Job description

Product Content Strategy Manager Location: Nashville, TN (Hybrid) Brands: JET, Powermatic, Wilton, Baileigh, Edwards, Axiom | Marketing At JPW Industries, we don't just build products, we build careers. Shape how six iconic machinery and tool brands teach, inform, and win. Great machines deserve great content. In this role you will set the vision for how JPW turns deep product expertise into the demonstrations, tutorials, sales tools, and training that help people sell, use, and support our products. You will decide what content gets built, who it serves, where it lives, and how it gets found, including in the AI-powered search tools that are changing how buyers learn. JPW Industries is home to some of the most recognized names in woodworking, metalworking, and fabrication: JET, Powermatic, Wilton, Baileigh, Edwards, and Axiom. This is a strategic seat on our Marketing team, with a talented Product Training Team ready to grow into technical content creators under your leadership. What You Will Own You will be the single owner of product, technical, service, and sales education content across the portfolio. • The Content Vision: One prioritized content roadmap across all six brands, built on business priorities, launches, and real customer needs. • Discoverability: Content standards and structure that perform in traditional search and in AI-powered discovery (SEO, AEO, and GEO). • The Systems: How content is organized, managed, and delivered across websites, sales tools, distributor platforms, and internal systems. • A Content-Creating Team: Two Product Trainers you will develop into technical content creators who extend their expertise far beyond the classroom. How You'll Spend Your Time Set the Direction • Develop and own the content strategy across all JPW brands, including SEO and AI-powered discovery (AEO and GEO). • Identify content gaps, define target audiences, and choose the right formats and channels for maximum reach and impact. • Integrate product training into the broader content strategy for sales teams, distributors, and end users. Build the Engine • Define how content is organized, managed, distributed, and accessed across every channel. • Evaluate and recommend content management, learning, and enablement technologies. • Set content standards and governance, and partner with Digital Marketing so content is easy to find. Lead and Deliver • Lead and develop two Product Trainers as technical content creators. • Own delivery of the roadmap and oversee targeted instructor-led, virtual, and on-demand training aligned with launches. • Repurpose technical content across formats to extend reach, and track delivery, utilization, engagement, and effectiveness. What You Will Bring: Expertise. Knowledge. Drive. • Education: Bachelor's degree in Marketing, Communications, Business, or a related field, or an equivalent combination of education and experience. • Experience: 5+ years in content strategy, content operations, product marketing, or sales enablement, preferably in technical or industrial markets, with a track record of prioritizing content across multiple brands or product lines. • Leadership: 2+ years leading and developing teams. • Search and Discovery: Understanding of SEO, AEO/GEO, and AI-powered content discovery, including structured content, metadata, and optimization. • Strategy to Execution: Proven ability to set strategy, prioritize, lead cross-functional execution, and translate complex technical products into clear content. • Content Technology: Experience with CMS, digital asset management, learning platforms, or sales enablement tools, plus a working grasp of distribution, digital channels, and analytics. • Training and Enablement: Working knowledge of product training strategy. Building training content (instructional design, e-learning, or how-to videos) is a strong plus; hands-on training delivery is a plus, not a requirement. • Industry Know-How: Industrial products, manufacturing, durable goods, or tools experience strongly preferred. • Communication: Ability to influence stakeholders across Marketing, Product Management, Sales, and Service. • Work Arrangement: Hybrid role based in Nashville, TN. How You Will Show Up: Our "We Are One" Values Our values guide how we lead, decide, and deliver. In this role, that looks like: • Accountability (We Keep Score & Play to Win): You own the roadmap and its results, and you measure what content actually drives. • Problem Solving & Innovation (We Believe in Innovation): You embrace new formats, tools, and AI-powered discovery to make content work harder. • Communication & Integrity (We Act with Integrity): You keep content accurate and consistent, and you are transparent about priorities and tradeoffs. • Decision Making (We Think Customer First): You prioritize content by what sales teams, distributors, and end users need most. • Agility & Resilience (We Keep Score & Play to Win): You adapt the plan as launches, markets, and channels shift. • Collaboration & Inclusion (We Win as a Team): You align cross-functional partners and develop your trainers into confident content creators. Why JPW Industries? Lead. Innovate. Deliver. We invest in people who invest in our customers. Here is what you can expect: • Competitive Pay + Annual Bonuses • Comprehensive Benefits (medical, dental, vision, life, disability, telehealth from Day 1) • Retirement Plans & Employer Contributions • Generous PTO + Paid Holidays • Career Development & Learning Opportunities • Team Member Appreciation Events • A Culture That Values Integrity, Teamwork & Innovation At JPW Industries, we don't just build products, we build careers! Be Part of Something Bigger. Apply Today. JPW Industries is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, or any other characteristic protected by law.

Requirements

Must-haves

Product Content Strategy Manager
Location: Nashville, TN (Hybrid)
Brands: JET, Powermatic, Wilton, Baileigh, Edwards, Axiom | Marketing
At JPW Industries, we don't just build products, we build careers.
Shape how six iconic machinery and tool brands teach, inform, and win.
What You Will Own
You will be the single owner of product, technical, service, and sales education content across the portfolio.
• The Content Vision: One prioritized content roadmap across all six brands, built on business priorities, launches, and real customer needs.
• Discoverability: Content standards and structure that perform in traditional search and in AI-powered discovery (SEO, AEO, and GEO).
• The Systems: How content is organized, managed, and delivered across websites, sales tools, distributor platforms, and internal systems.
• A Content-Creating Team: Two Product Trainers you will develop into technical content creators who extend their expertise far beyond the classroom.
How You'll Spend Your Time
Set the Direction
• Develop and own the content strategy across all JPW brands, including SEO and AI-powered discovery (AEO and GEO).
• Identify content gaps, define target audiences, and choose the right formats and channels for maximum reach and impact.
• Integrate product training into the broader content strategy for sales teams, distributors, and end users.
Build the Engine
• Define how content is organized, managed, distributed, and accessed across every channel.
• Evaluate and recommend content management, learning, and enablement technologies.
• Set content standards and governance, and partner with Digital Marketing so content is easy to find.
Lead and Deliver
• Lead and develop two Product Trainers as technical content creators.
• Own delivery of the roadmap and oversee targeted instructor-led, virtual, and on-demand training aligned with launches.

Nice-to-haves

• Industry Know-How: Industrial products, manufacturing, durable goods, or tools experience strongly preferred.

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Platform: adp-workforce-now
Effort: medium

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