The Product Marketing Manager is responsible for crafting and articulating the company’s product and service value propositions for prospective buyers. In this role, you’ll be responsible for developing and executing marketing strategies that drive product adoption, engagement, and revenue growth. You’ll lead the development and articulation of our products’ value propositions, conduct competitive win/loss analysis, assess growth opportunities, and collaborate with product, segment marketing, sales and account management to deliver winning product marketing strategies. As Product Marketing Manager, you’ll be accountable to position products favorably to competitor offerings, developing sales enablement assets and marketing materials such as product pages, video explainers, infographics, leveraging in-house and agency creative, content, and event resources. You’ll collaborate and leverage channel partners within your portfolio, attend live events, and lead webinars to educate the market about our products and services. This role requires a deep understanding of market dynamics, strong analytical skills, and the ability to collaborate effectively with cross-functional teams while managing multiple projects and initiatives.
Core Responsibilities:
- Product Positioning: Develop clear and compelling product positioning and messaging that differentiates our products in the market and incentivizes prospective clients to engage.
- Market Research & Testing: Conduct thorough market research to identify customer needs, market trends, and competitive landscape for assigned product(s).
- Product Roadmap: Serve as a subject matter expert in evolving the product roadmap for portfolio through informing product team on market research, win/loss and competitive analysis, and market testing and engagement data.
- Product Commercialization: Create and implement go-to-market strategies for new product and feature launches, including sales enablement materials, marketing campaigns, and potential promotional activities in collaboration with segment marketing.
- Performance Analysis: Monitor and analyze the performance of the marketing campaigns for product and feature launches, providing insights and recommendations for improvement with go-to-market teams.
- Content Creation: Partner with the content team and vendors to produce high-quality content such as product brochures, case studies, white papers, and blog posts.
- Sales Enablement: Collaborate with the sales team to provide market-facing assets and packaging that enhances their ability to sell our products effectively.
- Customer Engagement: Develop and maintain strong relationships with customers, gathering feedback to inform product development and marketing strategies.
- Cross-Functional Collaboration: Work closely with product management, sales, and other departments to ensure alignment and successful execution of marketing plans.
- Budget Management: Be accountable for developing and managing a budget effectively, forecasting marketing expenditure and ROI, ensuring alignment with overall business goals.
- Stakeholder Management: Be a critical liaison between the marketing organization and product teams for assigned business unit.
Qualifications
Education & Experience:
- 5+ years of experience in Product Marketing or Product role in a B2B environment.
- Experience in financial services and/or healthcare industry preferred.
- Bachelor’s degree in marketing, product management, or related.
Skills & Abilities:
- Proven track record of successful product launches and marketing campaigns.
- Strong organizational skills with a knack for juggling priorities and driving results.
- Strong analytical skills and ability to interpret data to drive decision-making.
- Excellent written and verbal communication skills.
- Ability to work effectively in a fast-paced, collaborative environment.
- Familiarity with marketing automation tools and CRM software as well as Microsoft Office.
- Knowledge of various marketing channels, such as direct mail, digital advertising, social media, OOH, webinars and conferences.
Other Requirements:
- Occasional travel (10% - 20%)
- Prolonged periods of sitting at a desk and working on a computer
