Position Summary:

IMG Academy is seeking an experienced, strategic, and sport-minded Director of Product Marketing to lead the go-to-market strategy, positioning, and performance of our Boarding School and Camp product lines. This role will shape the customer experience—from early awareness through enrollment and retention—ensuring these products are clearly differentiated, deeply understood, and powerfully positioned in the market.

In addition to driving Boarding School and Camp strategy, this leader will collaborate closely with product marketers supporting Online, International, Hotel, and B2B offerings to ensure brand alignment, shared insights, and unified go-to-market execution across all lines of business. 

Position Responsibilities:

• Product Strategy & Positioning:  Own the product marketing strategy for Boarding School and Camps, with clear audience segmentation, market differentiation, and competitive positioning.
• Develop messaging frameworks, product narratives, value propositions, and creative direction for all marketing channels.
• Lead annual go-to-market planning and seasonal launch cycles.
• Maintain awareness of market trends, competitor insights, and emerging opportunities impacting family and youth sports decision-making.
• Customer Journey & Lifecycle Optimization:  Architect and optimize the customer journey for boarding school and camp families—across awareness, consideration, application, and enrollment.
• Build lifecycle and nurture strategies to drive engagement, conversion, yield, and long-term customer value.
• Partner with Marketing Performance, Web, CX, and Sales to identifyfriction points and funnel improvement opportunities.
• Use quantitative and qualitative insights—including surveys, behavioral data, and family research—to improve experience design.
• Cross-Functional & Cross-Product Collaboration:  Work closely with product marketers focused on Online, International, Hotel, and B2B to share insights, align messaging, create integrated campaigns, and maintain a unified product marketing approach.
• Partner with Sales and Enrollment leadership to refine positioning, objection handling, competitive intelligence, and market feedback loops.
• Collaborate with Creative, Web, Email, Paid Media, and Social to drive cohesive, high-impact marketing execution.
• Support cross-product initiatives such as new sports launches, seasonal enrollment pushes, and multi-channel campaigns.
• Sales & Analytics Alignment:  Create sales enablement tools including product decks, one-pagers, competitive briefs, objection handling guides, and category insights.
• Conduct performance and enrollment analyses to inform strategic priorities and forecast demand.
• Leverage funnel analytics to identify opportunities for conversion improvement across the journey.
• Partner with Analytics to define KPIs, develop dashboards, and assess ROI.
• Go-to-Market Execution:  Lead GTM strategy for new sports, program enhancements, pricing updates, and seasonal enrollment initiatives.
• Own cross-functional launch calendars and ensure all teams understand messaging, timelines, and KPIs.
• Conduct post-launch retrospectives to capture learnings and optimizefuture cycles.
• Performance Optimization & Insights:  Track product performance, audience shifts, conversion trends, and customer satisfaction.
• Develop experimentation frameworks to test messaging, pricing, or product positioning enhancements.
• Continuously refine strategies using data, insights, and market performance. 

Knowledge, Skills, and Abilities: 

• 6+ years of product marketing experience, ideally in experiential products, education, hospitality, camps, or sports.
• Proven experience working within multi-product ecosystems or complex customer journeys.
• Expertise in customer journey mapping, lifecycle marketing, sales funnel optimization, and positioning.
• Strong analytical skills with the ability to turn data into strategic recommendations.
• Strong partnership and collaboration skills; thrives in cross-functional environments.
• Exceptional written and verbal communication skills with strong storytelling and presentation abilities.
• Highly organized, with the ability to prioritize and manage multiple initiatives simultaneously.
• Passion for youth sports, athlete development, and mission-driven experiential products. 

Preferred Experience: 

• Experience in education, camps, hospitality, membership or subscription products, or digital coaching environments.
• Familiarity with CRM, automation platforms, and sales enablement tools. 

Background Requirements:

• Requires a background check upon offer
• Requires a drug test upon offer

Don’t meet every single requirement? We are dedicated to building a diverse, inclusive, authentic workplace, so if you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyway. You may be just the right candidate for this or other roles.

Get to know us better: 

www.imgacademy.com

www.imgacademy.com/careers

IMG Academy provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.