Associate Director, Product Marketing

About the role:

The Associate Director of Product Marketing connects iCivics’ products, services, and resources with the educators and education leaders they are designed to serve.

This role leads product marketing and go-to-market execution for iCivics’ key offerings and manages many of the organization’s largest integrated marketing campaigns, including back-to-school, Constitution Day, product launches, and other major initiatives.

The Associate Director will develop clear positioning and messaging, create campaign strategies and materials, and ensure that Marketing brings strong audience and go-to-market insights into product planning. The role will work closely with Product, Engagement, Professional Learning, Development, Data, and other Marketing team members.

This is initially a highly hands-on individual contributor role. The Associate Director will develop plans, write copy, create campaign assets, coordinate contributors, and oversee execution. As the team and function grow, the role is expected to shift toward greater strategic leadership and campaign direction.

Primary Audiences

The Associate Director will support two main audiences:

• K-12 educators using iCivics’ instructional products, games, resources, and professional learning opportunities.

• District and education leaders considering iCivics’ professional learning services, custom curriculum, and other district-level offerings.

What You’ll Do:

Lead Integrated Marketing Campaigns

• Develop and manage integrated marketing campaigns for major organizational priorities, including back-to-school, Constitution Day, product launches, professional learning services, custom curriculum, and other key initiatives.

• Establish campaign goals, audiences, messages, calls to action, timelines, deliverables, channel plans, and measures of success.

• Write and produce campaign materials, including email copy, landing-page content, digital assets, presentations, toolkits, promotional materials, and audience-facing resources.

• Coordinate campaign execution across email, web, social media, paid media, events, partnerships, and other relevant channels.

• Partner with channel owners, designers, agencies, contractors, and internal teams to move campaigns from planning through launch.

• Manage campaign timelines, dependencies, reviews, approvals, and post-campaign evaluation.

• Identify opportunities to strengthen audience engagement, product discovery, adoption, and continued use.

Lead Product Marketing and Go-to-Market Execution

• Develop go-to-market plans for new products, resources, features, services, and major updates.

• Define target audiences, value propositions, positioning, key messages, launch plans, required materials, and measures of success.

• Translate product, curriculum, and service details into clear audience benefits.

• Ensure that launches are coordinated across Product, Engagement, Professional Learning, Development, Marketing, and other participating teams.

• Develop launch briefs, readiness plans, messaging guides, FAQs, presentations, demonstrations, and other supporting materials.

• Lead post-launch reviews and recommend changes based on campaign performance, product adoption, and audience feedback.

• Support ongoing product adoption after the initial launch period.

Develop Positioning and Messaging

• Develop and maintain positioning, value propositions, messaging frameworks, and audience-specific product narratives.

• Create messaging that clearly explains how iCivics products and services address the needs of educators and district leaders.

• Ensure that messaging is accurate, consistent, useful, and grounded in audience needs.

• Create the source messaging that informs campaigns, website content, presentations, training materials, and internal communications.

• Review product- and service-related communications for clarity, accuracy, and audience fit.

• Help clarify how individual products, resources, and services fit within the broader iCivics brand and organizational strategy.

Bring Audience Insight Into Product Planning

• Bring audience needs, campaign insights, positioning considerations, and go-to-market requirements into product discussions.

• Partner with the Product Council to develop and maintain educator and district-leader personas and customer journeys.

• Work with Product, Engagement, Professional Learning, Research, and Data teams to gather and interpret audience insights.

• Help identify user needs, decision factors, barriers, questions, and opportunities throughout the customer journey.

• Translate audience and campaign insights into recommendations for product messaging, launches, onboarding, and adoption.

• Ensure that product marketing decisions are informed by research and data owned by the appropriate teams.

Support Cross-Functional Readiness

• Build strong working relationships across Product, Engagement, Professional Learning, Data, Development, and Marketing.

• Ensure audience-facing teams have the information and materials needed to communicate clearly about iCivics products and services.

