Senior Product Marketing Manager

About Niche

Niche is the leader in school search. Our mission is to make researching and enrolling in schools easy, transparent, and free. With in-depth profiles on every school and college in America, 140 million reviews and ratings, and powerful search tools, we help millions of people find the right school for them. We also help thousands of schools recruit more best-fit students, by highlighting what makes them great and making it easier to visit and apply.

Niche is all about finding where you belong, and that mission inspires how we operate every day. We want Niche to be a place where people truly enjoy working and can thrive professionally.

 

About The Role

We are looking for a strategic and experienced Product Marketing Manager with experience in positioning data, digital marketing, and analytics offerings to join our marketing team! In this role, you will dive into the wealth of data from the Niche Platform and its users to identify key customer insights and emerging market trends, and bring Niche’s value proposition to life through compelling go-to-market strategies targeting current and prospective customers across higher education and K12. In addition, you'll shape positioning for Niche’s student-facing products to establish the marketplace as the premier starting point for college discovery, engagement, aid, application, and admission.

The right candidate is both creative and data-driven, possessing a “full stack” product marketing skill set—generating data-driven narratives, developing differentiated positioning and messaging, and creating sales and enablement collateral—that spans both B2B and B2C products. They’ll apply these skills to articulate the value and nuance of a two-sided marketplace that resonates with students, families, and institutions while reinforcing the strength of the overall Niche ecosystem.

 

What You Will Do

• Conduct primary market research and partner with internal stakeholders to develop compelling and data-driven product messaging
• Use the wealth of data available to you through the Niche Platform to craft compelling stories of the impact and success of Niche’s B2B and B2C products and services
• Collaborate closely with product and data teams regularly to generate new insights, identify buyers, problems to be solved, core product features and value propositions
• Partner with the product, brand strategy, and design teams to develop collateral that brings data and product messaging to life
• Serve as a key partner to our product team—bringing market and customer feedback to the table to help inform product strategy and shape the roadmap

During the First Month:

• Learn about Niche by meeting with various team members to learn more about our company through our Onboarding meetings
• Meet the Marketing team to get a clear understanding of our products, target audiences, and value proposition 
• Meet with the Product, Business Operations and Revenue Operations teams to get a clear understanding of the wealth of data available to you
• Build your knowledge of Niche’s Salesforce instance, as well as the data, reports, and resources that inform the marketing
• Start building relationships and trust with key stakeholders on the Marketing, Product, Sales, Business Operations and Revenue Operations teams

Within 3 Months:

• Begin to develop a deep understanding of Niche’s various buying audiences by conducting research and gather insights about target personas, buyer needs, and the purchasing-decision process for the organization’s products
• Partner closely with product team to gain a deep understanding of product vision and upcoming functionality

Within 6 Months:

• Develop a deep understanding of the market, our competitors, and our differentiators
• Collaborate closely with the sales and brand strategy teams to ensure product narratives are resonating in the market, and create feedback loops to refine the narratives and positioning
• Proactively review, identify, and flag trends and takeaways seen within our data, partner data, and industry data
• Develop new, compelling narratives for key data insights including Niche's College Rankings, College Quiz, Scholarships, and Niche’s Core product offerings

Within 12 Months:

• Provide key insights to the team to inform our roadmap, identify industry trends that enhance our market positioning and expand our reach
• Become an expert in Niche data and a champion of its use throughout the organization — internally and externally
• Become a key stakeholder in the growth of the Niche brand

 

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