Position Information

Position Title

Director of Product Marketing - Online Learning

Job Description

Job Summary

Hillsdale College is seeking a Director of Product Marketing – Online Courses. Reporting to the Executive Director of Product Marketing, this role will lead the promotion and growth of Hillsdale’s free online courses. The Director will develop and execute marketing strategies to increase enrollment, engagement, and completion rates, ensuring that Hillsdale’s educational content reaches and impacts the widest possible audience.

Essential Job Functions

Product Marketing Strategy
Define and execute the product marketing strategy for Hillsdale’s online courses and video-based educational products
Drive awareness, adoption, and long-term engagement
Positioning & Messaging
Own positioning, messaging, and value propositions for existing and new courses
Ensure every program is differentiated, mission-aligned, and compelling
Go-to-Market Execution
Develop and launch strategies for new course releases and projects
Oversee audience segmentation, channel planning, and campaign execution
Digital Growth Initiatives
Lead digital marketing across email, social, SEO, paid advertising, and emerging platforms
Expand reach, maximize enrollment, and increase participation
Customer Insights & Research
Serve as the voice of the customer using research, insights, and behavioral data
Refine messaging and guide product development
Lifecycle Marketing
Manage pre-launch, engagement, retention, and reactivation campaigns across the course lifecycle
Cross-Functional Collaboration
Partner with course teams, designers, digital specialists, and brand managers
Ensure consistent storytelling and seamless customer experiences
Performance Tracking & Optimization
Track and interpret performance metrics to evaluate campaign effectiveness
Use data to drive growth and inform strategy
Scalable Frameworks
Develop frameworks for launching and scaling educational products
Ensure efficiency and repeatable success across initiatives
Team Leadership & Mentorship
Lead and mentor a Marketing Manager
Provide coaching and performance management to elevate capability and impact

Required Qualifications

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty mentioned satisfactorily. The requirements below represent the required knowledge, skill, and/or ability.

Education & Experience

Education: Bachelor’s degree in Marketing, Communications, Business, or a related field required.
Experience: 5+ years of marketing experience; background in shooting sports, recreational, higher education, or outreach program marketing strongly preferred.

Other Skills

Other Skills

Proven success with product launches and go-to-market strategies
Strong leadership, project management, and team-building abilities
Proficiency in analytics platforms, dashboards, and campaign tracking (Google Analytics GA4)
Expertise with CRM, marketing automation, SEO/SEM, email, and social media platforms
Ability to collaborate with creative teams and translate strategy into effective design execution
Exceptional written and verbal communication skills
Tech-savvy and adaptable, with the ability to learn new platforms and digital trends quickly

Personal Characteristics

Members of the product marketing team interact with teams across campus. A professional and pleasant relationship, a clean and neat appearance that directly reflects the College, is essential.

Code of Commitment

Be a good representative of Hillsdale College to promote the liberal arts, the College’s original Articles of Association, and the operating principles stated in the Staff Code of Commitment. The College’s Mission Statement is a consideration in all aspects of the position. The teaching of the Christian faith shall remain a conspicuous aim of the College.

Physical Demands

Posting Detail Information

Posting Number

S209P

Open Date

09/22/2025

Close Date

Open Until Filled

Yes

Special Instructions to Applicants

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Director of Product Marketing - Online Learning