Product Marketing Manager

About the opportunity

The Product Marketing Manager is responsible for driving the commercial performance and market impact of a defined product portfolio at CPA Canada. Reporting to the Product Marketing Leader, this role owns portfolio positioning, messaging, packaging, go to market strategy, and campaign development for new and existing products within their assigned portfolio. This role partners closely with Product Leaders and Subject Matter Experts to translate product strategy into compelling value propositions and market ready offers. It leads campaign strategy and development in close collaboration with Brand and Communications to ensure consistency, clarity, and commercial impact. The Product Marketing Manager is accountable for portfolio level revenue performance across acquisition, adoption, expansion, and renewal. This role connects product intent with market response and ensures commercial execution drives measurable growth. This is a senior individual contributor role with direct revenue accountability and strong cross functional influence.

This flexible hybrid role is aligned to our CPA Canada Toronto office.

The targeted annual salary range for this position is $112,181 to $128,200 and is commensurate with experience.

What you'll do

In this role, responsibilities will include, but are not limited to the following:

Portfolio Positioning and Commercial Strategy

• Define target segments, buyer personas, and priority markets for the assigned portfolio.
• Develop and maintain clear value propositions and positioning frameworks aligned to member and customer needs.
• Inform pricing and packaging strategy in partnership with the Product Leader and SME.
• Identify bundling, cross sell, and expansion opportunities across tiers and related offerings.
• Ensure portfolio strategy aligns with broader commercial and lifecycle objectives.

Go To Market Strategy and Campaign Development

• Lead go to market planning for new products, major releases, and portfolio enhancements.
• Develop campaign strategy, messaging hierarchy, and activation plans for portfolio launches and priority initiatives.
• Develop core campaign assets including product messaging frameworks, product pages, launch briefs, email content, sales materials, and promotional copy.
• Partner closely with Brand and Communications on creative development, ensuring messaging integrity and strong execution.
• Ensure launch readiness across Product, Growth, Sales, and Customer Experience teams.

Market and Customer Insight

• Analyze campaign metrics, customer engagement trends and competitor activity to identify optimization opportunities and refine marketing tactics across channels.
• Partner cross-functionally with product, sales and digital marketing teams to turn market intelligence into actionable messaging improvements that drive acquisition, engagement and retention.
• Conduct win loss analysis and synthesize customer and member feedback.
• Translate voice of customer insights into actionable messaging and commercial improvements.
• Bring structured market insights into roadmap discussions with Product Leaders.

Revenue Performance and Optimization

• Track portfolio performance across acquisition, conversion, adoption, expansion, and renewal stages.
• Analyze campaign and offer performance and refine messaging, packaging, and activation accordingly.
• Identify commercial friction points and propose improvements in positioning, packaging, or activation.
• Partner with Growth and Commercial Analytics to support experimentation and performance analysis.
• Continuously refine portfolio messaging and offers based on data driven insight.

Success Measures

• Portfolio revenue growth.
• Strong adoption performance for new and enhanced products.
• Improved conversion and attach rates.
• Increased expansion and renewal rates within portfolio.
• Clear and differentiated positioning across channels.
• Strong alignment between Product, Marketing, and Brand functions.

What we're looking for

The ideal candidate will have the following qualifications and skills:

• 7+ Years of strong experience in product marketing or commercial marketing roles within digital, education, subscription, or membership environments.
• Fintech, Professional Association or Professional Education experience preferred.
• Demonstrated experience leading go to market campaigns and executing multi channel launches, agency experience would be considered an asset.
• Experience shaping positioning and messaging for complex or regulated offerings.
• Strong understanding of pricing and packaging strategy in collaboration with product stakeholders.
• Ability to interpret performance data and optimize campaigns accordingly.
• Experience operating in AI enabled marketing or commercial environments preferred.
• Experience with CRM strategy and Hubspot an asset
• Strong structured thinking, commercial acumen, and cross functional influence skills.

What it's like to work here

At CPA Canada, we're proud to foster a welcoming and inclusive workplace that celebrates diversity and promotes health and wellness for all employees. We believe in offering a flexible and balanced work environment, where staff can thrive both professionally and personally. Our headquarters are located in downtown Toronto, with a regional office in Vancouver. As part of the CPA Canada team, you'll enjoy competitive salary, comprehensive benefits, a robust defined contribution pension plan, and ongoing professional development opportunities. We also offer hybrid working arrangements, regular social events, and a strong employee volunteer program. At CPA Canada, we're always striving for improvement, working together to build a high-performing, innovative organization that creates value for Canadian CPAs and represents the profession, nationally and internationally.

Organization values

We create a collaborative and constructive culture through our values:
• Lead with Integrity • Customer First • Bold Thinking • Pursue Excellence • Continuous Growth

CPA Canada is committed to cultivating an inclusive, accessible environment where each employee feels respected, valued and supported. All qualified individuals may apply online.