Product Marketing Manager Job Description: Top Duties and Requirements

A Product Marketing Manager, or Brand Marketing Manager, owns the messaging, positioning, and branding of products in the market. Their duties include training sales forces to sell products effectively, creating marketing materials for products, and developing tools to attract new customers and prospects.

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Product Marketing Manager duties and responsibilities

Usually, Product Marketing Managers work to build a product marketing message that sets the products apart from the competition. Other main duties and responsibilities of Product Marketing Managers include:

Communicating the vision and benefits of new product releases to sales teams and developing sales tools to enhance the sales process
Planning and hosting launch events for new products and services
Briefing the press and PR teams on new product releases
Performing research through focus groups, surveys, interviews, and analysis of sales data
Working with product development teams to improve product features and establish product pricing
Create marketing content such as case studies, website copy, blog posts, and sales videos
Testing new products and services to gain a personalized experience
Researching competitor pricing, marketing content, and strategies

Product Marketing Manager Job Description Examples:

Example 1

ABOUT US:

Haivision Systems Inc.?(�Haivision�) (TSX: HAI),?a leading global provider of mission-critical, real-time?video networking?and visual collaboration?solutions.

About Haivision

Haivision?is a leading global provider of mission-critical, real-time?video?networking?and visual collaboration solutions.?Our connected cloud and intelligent edge technologies enable organizations globally to engage audiences, enhance collaboration, and support decision making. We provide high quality, low latency, secure, and reliable live video at a global scale. Haivision open sourced its award-winning SRT low latency video streaming protocol and founded the?SRT Alliance?to support its adoption. Awarded four Emmys� for Technology and Engineering from the National Academy of Television Arts and Sciences, Haivision continues to fuel the future of IP video transformation. Founded in 2004, Haivision is headquartered in Montreal and Chicago with offices, sales, and support located throughout the Americas, Europe, and Asia. To learn more, visit Haivision at [website]

Job Summary:

Are you detail oriented and passionate about product launch planning and go-to-market execution? Are you a technical whiz with a flair for explaining complex topics in easy-to-understand ways? Are you a prolific writer and confident presenter? Do you love making and giving engaging presentations? If so, Haivision is looking for you to become a key player on our Product Marketing team. We need a leader capable of helping us tell the Haivision story � about how our connected cloud and intelligent edge hardware, software and cloud solutions are connecting the world with real-time video. Could it be you?

*Candidates will be expected to complete a presentation and writing test during the application process.*

About the Team:

You�ll join a collaborative team of talented, dynamic marketers that work hand in hand with Content and Digital Marketing, Product Management and Sales every day.

Responsibilities

Develop Product Positioning: Contribute to, and manage, the development of product messaging that differentiates Haivision products and solutions from competitors across different markets.

PLAN & Execute Product Launchs: Plan, coordinate and execute the launch of new products and releases working cross-functionally to ensure launch readiness.

Create Marketing Content & SALES TOOLS:

Support the sales and marketing teams through the creation and maintenance of slide decks, brochures, solution briefs, demos, and other sales tools.

Conceptualize, create, and present presentations that explain product, customer, or industry focused information while refining complex technology into easy-to-understand benefits.

Manage the creation of, or create, technical content such as datasheets, presentations, workflow diagrams, whitepapers, email communications, product/feature-focused video scripts and storyboards, and website copy in support of product launches and other marketing campaigns.

Communicate the value of new products & releases to our sales team, sales engineers, and marketing team.

Research competitor offerings for product positioning purposes, creation of silver bullets, or create new targeted sales/marketing collateral.

Work with PR to draft press releases and brief the press about new product launches, Haivision solutions and technology.

Evangelize Haivision: Speak and present about Haivision solutions to both external and internal audiences (on camera, in webinars, and in person).

Skills and Qualifications:

3-5 years in a product marketing or technical marketing or a technical sales role with a proven track record of delivering high-value sales tools and technical marketing materials.

Bachelor�s degree in Science, MBA or similar preferred.

Strong written, visual, and oral communication skills in English. French considered an asset.

Experience with live video streaming technologies; IP networking and cloud solutions knowledge is a plus.

Analytical mind with creative flair to distill down complex topics into easy-to-understand documents, visuals and presentations.

