Product Manager

Overview:

Every day, Imagine Communications delivers billions of media moments all over the world — anywhere, anytime, and on any device. Imagine Communications delivers innovative, end-to-end media software and networking solutions to over 3,000 customers in more than 185 countries, including the top broadcast facilities and the most technologically advanced sports and live-event venues.

Imagine's AdTech products are delivering the TotalTV solution to Broadcasters and Service Providers. TotalTV solutions from Imagine enables Broadcasters to package and deliver complete ad inventory offerings to buyers that encompass both linear and digital to maximize the Broadcaster's revenue while providing buyers with the ultimate level of audience penetration across all platforms, linear and digital. The digital market has grown rapidly, including programmatic ad services such as GAM and Freewheel as well as new playout delivery platforms such as FAST.

Imagine's AdTech strategy encompasses providing Broadcasters and other video providers the products to allow them to optimize their revenue from both linear and digital.

A Bit About The Role:

As an individual contributor, the Product Manager for our AdTech Digital products will work within a matrix organization, collaborating across functional areas, external partners, and customers to effectively define and plan the required digital strategy and support in the Imagine products to remain competitive and meet customer requirements. You will apply your digital advertising technology experience to collaboratively develop the digital support strategy, recommend the product development plans, focusing on incorporating digital AdTech features into the Imagine AdTech product portfolio, working with cross-functional teams across the organization.

Key Responsibilities:

• Achieve Product Financial Plans:
• Create a plan to achieve the product financial results as established in the annual financial plans.
• Maintain a 360-degree view of the product financials.
• Understand the revenue and costs and ensure profitability.
• Evaluate new technology options with a lens to meet margin goals.
• Monitor and analyze key performance indicators to determine how well the product is performing in the market, how it impacts the company operations, and ultimately how it contributes to profit
• Report on product financial results explaining any deviation from plan, especially results below plan.
• Identify Market Needs:
• Research and document market and customer digital requirements through working with Imagine team members, customers, and partners.
• Anticipate challenges in the digital advertising technology market through your relationship with customers, third-party contacts, and discussions with untapped, potential customers.
• Validate perceived customer challenges by engaging with the market to confirm their accuracy and prevalence. Identify the target market in the digital AdTech space and map the needs with target markets and analyze the market segments to pursue actively.
• Define the archetypal buyers involved in the purchasing of digital AdTech products and services and work with marketing and sales to craft appropriate messaging and sales strategy.
• Identify competitive and alternative digital offerings in the market.

• Create an MRD (Market Requirements Document) for each major product category (Traffic, Sales, Optimization, OMS, and Ad Insertion), focusing on digital features required to meet market and customer needs while extending product differentiation as compared to competition.

• Analyze Sales Results:

• Participate in customer sales calls to observe discussions first-hand, ask steering questions, and capture insights on how digital requirements shape customer buying decisions.
• Understand why recent opportunities did or did not buy due to a lack of digital support and what steps they took in the buying process.
• Assess how the product or sales approach should be altered to be better positioned to win future opportunities based on digital capabilities.
• Create Digital Product Documents:
• Define product digital features to be added to the various products in PRD (Product Requirements Documents), working with each of the Product Managers and Product Owners.
• Perform an objective analysis of potential digital AdTech market opportunities to provide a basis for investment.
• Articulate what you learned in the digital advertising market and quantify the risk, including a financial model. Determine the most effective way to deliver a digital solution to an identified market problem.
• Where there are gaps in the offering, analyze whether to buy, build or partner with technical solution providers to complete the digital solution for the market.
• Describe the product by its ability to solve digital AdTech market problems, aiding Marketing and Sales in the creation of content that highlights value for customers.
• Create internal positioning documents that will be used to develop external messages focused on each key buyer or persona.
• Design and deliver training programs that equip sales channels to position and sell the product's digital features effectively. Provide needed market and solution digital information to support marketing events such as conferences, trade shows, and webinars.
• Grow technical skills through technical hands-on work and training to provide technical development recommendations and strategies where appropriate.
• Engagement with Launch Customers:
• Work with internal sales and project manager leaders to ensure smooth launch and integration of digital features into the customer environment.
• Manage key digital partner relationships to ensure requirements are being properly mapped between customers and internal R&D efforts.
• Provide additional surveillance of customer expectations and realities back to internal Imagine teams.
• Engage with sales process to align business plan realities to pricing process.

About You:

• Successful track record of defining and executing product requirements in a high-tech global environment.
• In-depth knowledge of digital advertising in the broadcast markets.
• Extensive experience with programmatic ad services, including Google Ad Manager (GAM), Freewheel, and others.
• Successful track record of establishing strategic direction, supported by sound operational decision-making skills.
• Experience with market positioning, business development, pricing, and competitive analysis.
• Demonstrated ability to identify and launch a new product to a new market segment, with an entrepreneurial orientation.
• Strong global business acumen, with an understanding of diverse markets, cultural differences, and how to position products effectively in an international context.
• Ability to develop strategic relationships and sell the vision.
• Deep commitment to representing the customer perspective, ensuring their needs are reflected in product strategy and decision-making. Intellectual curiosity with the analytical skills to explore complex problems and deliver clear, actionable business insight. Proven ability to manage multiple priorities simultaneously while maintaining focus on driving outcomes and achieving desired results. Exceptional ability to develop stakeholder relationships and work in a matrixed manner across multiple functions of the organization
• Excellent verbal and written communication skills and comfort with presentations to executive teams and functional stakeholder groups

Celebrating difference, together stronger

At Imagine Communications, we don't just accept difference — we celebrate it, we support it, and we thrive on it for the benefit of our customers, our employees, our products, and our communities. We are committed to providing an environment of mutual respect. Imagine Communications is proud to be an equal opportunity workplace and is an affirmative action employer.