Senior Manager, Membership Product Marketing & GTM

1w1 week ago

CFA Institute

London, GB · Full-time · £75,000 – £85,000

About this role

At CFA Institute, we are strengthening how we articulate and bring to market the value of membership. As Senior Manager, Membership Product Marketing & GTM, you will build clear value propositions, segmentation strategies, and go-to-market plans. These help members understand, engage with, and benefit from membership offers.

This newly created role in a developing function offers strong opportunity for product marketers who shape proposition, messaging, lifecycle engagement, and stakeholder alignment. You will use member insight, NPS themes, survey data, and performance evidence to inform recommendations. Focus lies on building product marketing capability rather than just executing campaigns.

You will partner with Membership, Product, Central Marketing, Market Intelligence, analytics, regional teams, Education, and other stakeholders. This global organisation provides exposure across diverse teams. Collaboration aligns priorities and execution for membership benefits and initiatives.

Create and shape a new product marketing capability for membership. Play a direct role in improving how members understand and experience value. Join a developing function with scope for future growth, broader exposure, and potential team expansion.

Requirements

Strong product marketing experience, ideally in a digital, subscription, lifecycle, learning, or customer engagement environment
Proven experience developing value propositions, segmentation strategies, and GTM plans
Comfort working with customer/member insight, surveys, behavioural data, and marketing performance evidence
Ability to connect product value, audience need, messaging, lifecycle timing, and business outcomes
Strong stakeholder management skills and confidence influencing across complex or matrixed organisations
Structured strategic thinker who can build plans independently and turn ambiguity into practical direction
Balanced marketing judgement: insight-led and commercially aware, while still able to communicate clearly and bring people with you

Responsibilities

Develop clear membership and benefit value propositions that speak to different member segments, needs, and career stages
Use member insight, NPS themes, survey data, and performance evidence to shape proposition, segmentation, messaging, and GTM recommendations
Lead GTM planning for membership benefits, product enhancements, and strategic initiatives
Partner with Membership, Product, Central Marketing, Market Intelligence, analytics, regional teams, Education, and other stakeholders to align priorities and execution
Build lifecycle engagement strategies that help members understand the right benefits at the right time
Translate complex membership benefits into clear, relevant value narratives that support awareness, adoption, engagement, and retention
Help establish product marketing discipline within a new and evolving function

Benefits

Create and shape a new product marketing capability for membership
Play a direct role in improving how members understand and experience value
Work across a global organisation with exposure to product, marketing, insights, education, and regional membership teams
Put your stamp on how proposition development, GTM planning, and lifecycle engagement work in practice
Join a developing function with scope for future growth, broader exposure, and potential team expansion
Hybrid work arrangement in London