UWorld

Global provider of exam-focused education resources

Digital Marketing - Product Marketing Manager

Product MarketingConfirmed live in the last 24 hours

Full-timeHyderabad, Telangana, IndiaNo salary listedIn-person

About the Job

Requirements

At least 10 years of senior product marketing experience spanning B2B and B2C channels.
A proven track record designing and executing 360-degree omnichannel go-to-market strategies across the full candidate lifecycle.
Expertise in end-to-end market penetration, including segment sizing, messaging development, launch, and measurement.
Hands-on experience building B2B marketing intelligence programs, including ideal customer profile development and sales enablement.
Deep familiarity with exam-driven or education technology markets, including registration cycles, seasonality, and candidate journey patterns.
Demonstrated success leading complex product launches and providing strategic pricing input based on market research.
Experience defining key performance indicators and delivering performance reporting to senior leadership while enforcing brand standards.
Technical proficiency with marketing automation platforms such as HubSpot or Pardot, analytics platforms such as Google Analytics 4 or Google Search Console, and search engine optimization/search engine marketing tools such as SEMrush or Ahrefs.

Responsibilities

Own the annual go-to-market strategy for assigned verticals, covering business-to-consumer candidate acquisition, retention and renewal, and business-to-business institutional outreach.
Design and execute 360-degree omnichannel go-to-market plans aligning paid search, organic, email, social, and sales touchpoints across the full candidate lifecycle.
Define and maintain positioning, messaging hierarchy, and value propositions for each vertical across acquisition and retention stages.
Translate product features, including QBank, practice exams, performance tracking, and adaptive tools, into benefits for candidates and institutional buyers throughout the journey.
Maintain a messaging guide for each vertical for use by content, search engine marketing, social, and sales teams.
Build exam-seasonality-aware campaign calendars mapping marketing activity to registration windows, score release dates, exam windows, and retake cycles for each vertical.
Lead product launch planning end to end, including positioning, launch messaging, channel strategy, enablement materials, and post-launch measurement.
Enforce brand standards across vertical marketing outputs and ensure messaging consistency across teams.
Partner with product and product marketing leadership to align messaging with product roadmap updates and new feature releases.
Run quarterly go-to-market reviews with stakeholders to assess positioning effectiveness and refresh strategy.
Own competitive intelligence by monitoring positioning, pricing, and market shifts for assigned verticals.
Develop buyer personas and map full business-to-business and business-to-consumer buying journeys.
Build subject matter expertise on exam structures, regulatory changes, and candidate behaviors.
Define and prioritize high-value market segments.
Execute end-to-end market penetration for new segments.
Conduct market sizing to inform resource allocation and growth strategy.
Create sales enablement assets, including battle cards and pitch frameworks.
Translate market insights into actionable campaign briefs for the digital marketing team.
Brief the digital marketing team on campaign strategy, target personas, exam-seasonality context, and messaging before each campaign cycle.
Build and maintain exam-calendar-aligned content and campaign calendars with search engine optimization, search engine marketing, social, and email teams.
Review campaign creative and copy for alignment with approved positioning and messaging.
Work with content writers and search engine optimization leads to ensure published content reflects approved positioning, covers buyer journey gaps, and aligns with exam-season search demand patterns.
Identify channel gaps and recommend programs to address them with the digital marketing team.
Partner with social media and search engine marketing specialists to translate go-to-market strategy into channel-specific execution plans.
Recommend and review collateral supporting product offerings across digital and sales touchpoints.
Define key performance indicators per vertical and maintain a reporting framework tracking go-to-market performance across acquisition, conversion, and retention goals.
Own the reporting cadence by delivering regular vertical-level performance reviews with strategic recommendations.
Provide pricing input to leadership based on competitive benchmarking, market conditions, and buyer willingness-to-pay signals.
Monitor industry trends, exam regulatory changes, and governing body updates; proactively brief leadership on emerging threats and positioning opportunities.
Conduct periodic competitive analysis of products, pricing, positioning, and content gaps.
Outline buying cycles, map seasonal demand patterns, and identify conversion drop-off points; recommend interventions to improve funnel performance across the exam calendar.

Digital Marketing - Product Marketing Manager

UWorld, LLC · Hyderabad, India · Full-time · Posted 2025-10-14

Workplace: on_site

Department: Marketing

Description

UWorld is a worldwide leader in online test prep for college entrance, undergraduate, graduate, and professional licensing exams throughout the United States. Since 2003, over 5 million students have trusted us to help them prepare for high-stakes examinations.

We are looking for a Digital Product Marketing Manager with a strong analytical background to lead product marketing and digital marketing strategy for one or more of our verticals. This candidate will focus on strategic digital marketing efforts that drive awareness, highlight the benefits of our suite of educational tools, and convert leads into paying customers. The ideal candidate is data-driven, results-oriented, and capable of translating insights into actionable marketing strategies.

