Job Summary

Hillsdale College is seeking a Director of Product Marketing – Online Courses. Reporting to the Executive Director of Product Marketing, this role will lead the promotion and growth of Hillsdale’s free online courses. The Director will develop and execute marketing strategies to increase enrollment, engagement, and completion rates, ensuring that Hillsdale’s educational content reaches and impacts the widest possible audience.

Essential Job Functions

1. Product Marketing Strategy
   1. Define and execute the product marketing strategy for Hillsdale’s online courses and video-based educational products
   2. Drive awareness, adoption, and long-term engagement

2. Positioning & Messaging
   1. Own positioning, messaging, and value propositions for existing and new courses
   2. Ensure every program is differentiated, mission-aligned, and compelling
3. Go-to-Market Execution
   1. Develop and launch strategies for new course releases and projects
   2. Oversee audience segmentation, channel planning, and campaign execution
4. Digital Growth Initiatives
   1. Lead digital marketing across email, social, SEO , paid advertising, and emerging platforms
   2. Expand reach, maximize enrollment, and increase participation
5. Customer Insights & Research
   1. Serve as the voice of the customer using research, insights, and behavioral data
   2. Refine messaging and guide product development
6. Lifecycle Marketing
   1. Manage pre-launch, engagement, retention, and reactivation campaigns across the course lifecycle
7. Cross-Functional Collaboration
   1. Partner with course teams, designers, digital specialists, and brand managers
   2. Ensure consistent storytelling and seamless customer experiences
8. Performance Tracking & Optimization
   1. Track and interpret performance metrics to evaluate campaign effectiveness
   2. Use data to drive growth and inform strategy
9. Scalable Frameworks
   1. Develop frameworks for launching and scaling educational products
   2. Ensure efficiency and repeatable success across initiatives
10. Team Leadership & Mentorship
    1. Lead and mentor a Marketing Manager
    2. Provide coaching and performance management to elevate capability and impact

Qualifications
To perform this job successfully, an individual must be able to perform each essential duty mentioned satisfactorily. The requirements below represent the required knowledge, skill, and/or ability.

Education & Experience

• Education: Bachelor’s degree in Marketing, Communications, Business, or a related field required.
• Experience: 5+ years of marketing experience; background in shooting sports, recreational, higher education, or outreach program marketing strongly preferred.

Other Skills

• Proven success with product launches and go-to-market strategies
• Strong leadership, project management, and team-building abilities
• Proficiency in analytics platforms, dashboards, and campaign tracking (Google Analytics GA4)
• Expertise with CRM , marketing automation, SEO / SEM , email, and social media platforms
• Ability to collaborate with creative teams and translate strategy into effective design execution
• Exceptional written and verbal communication skills
• Tech-savvy and adaptable, with the ability to learn new platforms and digital trends quickly

Personal Characteristics

Members of the product marketing team interact with teams across campus. A professional and pleasant relationship, a clean and neat appearance that directly reflects the College, is essential.

Code of Commitment

Be a good representative of Hillsdale College to promote the liberal arts, the College’s original Articles of Association, and the operating principles stated in the Staff Code of Commitment. The College’s Mission Statement is a consideration in all aspects of the position. The teaching of the Christian faith shall remain a conspicuous aim of the College.

Required fields are indicated with an asterisk (*).

1. Resume
2. Cover Letter

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