Team player with strong interpersonal skills and the ability to juggle multiple priorities simultaneously when working with stakeholders across diverse geographical regions

Job Types: Full-time, Permanent

Benefits:

Paid time off

Ability to commute/relocate:

Saint-Laurent, QC H4S 0A9: reliably commute or plan to relocate before starting work (preferred)

Experience:

Product Marketing: 3 years Location: Hybrid remote in Saint-Laurent, QC H4S 0A9

Example 2

AirAdvisor is seeking a skilfull, creative and proactive Product Manager for LegalTech company in Travel field to complement a growing team. The primary focus is on digital organic grouth. We are looking for you if you are a proactive self-starter who thrives in a fast-paced environment and is keen to be a part of an amazing team.

Key Responsibilities:

Marketing startegy: Perform market research, analize buyer persona, analysis, and testing using a variety of tools to gain insights and shape marketing strategy;

Acquisition and retention campaigns:

Paid campaigns - Maintain and monitor keyword bids, daily and monthly budget caps, negative keywords, campaign targeting and other important account metrics. Conversion Funnel.

SEO and Content - Help with content creation and coordination with outsource specialists;

Digital PR - linkbuilding and colaboration with press;

Email Campaigns - Assists in creation, revision, and QA of email marketing campaigns;

Affiliate Marketing;

Partnerships and Loyalty programs.

User Experience and Conversion Rate Optimization

Brainstorming sessions - offering analytical insights to develop and plan creative marketing campaigns that increase brand awareness;

Assist in execution of marketing plans to reach target audience through identified channels;

Manage web analytic dashboards, reports and other key reporting tools, and point out key areas of importance in accordance with client goals;

Reporting and KPIs monitoring - Create, maintain, and distribute monthly marketing reports showing achievement of critical metrics regarding lead generation, content creation, website traffic, and other KPIs.

Skills, Experience and Attributes

- Minimum of 3 years� experience in a digital marketing or advertising position
- Strategic thinker who can balance planning and execution requirements
- Expert-level knowledge of digital marketing platforms, best practices, and website analytics
- Proven track record of successfully creating and managing digital campaigns
- Experience with email platforms
- Analytical thinker able to generate reports on the performance of online marketing activities and make recommendations based on those results
- Excellent understanding of digital marketing KPIs
- Strong organizational skills, the ability to prioritize and problem solve
- Work on multiple projects in a fast paced, deadline driven environment
- Highly creative with excellent analytical abilities
- Outstanding communication and interpersonal skills
- Has a passion for latest trends and technologies in digital marketing

Location : Canada
Schedule : Full-time

Job Type: Full-time

Pay: $52,758.01-$72,000.00 per year

Flexible Language Requirement:

French not required
Schedule:

8 hour shift

Work Remote

Example 3

At [website], we have developed a data-driven suite of tools designed to help supercharge your business. Deliver personalized, omnichannel experiences that your customers expect, the smart way. Not just for eCommerce but for all commerce!

We are looking for a Product Marketing Manager to join our growing team. In this role, you will work directly with our product marketers and create a tailored content strategy to targeted clients. You will help us scale up existing opportunities and prove out new ones to help more people discover and find value in our products. You must be a creative and hands-on product marketer who will create and lead the product marketing function.

This role will be committed to delivering an exceptional customer experience with growth and innovation in mind. As a Product Marketing Manager, you are expected to shape and motivate a team of product marketers and create a product go-to-market strategy initiatives for Breadstack. With this ownership and autonomy comes accountability for the output and outcomes in your product area. You must be a self-starter, detail-oriented and passionate about SaaS.
*
*

Key Responsibilities:

Execute the vision, strategy, and roadmap for delivering a simplified and scalable experience

Define long-term business strategy and drive impact on short-term product goals

Create a tailored content strategy to targeted clients including but not limited to creating one of the finest content, on-brand and tailor-fit marketing materials to clients

Work and guide product marketers to position our product and services in the market

To conduct clients and competitors research to ensure product strategy and sustainability

Provide sales, marketing and ensure customer satisfaction with the use of proper communication channels

Participate in regular sprint planning and helping teams remove blockers, manage dependencies and resolve prioritization conflicts

Focus on growth KPIs and targets for user acquisition, activation, engagement, retention, and revenue

You will work cross-functionally with product, marketing, customer success, customer support, and sales to identify growth opportunities and implement solutions

Collaborate with cross-functional stakeholders to define, document, position, build, launch, measure, and iterate on features and product to showcase into the market

Align internal and external stakeholders on priorities and roadmap.

