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Intuit
Product Marketing Manager, Personal Finance, Higher Education
B2B2C
Edtech.com's Summary
Intuit is hiring a Product Marketing Manager for Personal Finance in Higher Education to lead the go-to-market strategy for personal finance offerings targeted at educators and students on college campuses. The role involves developing customer profiles, competitive positioning, and messaging architecture while collaborating cross-functionally to execute launches and lifecycle marketing programs.
Highlights
- Own the personal finance go-to-market (GTM) strategy and zero-to-one product launches in higher education.
- Develop and manage ideal customer profiles (ICP) and competitive market analysis.
- Define positioning, value propositions, and messaging framework tailored for educational audiences.
- Incorporate voice of customer insights through research and direct engagement with educators and students.
- Partner with cross-functional teams including partnerships, lifecycle marketing, brand, creative, and research for strategy execution.
- Required skills include end-to-end product marketing, B2B2C or institutional marketing experience, partnership/co-marketing expertise, and research strategy development.
- Strong storytelling, executive communication, organizational skills, and ability to influence without authority are essential.
- Experience working on ambiguous projects and driving clarity with initiative is necessary.
- Bonus qualifications include experience marketing to higher education institutions, personal finance or financial literacy education, and social impact or nonprofit marketing.
Product Marketing Manager, Personal Finance, Higher Education Full Description
Product Marketing Manager, Personal Finance, Higher Education | Intuit for Education
Job Description
Company Overview
Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With tens of millions of customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Year-over-year, Intuit has been recognized as a best employer and is consistently ranked on Fortune's "100 Best Companies To Work For" and Fortune's World's "Most Admired Software Companies" lists.
Intuit for Education, as part of Intuit's broader mission, is dedicated to empowering educators and learners. We are passionate about democratizing access to financial education and to the careers it opens up. In higher education, that spans our personal finance curriculum and our Career Pipeline Initiative work, including the Accounting Futures Program. We're looking for a strategic, curious product marketer to own the personal finance side of that work and play a pivotal role in shaping how campuses discover, adopt, and stay engaged for years to come.
Company Overview
Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With tens of millions of customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Year-over-year, Intuit has been recognized as a best employer and is consistently ranked on Fortune's "100 Best Companies To Work For" and Fortune's World's "Most Admired Software Companies" lists.
Intuit for Education, as part of Intuit's broader mission, is dedicated to empowering educators and learners. We are passionate about democratizing access to financial education and to the careers it opens up. In higher education, that spans our personal finance curriculum and our Career Pipeline Initiative work, including the Accounting Futures Program. We're looking for a strategic, curious product marketer to own the personal finance side of that work and play a pivotal role in shaping how campuses discover, adopt, and stay engaged for years to come.
Job Overview
You'll own the GTM strategy for personal finance in higher education end to end - who we go after on campus and working with cross functional stakeholders to determine who we target and who don't, the positioning and proof that earns a place on a syllabus, and the messaging architecture every channel lead builds from. You'll bring voice of customer into the strategy as it's being developed and you'll lead how we go to market with partners and leaders in financial education.
You'll set the GTM strategy and then see it through into the journey itself, shaping the lifecycle programs that carry your positioning to educators to reach students. In this role you'll report directly into the head of PMM and Brand for Intuit for Education.
You'll own the GTM strategy for personal finance in higher education end to end - who we go after on campus and working with cross functional stakeholders to determine who we target and who don't, the positioning and proof that earns a place on a syllabus, and the messaging architecture every channel lead builds from. You'll bring voice of customer into the strategy as it's being developed and you'll lead how we go to market with partners and leaders in financial education.
You'll set the GTM strategy and then see it through into the journey itself, shaping the lifecycle programs that carry your positioning to educators to reach students. In this role you'll report directly into the head of PMM and Brand for Intuit for Education.
Responsibilities
- Own the Personal Finance GTM Strategy
- Lead go-to-market for new personal finance offerings, including zero-to-one launches.
- Own the ideal customer profile (ICP) and negative ICP for personal finance in higher education - who we're built for, who we're not, and what makes a campus act now.
- Own the market and competitive view: where we compete, who else is after faculty attention, how Intuit’s offering compares to others in market, and where we hold a durable advantage.
- Own positioning and value proposition: what we are, who it's for, and why we win, backed with proof specific enough to put in copy.
- Own the messaging architecture channel leads build from: primary message per segment, proof points, hierarchy, and guardrails on what we don't say.
- Partner with cross functional stakeholders to define what success looks like for the customer and for the program, and keep the customer journey clear and tight end to end.
- Capture and embed voice of customer throughout: build research plans, conduct “Follow Me Home” in-depth interviews, stay close to educators and students, and build feedback loops that keep insight flowing in.
Execution
- Partner closely with partnership lead to co-develop launches with partners, from joint positioning through execution of how it comes to life in market.
- Partner closely with lifecycle strategy for personal finance: audience definition, journey design, and the testing plan, working with the subject matter experts on the team to bring it to life.
- Partner with brand and creative so the story lands with the credibility this audience expects.
- Partner closely with efficacy/research lead to ensure insights around how to frame insights as claims to connect with educational audiences.
- Influence across product, program and integrated channel leads so the strategy holds up against channel and customer feedback and use feedback to refine strategy.
Qualifications
- 8+ years in product marketing, brand marketing, or go-to-market strategy, including owning positioning and messaging end to end for a segment.
- Experience with a B2B2C or institutional motion where the person who adopts isn't the person who benefits.
- Comfort building zero to one - you've launched things with no playbook, no benchmark, and no audience to inherit.
- Experience with partnership or co-marketing motions, including joint positioning and co-launches.
- Comfort working in lifecycle and email - you don't need to have built the programs yourself, but you can get into the platform, read the data, and shape a journey.
- Experience building research strategy: setting objectives, pressure-testing the plan, developing stimuli for testing, and socializing what you learn.
- Storytelling and executive communication right-sized to different audiences with varying degrees of context or understanding.
- Strong organization navigational skills, including the ability to lead and influence without direct authority.
- Comfort operating with ambiguity and driving clarity for others, with demonstrated ownership and initiative.
Bonus Points
- Experience with a B2B2C or institutional motion where the person who adopts isn't the person who benefits.
- Experience marketing to or through higher educational institutions - faculty, administrators, career services, or students as your audience.
- Experience in personal finance, financial literacy, or workforce-readiness education, or with career pipeline and employability programs.
- Experience in social impact, corporate responsibility, or nonprofit marketing, where success is measured in outcomes rather than revenue.
- Experience marketing a free offering.
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