Senior Growth Product Manager - job 2 of 2

Articulate is seeking a Senior Growth Product Manager to drive commercial value and ARR growth from our web platforms. The Senior Growth Product Manager will identify and execute strategies that improve user journeys across Articulate’s web properties to drive visitor conversion and optimize user acquisition, retention, and expansion funnels. You'll help users find the right content at the right time in their digital journey, and you'll drive continual optimization of our web content strategy to support that journey, informed by insights and data.

In the role, you'll collaborate with Design and Engineering teams and various colleagues in Marketing–Acquisition, Integrated, Lifecycle, Product, Content, Customer Advocacy, Customer Training, Product Content, and Analytics. The Senior Growth Product Manager will contribute to the success of the Growth Marketing team, reporting to the Sr. Director, Growth Marketing.

What you'll do

• Collect and analyze qualitative and quantitative website behavior through user interviews and research, usability tests, heat mapping, multivariate tests, and conversion analysis to get insights that improve the end-to-end user experience (UX) and drive incremental business value from our web properties.
• Design user journey mapping across multiple web pages that align with our downmarket and upmarket personas and motions, ultimately keeping our target personas engaged on our web properties and moving them to the most relevant action in their journey.
• Employ web traffic, user behavior, and visitor engagement analyses to guide web content strategy, including but not limited to navigation and accessibility enhancements, conversion points, new component and template development, and content hierarchy.
• Partner with our SEO agency to optimize our ability to continually capture the market share of our relevant audience's search queries and make information easier to find and understand for web users.
• Own the migration to a new content management system (CMS) in partnership with external consultants and drive that CMS's ongoing evolution, requirements roadmap, and optimization to align with current business processes and strategic initiatives.
• Spec and scope new public-facing web projects in partnership with Design, Engineering, Project Management, Acquisition Marketing, Integrated Marketing, and Product Marketing.
• Build and deploy new web pages and modifications to the current website in the CMS.
• Triage and prioritize stakeholder requests for new content and modifications of current content.
• Collaborate with our conversion rate optimization (CRO) expert to develop hypotheses based on industry and user research for new web elements, content design strategies, and conversion opportunities. Launch experiments and A/B tests to validate those hypotheses and drive growth at each funnel stage.
• Partner with internal and external accessibility committees to maintain style guides that align with our accessibility journey as a company, meet WCAG and ADA compliance, and effectively translate to an intuitive and user-first web experience.

What you should have

• 7-10 years of related/transferable experience in product management or growth marketing with a focus on user behavior and journeys across multiple web platforms and marketing channels.
• Data-driven with a scientific and analytical mindset that drives experimentation and strategic planning.
• Proven experience with experimentation design, A/B testing, and conversion rate and landing page optimization methodologies.
• Outstanding written and verbal communication skills to distill complex concepts into simple language and sometimes visuals, like diagrams, flow charts, and strategy decks.
• Highly collaborative, leveraging diplomacy to successfully work with multiple marketing disciplines and cross-functional partners, get buy-in, persuade, and course correct when needed.
• Proficiency in content management systems, reporting, heat mapping, and experimentation tools.
• Bachelor’s degree or equivalent experience required.

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