As our Senior Product Marketing Manager, you will have the opportunity to drive Go-To-Market (GTM) strategy at Advisor360 and support the expansion of our sales pipeline. This role is critical to our growth goals. This role will work cross-functionally with Sales, Marketing, Product Management and Customer Success. The ideal financial services candidate has an insatiable curiosity with a deep knowledge of our audiences and B2B marketing tactics. You enjoy analyzing enterprise buyers to develop strategies and messaging, while working side-by-side with our Sales team. You’re equally comfortable in a technical conversation with product management as you are in a marketing conversation, focused on account-based marketing. This role will report to the VP, Marketing based in Weston, MA. Your impact will play a crucial role in achieving our growth targets, and we are looking for someone who is results-oriented and can demonstrate measurable success in the following key areas:
Key Responsibilities, in order of business value priority:
Deep Market Knowledge:
- Measure your ability to stay abreast of the rapidly evolving enterprise wealth management market, buyer behaviors, and technological trends.
- Evaluate the effectiveness of your insights in informing compelling messaging and persona-based marketing campaigns.
- Stay updated on the enterprise wealth management market, enterprise buyers, and technology solutions to develop compelling messaging and persona-based marketing campaigns.
Partner with Sales:
- Work closely with Sales and and Product Management to develop compelling materials, content and digital assets for sales conversations with enterprise buyers.
- Ensure sales materials is consistent across all digital assets including but not limited website copy, product tear sheets, slides and other product-related content are up-to-date, telling a consistent story. Partner with content marketing on thought leadership, representing the voice of the customer.
Develop Solution Positioning and Messaging:
- Translate product knowledge into impactful narratives that resonate with wealth management executives and their affiliated financial advisors.
- Track the adoption of your product positioning and messaging across our solutions, ensuring they address business problems and highlight our differentiated value.
- Be an expert in our products — not focused on features and functions but on how the products are used in the market and by the personas using the platform, what business problems they solve and our differentiated value. Create product narratives, formulate positioning, and develop messaging across our solutions to reach wealth management executives and financial advisors.
Conduct Market Research:
- Conduct regular market analysis and competitive research to inform buyer profiles and messaging; share insights cross-functionally.
- Gauge the impact of your regular market analysis and competitive research in shaping buyer profiles and messaging.
- Measure the effectiveness of insights shared cross-functionally in enhancing our overall market strategy.
Launch New Capabilities and Products: Help define our GTM product strategy and collaborate with product management to orchestrate launches from end-to-end to bring products to market successfully, including creating messaging and developing marketing assets to position and promote new functionality.
Drive Awareness, Adoption and Platform Usage: Partner with customer success teams (internally) and client marketing teams (externally) to deliver Release Kits, product spotlights, and other materials that support financial advisor adoption and usage of our platform. Collaborate with Account Management to support revenue expansion from within our client base.
Requirements:
- 5+ years of product marketing experience in an enterprise technology company, with 3+ years in wealth management or financial services
- Adept at partnering with sales to support high converting programs that result in new opportunities
- Skilled storyteller able to develop a compelling, differentiated and memorable narrative for any product
- Passionate in analyzing data and leading market research to support competitive intelligence and compelling storytelling
- Strong communicator who excels at working across teams with a diverse set of stakeholders, and gains buy-in through well-designed presentations to achieve a business objective
- Will become fascinated by our customers and motivated by their success
- Acute attention to detail and ability to work efficiently, prioritize, and manage multiple projects under tight deadlines