Overview

Join to apply for the Director, Product Marketing role at CFA Institute.

Do you want to build a Product Marketing function from the ground up, with full ownership to define its playbook? Are you excited by the chance to shape both what we build and how the world understands it across a global certificates portfolio? Would you thrive partnering with Product and Marketing leaders to craft narratives that drive impact worldwide?

CFA Institute is seeking a Director, Product Marketing to join our Education division, establishing and leading the Product Marketing capability for the Certificates portfolio. This is a rare opportunity to design the frameworks, insights, and narratives that will influence product strategy and power go-to-market success. You will partner closely with Product Management and Marketing leaders to ensure our certificates meet market needs and are positioned for global impact.

What You’ll Do

• Build and lead the Product Marketing function—define operating model, toolkits, and launch standards
• Develop deep audience expertise through research, win–loss analysis, and market sizing (TAM/SAM/SOM)
• Own messaging and positioning for each certificate, including value propositions, buyer personas, and differentiation
• Create and deliver sales enablement tools (launch packs, battlecards, FAQs, training) to raise confidence and improve conversion
• Work cross-functionally with Product Management, Business Development, Marketing, and Executive teams to align messaging, positioning, and enablement with ambitious revenue targets
• Track adoption, awareness, conversion, and forecasting accuracy, iterating to drive continuous improvement
• Mentor colleagues now and hire 1–2 Product Marketing Managers as the portfolio scales

What We’re Looking For

• Significant experience in Product Marketing leadership (not demand generation) within finance, fintech, market data, or financial education, with evidence of driving audience insight, positioning, and go-to-market outcomes
• Demonstrated expertise in audience definition and buyer personas: able to translate insights into sharp value propositions and differentiated positioning
• Experience planning and running research (qual/quant, win–loss, VoC) and using findings to shape roadmap and GTM strategy
• Strong cross-functional influence with Product, Marketing, and Sales; skilled at presenting to senior stakeholders
• Commercial acumen with knowledge of pricing, analytics, and forecasting
• Experience leading and mentoring small teams; appetite to build a new function from scratch
• Desirables: certificates/learning product expertise, EMEA/APAC exposure

Why Join Us

• Build a new discipline at CFA Institute with high ownership and visibility
• Shape both product strategy and go-to-market in close partnership with senior leaders
• Work on a global, entrepreneurial portfolio that reaches learners worldwide

At CFA Institute, we’re committed to transparency and equity in our hiring process. In compliance with wage transparency laws in many jurisdictions, we provide the following information regarding compensation for this position: Expected salary range: £80,000 - £100,000 per year. All salary ranges are subject to adjustment based on experience, education, location and other factors relevant to the position. Additional benefits include eligibility for an annual incentive bonus, a 12% employer contribution to a pension plan, and a comprehensive medical benefits package.

About CFA Institute

CFA Institute are the global leader in investment excellence and ethics. With nearly 200,000 charterholders across 160 markets, we drive professional growth, ethical behavior, and better markets. We care about our employees’ well-being, offering industry-leading benefits like:

• Comprehensive health coverage for you and your family
• Generous leave and time off
• Competitive retirement plans
• Flexible work options
• Wellness, education, and support programs

If you feel this opportunity could be the next step in your career, we encourage you to click “Apply” and complete our three-minute application.

Be part of a team committed to putting investors first and growing economies. Follow us @CFAInstitute on LinkedIn and X.

Important Message: Your application must clearly demonstrate how you meet the requirements as CFA Institute cannot make assumptions about your education, experience, or location. We thank all those who apply. Only those selected for further consideration will be contacted.

We are an Equal Opportunity Employer. CFA Institute prohibits discrimination and harassment with regard to all identifying characteristics. This policy applies to all CFA Institute employees, regardless of location.

If, due to a disability or current medical condition, you need an accommodation or assistance to complete a job application, you can request one at any stage of the recruitment process. Please email humanresources@cfainstitute.org noting the accommodations or assistance you are requesting.

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