Product Marketing Manager at Aircraft Technical Publishers in Remote
This role is a strategic one, reporting to the SVP of Product Management, helping to fill a critical gap between our product strategy and the tactics we need to drive success in sales and marketing to achieve corporate objectives. An attention to detail and eye for quality are critical to your success, along with an ability to grasp and present the value propositions of our products in a way that resonates and clearly articulates how we solve our buyers' problems. You are obsessed with tracking performance and understand that data is your strategic tool for success. You will collaborate with the marketing team to develop innovative programs that drive demand across all lead channels, be it inbound, outbound, or from value added resellers. In addition to the marketing team, you will regularly collaborate with the sales team; understanding their needs to produce the content and tools our audience understands to make a purchase. What You'll Accomplish - Your Performance Objectives Within your first 3 months, you will become an ATP product and client expert. You will:
Attend basic training for our core products and understand the problems we solve and why customer purchase from us. Complete product specific training and shadowing to understand our product roadmaps. Review our current sweep of Product Marketing related efforts and create a prioritized 12-month roadmap we can use to grow and improve our positioning efforts. Immediately begin working with Marketing to create better, well-positioned messaging across all channels. Deliver a Go To Market structure to be used across the ATP portfolio for launches of new products and significant product enhancements. Demonstrate product knowledge by completing a Lean Product Canvas for each of our core products (template will be provided). Build rapport with your core colleagues throughout ATP. Complete basic Marketing team onboarding:
learn our tools, team, culture and history. Bond with the team! Get to know each member of the Product and Marketing teams and find ways to play to their strengths. Within your first 6 months, you will have positioned the ATP products successfully, and continue on with efforts to optimize and improve. You will have:
Built a reliable, tried and true framework in which we are able to share, store and leverage key product information across the company. Demonstrate thorough product knowledge by completing a SWOT analysis for each core product and further refining the product canvases as your knowledge deepens. Understand the competitive landscape for our products; be an expert on our competition and how they are positioned; Develop battle cards for at least 6 competitors that you identify as our priorities based on your SWOT analysis for each product. Built key relationships to better support ATP's position in the market. Including, but not limited to:
o Product - Product roadmaps, customer insights, managing product launches - minimally weekly or bi-weekly meetings in which you are providing your insights and proactively contributing to strategies o Sales - Conduct trainings to enable our sales team to better communicate product value o Demand - Provide strategic insights for channel messaging (SEM, Campaigns, Tradeshows, etc) o Content Management- Inform our content strategy to improve SEO rankings and client / prospect engagement. Create at least one needle moving content piece demonstrating your understanding of product, positioning and messaging. Created an established cadence and improved process for running successful Win / Loss calls, as well as have conducted your first client advisory committee meeting with more on the docket. Begun to establish yourself as the SME on our buyers across all verticals/market segments - who they are, why they buy, key buying criteria, buying processes, where they find information, how decisions to buy are made. Create buyer personas by interviewing and researching our customers. Utilizing buyer personas and research into our buyers and users, demonstrate your understanding of our sales channels to develop internal tools and external collateral for our sales teams. Train the sales teams on how and when to use the provided tools. You will have begun conducting go to market research about our industry, the players and begin doing regular write ups for the company at large. Been briefed on our M+A vision and have a plan in place for how to position ATP each step of the way. Hit the major milestones as outlined in your Product Marketing roadmap. Within your first 12 months, you will have guided a substantial increase in market saturation in our core market spaces. As witnessed by having:
