Director of Product Marketing

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.
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