Senior Product Marketing Manager – Business & Government

Anthology Inc

. Own the go-to-market strategy for Blackboard’s products in federal, state and local government, and corporate/workforce learning markets .

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

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in go-to-market strategy development and execution for government and corporate learning markets, with a strong focus on positioning, messaging, and sales enablement. Proven ability to analyze market data and influence cross-functional teams to drive revenue outcomes.

Highest-signal resume keywords

B2B Product Marketing ExperienceGovernment Procurement ProcessesSales Enablement Program DevelopmentPositioning and Messaging FrameworksAnalytical Mindset

ATS Keywords

Tailor your resume

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills

Go-To-Market StrategyBusiness Case DevelopmentPipeline Metrics AnalysisCompetitive IntelligenceBuyer ResearchRFP/RFI Response DevelopmentMarket SizingSales Battle CardsSegment TargetingCampaign Asset Development

Soft Skills

Strong Written CommunicationInfluencing Senior StakeholdersAutonomy in Decision-Making

Tools & Technologies

Blackboard LMSBlackboard AllyBlackboard Institutional Effectiveness

Industry Keywords

Federal GovernmentPublic SectorCorporate LearningWorkforce TrainingSkills CredentialingCompliance FrameworksFedRAMPSection 508EdTechTurnaround Management

About the role

Key responsibilities & impact

Own the go-to-market strategy for Blackboard’s products in federal, state and local government, and corporate/workforce learning markets
Define and drive cross-functional GTM strategy for the Business & Government segment and share accountability with Sales for pipeline and bookings targets
Own segment positioning and messaging, including distinct value propositions 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 and documentation
Lead GTM planning, setting strategy, priorities, and success metrics across Product Management, Revenue Marketing, and Sales/CSMs
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 accurate positioning
Own competitive intelligence; monitor competitors and maintain sales battle cards
Design and lead buyer research, including win/loss interviews, customer conversations, and secondary research
Track procurement trends, compliance requirements, and government IT modernization initiatives and advise leadership
Synthesize intent signals, technographic data, and account-level research into 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 effectiveness through material usage and win rates
Shape new-logo and customer marketing campaigns and guide campaign asset development
Identify and help develop reference customers and advocacy relationships
Represent Blackboard’s BizGov perspective in event content, analyst briefings, external communications, and the annual user conference
Advise leaders across Sales, Product, and Marketing and may lead cross-functional project teams

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 that sales teams adopt and that measurably improve win rates
Strong written communication skills
Analytical mindset; comfortable with win/loss data, pipeline metrics, and connecting PMM outputs to revenue outcomes
Experience building business cases or GTM models that inform investment decisions
Ability to operate with a high degree of autonomy
Demonstrated ability to influence and advise senior cross-functional stakeholders across Sales, Product, and executive leadership
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, including Blackboard LMS, Blackboard Ally, and Blackboard Institutional Effectiveness products 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 must maintain that authorization for the duration of employment
The company does not provide visa sponsorship or immigration support