📌 Core Information
🔹 Job Title: Senior Product Marketing Specialist
🔹 Company: Hawkes Learning
🔹 Location: Charleston, South Carolina, United States
🔹 Job Type: Full-time
🔹 Category: Education, Product Marketing
🔹 Date Posted: July 10, 2025
🔹 Experience Level: Mid-Senior level
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading strategic product marketing initiatives to drive customer engagement and revenue growth
- Collaborating with cross-functional teams to define product positioning, develop messaging, and execute go-to-market plans
- Serving as the voice of the customer and championing competitive differentiation of Hawkes products
- Supporting sales enablement efforts and equipping sales teams with effective positioning and messaging
ASSUMPTION: This role requires a strong blend of strategic thinking, cross-functional collaboration, and customer-centric mindset. It is ideal for a candidate with a proven track record in product marketing, preferably within the higher education sector.
📋 Key Responsibilities
✅ Lead the development and ongoing refinement of product value propositions grounded in market research, competitive intelligence, and customer insights
✅ Organize and communicate the products' unique selling points and ensure messaging is clear and compelling
✅ Architect and execute comprehensive GTM strategies for feature releases, partnering with Product Managers to shape launch sequencing, timelines, and long-term adoption success
✅ Assist in defining and tracking KPIs to measure the success of GTM initiatives and product marketing impact
✅ Lead post-launch reviews to evaluate performance, optimize future launches, and ensure alignment with broader business and revenue goals
✅ Serve as a strategic partner to Product Managers by synthesizing market trends, educator needs, and competitive benchmarks into actionable guidance for product roadmaps and development priorities
✅ Collaborate with sales leadership to equip teams with tools, messaging, and training needed to effectively position products across diverse institution types
✅ Manage cross-departmental alignment around product launches, ensuring all teams are prepared and aligned on key launch milestones
✅ Lead strategic support for high-value or large-scale adoption opportunities by developing tailored product narratives and collaborating with GTM and product teams to deliver customized materials and presentations
ASSUMPTION: This role involves a high level of strategic thinking, cross-functional collaboration, and customer-centric approach. It requires a strong ability to analyze market trends, performance data, and customer insights to inform product positioning and go-to-market strategies.
🎯 Required Qualifications
Education: Bachelor’s degree in marketing, business, communications, or a related field
Experience: Minimum 3-5 years of experience in Product Marketing, with a strong preference for candidates with experience in higher education courseware
Required Skills:
- Deep understanding of higher-ed technology product lifecycle and experience driving product launches, positioning, and customer engagement initiatives
- Creative thinker with a proven record of bringing fresh, audience-centric ideas to marketing programs
- Proven success developing and executing innovative, results-driven GTM campaigns
- Demonstrated ability to analyze market trends and performance data
- Strong communication skills; able to present clearly to stakeholders at all levels
- Experience writing marketing copy and creating collateral
- Sales enablement experience, providing trainings and partnering on top accounts and presentations
- Ability to balance working both independently and as part of a dynamic team
Preferred Skills:
- Experience with AI-based educational software or platforms
- Familiarity with the higher education landscape and trends
ASSUMPTION: Given the specific industry and role requirements, candidates with a strong background in higher education courseware and a proven track record in product marketing are most likely to succeed in this role.
💰 Compensation & Benefits
Salary Range: The salary range for this role is competitive and considers a variety of factors, including skill sets, experience, training, certifications, and other business and organizational needs. The estimated salary range for this role is $80,000 - $120,000 per year, based on industry standards for Senior Product Marketing roles in the Charleston, SC area.
Benefits:
- Generous Health Benefits (Medical insurance (BCBS), Vision and Dental insurance (Mutual of Omaha))
- Employer Paid Employee Assistance Program with counseling options
- Employer Match to 401k retirement plan
- 30+ Days of Paid Time Off
- Energetic, supportive, collaborative, and transparent company culture
Working Hours: Full-time position with standard business hours, Monday through Friday, 8:30 AM to 5:30 PM EST. Occasional evening or weekend work may be required to support product launches or other time-sensitive initiatives.
ASSUMPTION: The provided salary range is an estimate based on industry standards for Senior Product Marketing roles in the Charleston, SC area. Actual salary offers may vary based on the candidate's qualifications, experience, and other factors.
📌 Applicant Insights
🔍 Company Context
Industry: Hawkes Learning operates in the educational technology sector, focusing on higher education courseware. The company is at the forefront of innovation, leveraging AI-based tutoring to enhance student engagement and learning outcomes.
