Product Management - Product Manager, Digital Assets

Job Summary/General Purpose of Job:

Product management at the American Bar Association is focused on the development, launch, and continuous improvement of our products and offerings. Within the R&D Division, the Product Manager, Digital Assets owns the Association’s portfolio of premium digital and literary assets under the Product Operating Model and leads the charge on personalization and monetization strategies for those assets, connecting members with the assets most relevant to them and leveraging that value to grow the Association’s membership base. This role sources, curates, and packages the best literature and digital assets produced by and for ABA members into toolkits, bundles, and other meaningful collections hosted on the Association’s digital platforms. The Product Manager also navigates the membership permissions and access gates that govern these assets across sections, divisions, and forums, making them more accessible and appealing to members. The role also designs content experiences for members and prospective members at key career and life stages, from law school through career transitions, and stewards the content infrastructure (taxonomy, inventory, and publishing templates) that makes these assets discoverable and personalizable. Success in this role is measured by the value delivered to members, as evidenced by increased member engagement, retention, and membership growth.

Essential Job Functions and Responsibilities:

Leads the charge on personalization and monetization strategies for premium digital and literary assets, connecting the right assets with the right members and continuously exploring new ways to monetize and leverage the value of the Association’s digital assets to grow the membership base.
Owns the strategy and roadmap for the premium digital and literary asset portfolio, identifying member needs and opportunities to deliver value across sections, divisions, and forums.
Sources and curates the best literature and digital assets in collaboration with volunteer editorial boards, the authoring team, and editing teams across the Association, drawing on subject-matter expertise from partners such as the Law Practice Division and the Career Center.
Designs, packages, and publishes curated assets as toolkits, bundles, collections, sequenced content series and learning paths, and other offerings tailored to distinct member segments and practice areas, as well as career- and life-stage audiences such as law students (including first-generation law students), recent graduates, new lawyers, lawyer parents, and lawyers in career transition, coordinating with editing teams to ensure accuracy, quality, and timely release.
Navigates the Association’s membership permissions, paywalls, and access gates, including section-, division-, and forum-level entitlements, partnering with entity stakeholders to make premium assets more accessible and appealing for membership purposes.
Works closely with the Product Managers for the website and Learning Management System to ensure premium assets are effectively hosted, easy to discover, and delivered to the right members across platforms. Partners with the website Product Manager and UX team to improve publication, article, and content-hub templates, including clear navigation and next steps for visitors arriving from search engines.
Partners with the Communications team, the Member Engagement and Audience Development teams, and other marketing partners to position and promote premium assets as a benefit of membership.
Measures and analyzes asset performance and member engagement in partnership with BI using quantitative and qualitative methods (including A/B testing where appropriate), and uses insights to refresh, retire, or expand offerings.
Conducts ongoing discovery, in collaboration with the UX team, to understand member and non-member needs (including interviews with prospective members such as law students, young lawyers, and mid-career attorneys), identify emerging topics and gaps in the portfolio, and validate new offerings.
Defines and maintains the content tagging structure for digital assets (audience, career stage, practice area, role, format) in partnership with BI and Engineering, aligned to member segments to enable personalization and recommendations; reviews the Association’s topic taxonomy for gaps and trains staff across entities on consistent tagging practices.
Maintains an inventory and audit of digital assets across sections, divisions, and forums, identifying gaps, overlaps, outdated content, and candidates for refresh, consolidation, or retirement.
Repurposes existing assets (books, webinars, video, podcasts, and LMS courses) into new formats such as articles, checklists, template libraries, learning paths, and free samples that showcase the value of membership to prospective members.
Consolidates member opportunities currently scattered across entities (such as internships, clerkships, leadership and publishing roles, flexible and part-time legal work, and pro bono) into accessible, audience-specific hubs.
Performs other related duties as required.

Required Education, Qualifications, Experience:

Bachelor’s degree.
Minimum of 5 years’ experience in product management, digital publishing, or knowledge management.
Experience curating, packaging, or publishing digital products or publications for a professional or membership audience.
Experience collaborating with editorial teams, authors, and subject-matter experts, including volunteer contributors, and managing projects with multiple stakeholders across a complex organizational structure.
Experience working with membership access models, such as entitlements, paywalls, or tiered permissions.
Experience developing personalization, monetization, or membership growth strategies for digital products.
Demonstrated quantitative and analytical skills, with experience using data to inform product decisions.
Experience with content strategy, taxonomy and metadata management, and content audits.

Preferred Education, Qualifications, Experience:

Master’s degree in a relevant field.
Experience working with member/volunteer boards in a non-profit or not-for-profit setting.
Experience in legal, professional, or association publishing.
Experience conducting user research, including interviews with prospective customers or non-members and A/B testing.
Working knowledge of content management systems and SEO best practices.

Physical Requirements

Typical office work environment.

Extent of Travel Required in the Job

As a normal course of business, this job will typically require travel of less than 15% of the time.