We are looking for an ambitious Product Marketing Manager to develop product marketing strategy and intentionally tie strategy to tactics to increase product awareness, adoption, and sales.
This role will have an in-depth understanding of our competitors, product, market, customer base, points of differentiation and value proposition. You know our competitors like the back of your hand: what they do today and what they plan to do in the future. You also know our buyers better than they know themselves, including how they make their buying decisions. You back-up strategic insights with market evidence and then use that knowledge to drive the development of positioning and messaging that resonates with buyers and empowers our sales channels to be successful.
This role directly reports to our Chief Product Officer, and collaborates with product management, sales and marketing teams and serves as the glue for all internal and external communications about our product. Critical and analytical thinking are key for success in this role. The Product Marketing Manager will need to make evidence-based decisions and have a keen eye for quality; the role must grasp and present our product’s value proposition in a way that resonates and clearly articulates how we solve our buyers’ problems.
This role will be responsible for building out the Product Marketing team.
This role is a NYC Hybrid role - coming to the office ~2x/week. Due to local regulation, the candidate must be 100% vaccinated in order to come to the NYC office.
Responsibilities:
Market research and segmentation
- Perform in-depth research on market needs for online community solutions, and target organizations across vertical markets: higher education, non-profits, commercial
- Conduct market research on community market trends and competitive analysis to inform our go-to-market strategy
- Spearhead segmentation analysis to identify use cases and value propositions across segments, verticals and use cases
- Execute customer/prospect stakeholder interviews and needs analysis to understand the use and benefits delivered by our product and service offeringsUnderstand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make.
- Build knowledge base of key competitors by segment, strengths and weaknesses and winning strategies
Product launches and messaging
- Develop, record and prioritize go-to market strategies for new products in collaboration with leadership and Go To Market (GTM) teams by merging data driven market understanding with customer feedback
- Enhance product definition and positioning using competitive information, market and product analysis
- Collaborate with product management and marketing communications to develop product messaging that resonate with our target buyer personas
- Plan new product launches and releases of existing products, and manage internal and external communications
- Develop original copy for digital content (eg white papers, blog articles) that describe problems related to community management, best practices, solutions and value across higher education, commercial and non-profit segments
- Collaborate with leadership to refine product pricing & packaging strategies
Sales and Marketing enablement
- Support Sales, Customer Success and marketing teams through tools, training and market expertise to ensure their ability to effectively position and sell our products in different markets and segments
- Aid the marketing team in the creation of brand and digital marketing assets such as website copy and customer story assets
- Understand and support our sales channels; train them on the problems we solve for our buyers and users and value propositions
- Keep sales, product and leadership teams up-to-date on the competitive and market landscape and trends
- Work closely with our marketing and business development team to craft and review marketing content and thought leadership articles.
Reporting and Analytics
- Forecast and evaluate projects using relevant metrics and feedback from existing and prospective customers
- Assess the effectiveness of the marketing programs that support our product on an ongoing basis, and report back to the business on required changes
- Develop data gathering and reporting on KPIs such as revenue, growth, win/loss etc. to assess the success of go-to-market plans across customer segments
- Build ROI models from scratch, mapping features/functions to value, and illustrate platform benefits across industries
Required experience and qualifications:
- 100% vaccinated against COVID-19 by start date (2 doses of Moderna / Pfizer or 1 does of Johnson & Johnson)
- Ability to come to the NYC office ~2x/week
- 5+ years experience in B2B SaaS product marketing, in both strategic and tactical roles
- Prior experience in developing industry/market segment specific product positioning and targeting, product launches, value propositions, ROI calculators and promotional materials
- Proficient in various research methodologies, developing hypothesis and testing them in the market to inform and guide go-to-market strategy
- 2+ years experience in direct customer facing experience that includes customer interviews, focus groups, product roadmap presentations etc.
- Proficient in CRM, productivity, collaboration and project management tools
- Familiar with marketing automation tools such as Marketo, Mailchimp and Google Analytics
- Exceptional ROI tracking and analysis skills to drive data driven decision making and recommendations
- Critical and analytical thinking & innovative problem solving skill
- Quick learner, self-driven, tech savvy and has the initiative to learn the product and understand its complex capabilities
- Must have strong presentation and public speaking skillsExcellent interpersonal and relationship building skills
- Persuasive and creative written and verbal communication and presentation skillsLeadership skills Evidence based decision making
Preferred qualifications:
- Start-up experience
- Understanding of community management and engagementPrior experience in product management and/or martech
- Background in design and copywriting Bachelor’s degree
- Prior exposure to online communities solutions and social platforms
Physical requirements:
- Must be 100% vaccinated against COVID-19 by start date (2 doses of Moderna / Pfizer or 1 does of Johnson & Johnson)
- Prolonged periods sitting at a desk and working on a computer
- Must be able to stand and walk for long periods and work a variety of hours at events.
Benefits:
- Competitive salary package + variable bonus
- Open PTO policy
- 11 paid holidays
- Matching 401K
- 16 weeks 100% paid maternity leave (12 weeks 100% paid caregiver leave)
- Employer contributions towards medical, dental, and vision insurance (95% for employee and 75% for dependents).
- Short-term disability, Long term disability, and basic life insurance covered 100% by Hivebrite
- FSA / HSA options
- Commuter benefits
- Flexible schedule and remote policy
- Yearly off sites (the last one was in Marrakech)
- An international work environment, with an office in Paris, New York and Sydney.