Manager, Product Marketing

Position Overview

The Manager, Product Marketing, will lead the positioning, messaging, and proactive marketing for existing and new offerings across Encore’s Creative and Event Technology solutions. The Product Marketing team sits at the juncture between Product Management and Sales – deeply ingrained with both product and customer knowledge to shape company solutions, go-to-market strategies, selling tools, marketing plans, thought leadership and other marketplace messaging. Reporting to the Group Director, Product Marketing, the Manager, Product Marketing is responsible for product positioning and strategy, marketing planning, execution, and thought leadership for company product/solution categories. 

The position requires both a customer and product centric mindset and will be an important leader within the Marketing team working collaboratively throughout the organization to drive growth and measurable impact for Encore’s Creative and Event Technology solutions. This position will assist in the development of product marketing strategies/action plans and deliver integrated marketing programs with a measurable impact on the Creative and Technology business.

Key Job Responsibilities 

Product Positioning and Go-to-Market Strategy

• Develop the Creative and Event Technology annual Product Marketing plan in collaboration with each of the business leaders including strategies/action plans for key product and customer categories.

• Deeply understand product revenue goals/priorities to formulate recommendations about which products/solutions to focus on that offer the biggest opportunity for growth.

• Understand and collaborate with key stakeholders in Product Management, Sales, Operations, and Business areas to ensure Creative and Technology marketing strategies/plans are aligned to their goals.

• Educate stakeholders on the opportunity for marketing to drive awareness, trial, and repeat purchases.

• Oversee customer segmentation for key categories, customer persona development, and tailor marketing programs and tools to specific customer needs. 

Product Launch, Messaging and Ongoing Support 

• Partner with Product Managers and other functional stakeholders to understand priorities, recommend strategies to market existing products and launch new products that drive growth.

• Manage the naming and branding process for new offerings within the Creative and Event Technology portfolio.

• Oversee marketing plans, tools, and other program development executed through key elements of the marketing mix – e.g., sales enablement, digital marketing, direct marketing, social media, other advertising, thought leadership, industry relations, etc.

• Work with the Digital Marketing, Brand/Communications, and Industry Relations teams as appropriate to activate.

• Activate strategies including leading cross-functional work teams and directing internal creative resources and external agencies (where needed) to develop and deploy assets.

Sales Enablement Tools

• Partner with Product Management, Marketing, Sales Enablement, and the Operations  team to identify, develop, and maintain marketing/sales tools for Creative and Event Technology, offerings – e.g., demos, sales guides, vision templates, brochures/sell sheets, presentations, proposal boilerplate content, videos, email campaigns, website content, etc. to support new/existing products/services, communicate the value props, and help close sales.

• Partner with Global Learning to identify sales training needs and provide content with the Product Management team.

• Ensure tailored content for key customer stakeholder groups - e.g., event planners and venue partners.

• Work closely with the Sales Enablement team in the Commercial organization to ensure initiatives are communicated.

Content Development and Management 

• Direct content strategy for Creative and Event Technology solutions; oversee writing and production of relevant content and work with Digital Marketing team to distribute/amplify via paid, owned and earned channels.

• Create assets (white papers, content marketing articles, newsletters, email, social media and video content, infographics, etc.) for customers and industry partners (who will amplify our messages).

• Develop content for trade publication submission, press releases, client/prospect newsletters, and other efforts which generate awareness and understanding of Encore in the marketplace.

Measurement and Reporting Insights 

• Provide data and insights to product marketing strategies, both third party and primary where needed.

• Understand key trends in conjunction with Product Management.

• Along with business leaders, work with the Insights Manager (and/or outside insights firms) to bolster product/solutions/market knowledge for Strategy, Creative, and Production solutions.

• Establish and track KPIs to measure marketing effectiveness and ROI.

• Provide analytics/insights demonstrating the value of marketing programs and channels. 

• Adjust strategies accordingly to improve resource allocation, customer acquisition, revenue generation, etc.

Job Qualifications

• Bachelor’s Degree, MBA or similar strongly preferred

• 5+ years Product Marketing experience in B2B organizations

• Strong leadership skills and confidence to lead, manage & engage teams that don’t report directly

• Expertise leading cross-functional teams (and agencies) to develop/deploy product positioning, marketing plans, sales enablement tools and marketing mix execution for new and existing products

• Demonstrated experience deeply engaging with customers, markets, products, and solutions.

• Experience developing and deploying the full range of marketing mix options to launch new and support existing products/services – sales enablement tools, website content, direct marketing, thought leadership, industry relations, etc.

• Experience fielding and utilizing insights to improve customer understanding and results to develop product/services strategy 

• Proficiency with digital marketing strategies and marketing tech stack to activate within solution marketing plans, campaign development and management expertise

• Analytical thinker with ability to synthesize data and analysis from many sources into concise, actionable insights and actionable/profitable marketing plans.

• Experience leading/managing external vendors and agency partners.

• Ability to develop and implement plans, monitor results, and drive continuous improvement. Innate ability to stay abreast and leverage emerging trends, platforms, and competitive activity.

• Prior experience in at least one of the following:

•  Hospitality and/or event industry experience and/or familiarity

•  Prior Marketing experience with Technology, Production, Strategy and Creative services

• Services marketing

Competencies

• Deliver World Class Service

• Hospitality

• Ownership

• Do The Right Thing

• Demonstrates Self-Awareness

• Drive Results

• Ensures Accountability

• See The Big Picture

• Decision Quality

• Manages Complexity

• Value People

• Collaborates

For more information on our Competency Group, refer to the Competency Based Talent Management page on Encore Connect by searching for the title or copy & pasting this URL Link: (https://psav.sharepoint.com/sites/HR/SitePages/Competency-Supported-Talent-Management.aspx). 

Work Environment

Office

Work is performed primarily in an office environment. Working times may include irregular hours and on-call status including days, evenings, weekends, and holidays. Team members must adhere to appearance guidelines as defined by Encore based in an office environment and when traveling, on an individual venue or a representation of venues in that city or area.

The above information in this description is not necessarily an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.  While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned.

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