Director, Product Marketing – Automotive at Equifax

Posted in Management 25 days ago.

This job brought to you by eQuest

Type: Full-Time
Location: Alpharetta, Georgia





Job Description:

Director, Product Marketing – Automotive

The Automotive Product Marketer exhibits a deep understanding of the dealer and lender segments of the automotive ecosystem, with a persistent focus on understanding customers pain points to help lead product/solution go-to-market strategy for the automotive vertical.  Focus will be to help align Equifax products/capabilities to automotive dealer and lender pain points to bring value to the automotive ecosystem.

The Director of Product Marketing for Automotive is an individual contributor that works cross-functionally, unifying and motivating peers from different teams (e.g. product management, pricing, market intelligence, customer insights, industry marketing, solutions marketing, technology and sales). The automotive product marketing director must have an expert understanding of the automotive buying audiences and their needs.  This role will often acts as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions. 

Equifax, a global company headquartered in Atlanta, solves complex problems for customers by delivering unique insights that matter to them.  Coupled with differentiated data assets, analytics, technology and expertise, Equifax has the ability to deliver those insights at the moment they are needed most—in store, on the Web, over the phone, in a marketing campaign or via business intelligence applications.  Equifaxs’ goal is to help customers achieve maximum value across their business, throughout their customer lifecycle and across their operations.

Equifax's global marketing organization, seen as the catalyst for growth, is at the helm of this customer centric approach by delivering deep expertise across all major marketing functions: agile product management and development, strategic pricing, sophisticated go to market strategies, and branding. 

Responsibilities:

Go-To-Market Strategies:  Devise product/solution go-to-market strategies for how products/solutions will be expressed to the marketplace including but not limited to:


  • Define the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to buy.

  • Conduct market and customer research to gather data and insight about target personas, buyer needs and the purchasing decision process for the product, including key buyer roles.

  • Assist in determining the best routes to market for the solution, typically a combination of internal sales resources and external partners (direct and indirect).

  • Understand the automotive technology landscape, have the ability to upfront identify/recommend optimized paths to deliver solutions to customers for  both for direct and indirect channels

Portfolio Marketing Plans:  Contribute to the automotive portfolio marketing plan, to ensure product/solution GTM plans support the major themes that will be communicated into target markets, buyers, the industry landscape and key issues.

Buyer Insights: 


  • Understand buyer personas and how they buy to inform campaigns, content and innovation.

  • Analyze potential markets to determine which have a higher propensity to buy and whether the organization has the capability to deliver.  

  • Map the potential buying process for the solution, including key roles that will participate in it.

  • Consistently seek customer/buyer input throughout the Go-To-Market process to ensure solutions meet customer/buyer needs

Messaging, Content and Naming:


  • Create and execute content strategies that encapsulate effective audience-centric messaging and value propositions.

  • Develop product positioning, value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint

  • Write, finalize and socialize the following product-level documents including but not limited to:

    • Product marketing/launch plans

    • Sales enablement plans (product/solution specific)

    • Product packages

    • Competitive comparison guide (SWOT analysis, playbooks, etc.)

    • Build relevant content for buyer roles to consume in a variety of formats, including white papers, brochures, social media, Web pages, online events and much more.

    • Customer references, testimonials and case studies for external and internal use



  • Lead product naming activities including market and customer insights, branding and legal review and approval

Sales Enablement:  Enable sales team to better align Equifax solutions to customer pain points resulting in increased sales via appropriate knowledge transfer and content programs—increasing sales productivity.  Work with the appropriate subject-matter-experts and enablement teams to understand and communicate sales engagement models to drive faster sales adoption of new offerings. Enable sellers and develop sales content and activities for direct and indirect sales.

Competencies/Skills required to be successful in role:


  • Ability to conduct market, competitor and customer research to gather insights and assess market opportunities in the dealer, 3rd party and OEM space

  • Ability to develop strategies for creating pipeline for new offerings as well as upsell, cross-sell and account-based marketing programs to grow existing relationships

  • Ability to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process

  • Ability to link product launches to organizational campaign themes and goals

  • Critical thinking and organized, with the ability to balance multiple requests / projects at once

  • Strong capability to define and simply communicate the value proposition of the product for markets and segments

  • Excellent written and verbal skills with sensitivity to diversity of audiences including internal and external groups of varying sizes

  • Ability to adjust to new, changing or ambiguous situations (e.g., different management styles, new methods, systems and procedures) and changing priorities within the business and the marketplace

  • Initiates and takes responsibility for own development

  • Energetic self-starter who is highly motivated to execute and drive in year revenue

  • Strong executive presence, with the ability to articulately speak with executive level leadership at partners and customers

  • Pragmatic® Product Marketing Certified a plus

  • Previous experience with Jobs-To-Be-Done framework a plus

  • Ability to travel up to 15- 25% as needed

Requirements:


  • Bachelor's degree in marketing, communications, management or similar field

  • Minimum of 3-5  years of experience in an automotive product marketing role in a complex business environment, with experience in go to market strategy development

  • Automotive experience in dealer, OEM, Tier 1-3 Agency or technology provider is required

  • Must have an holistic understanding of Marketing Planning, Product Marketing, Marketing Communications, traditional and new marketing tactics, and channel marketing

  • Working in a highly matrixed organization a plus

The Perks of being an Equifax Employee?

We offer an excellent compensation packages with high-reaching market salaries and 401k matching, along with the works: comprehensive healthcare packages, schedule flexibility, work from home opportunities, paid time off, and organizational growth potential.

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.

Location - Midtown Atlanta or Alpharetta, GA

To speak to us about this role in more detail apply online.

Primary Location:

USA-Atlanta JV White

USA-Atlanta-One-Atlantic-Center

Function:

Function - Marketing

Schedule:

Full time





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