IMG Academy · 11 hours ago
Director of Product Marketing
Bradenton, FL
Full-time
Onsite
Director/Executive
6+ years expIMG Academy is the world's leading sports education brand, providing a holistic education model for student-athletes. The Director of Product Marketing will lead the go-to-market strategy and performance of the Boarding School and Camp product lines, ensuring effective customer experience and market positioning.
EducationFitnessRecreationSports
Responsibilities
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
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 identify friction points and funnel improvement opportunities
Use quantitative and qualitative insights—including surveys, behavioral data, and family research—to improve experience design
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
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
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 optimize future cycles
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
Qualification
Required
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
Requires a background check upon offer
Requires a drug test upon offer
Preferred
Experience in education, camps, hospitality, membership or subscription products, or digital coaching environments
Familiarity with CRM, automation platforms, and sales enablement tools
Benefits
Comprehensive Medical, Dental and Vision
Flexible Spending Account and Health Savings Account options
401k with an Employer Match
Short Term and Long Term Disability
Group and Supplemental Life & AD&D
Gym Discount Program
Pet Insurance
Wellbeing Program
And more!
Company
IMG Academy
IMG Academy is a sports, performance, and educational institution.
501-1000 employees
Funding
Current Stage
Late StageTotal Funding
unknownKey Investors
Patricof Co
2023-11-28Private Equity
2023-04-25Acquired
Leadership Team
Grace Mashore
Senior Director, Product and Strategic Growth
Recent News
Sports Business Journal
2025-11-19
2025-08-20
Company data provided by crunchbase