Location: London, UK (Hybrid)
Can you turn customer insight into propositions that make value clear and relevant? Do you know how to connect product marketing, segmentation, GTM, and lifecycle engagement? Would you enjoy building a new product marketing capability in a complex, global membership organisation? 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 that help members understand, engage with, and benefit from what membership offers. This is a newly created role in a developing function and provides a strong opportunity for a product marketer who enjoys using insight to shape proposition, messaging, lifecycle engagement, and stakeholder alignment rather than simply executing campaigns.
What You’ll Do
- 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.
What We’re Looking For
- 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.
Nice To Have
- Experience in subscription, digital learning, education subscription, or member/customer lifecycle environments.
- Experience working across product, marketing, analytics, and regional/global stakeholder groups.
- Experience building product marketing capability in a new or maturing function.
Why Join Us
- 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.
We are committed to transparency and equity in our hiring process. Expected salary range: £75,000 – £85,000 per year. Additional benefits include eligibility for an annual incentive bonus, a 12% employer contribution to a pension plan, and a comprehensive medical benefits package.
We are an Equal Opportunity Employer. CFA Institute prohibits discrimination and harassment with regard to all identifying characteristics: race, color, national origin, citizenship, religion, creed or belief, age, marital or partnership status, caregiving status, pregnancy, sexual orientation, gender identity or expression, disability, veteran status, and other attributes protected by law, regardless of location.
#J-18808-Ljbffr…