Company Size: Hawkes Learning is a mid-sized company with 11-50 employees, providing a collaborative and supportive work environment. This size allows for closer collaboration and more significant impact on the company's success.
Founded: Hawkes Learning was founded in 1979, demonstrating a strong track record and commitment to the education sector.
Company Description:
- Hawkes Learning is an educational software company passionate about helping college students succeed through innovative courseware
- The company seamlessly blends quality curriculum with AI-based tutoring to create an intelligent and highly effective learning environment
- Hawkes Learning partners directly with college professors and recommends personalized learning solutions for their classrooms, expanding its reach into physical and virtual campuses nationwide
Company Specialties:
- AI-based educational software and platforms
- Higher education courseware and learning solutions
- Intelligent learning environments that drive student engagement and success
Company Website: https://www.hawkeslearning.com/
ASSUMPTION: Hawkes Learning's focus on innovation and commitment to improving student learning outcomes make it an attractive employer for candidates seeking to make a positive impact in the education sector.
📊 Role Analysis
Career Level: This role is at the mid-senior level, offering an opportunity for candidates to leverage their experience and make a significant impact on the company's success. It also provides a platform for growth and development within the product marketing function.
Reporting Structure: The Senior Product Marketing Specialist reports directly to the Vice President of Marketing and works closely with cross-functional teams, including product, content, and marketing teams.
Work Arrangement: This role is on-site, with standard business hours and occasional evening or weekend work required to support product launches or other time-sensitive initiatives.
Growth Opportunities:
- As Hawkes Learning continues to expand its reach into higher education institutions, there may be opportunities for the incumbent to take on additional responsibilities or lead a team
- The company's focus on innovation and continuous improvement creates an environment where employees can grow and develop their skills
- Hawkes Learning's commitment to employee development and training provides opportunities for professional growth and advancement
ASSUMPTION: Given Hawkes Learning's focus on growth and innovation, this role offers strong potential for career advancement and professional development.
🌍 Location & Work Environment
Office Type: Hawkes Learning's headquarters is a modern, collaborative workspace designed to foster creativity and productivity.
Office Location(s): Hawkes Learning's headquarters is located in Charleston, South Carolina, with additional offices in other locations across the United States.
Geographic Context:
- Charleston, South Carolina, is a historic city known for its beautiful architecture, rich culture, and vibrant food scene
- The city offers a high quality of life, with a mild climate, numerous parks, and a strong sense of community
- Charleston is home to several prominent educational institutions, providing a strong talent pool and opportunities for collaboration
Work Schedule: The work schedule for this role is Monday through Friday, 8:30 AM to 5:30 PM EST, with occasional evening or weekend work required to support product launches or other time-sensitive initiatives.
ASSUMPTION: Hawkes Learning's modern, collaborative work environment and the vibrant, historic city of Charleston create an attractive and engaging work setting for employees.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen to assess cultural fit and basic qualifications
- In-depth behavioral interview to discuss past experiences, accomplishments, and problem-solving skills
- Case study or project presentation to demonstrate strategic thinking and product marketing skills
- Final interview with the Vice President of Marketing to discuss fit, expectations, and next steps
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Cross-functional collaboration and communication abilities
- Customer-centric mindset and ability to understand and represent customer needs
- Creativity and innovation in developing marketing strategies and campaigns
Application Tips:
- Highlight relevant experience in higher education courseware and product marketing
- Tailor your resume and cover letter to emphasize skills and experiences that match the required and preferred qualifications for this role
- Prepare a case study or project presentation that demonstrates your ability to develop and execute innovative, results-driven GTM campaigns
- Research Hawkes Learning's products, market position, and competitive landscape to demonstrate your understanding of the company and industry
ATS Keywords: Product Marketing, Higher Education, GTM Strategies, Market Research, Sales Enablement, Customer Engagement, Competitive Differentiation, Strategic Thinking, Cross-Functional Collaboration
ASSUMPTION: Hawkes Learning's interview process is designed to assess candidates' strategic thinking, problem-solving skills, and cultural fit. By preparing thoroughly and demonstrating a strong understanding of the company and industry, applicants can increase their chances of success in the interview process.
🛠️ Tools & Technologies
- Marketo or similar marketing automation platform
- Salesforce or similar CRM system
- Google Analytics or similar web analytics tools
- Microsoft Office Suite (Word, Excel, PowerPoint)
ASSUMPTION: While specific tools and technologies may vary, candidates with experience in marketing automation, CRM, web analytics, and Microsoft Office Suite are well-positioned to succeed in this role.
