Product Marketing Manager - #1649220

Role: Product Marketing Manager – Leeds

Salary: up to £40K per annum

Benefits:

• Hybrid and flexible working
• 25 days holidays + stats + health and wellbeing day + birthday off
• 4% pension
• Free parking
• Paid sick leave
• Healthcare
• EAP
• Access to content
• Annual pay reviews

Elevation Recruitment Group - Marketing Division are excited to be working with a fantastic training provider.

As a Product Marketing Manager, you will drive the go-to-market strategy, positioning, pricing and messaging for our products and business. The role will collaborate with cross-functional teams, including finance, tech, sales and customer support to ensure products are successfully established in the UK market and achieve sustained market growth. The role will involve deep investigation and understanding of customer needs and user journeys, horizon scanning and competitive landscapes, market trends and manipulation of data to identify key selling opportunities for marketing campaigns.

Day to day duties:

• Create Buyer Personas: Work with existing, prospect and market data to develop buyer personas by to aid in targeting and positioning of marketing strategies and campaigns.
• Customer Analysis and Segmentation: Track customer usage, engagement, and spending trends, providing regular updates and insights to inform sales strategy and customer success initiatives.
• Market and Competitive Insights: Gather customer feedback, industry and market trends, and competitor activity by the approach to customer growth and retention, future product opportunities and to inform product development.
• Lead Generation: Drive top of the funnel lead activity into the sales team to increase customer number and revenue. Monitor lead conversion, lead loss dispositions and management from marketing activity to identify data opportunities to further target.
• Customer Nurturing and Retention: Work closely with sales and customer support to develop and nurture existing customer relationships, understanding their needs, and identifying opportunities to increase annual spend through marketing campaigns that are targeted on spend, usage and engagement and are focused on upselling and cross-selling. Work with third party providers to define market share and lifetime value of customers.
• Subscription Transition: Work with non-renewable PAYG customers to understand barriers to repeat purchase and provide tailored solutions to either nurture them for repeat business or transition them to a subscription model, improving long-term retention. Provide sales enablement material focused on customer usage and product adoption.
• User Experience: Work closely with digital marketing, sales, customer support, content and tech teams to ensure customers receive the best possible experience, leveraging insights and data to drive engagement and revenue growth.
• Define Positioning and Develop Go to Market Strategies: Differentiate the product from the competition and work with Head of Marketing to draft global product and pricing strategies. Collaborate with content and tech teams to translate technical features into customer benefits that are applicable to their business and usage based on data and insight for existing, new and potential markets.
• Product Marketing Effectiveness: Define KPI’s with content and sales teams to monitor success and optimise strategies.

Key Responsibilities:

Create Buyer Personas

• Analyse existing customer data, web analytics and social media insights
• Identify common characteristics and sectors
• Gather data through surveys, interviews and market research
• Segment audiences and pinpoint pain points
• Understand buying behaviours

Customer Analysis and Segmentation

• Gather customer data from CRM system, surveys, interviews, social media and web data
• Identify key behavioural patterns and demographics
• Clearly identify what the value add is to the customer and identify pain points and decision-making factors
• Compare customer behaviour with industry trends and analyse competitor behaviour
• Test marketing campaigns and strategies to validate segmentation and measure effectiveness.
• Track changes in customer behaviours and purchasing habits

Market and Competitive Insights

• Analyse industry reports and market trends – macro and micro
• Identify direct and indirect competitors and assess strengths, weaknesses, pricing and positioning
• Evaluate how the brand and product are perceived in the market
• Identify gaps and opportunities for differentiation
• Use tools like Google Analytics, AHREFs or Brandwatch for insights
• Compare pricing models and value propositions
• Adapt strategies based on market shifts

Lead Generation

• Work with tech and digital marketing teams to drive the implementation of Customer Insights into the business
• Work with Head of Marketing and Strategic Business Director to develop lead generation strategy
• Set smart lead generation goals and KPIs
• Align sales and marketing teams to produce clear reporting measures
• Build segmented drip campaigns to nurture leads through the sales funnel
• Track open rates, click through rates and conversions for continuous improvement
• Investigate the potential of lead scoring within Microsoft Dynamics
• Test emerging lead generation channels such as AI, interactive content

Customer Nurturing and Retention

• Work closely with sales and customer support to ensure the onboarding process for customers is seamless
• Work with Head of Marketing on how existing customers factor into pricing strategy considering loyalty programmes, referral schemes and exclusive perks for repeat customers
• Work closely with customer support to analyse customer queries. Investigation and implementation of live chat service or AI prompting to increase efficiency
• Understand churn and where we can predict loss utilising current data to take preventative action
• Track retention KPIs

Subscription Transition

• Analyse customer data to fully understand why PAYG customers don’t repeat purchase.
• Segment data based on purchase frequency, usage behaviour and engagement
• Strategy definition for moving customers to subscription model highlighting the benefits to change
• Track conversion rates and movements between purchase options to track true LTV of customers

Define Positioning and Develop Go to Market Strategies

• Undertake regular and consistent competitor analysis to identify gaps in market
• Create a positioning framework for the product and market
• Analyse existing customer data to support positioning and markets for penetration
• Work with Head of Marketing to adjust pricing on a regular and consistent basis based on market demand, competition and perceived value
• Test different pricing and packaging options to maximise conversions
• Track performance metrics such as customer acquisition cost, conversion rates by channel and churn
• Optimise the GTM approach based on real time data and insights

Experience required:

• Previous experience in a product marketing role
• Strong knowledge of product marketing principles and best practices
• Experience of go to market strategy development, product launches and sales enablement
• Strong analytical skills and using data to inform decisions
• Ability to work in a fast paced, cross functional environment
• Excellent verbal and written communication skills
• Excellent project management skills
• Proficiency in using marketing automation tools, CRM platforms and analytics software
• Experience with content management systems (CMS), email marketing platforms, and SEO best practices.