Snr Director, Product Marketing & Customer Insights – AI & Data Analytics
About the role
We build out our AI and Data Analytics marketing organization, and this role sits at the center of that effort. You'll be responsible for ensuring that what we build, how it's positioned, and how it's sold is grounded in rigorous market understanding and genuine customer insight.
Key Responsibilities
Develop and own compelling value propositions, messaging frameworks, and positioning for Wiley's AI&DA product portfolio — differentiated by customer segment, buying role, and customer maturity stage.
Ensure Wiley's positioning is credibly differentiated in a crowded and heavily hyped market, with a clear narrative that cuts through AI market noise.
Lead go-to-market strategy and execution for new product launches, feature releases, and entry into new verticals — working in close partnership with Product, Sales, and the broader marketing organization.
Develop strategies that address the full commercial journey, including converting trials, pilots, and proof-of-concept engagements into contracted revenue.
Provide strategic input into pricing, packaging, and bundling decisions alongside Product and Commercial leadership, ensuring that how Wiley's AI&DA products are structured for market reflects both customer buying behavior and competitive dynamics.
Oversee the build and maintenance of a suite of sales enablement materials — including pitch decks, competitive battle cards, solution briefs, technical whitepapers, and ROI and business case tools - that equip the sales team to win across enterprise, corporate R&D verticals.
Partner with Demand Generation and Content teams to ensure that campaigns are grounded in strong product and market insight.
Lead the development of industry analyst engagement (Gartner, Forrester, IDC), and vertical-specific narratives that establish Wiley's credibility and authority in AI and data for R&D-intensive industries.
Define and track key product marketing metrics including pipeline contribution, win/loss trends, sales enablement adoption, pilot-to-contract conversion rates, and category awareness and share of voice in target markets.
Customer Insights
Oversee the Voice of Customer (VoC) programme across the customer lifecycle – ensuring the delivery of structured research (interviews, surveys, advisory sessions) that surfaces what customers need, how they buy, and where existing products fall short.
Ensure these insights are synthesised and consistently operationalised into product, commercial, and marketing decisions rather than filed as reports.
IN partnership with Commercial and Product teams, establish and manage Customer Advisory Boards (CABs) representing Wiley's most strategic AI and data customers.
Use these forums to validate product direction, stress-test positioning, and build commercial relationships at senior levels.
Own win/loss analysis as a formal research function — going beyond anecdotal sales feedback to identify structural patterns in why Wiley wins or loses, and translating those findings into actionable recommendations for Product, Sales, and Marketing leadership.
Commission and synthesise primary and secondary market research to size addressable markets, identify whitespace, and understand where AI and data analytics spend is flowing in target verticals including pharma, biotech, materials science, and corporate R&D functions.
Develop deep buyer and user personas grounded in original research — covering motivations, decision criteria, pain points, and the internal political dynamics that shape how AI and data investments are approved and implemented in enterprise organizations.
Market Intelligence & Competitive Strategy
Own a systematic competitive intelligence capability covering the AI and data analytics landscape. Ensure that intelligence is current, structured, and actively used to sharpen positioning and sales strategy rather than sitting in a slide deck.
Monitor market trends, regulatory developments, and shifts in customer sentiment that have implications for Wiley's product strategy and go-to-market approach.
Serve as the internal authority on the competitive landscape — providing regular briefings to Product and Sales and acting as a key input into product roadmap prioritisation.
Leadership & Cross-functional Influence
Build, lead, and develop a high-performing AI&DA product marketing and customer insights team, establishing clear roles, ways of working, and a culture of commercial rigour and customer empathy.
Act as a senior voice of the customer and market within Wiley's AI and Data Analytics leadership - ensuring that product development, commercial strategy, and marketing investment are grounded in external reality rather than internal assumption.