• Develop internal talking points, presentations, FAQs, toolkits, and training materials.

• Establish clear sources of truth for product positioning, messaging, launch information, and campaign plans.

• Facilitate alignment when teams have different assumptions about audiences, messaging, timing, or campaign priorities.

• Identify gaps, dependencies, and risks that may affect campaign or launch success.

Measure and Improve Performance

• Partner with Data, Product, Engagement, Development and Marketing colleagues to define campaign, launch, and adoption measures.

• Track results such as awareness, engagement, conversion, product activation, adoption, repeat use, and audience feedback.

• Prepare clear performance updates and post-campaign reports for teams and organizational leaders.

• Use results to improve messaging, campaign strategy, audience journeys, launch planning, and future execution.

• Develop repeatable campaign and product marketing processes, templates, and tools.

What Success Looks Like:

During the first year, the Associate Director will:

• Establish a clear and repeatable process for integrated campaigns and product launches.

• Successfully lead major campaigns tied to back-to-school, Constitution Day, and other organizational priorities.

• Develop clear positioning and messaging for priority products, services, and audiences.

• Improve coordination between Marketing, Product, Development, Engagement, Professional Learning, and Data.

• Ensure campaigns and launches have clear goals, ownership, timelines, deliverables, and measures of success.

• Strengthen how educator and district-leader insights inform marketing and product planning.

• Produce effective campaign materials and audience-facing content.

• Build systems that allow the role to shift over time from direct production toward greater strategic leadership.

What You’ll Bring:

• At least 8 years of relevant experience in product marketing, integrated marketing, campaign management, go-to-market strategy, or related work.

• Experience planning and executing integrated campaigns across multiple channels.

• Direct experience leading product launches or go-to-market initiatives.

• Strong experience developing product positioning, value propositions, and audience-specific messaging.

• Excellent writing and editing skills, with the ability to create clear and persuasive campaign content.

• Experience producing campaign assets and materials in a hands-on individual contributor role.

• Experience applying audience research, personas, or customer journey insights to marketing decisions.

• Strong project management skills and the ability to coordinate multiple contributors, deadlines, and dependencies.

• Ability to move between strategic planning and detailed execution.

• Experience using quantitative and qualitative evidence to improve campaigns and marketing decisions.

• Strong cross-functional communication and relationship-building skills.

• Ability to work independently, identify gaps, and move work forward with limited direction.

Preferred Experience

• Experience in K-12 education, education technology, educational publishing, curriculum, professional learning, or a mission-driven nonprofit.

• Knowledge of the needs and decision-making processes of K-12 teachers and district leaders.

• Experience marketing both individual-user products and district-level services.

• Experience working with product managers, curriculum developers, researchers, data teams, designers, and audience-facing teams.

• Experience supporting digital products, educational games, instructional resources, professional learning, or custom curriculum services.

• Familiarity with product marketing frameworks, integrated campaign planning, and customer journey development.

• Comfort using AI and other tools responsibly to support research, planning, drafting, analysis, and workflow efficiency.

Salary: The salary for this role starts at $90,000

Benefits:

• Health First: Medical options with $0 deductible (covered by us).

• True Flexibility: 100% remote (US) with flexible hours to fit your life.

• Abundant Rest: 5 weeks PTO + Winter Break + Summer Fridays + a guaranteed 4-day July 4th weekend.

• Family Support: 12 weeks of 100% paid parental leave.

• Growth & Connection: Annual professional development stipend and an in-person annual staff retreat to bond with your team.

Location: This position is remote and working from a home office; we welcome candidates from anywhere in the United States with final work location subject to approval; expected travel of less than 10%.

Application Process: Please apply online with a resume and answer related application questions. A cover letter is optional.  A human will review applications on a rolling basis – we do not use AI to screen our applications.

A Note About AI Usage in Job Applications: Please refrain from using AI tools to draft your resume or cover letter. We want to hear about the real you and appreciate candidates who bring originality and a human touch to their applications.