Operational, tried and true processes for everything mentioned above. Be on a nickname basis with customers, Product, Sales and Marketing. Established yourself as the person to go to for help with messaging and positioning. Driven significantly improved conversions of MQLs to SQLs and SQLs to won deals (delivering vastly improved lead quality and sales conversions). Planned and successfully led launches of new products and features per our corporate objectives and timelines. Established yourself as someone who gets things done, on time, and with grace. Who We're Looking For - The Personal Competencies That Matter GTM Wiz. You have three to five years of experience leading growth stage product marketing and know how to start small to get big. You have lead Product Marketing for platform software companies. You know where to start and how to get results quickly. Product Shadow. Where product is, you are. You're in lock step with our Product leaders and you know what the ATP products offer, what they do and most importantly - what our clients and prospects want them to do, too. You have several examples in your career where you've taken a product roadmap and turned it into a well-positioned product in the market. You're a Growth Multiplier. You see your role as a direct contributor to the success of our sales team and our overall company growth. When you can equip our sales team with critical information, they are unstoppable. You have a process for how to run engaging, info rich training sessions teams are excited to attend. You're contagious with passion and knowledge for our products. Storyteller
Messaging Magician. Plain, old facts alone don't sell software - stories do. You're geared into the nuances of our product differentiators and love crafting strong messaging about how our products materially improve the lives and businesses of our clients. You're eager to work with the team to ensure our website and marketing vehicles are beautifully written and in sync. Client Expert. You know how to create legitimate, problem-based personas that we wouldn't be embarrassed to show our clients - in fact, they'd relate to them. You have a strong track record of running advisory committee meetings and information rich Win / Loss interviews. You're a wiz with Gong and know how to leverage it in order to gain key trends and insights. Digitally Aware. What matters, get searched. You're well aware Google is not only a source of information, but a critical path to amplifying our message. You've worked closely with Content Marketing and Demand Gen and have examples of how you materially made a difference in SERP rankings. Project Manager Mentality. You start with the end in mind and can create a stable, reliable plan to help you reach your goal. You use repeatable processes to help you gain, store and share information. Critical Optimist. You don't see problems - you see opportunities! The glass is neither full nor empty - it's got 50% liquid and you've got a curious mind to complete the perfect cocktail. You enjoy not only the possibility of what can be, but also the joy that comes from taking a team to the next level. Willing to Start Small to Grow Big. You've worked for a small / medium business and aren't too proud to roll your sleeves and write some copy if the occasion calls for. You understand money doesn't grow on trees and can prioritize your time where it will yield the highest ROI. You love green field opportunities. Conversely you understand how to build for scale and understand how to take calculated risks to help hasten our path to growth. You're a Communicator. The team wins and loses together, and for that reason you don't have a problem giving and receiving constructive feedback. You have the ability to be clear and concise in all methods of communication--verbal and written--with an understanding that effective communication is key given the remote state of most of our employees and clients.
Salary Range:
$80K -- $100K
Minimum Qualification
Brand Marketing & ManagementEstimated Salary: $20 to $28 per hour based on qualifications.
Attend basic training for our core products and understand the problems we solve and why customer purchase from us. Complete product specific training and shadowing to understand our product roadmaps. Review our current sweep of Product Marketing related efforts and create a prioritized 12-month roadmap we can use to grow and improve our positioning efforts. Immediately begin working with Marketing to create better, well-positioned messaging across all channels. Deliver a Go To Market structure to be used across the ATP portfolio for launches of new products and significant product enhancements. Demonstrate product knowledge by completing a Lean Product Canvas for each of our core products (template will be provided). Build rapport with your core colleagues throughout ATP. Complete basic Marketing team onboarding:
learn our tools, team, culture and history. Bond with the team! Get to know each member of the Product and Marketing teams and find ways to play to their strengths. Within your first 6 months, you will have positioned the ATP products successfully, and continue on with efforts to optimize and improve. You will have:
Built a reliable, tried and true framework in which we are able to share, store and leverage key product information across the company. Demonstrate thorough product knowledge by completing a SWOT analysis for each core product and further refining the product canvases as your knowledge deepens. Understand the competitive landscape for our products; be an expert on our competition and how they are positioned; Develop battle cards for at least 6 competitors that you identify as our priorities based on your SWOT analysis for each product. Built key relationships to better support ATP's position in the market. Including, but not limited to:
