The product marketing manager for our HotSchedules Train product will crave a deep understanding of markets and buyers to devise and lead our product’s go-to-market strategy. The person who fills the role will need to work cross-functionally, unifying and motivating peers from different teams, including product management, marketing, sales, sales training and sales engineers. The product marketing manager must work to define the product’s buying audiences and their needs and act as a subject matter expert (SME) who transfers knowledge about markets, buyers and product across marketing and sales functions.

Roles/Responsibilities

• Define the market opportunity for HotSchedules Train in our current market, as well as any relevant adjacent markets
• 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 product-level documents, such as product release blogs, product sheets, sales presentations, and product play books
• 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 training and solutions center to produce a sales enablement plan
• Enable sellers and coordinate the development of sales content and activities for direct and indirect sales
• Manage the promotion of critical feature launch planning and execution
• 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
• Work with customer advocacy team to develop customer references, testimonials and case studies for external and internal use
• 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

Background/Experience

• Bachelor’s degree required, Master’s degree preferred

• At least 5 years of product marketing experience, preferably with a SaaS product
• Experience in an HR or Training function in the restaurant or hospitality industry highly preferred

• Ability to create value propositions and messaging strategies
• Ability to link product launches to organizational campaign themes and goals
• Strong writing, communication, presentation development and delivery skills
• Collaborative, able to work across functional teams
• Experience building target personas and buying processes in relevant industries/segments, overall market landscape
• Understanding of best practices and emerging trends related to messaging and go-to-market strategies