Product Marketing Manager

4 days ago

Dubai, Dubai, United Arab Emirates Canonical Cairo, Egypt Full time
Roles and responsibilities
  • Be responsible for go-to-market planning and execution for a range of products
  • Lead on content dissemination planning, campaign development and planning for product launches.
  • You will lead on the development of compelling messaging and positioning that emphasizes business value and connects with target audiences throughout the buying journey
  • Conceiving and executing customer base communications and marketing programs to upsell and cross sell into our large base of customers
  • Collaborating with demand generation teams, utilizing data and insights to create and improve strategies that drive traffic to our content, optimizing marketing funnels
  • Work with the teams to plan events, webinars and support paid and social media promotion
  • PR / AR coordination with Comms manager
  • Create and publish content (online and print) in line with marketing plans to deliver on campaigns
  • Monitoring the competitive landscape to define product positioning that differentiates

The successful Marketing Manager will have:

  • A minimum of 5 years in a Product Marketing function focused on enterprise software, SaaS experience preferred
  • Knowledge of workflow and process automation, case management and no/low code application development
  • Knowledge of enterprise content management / content services would also be ideal
  • Ability to think strategically about complex issues, leading to thoughtful recommendations, and action plans
  • Exceptional interpersonal skills, and aptitude for forging trusting relationships across diverse, cross-functional teams
  • Conversant in go-to-market strategies and methodologies
  • Skilled in leading presentations and discussions with industry analysts, business, technical, and sales stakeholders
  • Excellent verbal and written communication skills, strong content marketer
  • Proven ability to prioritize and differentiate what matters from the noise, meeting deadlines without sacrificing quality
  • Growth mindset - someone who is not afraid to think big and take on risk.

What Canonical Offers:

  • Learning and Development
  • Annual Compensation Review
  • Recognition Rewards
  • Annual Leave
  • Priority Pass for travel
  • Flexible working option
Desired candidate profile

1. Product Positioning & Messaging

  • Develop Product Messaging: Create clear and compelling product messaging that communicates the value proposition and differentiates the product from competitors.
  • Target Audience Segmentation: Define and segment target audiences based on market research, customer personas, and behavior to tailor messaging to specific needs and pain points.
  • Value Proposition: Articulate the unique benefits and features of the product to different stakeholders (customers, prospects, partners) in a way that resonates and compels action.
  • Competitive Analysis: Conduct competitive analysis and market research to understand industry trends, competitor offerings, and customer preferences to refine product positioning.

2. Go-to-Market Strategy

  • Launch Planning: Lead go-to-market (GTM) strategies and product launches. This includes coordinating with cross-functional teams (product, sales, marketing, support) to ensure smooth execution and a successful market introduction.
  • Market Research: Conduct research to understand market needs, customer pain points, industry trends, and competitive landscapes to inform product positioning and GTM strategy.
  • Sales Enablement: Provide the sales team with the tools, training, and resources needed to effectively sell the product. This includes developing sales collateral, pitch decks, case studies, and competitive battlecards.
  • Pricing Strategy: Work with the product and finance teams to develop the right pricing strategy based on market research, customer willingness to pay, and competitor analysis.

3. Product Launch and Promotion

  • Marketing Campaigns: Plan and execute marketing campaigns to promote the product, including email marketing, digital advertising, content marketing, webinars, and social media.
  • Cross-Functional Collaboration: Collaborate with product management, engineering, and customer success teams to ensure that product features, updates, and benefits are communicated clearly and accurately to the market.
  • Customer Testimonials and Case Studies: Collect customer feedback, success stories, and case studies to build credibility and support marketing efforts.
  • Events and Webinars: Organize and lead product-related events, webinars, and trade show presentations to generate leads, build awareness, and engage with customers.

4. Customer & Market Insights

  • Customer Feedback: Collect and analyze customer feedback through surveys, focus groups, and direct engagement to understand customer needs and refine product messaging and marketing strategies.
  • Customer Success Collaboration: Work closely with the customer success team to understand customer pain points, challenges, and use cases to improve product messaging and content creation.
  • Market Trends: Keep up-to-date with industry trends, emerging technologies, and competitive offerings to adapt the product's positioning, messaging, and marketing efforts accordingly.

5. Metrics & Performance Tracking

  • Measure Campaign Effectiveness: Track key performance indicators (KPIs) such as customer acquisition cost (CAC), conversion rates, lead generation, and ROI from product marketing campaigns.
  • Customer Adoption & Retention: Monitor product adoption rates, customer engagement, and retention metrics to evaluate the success of marketing initiatives and refine strategies as needed.
  • Sales & Revenue Impact: Analyze how product marketing activities contribute to revenue growth, sales targets, and overall business performance.

6. Content Creation & Management

  • Content Development: Develop high-quality content such as blog posts, product videos, whitepapers, datasheets, and other marketing collateral to support product promotion.
  • Content Strategy: Plan and implement content strategies that highlight the product's value and benefits to various customer segments, ensuring that content aligns with the buyer's journey.
  • Product Documentation: Collaborate with product and technical teams to ensure that product documentation, manuals, and FAQs are accurate and easy for customers to understand.
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