Senior Product Marketing Manager, Core… at Formative · Remote -

The role:

As Senior Product Marketing Manager for Newsela Threads & Themes, you will drive the go-to-market (GTM) strategy, positioning, messaging, and cross-functional execution for Newsela’s fast-growing ELA Core Curriculum portfolio. Core ELA is a key growth area for Newsela as we expand beyond supplemental digital resources into a full core curriculum.

This is not a standard product launch role. You will lead complex, high-impact GTM initiatives spanning national and state-level core curriculum launches while helping shape scalable GTM processes, strengthen cross-functional alignment, and drive business growth.

As the voice of the customer and market expert for Core ELA, you will translate buyer insights, competitive intelligence, and market trends into actionable GTM and Account-Based Marketing (ABM) strategies, differentiated positioning, and impactful sales enablement. You will balance strategic ownership with hands-on execution, developing compelling messaging and customer-facing materials that support adoption and revenue growth.

Why you’ll love this role…

• Lead Strategic GTM Execution: Architect, lead, and execute end-to-end GTM strategies for national and state-level core curriculum launches, driving market awareness, demand generation, customer adoption, and revenue growth.
• Own Positioning, Messaging & Persona Development: Define and evolve the core positioning, value propositions, and messaging architecture for Newsela Threads & Themes. Map out key buyer personas across the K–12 purchasing hierarchy and align messaging directly to their specific pain points and buying triggers.
• Drive Market, Competitor & Customer Intelligence: Serve as the definitive voice of the customer and market expert for Core ELA. Deeply analyze buyer behavior, district decision-making cycles, and competitive offerings, translating these insights into actionable strategies that directly inform product roadmaps, sales motions, and marketing programs.
• Drive Account-Based Marketing (ABM) & Field Alignment: Partner closely with Sales, Revenue Marketing, and RevOps to build and execute high-touch ABM strategies targeting high-value district adoption opportunities, state-level adoptions, and key curriculum decision-makers.
• Enable Revenue Teams & Sales Motions: Translate market and persona insights into high-impact sales enablement—equipping Sales and Customer Success teams with pitch decks, product training, competitive battlecards, print sample kits, and objection-handling guides to win core curriculum deals.
• Shape Operational Workflows: Partner cross-functionally with Product, Sales, RevOps, Content, and Marketing to establish and optimize GTM processes, communication cadences, and operating models that improve alignment and execution.
• Build Thought Leadership & Content Marketing: Champion the instructional vision of Newsela Threads & Themes. Develop thought leadership assets, white papers, content marketing campaigns, and educator resources that position Newsela as a premier provider in the K–12 Core ELA space.
• Collateral & Multi-Channel Content Execution: Translate strategic positioning and messaging into compelling customer-facing content across sales collateral, digital channels, campaigns, and enablement resources, ensuring consistency and alignment with GTM objectives.
• Measure & Optimize GTM Performance: Define success metrics, evaluate GTM effectiveness, and leverage performance insights to optimize strategies, improve customer adoption, and drive business results.

Why you’re a great fit:

• 7+ years of experience in product marketing, go-to-market strategy, or related marketing roles, with demonstrated success leading complex product launches and cross-functional initiatives.
• Deep Buyer & Market Expertise: Thorough understanding of K–12 education buying cycles, district procurement processes, and key personas (district leaders, curriculum directors, and educators). Proven track record of leveraging buyer insights and competitive intelligence to influence GTM strategy and sales motions.
• GTM Strategy & Business Impact: Proven track record of developing and executing GTM strategies that drive measurable business outcomes, including market adoption, customer engagement, and revenue growth.
• Mastery of Positioning & Messaging: Exceptional ability to distill complex core curriculum capabilities, instructional frameworks, and research into clear, differentiated positioning and customer-centric messaging.
• Strategic Thinker + Execution Focus: Proven ability to independently develop and execute complex GTM strategies, influence cross-functional priorities, and translate strategic positioning into compelling customer-facing materials across multiple channels.
• Cross-Functional Partner & Leader: Demonstrated ability to lead and influence cross-functional stakeholders, drive strategic alignment, and establish effective working relationships across Sales, Product, RevOps, and Marketing.
• Messaging & Content Application: Exceptional written communication and storytelling skills, with demonstrated ability to translate complex product capabilities and strategic positioning into clear, compelling messaging across customer-facing channels.

This role requires travel approximately twice per quarter to support key business initiatives, customer engagements, and cross-functional collaboration.

All offers of employment are contingent upon the successful completion of a background check as part of our pre-employment process.

Why you’ll love working at Newsela:

• Health & Wellness: Comprehensive medical benefits with employer contribution to premiums and to HSA accounts. Additional benefits such as gym reimbursement, pet insurance, free access to the Calm app, Rocket Lawyer and more to help you stay healthy: mind, body, and soul.
• Work From Home: We are a fully remote company. We provide a monthly tech stipend to support your WFH needs!
• Supporting ALL Families: Inclusive benefits to support you and your family, including parental leave, fertility support, adoption, and more!
• Financial Wellbeing: Invest in your future with our 401(k) plan, which includes a employer match to help you build long-term financial security.
• Time Off: Flexible PTO, paid sick time off, company holidays plus winter break (Dec 24th - Jan 1st).
• Professional Development: Newsela offers an annual learning and development allowance to employees to attend external training sessions, classes, workshops, conferences, and educational materials to foster professional growth within their current role and career aspirations at Newsela.
• Make A Difference: No matter your role or department, the work you do each day helps share the future of education and improves the lives of students and teachers.

About Newsela:

Newsela is a leading education technology company dedicated to meaningful classroom learning for every student. We deliver integrated, AI-powered solutions designed to unlock student engagement, empower teachers, and drive meaningful learning outcomes. Our suite of products supports knowledge and skill development, writing practice, daily instruction, assessment, and data-informed decision-making across K–12 classrooms. Grounded in learning science research, Newsela’s solutions integrate content, assessment, and analytics to help educators track progress, understand student outcomes, and deliver high-impact instruction that supports every learner.

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