Prioritize and balance the needs of consumers and developers by delivering unique platform capabilities to drive reach, retention, engagement and revenue without detracting from the core user experience

Ensure successful product launches with go-to-market activities and post-launch analysis to inform future product marketing direction.

Requirements:

Bachelor's Degree in Computer Science, Business Management, Economics, or related field. MBA or related graduate degree preferred

5+ years of Product Management and/or 3+ years in a Product Marketing manager role experience

Experience building B2B/SaaS solutions at scale

Experience with an AI, ML/NLP, or process automation product is a plus

Experience building, managing, and maintaining a successful product line

Experience in team collaboration with designers, sales, marketing, social and developers to ensure efficiency work delivery

Experience building well-designed products that users love, solve real-world needs and deliver significant business impact

Experience in leading teams from a small or large organizations

Why Breadstack:

At BreadStack we recognize that your health is a priority, and we do our best to ensure you are well cared for through our fully paid Extended Health & Dental Benefits Plan.

Supplement your benefit plan with our Wellness Spending Account, available for you to use on additional healthcare, personal wellness expenses, and/or your favourite activities.

Your professional career is only one chapter of your life - through our RRSP matching program, we help get you set up for the future.

We exceed industry standards with our competitive base salaries

Bring your friends on board! Help grow our team of top performers and receive a cash bonus through our uncapped, generous Employee Referral Program

If you grow, we grow! Your leaders will always facilitate your professional development throughout the journey with us.

We know there is no blueprint for a team member�s needs. Enjoy the flexibility in the workspace through our hybrid working model.

Build relationships and work towards meeting shared goals in our collaborative team environment.

Do you have a four-legged friend at home? Bring them into our dog-friendly office!

Coming into the office has its perks, including a variety of snacks, coffee, and & beer on tap

Job Types: Full-time, Permanent

Benefits:

Company events

Dental care

Disability insurance

Extended health care

Life insurance

On-site gym

Paid time off

RRSP match

Tuition reimbursement

Vision care

Wellness program
Schedule:

8 hour shift

Ability to commute/relocate:

Burnaby, BC: reliably commute or plan to relocate before starting work (required)

Education:

Bachelor's Degree Marketing: 4 years (preferred)

Example 4

The opportunity:
The Product Marketing team at Orbcomm delivers world-class and effective marketing campaigns that inspire our customers to hear about, learn more, engage, trial, and buy our solutions. Product Marketing in Orbcomm works with many teams across the organization to reach more customers; drive product launches; understand market and customer pain points and needs; create the narratives, storylines, and materials to help prospects understand the impact Orbcomm can have on their business; create compelling campaigns; provide sales enablement tools and collateral to customer-facing teams; and support online and physical events around the world.

What you can expect:

Defining go-to-market initiatives, including the priorities for growth, launch, most relevant channels to market, ideal customer segments, and key buyers and influencers.

Completing market analysis to develop strategic, insight-driven marketing strategy recommendations, by developing a deep understanding of our customers' needs, the competitive landscape and overall industry trends, and apply this knowledge to our positioning and sales materials.

Creating campaign plans that clearly articulate the �how� for the go-to-market strategy, including the goals, objectives, strategy, target audience, timeline, etc.

Collaborate internally with Product Management, Product Development and Sales teams to translate strategic objectives into geo-specific, market-specific, and compelling customer- and partner-facing campaigns.

Define messaging and positioning to inform internal communications teams, external agencies, and marketing partners, to deliver effective campaigns for existing customers, prospects, and partners' customers.

Map target audiences by market segment and industry vertical and develop a quantitative definition and buyer/influencer personas based on clear customer pain points.

Define and shape the value proposition through crisp and memorable positioning for each buyer profile.

Brief and work on launch communications with Design, Content, Online & Digital Marketing teams and external agencies, to produce product communications ranging from brochures, datasheets, case studies, digital advertising, video, webinars, website content, e-books and white papers, social media, SEM, PR, and retention activities, to support both awareness and demand generation activities.

