Senior Product Marketing Manager – Business & Government

Anthology Careers

. Define and drive the cross-functional go-to-market strategy for Blackboard’s Business & Government segment .

Posted 10/14/2026full-timeRemote • United StatesSenior💰 $127,200 - $130,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing go-to-market strategies and positioning frameworks for government and corporate learning sectors, with a strong focus on sales enablement and competitive intelligence. Proven ability to analyze market trends and influence cross-functional teams to drive business outcomes.

Highest-signal resume keywords

B2B Product Marketing ExperienceGovernment Procurement ProcessesSales Enablement Program DevelopmentAnalytical MindsetPositioning and Messaging Frameworks

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Applicant Tracking System Keywords

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Hard Skills

Go-To-Market StrategyMarket SizingPipeline Contribution AnalysisBusiness Case DevelopmentCompetitive IntelligenceWin/Loss AnalysisRFP/RFI DevelopmentSales Battle CardsCampaign Asset DevelopmentRevenue-Outcome Analysis

Soft Skills

Strong Written CommunicationInfluencing Senior StakeholdersAutonomous OperationCross-Functional CollaborationAnalytical Thinking

Industry Keywords

Public SectorCorporate LearningWorkforce TrainingSkills CredentialingEdTechFedRAMPSection 508Government IT Buying DynamicsDepartment of DefenseFederal Civilian Agencies

About the role

Key responsibilities & impact

Define and drive the cross-functional go-to-market strategy for Blackboard’s Business & Government segment
Own positioning and messaging for federal, state and local government, and corporate/workforce learning buyers
Develop persona-specific messaging for procurement officials, learning and development directors, IT security officers, agency training leads, and workforce development program managers
Establish and govern the BizGov positioning framework across Marketing, Sales, and Product
Lead go-to-market planning, strategy, priorities, and success metrics
Influence Product Management roadmap priorities and translate roadmap investments into market-facing stories
Build segment business cases and GTM models, including market sizing, target account prioritization, and pipeline contribution analysis
Partner with Revenue Marketing and Customer Marketing on aligned campaigns and positioning
Own competitive intelligence, including competitor positioning, pricing, product capabilities, and sales battle cards
Lead buyer research through win/loss interviews, customer conversations, and secondary research
Track procurement trends, compliance requirements, and government IT modernization initiatives
Synthesize intent signals, technographic data, and account research for sharper segment targeting
Build and maintain sales enablement materials, including battle cards, discovery guides, objection handlers, and segment primers
Develop RFP/RFI response language and standard proposal sections
Run segment-specific enablement sessions and measure their effectiveness against deal usage and win rates
Shape new-logo and customer marketing campaigns and guide campaign asset development
Develop reference customer and advocacy relationships
Represent Blackboard’s BizGov perspective in events, analyst briefings, external communications, and the annual user conference
Advise senior leaders across Sales, Product, and Marketing and lead cross-functional project teams as needed
Co-own new bookings and retention/cross-sell targets for BizGov

Requirements

What you’ll need

8+ years of B2B product marketing experience with a bachelor's degree (or 6+ years with a Master's degree, or equivalent experience)
Direct exposure to government, public sector, or enterprise workforce/training markets strongly preferred
Proven track record of developing positioning and messaging frameworks for complex, multi-stakeholder markets
Track record of building sales enablement programs adopted by sales teams and measurably improving win rates
Strong written communication skills
Analytical mindset; comfort with win/loss data, pipeline metrics, and revenue-outcome analysis
Experience building business cases or GTM models that inform investment decisions
Ability to operate autonomously in a lean, fast-moving organization
Demonstrated ability to influence and advise senior cross-functional stakeholders
Fluency in written and spoken English
Working knowledge of federal and/or state procurement processes, compliance frameworks (FedRAMP, Section 508), or government IT buying dynamics preferred
Familiarity with corporate learning and development, workforce training, or skills credentialing markets preferred
Prior experience marketing to federal civilian agencies, the Department of Defense, or large state workforce agencies preferred
Exposure to Blackboard’s solutions preferred
Background in a turnaround or post-acquisition EdTech environment preferred
Candidates must be legally authorized to work in the country where the role is based and maintain that authorization; no visa sponsorship or immigration support