Go To Market Manager

Nelnet Business Services, a division of Nelnet, provides payment technology and education services to higher education institutions, K-12 schools, and students, families, and supporters. The Go To Market Manager plans, coordinates, and executes launch strategies for new products, services, programs, and initiatives, partnering with cross-functional teams to ensure market readiness, stakeholder alignment, customer adoption, and operational execution. The role develops launch plans, manages positioning and demand generation, enables sales, evaluates performance, and builds scalable go-to-market processes.

Responsibilities:

• Design and own the integrated go-to-market strategy and launch plan, defining the target audiences, positioning, channels, programs, priorities, resources, milestones, and measures of success required to successfully enter the market and scale
• Develop and continuously refine the market positioning, messaging, buyer value propositions, competitive differentiation, and supporting tools needed to create awareness, communicate value, and enable the sales motion
• Design and drive market activation and demand-generation approaches, determining the right mix of campaigns, conferences, speaking opportunities, partnerships, customer advocacy, cross-sell initiatives, and other channels to build awareness and qualified demand
• Build the sales enablement and market-facing resources required to support growth, including objection handling, competitive resources, customer references, case studies, outcome stories, and RFP and procurement support
• Translate customer, sales, competitive, and market feedback into GTM decisions, using what the team learns to refine messaging, programs, channels, and priorities as the product enters the market
• Determine the internal and external capabilities needed to execute the GTM strategy; scope, select, brief, and manage agencies, contractors, and other partners while coordinating effectively with key internal stakeholder teams
• Define the measures and operating rhythm needed to evaluate GTM performance, assess what is and is not working, and recommend where to adjust priorities, resources, channels, or investment
• Continuously evaluate the overall GTM approach, identify gaps and opportunities, and proactively recommend and implement changes needed to build a repeatable and scalable growth engine

Requirements:

• Bachelor's degree in marketing, business, communications, or a related field, or equivalent relevant professional experience
• 7+ years of progressive experience in go-to-market strategy, product marketing, product launch, growth marketing, commercialization, or a related discipline
• Demonstrated experience designing and executing the go-to-market strategy for a net-new product, including determining target audiences, positioning, channels, programs, resources, and measures of success
• Demonstrated experience taking a new product from pre-launch through market entry and establishing a repeatable GTM approach to support growth
• Deep understanding of how positioning and messaging, demand generation, sales enablement, customer advocacy, events, partnerships, channels, and measurement work together as part of an integrated GTM strategy
• Proven ability to evaluate a market opportunity, identify what is needed to successfully go to market, make informed recommendations, and translate strategy into execution
• Experience leveraging internal teams, agencies, contractors, and other external partners to execute a GTM strategy, with the ability to determine where specialized expertise or additional capacity is needed
• Strong analytical, communication, and cross-functional leadership skills with the ability to influence decisions and drive outcomes across teams without direct authority
• Experience within K–12 education or education technology
• Experience launching or scaling products in public-sector or complex B2B buying environments
• Experience with education procurement, RFPs, customer reference programs, conferences, partnerships, or channel development