Overview

Reporting to the Portfolio Marketing Manager, and working cross functionally as part of larger marketing team, this role will help to coordinate the necessary product related activities that drive a customer-focused approach to achieving SDL targets and goals.

The product marketing manager will assist in the messaging, launching and promotion of SDL Language Cloud and other translation management offerings. They will identify and understand the product’s buying audiences and needs and act as the subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions.

The product marketing manager exhibits a deep understanding of markets and buyers in order to devise and lead a product’s go-to-market strategy.

Roles/ Responsibilities

• 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
• Influence product development through well-defined market requirements
• Write and socialize the following product-level documents: marketing plan, sales enablement plan, launch plan, solution handbook
• 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
• Develop the competitive comparison guide for use in positioning against similar offerings from other organizations
• Collaborate with a sales enablement and/or sales operations manager to produce a sales enablement plan
• Enable sellers and coordinate the development of sales content and activities for direct and indirect sales

•   Assist in product naming by providing market, competitive and customer context
• 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
• Serve as market-facing SME/thought leader for the product and interface with industry analysts as company representative
• 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
• Conduct win/loss interviews and perform ongoing analysis to determine the level of customer product adoption and provide feedback to the product team
• Monitor and report on the performance of products in the market and communicate the results of related sales and marketing efforts