Bring new launches to market internally through sales enablement to ensure internal organization readiness, by developing sales tools including sales scripts, presentations, and demonstration scripts, to effectively communicate solution benefits with internal sales, field engineering, and channel partner teams.

Help measure and analyse campaign results to refine ongoing and new campaigns

Must-have Skills and Qualifications:

5+ years' experience in a product marketing role.

Post-secondary degree in marketing, business, communications, or related field is required.

Exceptional experience in developing customer-facing marketing campaigns, messaging, and market positioning across multiple mediums.

Superior creative strategy and problem solving, critical thinking, and analytical skills.

Exemplary, and proven, project management experience with the ability to schedule and manage projects.

Exceptional campaign skills; please be ready to share writing samples.

Excellent oral communication skills coupled with superior interpersonal/leadership skills.

Ability to operate autonomously in a fast-paced, changing environment.

Ability to interact with executives and support senior management.

About Orbcomm Inc.

Orbcomm is a pioneer in IoT technology, empowering customers with insight to make data-driven decisions that help them optimize their operations, maximize profitability and build a more sustainable future. With 30 years of experience and the most comprehensive solution portfolio in the industry, Orbcomm enables the management of over a million assets worldwide for a diverse customer base spanning transportation, supply chain, heavy equipment, maritime, natural resources and government. For more information about how Orbcomm is driving the evolution of industry through the power of data, visit [website]

Interested?

At Orbcomm, we believe that our people are our strength. Our success stems from our ability to attract and retain the best people who deliver a high level of performance and skill.

If you are looking for a significant career opportunity and the chance to work for an established, successful and high growth company, Orbcomm is the ideal place for you.

We are committed to employment equity. Orbcomm would like to thank all applicants in advance and advise them that only candidates selected for an interview will be contacted.

Orbcomm is committed to providing accommodations for persons with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection Type: Full-time

Example 5

About Us
As the leader in data privacy, TrustArc automates and simplifies the creation of end-to-end privacy management programs for global organizations. TrustArc is the only company to deliver the depth of privacy intelligence, coupled with the complete platform automation, that is essential for the growing number of privacy regulations in an ever-changing digital world. We have a global team across the Americas, Europe, and Asia, TrustArc helps customers worldwide demonstrate compliance, minimize risk, and build trust. For additional information visit [website]
We invest in our teammember�s work-life balance, with unlimited paid time off, flexible working hours, and a work from home environment. We support employees with their own industry specific learning. We have weekly virtual team events such as trivia games, celebrating �international pet day�, lunch�n�learns, exercise classes, Women at TrustArc ERG, and many more.
All of our above initiatives and employee support is in line with our six core values, Impact (Innovation, Make it Happen, Passion, Accountability, and Teamwork). We like to encourage our employees to end each day with the question: �Did I make an Impact today?� And we acknowledge exceptional work through our Impact Awards, which includes a paid vacation!
Position Overview
As TrustArc�s Product Marketing Team Lead you will be the glue that binds our platform strategy to the tactics we need to drive success in our go-to-market strategies. You will work closely with the Marketing, Sales, and Product leaders to develop innovative programs that drive demand.
Managing a team of Product Marketing Managers, you will act as a coach and mentor to a growing team covering a variety of products with different buyers. Your team will build content that articulates our various products� value propositions in a strategic and compelling way, demonstrating consistency across all channels.
You back up strategic insights with market evidence and then use that knowledge to drive go-to-market decisions across a product suite with different buyers and personas. Attention to detail and an eye for quality are critical to your success, along with an ability to grasp and present our platform�s value proposition in a way that resonates and clearly articulates how we solve our buyers� problems.
Responsibilities

Standardize market and competitive intelligence. Understand the ever-shifting privacy and data management landscape and be the expert on our competition and how they are positioned. Differentiate product messaging positioning using competitive analysis and market knowledge.

Know our buyers and customers. Meet with customers and understand their needs, who they are, and how they buy. Drive changes to our sales and marketing processes based on what you learn.

Collaborate with marketing and product management teams. Together, develop innovative marketing programs, go-to-market strategies, and an ongoing communication loop. Your partnership with product managers will drive innovation, and you�ll act as a key resource for feedback from the customer, market, and competitors � all needed in the product development process.

