Product Marketing Manager
Product Marketing Strategy / Positioning
Create and implement a strategic product marketing plan that highlights product differentiation and value (including pricing and channel strategy) aligned with business objectives, supporting the existing portfolio, product launches, customer acquisition, and revenue growth.
Develop compelling product positioning and messaging that differentiates the portfolio and resonates with key audiences across multiple customer segments (Academia, BioPharma, CRO/CDMO).
Ensure alignment with brand and corporate strategies across all product marketing efforts.
Establish frameworks and metrics to measure the success of product launches, including adoption rates, customer feedback, and sales performance.
Campaign Development & Execution
Design and execute integrated marketing campaigns to drive product adoption, protect market share, and expand into new markets.
Oversee the creation and ongoing maintenance of compelling product content (including web, collateral, whitepapers, webinars, case studies, blogs) that educates target audiences and supports campaign objectives.
Collaborate with MarCom and Channel Owners to ensure campaign tactics leverage multimedia, social media, and digital marketing strategies to enhance portfolio awareness and generate high-quality leads.
Collaborate with regional marketing teams to localize campaigns and ensure alignment with market-specific strategies.
Integrate customer feedback (VoC) into campaign strategies to enhance relevance and impact.
Sales Enablement & Collaboration
Partner with sales teams to develop and deliver training, tools, and resources to effectively communicate product benefits and value propositions that drive customer engagement and conversion.
Align marketing initiatives with sales strategies to optimize lead generation, pipeline velocity, and revenue growth.
Lead regular training sessions to ensure that sales and customer-facing teams are prepared to represent the product portfolio.
Support distributors and e-commerce platforms with targeted resources and programs to drive sales success.
Market Analysis & Competitive Intelligence
Conduct ongoing market research to identify industry trends, customer pain points, and competitive offerings.
Leverage insights to identify market opportunities and threats, informing pricing strategies, product roadmaps, and differentiation tactics.
Develop market segmentation and customer personas based on data-driven insights to guide targeted marketing efforts.
Provide actionable recommendations to improve market share and customer satisfaction based on continuous product performance analysis.
Portfolio Strategy and Expansion
Partner with R&D and broader Strategic Marketing to develop and execute a comprehensive roadmap to enhance the reagent antibody portfolio through new products, services, diversification, and applications.
Build robust business cases for portfolio expansion, including market opportunity assessments and revenue projections.
Performance Tracking & Reporting
Work with MarCom and Channel Owners to define KPIs and success metrics to evaluate the effectiveness of product marketing campaigns and initiatives.
Use analytics to monitor product performance, market share, and campaign results, reporting insights to senior leadership.
Cross-functional Leadership
Collaborate closely with Strategic Marketing, Product Management, MarCom, Sales, and R&D to ensure alignment on product development and marketing initiatives.
Partner with regional sales teams to ensure effective product positioning, sales enablement, and the development of relevant sales tools.
Engage with Operations, Regulatory, and Customer Support teams to ensure product quality, compliance, and a seamless customer experience.