The senior product marketing manager exhibits a deep understanding of markets and buyers in order to devise and lead a product's go-to-market strategy. The senior product marketing manager may have direct reports and he or she must also work cross-functionally, unifying and motivating peers from different teams (e.g. product management, integrated marketing, communications, channel marketing, sales). The senior product marketing manager must have an expert understanding of the product's buying audiences and their needs and often acts as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
Write and socialize the following product-level documents: marketing plan, sales enablement plan, launch plan, solution handbook
Manage launch planning and orchestrate execution of the commercial release of a product
Provide market and buyer insights to drive the development of campaign strategies including demand creation and reputation building
Execute on the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to buy and develop programs to drive demand generation
Develop product positioning, value propositions and messaging that resonate with the buying audience and produce the source messaging blueprint
Collaborate with marketing peers and resources to produce relevant content for target buyers
Assist in conducting 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
Collaborate with a sales enablement and/or sales operations manager to produce a sales enablement plan
Develop customer references, testimonials and case studies for external and internal use, or assist a formalized customer marketing function in doing so
Drive product retention and upsell/cross-sell strategies or assist a formalized customer marketing function in doing so
Monitor and report on the performance of campaigns and programs in the market and communicate the results of related sales and marketing efforts
Business intelligence * Social media platform/tools
QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
JOB REQUIREMENTS
Education
Bachelor's degree in Business required, preferably in Marketing
Master's degree preferred
Skills
Ability to conduct market, competitor and customer research to gather insights and assess market opportunities
Ability to create value propositions and messaging strategies
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
Strong writing, communication, presentation development and delivery skills
Critical thinking
Project management
Behaviors & Abilities
Strong business acumen
Creative and innovative
Empathetic to buyers, customers, users and sales resources
Collaborative, able to work across functional teams
Detail-oriented, well organized, efficient with time management
Experience
Five to ten years of product marketing experience
Related market/industry experience preferable
Technical/product category experience preferable
Previous sales experience preferable
Product management experience a plus
PHYSICAL DEMANDS
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
WORK ENVIRONMENT
This is a fast-paced work environment with consistent pressure to complete duties as outlined above which requires ability to manage multiple projects at a detailed level and provide support to many internal departments in a fast-changing environment. Many duties listed above are time-sensitive and have strict deadlines for completion.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)
