Product Marketing Manager - Business & Government

About The Role

The Business & Government (BizGov) segment represents a critical and differentiated growth market for Blackboard — federal agencies, state and local governments, and corporate workforce and training organizations that rely on enterprise learning platforms. This is a specialized market with distinct buyers, procurement dynamics, and compliance requirements. The Product Marketing Manager, Business & Government owns the go-to-market strategy for Blackboard’s products in the federal, state and local government, and corporate/workforce learning markets.

Responsibilities

• Drive the GTM strategy across the company for BizGov to hit pipeline and bookings targets at a quarterly and annual level.
• Own positioning and messaging for the BizGov segment, including distinct value propositions for federal agency buyers, state and local government buyers, and corporate/workforce learning buyers.
• Develop persona-specific messaging for key buyer types across the segment: procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers.
• Maintain and update positioning documentation to reflect product changes, competitive shifts, and evolving buyer priorities.
• Partner with the VP, GTM Marketing to ensure BizGov positioning integrates coherently into Blackboard’s multi-product messaging architecture.
• Lead go-to-market strategy discussions and planning for campaigns within your owned segment, coordinating with Product Management, Revenue Marketing, and Sales/CSMs to ensure high levels of conversion across all channels.
• Coordinate with Product Management to understand roadmap investments and translate them into market-facing stories before launch, not after.
• Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning.
• Build and maintain the sales enablement materials that equip Blackboard’s BizGov sales team to have credible, differentiated conversations with government and corporate buyers: battle cards, discovery guides, objection handlers, and segment primers.
• Develop RFP/RFI response language and standard proposal sections that reflect accurate, current product capabilities and compliance positioning.
• Run segment-specific enablement sessions with the BizGov sales team — keeping them current on product changes, competitive dynamics, and evolving buyer priorities.
• Measure enablement effectiveness by tracking which materials are used in active deals and correlating content usage with win rates.
• Support new logo and customer marketing campaigns by developing campaign assets that demonstrate Blackboard’s value in government and workforce learning environments.
• Identify and help develop reference customers and advocacy relationships within the BizGov segment to align with GTM strategies in partnership with the Customer Marketing team.
• Represent Blackboard’s BizGov perspective in event content, analyst briefings, and external communications as needed.
• Represent BizGov in our annual user conference and other major market-facing moments, developing content and customer-facing materials that reinforce Blackboard’s narrative.

Qualifications

• 3–5 years of B2B product marketing experience, with direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred.
• Demonstrated ability to develop positioning and messaging frameworks: you know what a good messaging doc looks like, and you can defend positioning choices with evidence.
• Strong written communication skills: you can write a compelling one-pager, a sharp battle card, and a persuasive solution brief without extensive revision.
• Analytical mindset: comfortable with win/loss data, pipeline metrics, and making the connection between PMM outputs and revenue outcomes.
• Able to work independently and manage multiple deliverables in a lean, fast-moving organization.
• Fluency in written and spoken English.

Preferred Skills And Experience

• Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics.
• Familiarity with corporate learning and development, workforce training, or skills credentialing markets in addition to government.
• Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies.
• Exposure to Blackboard’s solutions, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products.
• Background in a turnaround or post-acquisition EdTech environment where you had to build credibility in a segment with limited existing brand equity.

About Blackboard

Blackboard delivers the digital environment for transformational teaching and learning. We serve thousands of institutions with the industry's most AI-advanced LMS, Blackboard Ally for accessibility, and institutional effectiveness solutions that put educators and learners at the center. We're an education company that builds technology. Learn more at blackboard.com.

Pay

The expected salary range for this position is $95,600 - $107,000. The range reflects base salary only and does not include additional compensation such as company bonus or benefits. Placement within the pay range will depend on a variety of factors, such as experience, skills, internal parity, and location.

Schedule

Candidates must be legally authorized to work in the country where the role is based at the time of hire and must maintain that authorization for the duration of employment.