The Role
Leads the development of CPI’s Product Marketing capability, including positioning, messaging, segmentation, pricing, packaging, commercialization, launches, customer insights, and sales enablement. Partners with Product, Marketing, Sales, and Customer Success leadership while managing Industry Marketing and Customer Insights teams. Builds repeatable go-to-market processes, translates customer and market research into recommendations, and supports commercialization of complex B2B products and services.
Summary Generated by Built In
Our Story:
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
As we evolve our product portfolio and go-to-market approach, we're looking for a hands-on Director of Product Marketing to build CPI's Product Marketing capability and help translate customer, market, and product insight into clearer positioning, stronger commercialization, and better go-to-market decisions.
This is a builder-doer role. You'll help shape how Product Marketing works at CPI, but you'll also personally do much of the work: developing positioning and messaging, working through portfolio and packaging questions, building commercialization plans, translating customer research into recommendations, and creating the tools teams need to bring our offerings to market.
You'll work closely with Product and Marketing leadership and lead a team spanning Industry Marketing and Customer Insights. We're looking for someone who moves quickly, learns fast, asks good questions, and is excited to build alongside the team rather than inherit an established Product Marketing function.
What You Get to Do Every Day:
Build & Execute Product Marketing
Crisis Prevention Institute, Inc. (CPI) is the worldwide leader in evidence‑based de‑escalation and crisis prevention training and dementia care services. Our programs teach professionals the skills to recognize, prevent, and respond to crises in the workplace. Since 1980, we’ve helped train more than 17 million people across service‑oriented industries including education, health care, behavioral health, long‑term care, human services, security, corporate, and retail.
At CPI, we are dedicated to changing behaviors and reducing conflict for the Care, Welfare, Safety, and Security of everyone. We believe empathy, meaningful connections, personal safety, and security are the antidotes to fear and anxiety. This philosophy is central to everything we do and traces back to our beginning.
As a member of the team, you can expect to:
- Make a difference through your work — You’ll be proud to tell your family and friends what you do.
- Gain significant career experience within a fast‑growing organization — From entry‑level roles to executive leadership.
- Feel fulfilled and have fun — We work hard but make time to build meaningful relationships and celebrate wins.
As we evolve our product portfolio and go-to-market approach, we're looking for a hands-on Director of Product Marketing to build CPI's Product Marketing capability and help translate customer, market, and product insight into clearer positioning, stronger commercialization, and better go-to-market decisions.
This is a builder-doer role. You'll help shape how Product Marketing works at CPI, but you'll also personally do much of the work: developing positioning and messaging, working through portfolio and packaging questions, building commercialization plans, translating customer research into recommendations, and creating the tools teams need to bring our offerings to market.
You'll work closely with Product and Marketing leadership and lead a team spanning Industry Marketing and Customer Insights. We're looking for someone who moves quickly, learns fast, asks good questions, and is excited to build alongside the team rather than inherit an established Product Marketing function.
What You Get to Do Every Day:
Build & Execute Product Marketing
- Develop positioning, messaging, value propositions, buyer stories, and commercialization strategies for CPI's priority products and audiences.
- Personally create early Product Marketing deliverables and frameworks while establishing repeatable approaches the broader team can use over time.
- Partner with Product and revenue leadership to evaluate and develop recommendations across the commercial mix, including product and portfolio structure, pricing and packaging, routes to market and buying experience, and how offerings are positioned and promoted.
- Execute priority pricing and packaging work, bringing together customer value, competitive context, market insight, business economics, and buying behavior to develop and pressure-test recommendations.
- Translate product capabilities and roadmap investments into clear customer value, market opportunities, and go-to-market recommendations.
- Direct the Senior Manager, Customer Insights to identify the customer, buyer, market, and competitive questions CPI needs to answer and ensure research informs commercial decisions.
- Synthesize customer, market, competitive, and commercial information into useful recommendations for segmentation, positioning, product strategy, commercialization, and go-to-market priorities.
- Lead CPI's industry marketing approach across healthcare and education, working with Industry Marketing Managers to translate market dynamics, buyer needs, industry trends, and product strategy into differentiated industry positioning and go-to-market priorities.
- Develop the team's ability to become true industry experts, connecting ongoing market learning, customer insight, Sales feedback, and external trends to the work CPI brings to market.
- Develop evidence-based understanding of priority segments, buyers, needs, use cases, buying dynamics, and competitive alternatives and translate it into practical tools for Product, Marketing, and Sales.
- Develop and execute commercialization plans for priority launches, product changes, and market opportunities in close partnership with Product, Demand Generation, Sales, and other teams.
- Build and put into practice a repeatable commercialization and launch process, including launch tiering and readiness criteria, that helps CPI determine the appropriate level of go-to-market support based on customer impact, commercial opportunity, and organizational readiness.
- Create the positioning, messaging, buyer insights, competitive context, sales stories, and core enablement materials customer-facing teams need to effectively bring offerings to market.
