Summary
Across 170 countries, professionals trust The IIA to represent their field, advance their credentials, and connect them to a global community. At the heart of that trust is The IIA's certification portfolio, the industry-recognized credentials that define careers and set the global standard for the internal audit profession.
The Senior Manager, Product Marketing is the strategic architect and storyteller behind The IIA's certification programs. This high-impact role owns the full go-to-market journey for The IIA's global certification portfolio, from positioning and messaging through creative development, launch, and performance optimization. You will serve as the primary marketing partner to the Certification team and collaborate closely with The IIA's global institutes to ensure campaigns land with cultural authenticity and commercial relevance in every market.
This role operates at the intersection of audience insight, brand strategy, and campaign execution, connecting individual professionals to the credentials that can define their careers. The right candidate brings deep product marketing instincts, proven B2C experience, and a genuine passion for global markets. This role reports to the Senior Director of Marketing & Growth Solutions.
Key Responsibilities
Certification Go-to-Market Strategy & Positioning
- Own the go-to-market strategy for The IIA's global certification portfolio, translating each credential's value into compelling, audience-centric narratives that drive awareness, enrollment, and completion among professionals at every career stage.
- Serve as the primary marketing partner to the Certification team, ensuring all programs are supported by clear value propositions, well-timed launch plans, and campaigns grounded in audience insight.
- Develop campaign and product briefs that distill complex certification objectives into clear messaging frameworks, audience intelligence, and actionable creative direction.
- Apply B2C marketing principles, including consumer journey mapping, purchase-trigger analysis, and lifecycle messaging, to drive candidate acquisition, re-enrollment, and credential completion.
Messaging, Storytelling & Creative Excellence
- Lead campaign positioning sessions with internal stakeholders to define the strategic narrative for each certification, clarifying what the credential delivers, who it's for, and why it matters.
- Collaborate with creative services to shape concept development, copy direction, and messaging hierarchy, ensuring every channel tells a cohesive story that moves certification candidates toward action.
- Uphold product marketing quality standards across all campaign deliverables, grounding creative in audience insight, competitive context, and a clear value proposition that makes The IIA's certifications unmistakably relevant.
Global Institute Partnership & Market Localization
- Partner with The IIA's global institutes to develop the market fluency needed to ensure certification campaigns are locally resonant, culturally authentic, and commercially effective across all regions.
- Act as the central go-to-market hub for global certification launches, aligning regional stakeholders on strategy, messaging, and launch timing before execution begins.
- Coordinate with production and offshore teams across Asia and North America, balancing global capacity to deliver campaigns on time without sacrificing quality or brand consistency.
- Operate effectively across time zones, maintaining momentum and quality with global teams.
Cross-Functional Orchestration & Launch Excellence
- Drive certification campaign launch readiness by managing timelines, aligning cross-functional dependencies, and holding teams accountable to on-time, on-brief delivery at every stage of the go-to-market process.
- Be the internal champion for certification audience goals and strategic context, ensuring every creative and operational team has the clarity they need to execute with confidence.
- Manage cross-functional dependencies across marketing, creative, data, and digital teams to bring certification campaigns to market efficiently and effectively.
Market Intelligence, Performance & Continuous Optimization
- Track certification campaign performance against key growth metrics, including candidate acquisition, exam registrations, and credential completion, translating data into clear optimization recommendations.
- Leverage predictive analytics, churn signals, engagement scoring, and persona intelligence to identify market opportunities, anticipate audience needs, and refine certification go-to-market strategies.
- Lead post-launch reviews for certification campaigns, capturing what happened, what it signals about candidate behavior, and how those learnings should shape the next campaign iteration.
Qualifications
Education & Experience
- 5+ years of experience in product marketing and B2C marketing, operating as a senior individual contributor with both strategic depth and hands-on execution capability.
- Experience with consumer-facing campaign development, direct-to-individual messaging, and lifecycle marketing.
- Experience working with or within global organizations, including managing regional stakeholder relationships and adapting campaigns for international markets.
- Bachelor's degree or equivalent experience required.
Functional Expertise
- Deep expertise in product marketing disciplines: positioning, messaging, go-to-market strategy, demand generation, and launch planning, with the ability to apply that expertise across brand, digital, and content channels.
- Stays ahead of industry trends, competitive positioning, and audience behavior shifts, proactively applying those insights to keep certification marketing relevant and differentiated.
Data-Driven Decision Making
- Connects audience data, market signals, and campaign performance to sharpen certification positioning decisions and prioritize initiatives most likely to drive candidate growth.
- Frames recommendations in terms of market opportunity and business impact, making it easy for stakeholders to prioritize the right work.
Communication & Stakeholder Influence
- Builds alignment across functions by communicating with clarity, purpose, and the right level of detail for every audience.
- A skilled storyteller who can take complex certification strategies and make them accessible, persuasive, and motivating, whether in a brief, a campaign plan, or a stakeholder presentation.
Analytical Thinking & Problem Solving
- Diagnoses complex marketing and organizational challenges and develops practical, strategic solutions, balancing creative ambition with operational reality.
- Approaches ambiguity with a strategic mindset, synthesizing signals from multiple sources to form clear points of view and drive decisions forward with confidence.
Key Skills
- Product marketing, B2C marketing strategy, audience segmentation and persona development
- Go-to-market strategy, messaging and positioning, campaign analytics
- Global marketing, cross-cultural campaign localization, international stakeholder management
- Cross-functional collaboration across creative, data, technology, and business teams
We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.
This position will require work in our Headquarters office in Lake Mary, FL 40% of the time.