Senior Manager, Product Marketing and Market Development

Goodheart-Willcox Publisher, an employee-owned company specializing in Career and Technical Education (CTE), is seeking a Senior Manager to lead go-to-market strategies and market growth initiatives for the Health & Physical Education and Health Sciences secondary markets.

About the role

This position will drive product adoption, sales growth, and cross-functional alignment by serving as the voice of the customer and market. Leveraging insights into customer needs, industry trends, and competitive dynamics, the role informs product strategy, accelerates revenue growth, and strengthens market position.

Responsibilities

• Develop and execute go-to-market strategies for Health & PE and Health Science product lines, ensuring alignment with business objectives, growth priorities, key customer accounts, and revenue goals.
• Contribute to annual and long-range business planning by identifying market opportunities, growth strategies, and portfolio priorities.
• Establish sales, market growth, and key customer account strategies in partnership with sales and editorial teams, contributing to forecasting, target setting, and revenue planning.
• Help set and achieve product list sales targets.
• Guide and align stakeholders across departments to drive strategic initiatives, prioritize investments and resources, and achieve organizational objectives.
• Monitor, evaluate, and optimize business performance through defined goals, KPIs, and strategic metrics.
• Serve as a key voice of the customer by translating market feedback, customer needs, competitive intelligence, and industry trends into actionable business and product strategies.
• Lead market research and analysis efforts to identify opportunities, risks, and emerging trends across Health & Physical Education and Health Sciences, as well as research and analysis efforts across the organization as needed.
• Provide competitive positioning, market insights, and tools that support business growth and product differentiation.
• Partner with editorial and product teams on product planning, portfolio strategy, research initiatives, and new product development.
• Collaborate with publishing, production, marketing communications, customer success, and sales teams to ensure alignment and execution of product and key customer account strategies and goals.
• Develop product positioning, messaging, and strategic marketing plans that strengthen brand awareness, drive adoptions and market share, and create sustainable competitive advantage.
• Support corporate branding, promotional activities, and website communications to ensure alignment with product, portfolio, and key customer account strategies.
• Establish effective processes for communicating market insights and research, and strategic priorities across stakeholder groups.
• Develop and coordinate sales product training and enablement programs that support solution-selling approaches and sales effectiveness.
• Establish and support a system and flow of product information and updates that inform and support the sales team’s effectiveness in closing new business.
• Create messaging, competitive tools, and resources that support customer acquisition, retention, and business growth.
• Present product strategies, market insights, and business priorities at sales meetings, sales product training sessions, conferences, and customer engagements.
• Engage regularly with key customers and strategic accounts to support growth initiatives, strengthen relationships, and gather market feedback.
• Partner with Marketing Communications to drive conference and industry event strategies to maximize brand visibility, customer engagement, and return on investment.
• Partner with Customer Success to support customer journey activities and strategies such as presentations, implementations, training, and retention.
• Establish and monitor key performance indicators (KPIs) related to product adoption, market growth, sales enablement effectiveness, key customer accounts, and revenue performance.
• Measure and communicate strategic outcomes, business impact, and progress against organizational objectives.
• Develop and manage departmental budgets, resources, and external partnerships to ensure efficient execution and achievement of business goals.

Requirements

• Bachelor’s degree required.
• Minimum of 7 years of experience in marketing, sales, and/or publishing with progressive increase in responsibilities.
• Working knowledge of Marketing and Sales Automation software.
• Experience in secondary and post-secondary educational publishing is a plus.
• Teaching or management experience is a plus.
• Excellent organization, verbal, and written communication skills.
• Ability to communicate effectively in person, online, by phone, and in writing with coworkers, authors, customers, and outside vendors.
• Proficiency in Microsoft Office programs.

Pay

Starting salary between $115,000 and $130,000 per year, based on candidate’s skill set, experience level, internal equity, and location.

Benefits

• Employee Stock Ownership Plan – 100% company-funded with a 10% contribution.
• 401(k) with a 4% company match.
• 3 medical plan options.
• 2 dental plan options.
• Vision plan.
• Generous Paid Time Off.
• Wellbeing Program.
• Cariloop – Caregiver Concierge.
• Pet Insurance.
• Employee Assistance Program.
• Social Activities and Events.