- Work with Industry Marketing, Demand Generation, Sales, Program Management, and other teams to bring priority offerings to market and use results and feedback to improve future launches.
- Lead and develop Industry Marketing and Customer Insights, working alongside the team to establish what strong Product Marketing and market-led decision-making look like.
- Help clarify roles, processes, and ways of working across Product, Marketing, Sales, and Customer Success as CPI builds a more disciplined commercialization model.
- Take on priority commercial problems alongside Product and Marketing leadership, quickly moving from ambiguity to analysis, recommendation, and execution.
- Use AI, external expertise, and new ways of working to move quickly, increase the team's capabilities, and solve unfamiliar problems.
- Bachelor’s Degree in Marketing, Business, Communications, Product Management, or related field
- 7+ years of experience across Product Marketing, Product Management, Customer/Market Insights, Go-to-Market Strategy, Commercialization, or related disciplines.
- 3+ years of leadership experience, including experience building teams, functions, or new organizational capabilities.
- Demonstrated success building or transforming Product Marketing capabilities in an organization where product architecture, segmentation, positioning, commercialization, or go-to-market disciplines were evolving.
- Experience developing positioning, messaging, segmentation, go-to-market plans, commercialization materials, and pricing or packaging recommendations for complex B2B products or service.
- Comfortable getting into the work, learning what you don’t know, and developing recommendations rather than handing the problem to someone else.
- Ability to quickly learn an unfamiliar market or product, synthesize customer, competitive, product, and business information, and turn it into clear recommendations or deliverables.
- Experience building or significantly evolving Product Marketing capabilities and working alongside a team while creating greater structure, discipline, and clarity.
- Ability to operate in a fast-moving, highly collaborative environment where roles and processes are still evolving.
- Experience leading a team and launching and commercializing complex B2B products, services, or solutions.
- Experience partnering closely with Product and Sales.
- Experience working across pricing and packaging, portfolio strategy, customer or market research, sales enablement, or AI-enabled ways of working.
- Comprehensive compensation package
- Comprehensive benefits package
- 401k
- PTO
- Health & Wellness Days
- Paid Volunteer Time Off
- Continuing education and training
- Hybrid / Remote work schedule
- Paid Parental Leave
Skills Required
- Bachelor’s degree in Marketing, Business, Communications, Product Management, or a related field
- 7+ years of experience across Product Marketing, Product Management, Customer or Market Insights, Go-to-Market Strategy, Commercialization, or related disciplines
- 3+ years of leadership experience, including building teams, functions, or organizational capabilities
- Experience building or transforming Product Marketing capabilities while product architecture, segmentation, positioning, commercialization, or go-to-market disciplines were evolving
- Experience developing positioning, messaging, segmentation, go-to-market plans, commercialization materials, and pricing or packaging recommendations for complex B2B products or services
- Ability to develop recommendations and personally execute Product Marketing work
- Ability to learn unfamiliar markets or products and synthesize customer, competitive, product, and business information into recommendations or deliverables
- Experience building or significantly evolving Product Marketing capabilities and creating structure, discipline, and clarity across teams
- Ability to operate in a fast-moving, highly collaborative environment with evolving roles and processes
- Experience leading a team and launching and commercializing complex B2B products, services, or solutions
- Experience partnering closely with Product and Sales
- Experience with pricing and packaging, portfolio strategy, customer or market research, sales enablement, or AI-enabled ways of working
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The Company
What We Do
Since 1980, the Crisis Prevention Institute has helped millions of individuals begin a journey of positive, supportive, and empathic caring for people of all ages. • We believe in the power of empathy, compassion, and meaningful connections. • We consider personal safety and security the antidotes to fear and anxiety; and that listening leads to understanding. • We know when those who care for others feel prepared and confident in their abilities, they can make the world a better place. CPI’s crisis prevention training gives professionals the confidence to prevent and respond to workplace violence. With a focus on healthcare, education, human services, and dementia care, CPI sets the standard for best practices in evidence-based workplace violence prevention. Our training is designed to support the safety and well-being of both staff and those in their care. We teach the skills that help professionals de-escalate verbal and physical crises in the workplace, with an array of solutions that address the full spectrum of risk levels. Solutions Nonviolent Crisis Intervention® Training: Nonviolent Crisis Intervention Training focuses on verbal de-escalation and early intervention, giving staff an effective framework for decision making and problem solving, as well as teaching safe disengagements and physical interventions that can be implemented with the least use of force, providing the safest environment for all parties involved. Verbal Intervention™ Training: This program is ideal for organizations that have a hands-off policy, and for staff members who don’t experience higher risk situations requiring physical interventions, instilling the confidence and skills to verbally respond to disruptive behaviors, and prevent further escalation. To learn more about CPI and our full offering of industry-leading solutions, visit us today at crisisprevention.com.