Understand and support our sales teams. Train them on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use them.

Plan the launches of net-new products and releases of existing products. Manage the cross-functional implementation of the launch plan. Identify all launch activities and ensure requisite tasks are assigned to responsible parties and delivered on time.

Act as a thought leader for the platform with analysts (e.g., Gartner, Forrester). Plan, schedule, and manage analyst program activities such as participation in analyst research, briefings, and inquiries.

Requirements

8+ years of product marketing experience in B2B software companies

Ability to lead groups and be decisive

Work collaboratively and advance projects that depend on others outside of your team

Excellent communication skills, both written and verbal

Strong organizational skills to prioritize the dizzying array of request for content

Project management skills that rival a project manager

Experience with privacy, GRC, eDiscovery, LegalTech, or other compliance markets is a plus

What We Offer

Competitive compensation

Health, Vision, and Dental Care (also available for partner)

Voluntary Group RRSP (Canada)

Endless PTO Program

Computer + Welcome Package

100% Work from Home

Opportunities to participate in regional philanthropic activities

Opportunities to participate in health-focused activities - mindfulness, wellness, active lifestyle

$2,500 active employee referral Type: Full-time

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What does a Product Marketing Manager do?

Product Marketing Managers assist companies to deliver product news, discover ways to position the products in the market, and present messages that will induce a positive effect on their products and services. They also handle research on trending products in the market, establish the time scales for product releases, influence the product packaging and pricing, and participate in presentations and events.

Product Marketing Managers are the customers’ voice to the product development team. They perform thorough research to understand the customers’ needs and experiences and recommend improvements to increase sales. Product Marketing Managers often work in the private sector in companies that promote and sell products.

Product Marketing Manager skills and qualifications

Experienced Product Marketing Managers have excellent time management, communication, and interpersonal skills. Other key skills that candidates require to succeed as Product Marketing Managers include:

Excellent writing and communication skills, including copywriting and salesmanship
Industry-specific expertise and technical knowledge of a particular product or market
Deep understanding of sales methods and channels through which the products are marketed into
Ability to influence teams and customers
Ability to work collaboratively with sales, marketing, and production teams to meet customer needs
Presentation skills and the ability to explain marketing strategies to other teams in the organization
In-depth understanding of the business basics, revenue projections, business metrics, and financial planning
Excellent problem-solving skill and a passion to understand customer problems and devise solutions to solve them

Product Marketing Manager experience requirements

Product Marketing Managers are often required to have over five years of product marketing experience and at least two years of experience working directly with customers. Previous experience in public speaking, dealing with different people of various age groups, and writing can also be essential. Candidates must also have a background in design, market analysis, and web analytics using tools such as Google Analytics and WebTrends. Additional experience in creating effective marketing programs and event management are also essential.

Product Marketing Manager education and training requirements

Candidates with a bachelor’s degree in business management, business administration, communication, marketing or other related courses are preferable. Candidates with a master’s degree in business administration, communication or marketing usually have a competitive advantage over those that don’t. Those with a higher national diploma can also get the position if they have adequate experience and skills. Candidates must also continue with their education to build additional expertise in current market trends and platforms.

Product Marketing Manager salary expectations

According to Indeed Salaries, the average salary expectation for a Product Marketing Manager in Canada is $66,965 per year. Actual salary is dependent on experience, company, education and location.

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Product Marketing Manager job description FAQs

Who does a Product Marketing Manager report to?

Product Marketing Managers often report to the Senior Marketing Manager when dealing with the marketing of complete products. However, when dealing with new and very technical products, Product Marketing Managers will report to the Product Manager on improvements and changes.

What should you look for in a Product Marketing Manager job resume?

Product Marketing Manager resumes should highlight their interpersonal soft skills such as leadership, negotiation, teamwork ability. It should also clearly demonstrate marketing expertise. Look for candidates with previous working experiences in industries that match your company such as food and beverage, technology, or pharmaceuticals.

How can you make your Product Marketing Manager job description stand out?

A good Product Marketing Manager job description must mention the industry, type of products you produce, and your target audience. It should include information about the salary and any competitive benefits you’re offering. In addition to the duties and responsibilities, mention whether the candidates will have to find ways to source clients or if there are already a set of procedures that you use.

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