool brands teach, inform, and win. Great machines deserve great content. In this role you will set the vision for how JPW turns deep product expertise into demonstrations, tutorials, sales tools, and training that help people sell, use, and support our products. You will decide what content gets built, who it serves, where it lives, and how it gets found, including in AI‑powered search tools that are changing how buyers learn. JPW Industries is home to some of the most recognized names in woodworking, metalworking, and fabrication: JET, Powermatic, Wilton, Baileigh, Edwards, and Axiom. This is a strategic seat on our Marketing team, with a talented Product Training Team ready to grow into technical content creators under your leadership.

Responsibilities

• What You Will Own
  • The Content Vision: One prioritized content roadmap across all six brands, built on business priorities, launches, and real customer needs.
  • Discoverability: Content standards and structure that perform in traditional search and in AI‑powered discovery (SEO, AEO, and GEO).
  • The Systems: How content is organized, managed, and delivered across websites, sales tools, distributor platforms, and internal systems.
  • A Content‑Creating Team: Two Product Trainers you will develop into technical content creators who extend their expertise far beyond the classroom.
• How You'll Spend Your Time
  • Set the Direction: Develop and own the content strategy across all JPW brands, including SEO and AI‑powered discovery (AEO and GEO). Identify content gaps, define target audiences, and choose the right formats and channels for maximum reach and impact. Integrate product training into the broader content strategy for sales teams, distributors, and end users.
  • Build the Engine: Define how content is organized, managed, distributed, and accessed across every channel. Evaluate and recommend content management, learning, and enablement technologies. Set content standards and governance, and partner with Digital Marketing so content is easy to find.
  • Lead and Deliver: Lead and develop two Product Trainers as technical content creators. Own delivery of the roadmap and oversee targeted instructor‑led, virtual, and on‑demand training aligned with launches. Repurpose technical content across formats to extend reach, and track delivery, utilization, engagement, and effectiveness.

Requirements

• Education: Bachelor's degree in Marketing, Communications, Business, or a related field, or an equivalent combination of education and experience.
• Experience: 5+ years in content strategy, content operations, product marketing, or sales enablement, preferably in technical or industrial markets, with a track record of prioritizing content across multiple brands or product lines.
• Leadership: 2+ years leading and developing teams.
• Industry Know‑How: Industrial products, manufacturing, durable goods, or tools experience strongly preferred.
• Communication: Ability to influence stakeholders across Marketing, Product Management, Sales, and Service.

Skills

• Search and Discovery: Understanding of SEO, AEO/GEO, and AI‑powered content discovery, including structured content, metadata, and optimization.
• Strategy to Execution: Proven ability to set strategy, prioritize, lead cross‑functional execution, and translate complex technical products into clear content.
• Content Technology: Experience with CMS, digital asset management, learning platforms, or sales enablement tools, plus a working grasp of distribution, digital channels, and analytics.
• Training and Enablement: Working knowledge of product training strategy; building training content (instructional design, e‑learning, or how‑to videos) is a strong plus; hands‑on training delivery is a plus, not a requirement.

Benefits

• Comprehensive Benefits (medical, dental, vision, life, disability, telehealth from Day 1)
• Retirement Plans & Employer Contributions
• Generous PTO + Paid Holidays
• Career Development & Learning Opportunities
• Team Member Appreciation Events
• A Culture That Values Integrity, Teamwork & Innovation

Pay

Competitive Pay + Annual Bonuses

Schedule

Hybrid role based in Nashville, TN.