Manager - Product Marketing

Job Summary

The Product Marketing Manager is responsible for developing and executing marketing strategies that drive the success of the company's products. This role involves overseeing assigned product category which includes but not limited to product launches, managing product messaging and positioning, in-store marketing plans and working closely with product development, sales, marketing teams and retail partners to ensure the products meet customer needs and stand out in the market. The Product Marketing Manager plays a key role in shaping the product’s go-to-market strategy conducting market research and providing insights to guide product innovation and sales efforts.

You will play an important role, such as:

1. Product Positioning & Messaging:

• Develop and implement product positioning and messaging that differentiates the products in the market and resonates with target customers.
• Ensure consistency of product messaging across all channels, including sales materials, website content, advertising, and promotions.
• Collaborate with the creative and content teams to develop compelling marketing materials, including brochures, product guides, presentations, and videos.

2. Go-to-Market Strategy:

• Lead go-to-market (GTM) strategy for new product launches, ensuring alignment with the company’s business goals and market demands.
• Collaborate with product management, sales, and marketing teams to create and execute product launch plans, including timelines, promotional activities, and training materials.
• Define and track success metrics for product launches, using data to measure and report on the effectiveness of GTM efforts and provide insights to optimize future campaigns.

3. Market Research & Customer Insights:

• Conduct market research to identify customer needs, shopping behaviors, industry trends, and competitive landscape, using this information to inform product development and marketing strategies.
• Gather and analyze customer feedback, market data, and usage insights to optimize product messaging and features.
• Create buyer personas to deeply understand the target audience and ensure product marketing efforts align with their preferences and pain points.

4. Sales Enablement:

• Provide sales teams with the necessary tools and training to effectively position and sell the products.
• Create and deliver compelling sales materials, including product presentations, case studies, FAQs, and objection handling guides.
• Work closely with sales leadership to identify knowledge gaps and develop training programs that enhance product knowledge and sales performance.

5. Campaign Management & Execution

• Plan and execute product and trade marketing activities including promotions and sampling, to drive product awareness, adoption, and sales aligned with brand and launch objectives.
• Work cross-functionally with digital marketing, PR, sales and events teams to create integrated marketing campaigns around product launches and key features.
• Identify and manage strategic collaborations with brand partners and retailers to create co-branded campaigns, optimize product placement, and drive joint marketing initiatives that enhance visibility and sales.
• Monitor and analyze marketing activities to optimize future campaigns, ensuring timely execution, budget adherence, and expected ROI delivery.

6. Product Lifecycle Management:

• Manage the product lifecycle from introduction through growth and maturity, ensuring marketing strategies evolve to match the product’s stage.
• Collaborate with product development teams to provide input on feature enhancements, new product ideas, and improvements based on customer feedback and market analysis.
• Ensure that older products continue to receive appropriate marketing attention to maximize their potential in the market.

7. Competitor Analysis:

• Conduct competitive analysis to stay informed of competitor activities, pricing strategies, and market trends.
• Use insights from competitor research to adjust marketing messaging, pricing, and promotional strategies to maintain a competitive edge.
• Provide recommendations to product development and marketing teams to address any competitive threats or opportunities.

8. Collaboration & Cross-Functional Alignment:

• Collaborate with the product management team to align on product roadmaps and ensure marketing strategies support product development goals.
• Work closely with the digital marketing, sales, and customer success teams to ensure cohesive marketing and customer experience efforts.
• Act as a liaison between the marketing and product teams to ensure product development and marketing efforts are aligned.

To succeed in this role, we will need you to have:

• Bachelor’s degree in Marketing, Business, Product Management, or a related field. An MBA or advanced degree is a plus.
• Minimum of 5+ years of experience in product marketing, product management, or a related marketing role. Experience in the beauty, cosmetics, retail, or FMCG industry is preferred.
• Strong understanding of the product lifecycle, go-to-market strategies, and how to position products in competitive markets.
• Expertise in developing and executing integrated marketing campaigns, including digital marketing, content marketing, and sales enablement.
• Ability to conduct market research, analyze customer feedback, and gather insights to inform product and marketing decisions.
• Strong written and verbal communication skills, with the ability to create compelling product messaging and marketing materials
• Proven ability to work cross-functionally with product management, sales, and marketing teams to achieve business objectives.
• Strong project management skills, with the ability to manage multiple projects and deadlines simultaneously.
• A deep understanding of customer needs and how to translate these into marketing strategies that resonate with the target audience.