• Own and evolve the core messaging platform for 12twenty across segments (universities, employers, alumni). • Deeply understand the competitive landscape and create differentiated positioning. • Translate product capabilities into clear, value-based messaging frameworks tailored to ICPs and personas. • Build the GTM playbook for new product introductions (NPI), including alumni solutions, AI features, and employer-focused offerings. • Partner with product, CS, sales, and marketing to define launch goals, packaging, and success metrics. • Drive voice-of-customer efforts to shape roadmap and market-facing messaging. • Create high-impact enablement information (battlecards, playbooks, decks, competitive talking points). • Partner with sales and BDRs to study findings and improve conversion at every stage of the funnel. • Deliver training sessions that build confidence in the field and promote consistent messaging. • Maintain deep knowledge of customer needs, buying behavior, and decision criteria across segments. • Drive market segmentation, TAM/SAM/SOM analysis, and ICP and persona development to guide strategy. • Use research to uncover whitespace opportunities and shape strategic bets.