Product Marketing Manager
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AI Summary
D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history, and D2L is at the heart of that fundamental shift.
New models of teaching and learning enable a personalized, student-centric experience – and deliver improved retention, engagement, satisfaction, and results for learners of all ages – in schools, campuses, and companies.
D2L is disrupting the way the world learns, by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly, by giving customers a platform that is easy, flexible, and smart. No other company provides a solution as robust and innovative as D2L.
D2L has had a singular mission for 25 years and is dedicated to that same mission in the years ahead: to transform the way the world learns – and by doing so, we will help improve human potential globally.
Every application we receive is personally reviewed by a member of our Talent Acquisition team - yes, a real person looks at your resume! While we use AI tools internally to streamline tasks like meeting notes, summaries, and administrative work, these tools never rank resumes, make hiring decisions, or influence candidate evaluations.
We are looking for an experienced Product Marketing Manager to support D2L’s product marketing team and help bring new products, capabilities, and solutions to market. In this role, you will develop and execute go-to-market strategies, create differentiated positioning and messaging, support product launches, and equip internal teams with the tools they need to drive demand, adoption, and customer success. This role will focus on the Higher Education and K12 go-to market segments.
This role requires a strong product marketing foundation, a customer-first mindset, and a practical understanding of how AI tools can improve the speed, quality, and impact of marketing work. You will use AI-enabled tools to support market research, competitive analysis, messaging development, content creation, campaign planning, sales enablement, and performance insights, while applying strong judgment to ensure outputs are accurate, brand-aligned, and customer-ready.
You will partner closely with Product Management, Sales, Customer Success, Demand Generation, Strategic Communications, Creative, and Enablement to translate product value into clear, compelling narratives that resonate across the customer journey—from awareness and evaluation to adoption, expansion, and advocacy.
How You’ll Make an Impact
Drive Go-to-Market Strategy and Execution
- Develop and execute go-to-market plans for products, features, services, and market initiatives across D2L’s segments.
- Build a strong understanding of target markets, buyers, users, customer needs, and competitive dynamics.
- Use market research, customer feedback, data, competitive intelligence, and AI-assisted analysis to validate opportunities and inform product roadmap, packaging, pricing, positioning, and messaging.
- Create and maintain value proposition frameworks that connect buyer needs to D2L solutions and clearly communicate the unique value of our products.
- Be the voice of the market by translating customer and competitive insights into clear recommendations for Product, Sales, Marketing, and Customer Success.
- Support launch planning with clear audience definition, messaging, internal readiness, enablement, campaign inputs, and success metrics.
Create Clear Positioning, Messaging, and Content
- Translate complex product capabilities, technical concepts, and AI-enabled features into clear, customer-focused narratives.
- Develop messaging frameworks, product narratives, persona-based messaging, campaign briefs, web copy, pitch decks, one-pagers, FAQs, demo guidance, and launch materials.
- Use AI tools to support content development, message exploration, research synthesis, editing, and versioning, while ensuring final materials are accurate, differentiated, and aligned to D2L’s brand and voice.
- Partner with Strategic Communications, Creative, Demand Generation, and Web teams to develop content that supports awareness, engagement, conversion, adoption, and advocacy.
- Support the development of customer stories, case studies, blogs, infographics, webinars, white papers, and thought leadership.
Enable Sales and Customer-Facing Teams
- Create sales enablement tools that help customer-facing teams clearly communicate product value, differentiation, use cases, and business outcomes.
- Develop sales plays, battlecards, objection-handling guidance, talk tracks, product FAQs, competitive positioning, and customer-facing presentations.
- Use AI-assisted tools to identify enablement gaps, summarize field feedback, and improve the relevance and usability of sales materials.
- Partner with Sales, Customer Success, and Enablement to ensure teams are ready to sell, deliver, and support new products and capabilities.
- Gather ongoing feedback from internal teams to refine messaging, improve sales confidence, and strengthen go-to-market execution.
