Go To Market Manager

Remote

Full time

R23168

Nelnet Business Services (NBS), a division of Nelnet, Inc., provides payment technology and education services to more than 1,200 higher education institutions, nearly 12,000 K-12 schools, and millions of individual students, families, and supporters across the globe. Our culture of service enables us to form long-lasting and trusted partnerships, while our focus on creativity and innovative solutions empowers our customer communities to thrive.

The GTM Launch Manager is responsible for planning, coordinating, and executing launch strategies for new products, services, programs, or initiatives. This role partners with cross-functional teams to ensure successful market readiness, stakeholder alignment, customer adoption, and operational execution. The GTM Launch Manager develops and manages launch plans, identifies priorities and risks, and ensures resources, processes, and communications are in place to achieve business objectives.

This role combines strategic planning with hands‑on execution to deliver successful and scalable launches.

• 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.

• 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,…