o Product - Product roadmaps, customer insights, managing product launches - minimally weekly or bi-weekly meetings in which you are providing your insights and proactively contributing to strategies o Sales - Conduct trainings to enable our sales team to better communicate product value o Demand - Provide strategic insights for channel messaging (SEM, Campaigns, Tradeshows, etc) o Content Management- Inform our content strategy to improve SEO rankings and client / prospect engagement. Create at least one needle moving content piece demonstrating your understanding of product, positioning and messaging. Created an established cadence and improved process for running successful Win / Loss calls, as well as have conducted your first client advisory committee meeting with more on the docket. Begun to establish yourself as the SME on our buyers across all verticals/market segments - who they are, why they buy, key buying criteria, buying processes, where they find information, how decisions to buy are made. Create buyer personas by interviewing and researching our customers. Utilizing buyer personas and research into our buyers and users, demonstrate your understanding of our sales channels to develop internal tools and external collateral for our sales teams. Train the sales teams on how and when to use the provided tools. You will have begun conducting go to market research about our industry, the players and begin doing regular write ups for the company at large. Been briefed on our M+A vision and have a plan in place for how to position ATP each step of the way. Hit the major milestones as outlined in your Product Marketing roadmap. Within your first 12 months, you will have guided a substantial increase in market saturation in our core market spaces. As witnessed by having:
Operational, tried and true processes for everything mentioned above. Be on a nickname basis with customers, Product, Sales and Marketing. Established yourself as the person to go to for help with messaging and positioning. Driven significantly improved conversions of MQLs to SQLs and SQLs to won deals (delivering vastly improved lead quality and sales conversions). Planned and successfully led launches of new products and features per our corporate objectives and timelines. Established yourself as someone who gets things done, on time, and with grace. Who We're Looking For - The Personal Competencies That Matter GTM Wiz. You have three to five years of experience leading growth stage product marketing and know how to start small to get big. You have lead Product Marketing for platform software companies. You know where to start and how to get results quickly. Product Shadow. Where product is, you are. You're in lock step with our Product leaders and you know what the ATP products offer, what they do and most importantly - what our clients and prospects want them to do, too. You have several examples in your career where you've taken a product roadmap and turned it into a well-positioned product in the market. You're a Growth Multiplier. You see your role as a direct contributor to the success of our sales team and our overall company growth. When you can equip our sales team with critical information, they are unstoppable. You have a process for how to run engaging, info rich training sessions teams are excited to attend. You're contagious with passion and knowledge for our products. Storyteller
Messaging Magician. Plain, old facts alone don't sell software - stories do. You're geared into the nuances of our product differentiators and love crafting strong messaging about how our products materially improve the lives and businesses of our clients. You're eager to work with the team to ensure our website and marketing vehicles are beautifully written and in sync. Client Expert. You know how to create legitimate, problem-based personas that we wouldn't be embarrassed to show our clients - in fact, they'd relate to them. You have a strong track record of running advisory committee meetings and information rich Win / Loss interviews. You're a wiz with Gong and know how to leverage it in order to gain key trends and insights. Digitally Aware. What matters, get searched. You're well aware Google is not only a source of information, but a critical path to amplifying our message. You've worked closely with Content Marketing and Demand Gen and have examples of how you materially made a difference in SERP rankings. Project Manager Mentality. You start with the end in mind and can create a stable, reliable plan to help you reach your goal. You use repeatable processes to help you gain, store and share information. Critical Optimist. You don't see problems - you see opportunities! The glass is neither full nor empty - it's got 50% liquid and you've got a curious mind to complete the perfect cocktail. You enjoy not only the possibility of what can be, but also the joy that comes from taking a team to the next level. Willing to Start Small to Grow Big. You've worked for a small / medium business and aren't too proud to roll your sleeves and write some copy if the occasion calls for. You understand money doesn't grow on trees and can prioritize your time where it will yield the highest ROI. You love green field opportunities. Conversely you understand how to build for scale and understand how to take calculated risks to help hasten our path to growth. You're a Communicator. The team wins and loses together, and for that reason you don't have a problem giving and receiving constructive feedback. You have the ability to be clear and concise in all methods of communication--verbal and written--with an understanding that effective communication is key given the remote state of most of our employees and clients.
Salary Range:
$80K -- $100K
Minimum Qualification
Brand Marketing & ManagementEstimated Salary: $20 to $28 per hour based on qualifications.
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