Deanna Goetz

Sr Product Marketing Manager @The Ce Shop

Greenwood Village, CO, US

Career Certified Portfolio (The CE Shop, AHIT, Stringham Schools, Mbition)Lead Product Marketing and go-to-market strategy for a multi-brand SaaS and digital education portfolio serving regulated markets across B2B and B2C segments.The portfolio delivers pre-licensing, exam prep, continuing education, development, textbooks, SaaS tools, mobile apps, and live or virtual classroom training for real estate, mortgage, home inspection, and appraisal professionals.Own positioning, pricing, and packaging strategy, competitive intelligence, and lifecycle growth initiatives across multiple product lines.Apply a market-driven approach to identify target segments and validate market problems through voice-of-customer research, win-loss insights, support data, and behavioral analytics. Translate regulatory complexity into differentiated positioning that improves buyer confidence and conversion.Partner cross-functionally with Product, Sales, Demand Generation, and Customer Experience teams to optimize the self-serve journey from discovery through activation, purchase, renewal, and expansion.Lead go-to-market strategy for product launches, state expansions, pricing updates, and portfolio enhancements. Develop launch briefs, sales playbooks, messaging frameworks, and competitive battlecards tied to adoption and revenue outcomes.Execute integrated marketing initiatives across email, digital campaigns, webinars, partner channels, affiliate programs, and content marketing.Drove growth initiatives delivering 200–300% revenue growth across key product lines, increased average order value by 18%, and improved conversion rates from 7% to 14% through messaging optimization, pricing strategy, and targeted campaigns.Led brand authority initiatives, including collaboration with HGTV host Joe Mazza, industry media appearances, and guest hosting WJOL’s The Real Estate Hour.Industries: B2B SaaS, Product-Led Growth, Regulated Markets, Education Technology, Publishing