VP of Product Marketing
VP of Product Marketing

Responsibilities

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Overview

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Executes strategies for a portfolio of products or a cross-functional group Drives revenue and performance, addressing segment-level market/product gaps with appropriate strategies.

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Market

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Defines market segments and their requirements Responsible for developing communication which forms the basis of the industry and key analytic thinking.

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Product

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Refines segment-level communications, Establishes openings to develop portfolios, Introduces carefully planned strategies designed to oust competition.

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Persona

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Uses cutting-edge persona designs, Assists teams in introducing cross-functional practice, combining management, design, and development, Uses market insights and needs research to cultivate practice.

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Buyer’s Journey

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Incorporates supporting practices to support GTM strategy and organizational transformation, Maintains customer relations to improve conversion rates.

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Deliverables

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GTM Plan

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Creates and/or certifies GTM plans and provides guidance when required, Collaborates with others to establish the success of GTM strategies, optimizing where needed, depending on how the market is shaped, Directs segmented teams and works alongside other leaders to achieve ROI.

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Personas and buyer’s journey

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Implements buyer cohort insights gained via methods such as research, communications, and meetings held with multiple teams, Impacts the investment decisions made to address essential gaps correlating with company strategy, Builds competitive portfolios and roadmaps to enhance customer loyalty.

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Value Proposition

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Hosts workshops focusing on value proposition and messaging, Spots areas within industry where a marketing response is required, Implements appropriate pricing strategies, led by the product and target personas.

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Assets and tools

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Has refined storytelling acumen, guiding the creation of content and supplementary assets, Uses analytics, market research, etc. to facilitate the completion of company objectives.

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Processes & Interlock

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Processes

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Verifies product marketing deliverables and communications adhere to the company rules and regulations, and maintain relevance externally, Applies a thorough knowledge of the laws relating to business management to guide the strategies being used and enhance overall marketing standards.

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Interlock

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Offers frameworks to support with product marketing and the management of team relations, Encourages a collaborative approach to enhance the success of campaigns.

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