Strengthen Market, Buyer, and Competitive Intelligence
- Monitor market trends, buyer needs, customer challenges, competitor positioning, and changes in learning technology, SaaS, AI, and education/workforce markets.
- Use AI tools to support competitive research, market scans, customer feedback analysis, and synthesis of large volumes of information.
- Identify opportunities to strengthen D2L’s differentiation and improve how we communicate value to customers, prospects, analysts, partners, and market influencers.
- Share insights with Product, Marketing, Sales, Customer Success, and leadership to help inform strategy and execution.
Improve Performance Through Data and AI-Assisted Insights
- Develop dashboards and reports that deliver clear insight into product marketing activities, launch performance, campaign engagement, asset usage, and sales enablement effectiveness.
- Use analytics and AI-assisted synthesis to identify what is working, where messaging can improve, and how go-to-market efforts can be optimized.
- Measure the impact of product marketing on launch readiness, pipeline support, sales productivity, customer adoption, and market awareness.
- Continuously improve product marketing processes, tools, and deliverables to help the team work better, smarter, and faster.
What You’ll Bring to the Role
- 3 to 5 years of product marketing experience, preferably in SaaS, education technology, learning technology, enterprise software, or a related B2B environment.
- Acumen with Artificial Intelligence tools.
- Proven experience positioning, messaging, and launching products across different customer segments, buyer types, or geographies.
- Ability to translate complex product, technical, or market concepts into clear, concise, and compelling customer-facing narratives.
- Strong understanding of go-to-market strategy, customer journeys, sales enablement, competitive positioning, and campaign support.
- Practical experience using AI tools to support research, content creation, analysis, productivity, or marketing workflows.
- Strong judgment in reviewing AI-assisted outputs for accuracy, quality, brand alignment, customer relevance, and responsible use.
- High-impact storytelling skills that connect customer challenges to product value and business outcomes.
- Strong presentation and communication skills, including the ability to communicate with senior stakeholders.
- Strong cross-functional collaboration skills and experience working with Product, Sales, Customer Success, Marketing, Creative, Communications, and Enablement teams.
- Excellent analytical, organizational, and project management skills.
- Ability to manage ambiguity, anticipate shifting priorities, and deliver high-quality work in a fast-paced environment.
- A growth mindset, curiosity about AI and emerging technologies, and a commitment to continuous learning and improvement.
This position is to fill an existing vacancy.
The expected base salary range for a new hire in this role is listed below. The annualized base salary offered is determined by each candidate’s relevant knowledge, skills, education, training and experience. It is aligned to ensure both internal and external competitiveness using market data for the geographic location and industry. As part of the total compensation at D2L the role may be eligible for additional benefits including a Wellness Subsidy, Equity Grants, Variable Incentive, and more.
Don’t meet every single requirement? We strongly encourage you to still apply! At D2L, we are committed to creating a diverse and inclusive environment. We encourage your application even if you don't believe you meet every single qualification outlined, because we love to help our people grow and develop!
Why we're awesome:
At D2L, we are dedicated to providing you with the tools to do the best work of your life. While some of our perks and benefits may vary depending on location or employment type, we are proud to provide employees with the following through #LifeAtD2L:
- Impactful work transforming the way the world learns
- Flexible work arrangements
- Learning and Growth opportunities
- Tuition reimbursement of up to $4,000 CAD for continuing education through our SkillsWave Program
- 2 Paid Days off for SkillsWave-related activities like exams or final assignments
- Employee wellbeing (Access to mental health services, EFAP program, financial planning and more)
- Retirement planning
- 2 Paid Volunteer Days
- Competitive Benefits Package
- Home Internet Reimbursements
- Employee Referral Program
- Wellness Reimbursement
- Employee Recognition
- Social Events
- Dog Friendly Offices Spaces at our HQ in Kitchener, Winnipeg, Vancouver and Melbourne offices.
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