Senior Product Marketing Manager - Business & Government

Senior Product Marketing Manager – Business & Government

Remote - United States

About the Role

The Business & Government (BizGov) segment represents a critical and differentiated growth market for Blackboard — federal agencies, state and local governments, and corporate workforce and training organizations that rely on enterprise learning platforms. This is a specialized market with distinct buyers, procurement dynamics, and compliance requirements.

The Senior Product Marketing Manager, Business & Government owns the go-to-market strategy for Blackboard’s products in the federal, state and local government, and corporate/workforce learning markets. You are the recognized subject matter expert and trusted advisor to Sales, Product, and Marketing leaders on these buyers, their missions, their procurement constraints, their compliance environments, and the specific ways Blackboard’s suite of solutions delivers value to their learners.

Sitting within the GTM Marketing org and reporting to the VP, GTM Marketing, you will define and lead the BizGov GTM strategy and set the direction for positioning, messaging, competitive intelligence, and sales enablement that allow Blackboard’s sales teams to compete and win in these specialized segments. This is a senior individual contributor role with high visibility, significant autonomy, and direct accountability for one of Blackboard’s most differentiated market opportunities.

The right person for this role is intellectually curious about government and workforce learning markets, relentless about understanding the buyer and the regulations that govern them, and capable of translating technical product capabilities into plain-language value stories that resonate with a procurement officer, a training director, or a Chief Human Capital Officer alike. You bring the credibility and judgment to influence senior stakeholders across Sales, Product, and Marketing and turn market insights into business decisions.

What You’ll Own

Segment Positioning & Messaging

• Define and drive the cross-functional GTM strategy for BizGov and share accountability with Sales for pipeline and bookings targets at a quarterly and annual level.
• Own positioning and messaging for the BizGov segment, including distinct value propositions for federal agency buyers, state and local government buyers, and corporate/workforce learning buyers.
• Develop persona-specific messaging for key buyer types across the segment: 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, ensuring it evolves with product changes, competitive shifts, and evolving buyer priorities and is applied consistently across Marketing, Sales, and Product.
• Advise the VP, GTM Marketing and peer product marketers on how BizGov positioning integrates into Blackboard’s multi-product messaging architecture, shaping the broader architecture where segment needs diverge.

Go-To-Market Planning

• Lead go-to-market planning for the BizGov segment, setting the strategy, priorities, and success metrics that Product Management, Revenue Marketing, and Sales/CSMs execute against to drive high levels of conversion across all channels.
• Influence Product Management roadmap priorities with segment and buyer insight, and translate roadmap investments into market-facing stories before launch, not after.
• Build the BizGov segment business case and GTM models, including market sizing, target account prioritization, and pipeline contributions analysis, to inform investment decisions and annual planning.
• Partner with Revenue Marketing and Customer Marketing to ensure campaigns are built to aligned strategies with accurate, current positioning.

Competitive Intelligence & Market Research

• Own competitive intelligence for the BizGov segment: monitor competitors, track changes in positioning, pricing, and product capabilities, and maintain battle cards that give sales a credible, current edge in competitive deals
• Design and lead the segment’s buyer research program, including win/loss interviews, customer conversations, and secondary research, and turn findings into recommendations that shape positioning, product, and sales strategy.
• Track federal and state procurement trends, compliance requirements (e.g., FedRAMP, Section 508, FISMA), and government IT modernizatio…