Full-Time: Product Marketing Manager, Education
- San Francisco, CA
- Full Time
- Mid Level
KQED helps educators to create learning environments for the 21st century by promoting media literacy, student voice, civic engagement, and creative expression using digital media. The main products from KQED Education for middle and high school students are: Youth Media Challenges, where youth showcase their media and engage deeply with the challenges facing our society and KQED Learn, a discussion platform where students practice critical thinking and media making in response to video prompts from our show Above the Noise series. For K-12 educators of all kinds, we have KQED Teach, an online professional development platform with courses that teach teachers media-making skills and how to integrate media literacy into their classrooms; a Media Literacy Certification program; and the PBS LearningMedia CA digital library of classroom resources. All of KQED’s educational products are available for free.
We are looking for a Product Marketing Manager who is:
- Audience-focused. You are a storyteller who understands educators. You can write compelling, relevant messaging--for web, email, print collateral, social media and other channels--that drives awareness and conversion. You can customize messaging for multiple audiences and topics, from teachers to librarians, STEM to ELA, corporate partners to parents.
- Strategic. You design and manage the go-to-market plan for all Education products and programs. You prioritize the channels that fit the particular service and audience and develop targeted messaging and effective calls-to-action. You measure results, make data-backed decisions, and iterate strategy and tactics.
- A leader. You clearly communicate the strategy, goals, look and feel of each campaign to all stakeholders and team members, leading kick-off meetings and writing creative briefs. You collaborate with internal team members in Education, Product and Design, external vendors/contractors, and contributing partners, and you project manage campaign deliverables with them.
- Hands-on. We are a small and mighty team. We wear many hats and rely on each other to be generative and generous team players. On a given day, you might be writing web copy or a newsletter, pitching a GTM plan to stakeholders, or creating a marketing kit for key partners (such as PBS, ISTE, and school districts).
- Mission-driven. You are passionate about education and public media. You are a champion of teachers. You are inspired by the vision of transforming young people’s ability to think critically about the media they consume online and empowering them to share their own ideas through their own media creations.
This position reports to the Marketing Director in KQED’s Education department and collaborates closely with KQED’s Product, Marketing and Communications, Design, and Audience Development and Insights teams.
One of our core values at KQED is that we are better together, and that we commit to learning, growth, and holding ourselves accountable. We value the contributions of marginalized people in society — including Black, Indigenous, and all people of color, people with disabilities, and LGBTQIA+ people — and we believe that these communities must be centered in the work we do, and we strongly encourage members of these communities to apply.
This role will be hybrid between working in KQED's newly renovated headquarters and working remotely. KQED requires employees to be fully vaccinated against COVID-19, or to provide documentation of a need for exemption.
- Develop go-to-marketing strategy and manage multi-channel campaigns that focus on top of the funnel goals like awareness, acquisition, and conversion
- Collaborate with and manage campaign deliverables from internal staff across the organization and from external vendors and partners
- Write targeted, powerful copy and CTAs for multiple channels, from product websites to campaign emails
- Measure and report on results. Iterate strategy and tactics to increase registration.
- Work with product to increase web conversion, collaborating on UI/UX, user flows, and A/B testing
- Work with education content teams to ensure strategic alignment and product-market fit
- Develop and implement email campaigns and newsletters using Marketing Cloud
- Maintain multiple lists of hot leads, subscribers, working with the Salesforce administrator and email marketing specialist
- Lead channel owners in executing the GTM strategy, e.g. through industry conferences, local events, social media, paid media
- Collaborate with partnerships team on development of strategic relationships to drive growth and engagement and provide up to date outreach and marketing kits
- Collaborate with Product on development of user journeys for onboarding and re-engagement
- Staff booths at education events and industry conferences (involves travel 3-5 times/year)
- Track marketing expenses and manage finance administration tasks
- Other duties as assigned
- 3-5 years experience in product marketing or comparable role
- Strong communication skills, both written and in person, and the ability to interact professionally with a diverse group of stakeholders across the KQED organization and with external partners. Strong copywriting skills that reflect KQED’s voice and value proposition.
- Able to analyze, synthesize, visualize and communicate information effectively.
- Familiarity with current and developing marketing communications strategies, focused primarily on acquisition and conversion, as well as retention and engagement. Able to employ best practices across multiple digital marketing platforms.
- Familiarity with theory and implementation of campaign optimization and testing techniques (AB testing, multivariate testing, SEO, optimizing for mobile, etc.)
- Actively follow marketing industry trends and subscribe to industry blogs. Able to translate theoretical knowledge into actionable strategies and tactics.
- Experience in managing digital and social media campaigns.
- Knowledge of and familiarity with using a range of digital tools for marketing and communications, relationship management, project management, analytics tracking, and content publishing.
- Proactive, independent thinker and creative problem solver who works well in a fast-paced team environment.
- Excellent organizational skills and strong attention to detail.
- Able to meet deadlines and goals while working under pressure.
- Able to follow KQED journalistic standards and maintain a public presence that is nonpartisan and unbiased.
- Commitment to educational equity; passionate about digital media for learning and youth voice.
- Experience as a teacher or working with teachers is useful.
- Experience with email marketing tools like Marketing Cloud and Salesforce
- Experience with digital advertising - Google AdWords, social, YouTube
- Skilled at basic editing/compositing of images for online publishing (Canva/Photoshop/Premier)
Let us tell you more about our benefits:
Whether you’re single, married, have children, are in a domestic partnership or anything in between, we have you covered. Employees at KQED enjoy a family-friendly workplace offering paid time off, paid holidays, paid parental leave, family medical leave benefits, comprehensive health/vision/dental and commuter benefits as well as a 403(b) plan. KQED encourages diversity, openness and offers training to support personal and professional development. In addition, we are proud to offer Employee Resource Groups, wellness programs as well as free KQED membership.
The mission that drives us:
KQED is for everyone who wants to be more.
Our television, radio, digital media, and educational services change lives for the better and help individuals and communities achieve their full potential.
KQED serves the people of Northern California with a community-supported alternative to commercial media.
We provide people with the knowledge they need to make informed decisions; convene community dialogue; bring the arts to everyone and engage audiences to share their stories. We help students and teachers thrive in 21st-century classrooms, and take people of all ages on journeys of exploration- exposing them to new people, places and ideas.