Product Marketing Specialist

Job Title: Product Marketing Specialist

Department: Marketing

Status: Full Time – Exempt

Reporting To: Marketing Manager

Position Purpose:

The purpose of the Product Marketing specialist role is to drive the positioning, messaging, competitive differentiation, and promotion of products or product lines in the market. This role serves as the bridge between product development, sales, and our customers, ensuring that the product’s value proposition resonates with target audiences and aligns with market needs. The Product Marketing specialist will be responsible for creating compelling marketing content, supporting go-to-market strategies, conducting competitive analysis, capturing VOC and driving product adoption through strategic campaigns. Their work will directly impact product growth, customer engagement, and overall business success.

Responsibilities:

Market Research and Analysis:

• Conduct market research to understand customer needs, trends, and competitor positioning.
• Analyze customer feedback and product usage data to inform product development and marketing strategies.
• Monitor industry trends and identify new opportunities for product innovation and differentiation.

Product Positioning and Messaging:

• Develop clear, compelling product positioning and messaging that differentiates the product in the market.
• Create messaging frameworks for various customer segments, ensuring consistency across all touchpoints.
• Collaborate with the R&D, Sustaining Engineering and key stakeholders to ensure product features and benefits are effectively communicated.

Go-to-Market Strategy:

• Plan and execute go-to-market strategies for new product launches, including product release plans and marketing campaigns.
• Work cross-functionally with product, sales, and customer success teams to ensure alignment on product messaging and launch execution.
• Define key performance indicators (KPIs) and track product performance post-launch.

Sales Enablement:

• Develop sales tools, collateral, and training materials to enable the sales team to effectively communicate the value of the product.
• Conduct training sessions for sales teams to ensure they are equipped with the latest product knowledge and competitive insights.
• Support sales by providing insights into customer needs and market dynamics.

Content Creation and Marketing Collateral:

• Create and manage a library of marketing materials, including product brochures, case studies, whitepapers, and website content.
• Develop and execute content marketing strategies, including blog posts, videos, webinars, and social media campaigns to increase product awareness and engagement.
• Work closely with the content and creative teams to ensure consistency in brand messaging.

Customer and Stakeholder Engagement:

• Engage with customers, prospects, and industry influencers to gather feedback, understand pain points, and refine product positioning.
• Work with customer success and support teams to ensure customer satisfaction and identify opportunities for product improvements or new features.
• Represent the voice of the customer within the company, ensuring customer insights are integrated into product and marketing strategies.

Competitive Intelligence:

• Monitor and analyze competitor products, marketing strategies, and market positioning.
• Conduct SWOT (Strengths, Weaknesses, Opportunities, Threats) analyses to identify areas of competitive advantage and inform product marketing strategies.
• Provide insights on market trends, competitor developments, and opportunities for differentiation.

Campaign Strategy and Execution:

• Design and execute multi-channel marketing campaigns to drive product awareness, adoption, and sales.
• Collaborate with digital marketing, advertising, and PR teams to implement campaigns that support product objectives.
• Measure campaign performance, optimize for ROI, and report on key metrics and insights.

Customer Journey and Experience:

• Develop a deep understanding of the customer journey and identify key touchpoints where product marketing can influence decision-making.
• Work to ensure seamless integration of marketing efforts across all stages of the customer lifecycle, from awareness to retention.
• Collaborate with product teams to align features and enhancements with customer needs and market demands.

Cross-functional Collaboration:

• Act as the liaison between product, sales, customer success, and marketing teams, ensuring that all stakeholders are aligned on product objectives and strategies.
• Work closely with product managers to understand roadmaps and feature developments that can be marketed effectively.
• Support executive leadership in strategic product decisions and marketing budget allocation.

Performance Tracking and Reporting:

• Track and analyze product marketing KPIs such as customer acquisition, adoption rates, revenue growth, and retention.
• Generate regular reports to measure the effectiveness of marketing initiatives and product performance in the market.
• Continuously optimize strategies based on data-driven insights and market feedback.

By effectively managing these responsibilities, the Product Marketing Specialist plays a crucial role in driving product success, market positioning, and customer engagement.

Qualifications:

• Data-oriented. Proven ability to make recommendations based on analyzing and interpreting data.
• Proficient with digital marketing platforms to include customer relationship management (CRM) systems, Google Analytics and Ads, Wordpress, and digital advertising tools.
• Understanding of marketing concepts, including outbound/inbound marketing principles, account-based marketing, etc.
• Excellent written communication, interpersonal and collaboration skills. Able to work in a team environment, accept feedback and act as a liaison to other departments.
• Attention to detail, strong organizational skills and able to prioritize, manage multiple tasks and meet deadlines.
• Self-directed with high level of initiative and problem-solving skills.
• Ability to travel within and outside the United States, driver’s license and passport.

Education and Experience:

• Bachelor’s degree in communications, marketing or related business degree or equivalent experience, preferred.
• 2 years of experience in a B2B product marketing role, preferred.
• Experience bringing new products to market
• 2 years doing market and financial analysis for new or existing product lines
• 1-2 years of experience using Salesforce, Hubspot, or equivalent CRM and marketing tools, preferred.

Working Conditions and Health & Safety:

• Heated and air-conditioned office environment
• Employee is required to use appropriate PPE including, but not limited to, nitrile or latex gloves, lab coat, hair bonnet, shoe covers, beard cover, safety glasses, hearing protection, face shield, or respiratory mask while working in a lab or manufacturing space

Harland Medical System’s commitment to ensure employee health and safety is a priority. Personnel engaged in manufacturing shall obtain training required by ISO 13485, FDA 21 CFR part 820, FDA 21 CFR part 210 & 211, and Harland Medical System’s internal procedures, where deemed appropriate per assigned job functions.

Physical Demands:

While performing the duties of this job, the employee is regularly required to talk and hear. The employee may be required to sit at the computer for long periods of time. The employee frequently is required to sit; stand; walk; use hands to finger, handle or feel; and reach with hands and arms. The physical demands described are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.