👔 Cultural Fit Considerations
Company Values:
- Innovation: Hawkes Learning values creativity, continuous learning, and a commitment to staying at the forefront of educational technology
- Customer-centricity: The company prioritizes understanding and representing the needs of its customers, both educators and students
- Collaboration: Hawkes Learning fosters a culture of teamwork and cross-functional collaboration to drive success
Work Style:
- Strategic: This role requires a strong ability to think critically and develop innovative solutions to marketing challenges
- Data-driven: Candidates should be comfortable analyzing market trends, performance data, and customer insights to inform decision-making
- Adaptable: The dynamic nature of the higher education landscape and the fast-paced environment at Hawkes Learning require a willingness to adapt and pivot as needed
Self-Assessment Questions:
- Do you thrive in a fast-paced, innovative environment where you can make a significant impact on the company's success?
- Are you comfortable working collaboratively with cross-functional teams to drive strategic initiatives?
- Do you have a strong customer-centric mindset and a proven ability to understand and represent customer needs?
ASSUMPTION: Hawkes Learning's culture values innovation, customer-centricity, and collaboration. Candidates who align with these values and possess the required skills and experiences are most likely to succeed in this role and thrive in the company's work environment.
⚠️ Potential Challenges
- The dynamic nature of the higher education landscape and the fast-paced environment at Hawkes Learning may require candidates to adapt quickly and pivot as needed
- Candidates may face competition from other experienced product marketing professionals seeking to enter the higher education sector
- The role may require occasional evening or weekend work to support product launches or other time-sensitive initiatives
- Candidates may need to commute to Hawkes Learning's headquarters in Charleston, South Carolina, if they do not live nearby
ASSUMPTION: While Hawkes Learning offers a dynamic and innovative work environment, candidates should be prepared to adapt to change, manage competing priorities, and potentially work outside of standard business hours to support the company's success.
📈 Similar Roles Comparison
- Compared to other Senior Product Marketing Specialist roles, this position offers a unique opportunity to focus on the higher education sector and drive innovation in educational technology
- Hawkes Learning's commitment to innovation and continuous improvement creates an environment where employees can grow and develop their skills, setting it apart from more traditional higher education institutions
- This role offers a platform for growth and development within the product marketing function, with opportunities to take on additional responsibilities or lead a team as Hawkes Learning continues to expand its reach into higher education institutions
ASSUMPTION: Given Hawkes Learning's focus on innovation and growth, this role offers a unique opportunity for candidates to make a significant impact on the company's success and develop their careers within the product marketing function.
📝 Sample Projects
- Developing a comprehensive GTM strategy for a new AI-based tutoring feature, including market research, competitive analysis, and customer segmentation
- Creating a series of targeted marketing campaigns to drive adoption of Hawkes Learning's platform among diverse institution types, such as community colleges, four-year universities, and online-only programs
- Conducting a post-launch review of a recent product release to evaluate performance, identify areas for optimization, and ensure alignment with broader business and revenue goals
ASSUMPTION: These sample projects illustrate the strategic thinking, cross-functional collaboration, and customer-centric mindset required to succeed in this role. Candidates should be prepared to discuss their approach to similar projects and challenges during the interview process.
❓ Key Questions to Ask During Interview
- Can you describe the company's approach to innovation and how this role contributes to Hawkes Learning's competitive differentiation in the higher education sector?
- How does Hawkes Learning support the professional development and growth of its employees, particularly within the product marketing function?
- Can you provide an example of a successful product launch at Hawkes Learning and discuss the role that product marketing played in its success?
- How does Hawkes Learning approach collaboration and cross-functional teamwork, and what opportunities exist for this role to drive strategic initiatives that span multiple departments?
- What are the most significant challenges facing the higher education sector, and how does Hawkes Learning's approach to product marketing position the company to address these challenges?
ASSUMPTION: Asking thoughtful, strategic questions during the interview process demonstrates a candidate's interest in and understanding of Hawkes Learning's business, industry, and culture. It also provides an opportunity to assess the company's commitment to innovation, growth, and employee development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to emphasize skills and experiences that match the required and preferred qualifications for this role
- Prepare a case study or project presentation that demonstrates your ability to develop and execute innovative, results-driven GTM campaigns
- Research Hawkes Learning's products, market position, and competitive landscape to demonstrate your understanding of the company and industry
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role and inquire about next steps in the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