Qualifications:

Experience Required

10+ years of senior product marketing experience, spanning both B2B and B2C channels
Proven track record of designing and executing 360-degree omnichannel GTM strategies across the full candidate lifecycle
Expertise in the end-to-end market penetration process: from segment sizing and messaging development to launch and measurement
Hands-on experience building B2B marketing intelligence programs, including ICP development and sales enablement
Deep familiarity with exam-driven or ed-tech markets, including registration cycles, seasonality, and candidate journey patterns
Demonstrated success leading complex product launches and providing strategic pricing input based on market research
Experience defining KPIs and delivering performance reporting to senior leadership while enforcing brand standards
Technical proficiency with marketing automation (HubSpot/Pardot), analytics (GA4/GSC), and SEO/SEM tools (SEMrush/Ahrefs)

Job Duties and Responsibilities (including but not limited to):

GTM Strategy and Positioning (40%)

Core focus. This is where the majority of your time and ownership lives.

Own the annual GTM strategy for assigned verticals, covering B2C candidate acquisition, retention and renewal, and B2B institutional outreach
Design and execute 360-degree omnichannel GTM plans that align paid search, organic, email, social, and sales touchpoints into a unified experience across the full candidate lifecycle
Define and maintain the positioning, messaging hierarchy, and value proposition for each vertical across acquisition and retention stages
Translate UWorld product features including QBank, practice exams, performance tracking, and adaptive tools into candidate and institutional buyer benefits at each stage of the journey
Maintain a living messaging guide per vertical used by content, SEM, social, and sales teams
Build exam-seasonality-aware campaign calendars: map GTM activity to registration windows, score release dates, exam windows, and retake cycles for each vertical
Lead product launch planning end to end: positioning, launch messaging, channel strategy, enablement materials, and post-launch measurement
Enforce UWorld brand standards across all vertical marketing outputs and ensure messaging consistency across teams
Partner with product and PMM leadership to align messaging to product roadmap updates and new feature releases
Run quarterly GTM reviews with stakeholders to assess positioning effectiveness and refresh strategy

Market and Competitive Intelligence (20%)

Second largest time commitment. This is the engine that informs everything else.

Own competitive intelligence: monitor positioning, pricing, and market shifts for assigned verticals.
Develop comprehensive buyer personas and map full B2B/B2C buying journeys.
Build deep subject matter expertise on exam structures, regulatory changes, and candidate behaviors.
Define and prioritize high-value market segments.
Execute end-to-end market penetration for new segments.
Conduct market sizing to inform resource allocation and growth strategy.
Create sales enablement assets, including battle cards and pitch frameworks.
Translate market insights into actionable campaign briefs for the digital marketing team.

Campaign Strategy and Collaboration (30%)

Collaborative, not executive. You brief and guide the digital team; you do not own campaign execution.

Brief the digital marketing team on campaign strategy, target personas, exam seasonality context, and messaging before each campaign cycle
Build and maintain exam-calendar-aligned content and campaign calendars in collaboration with SEO, SEM, social, and email teams
Review campaign creative and copy to ensure alignment with approved positioning and messaging
Work with content writers and SEO leads to ensure published content reflects approved positioning, covers buyer journey gaps, and aligns to exam-season search demand patterns
Identify channel gaps and recommend programs to address them in collaboration with the digital marketing team
Partner with social media and SEM specialists to translate GTM strategy into channel-specific execution plans
Recommend and review collateral that supports product offerings across digital and sales touchpoints

Reporting, Pricing, and Market Research (10%)

Ongoing cadence. Keep leadership informed and strategy grounded in current market reality.

Define KPIs per vertical and maintain a reporting framework that tracks GTM performance across acquisition, conversion, and retention goals
Own the reporting cadence: deliver regular vertical-level performance reviews with strategic recommendations, not just data summaries
Provide pricing input to leadership based on competitive benchmarking, market conditions, and buyer willingness-to-pay signals
Monitor industry trends, exam regulatory changes, and governing body updates; brief leadership proactively on emerging threats and positioning opportunities
Conduct periodic competitive analysis on product, pricing, positioning, and content gaps
Outline buying cycles, map seasonal demand patterns, and identify conversion drop-off points; recommend interventions to improve funnel performance across the exam calendar

Core Skills and Competencies

Strategy and GTM

360-degree omnichannel GTM strategy
Product positioning and messaging
B2B and B2C GTM strategy
Market segmentation and penetration process
Exam seasonality and campaign calendar planning
Student and candidate lifecycle marketing
Product launch planning and execution
Brand standards enforcement
Pricing strategy input
Sales enablement and cross-functional alignment

Intelligence and Analytics

Competitive analysis and intelligence
Buyer persona development
B2B and B2C buying journey mapping
Market sizing and opportunity analysis
Exam vertical and subject matter fluency
Demand generation tied to exam cycles
KPI definition and GTM reporting
GA4, GSC, SEMrush or Ahrefs
Marketing automation and CRM platforms
SEO and SEM strategy direction

Apply

Apply at UWorld, LLC

About the Company

UWorld

Global provider of exam-focused education resources

UWorld provides comprehensive study resources and exam-focused content across accounting, finance, law, medicine, nursing, and pharmacy. Its products include curriculum solutions, assessments, and continuing education, featuring exam-style questions, detailed explanations, vivid visuals, and engaging videos that fit into classrooms or independent study. The company differentiates itself by combining professional-created content with a broad portfolio of brands and up-to-date materials that align with real exam formats and curricula. Its goal is to help learners build strong knowledge and test-taking skills to succeed on high-stakes exams and advance in their educational and professional journeys.

Company size: 501-1,000
Company stage: Not listed
Total funding: Not listed
Headquarters: Dallas, TX
Founded: 2003

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