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Product Category Manager
4 months ago
Summary
Oversee marketing activities and advocate for specific products and their respective categories. Assist with developing and identifying potential products; conducting market research; generating product requirements; determining specifications, production timetables, pricing, and time-integrated plans for product introduction; developing marketing strategies for products within set portfolio.
Responsibilities
Understand and become an expert in given product categories.
Determine reasons why customers buy these products and how we can leverage this to new customers.
Determine customers' needs and desires by specifying the research needed to obtain market information.
Educate both internal and external stakeholders about our product features and their benefits.
Assist with the creation of product content (e.g. sales enablement documentation, case studies, product videos, website copy, blog posts) to articulate the benefits of our products to the world.
Occasionally assist members of our sales team on calls with prospects when appropriate to provide deeper dives into the product.
Speak and present both internally and externally to promote the story of our product.
Measure and optimize the buyer journey as it relates to product feature adoption and usage.
Recommend the nature and scope of present and future product lines by reviewing product specifications and requirements; appraising new product ideas and/or product or packaging changes.
Assess market competition by comparing the company's product to competitors' products.
Provide source data for product line communications by defining product marketing communication objectives.
Obtain product market share by working with heads of Sales and Marketing to develop product sales strategies.
Assess product market data by occasionally calling on customers with field salespeople.
Provide information for management by preparing short-term and long-term product sales forecasts and special reports and analyses; answering questions and requests.
Brings new products to market by analyzing proposed product requirements and product development programs.
Introduce and market new products by developing time-integrated plans with sales, advertising, and production.
Determine product pricing by utilizing market research data; reviewing production and sales costs; anticipating volume.
Maintain professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks.
Contributes to team effort by accomplishing related results as needed.
What you will do:
Responsible for helping to create Direct marketing vehicles, product marketing collateral, advertising, lead generation vehicles, web site content, and sales support related to new and existing products.
Market Research and Client Feedback responsibilities: conducting market research and soliciting client feedback to continually improve the product offering, staying current on industry topics and competitive intelligence.
Day-to-day sales and marketing support responsibilities: product support, create Lead generation activities, trade show and regional meeting support, website content and updates, messaging and positioning, developing and facilitating web-based seminars for sales prospects, Development and delivery of web-based and in-person client training sessions, Analyze CRM database
Assisting with creation of print and electronic sales and marketing support materials, including but not limited to sales presentations, e-marketing and direct mail campaigns, brochures and collateral, tradeshow graphics and promotional materials, print ads, white papers, case studies, and client testimonials
Work with public relations agency and Vice President of Marketing to create press releases and industry articles, provide content, manage and leverage social media channels and blogs, and identify opportunities.
Product Manager Skills and Qualifications :
Product/Marketing Management, Understanding the Customer, Product Development, Requirements Analysis, Pricing, Launch Planning, Competitive Analysis.
Requirements:
BA/BS degree in Marketing or equivalent working experience.
3-5 years of past experience in digital marketing, product marketing, and/or product management.
Excellent written and verbal communication skills -- there is a heavy amount of writing and presenting/selling ideas in this role.
Prefer working in a collaborative, cross-team capacity. This role requires you to work across functions and departments to support existing products and bring new products to life.
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