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Director of Product Marketing - CQ Roll Call
Economist Group
Washington, DC, United States
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Introduction:
Washington’s CQ Roll Call brings up-to-date news, analysis and insights to senior decision-makers on Capitol Hill. This trusted source of unbiased, impartial information provides authoritative, nonpartisan and accurate congressional news and legislative tracking tools to its subscribers. Through more than 40 print and online products, CQ Roll Call keeps readers updated on a weekly, daily and real-time basis covering every legislative action in Congress with breaking news, bill tracking, and member profiles and offers insight on the people and institutions that influence public policy and legislation.
CQ Roll Call’s parent, The Economist Group, is the leading source of analysis on international business and world affairs. The brands are bound together by their objective opinion, original insight and advocacy of economic, political and democratic freedom around the world.
The Marketing Team at CQ Roll Call is looking for a driven, outgoing Director of Product Marketing to preside over the positioning, communications and revenue goals of our premium products and services – such as CQ and Engage. In this role, you will be responsible for all aspects of product marketing, including retention and acquisition marketing, working closely with our sales, customer success and product development teams.
Working with an Associate Product Marketer as your direct report, the Director of Product Marketing will manage revenue goals through monthly and quarterly planning to guide acquisition and retention campaigns, as well as devise go-to-market planning to bring new products and major product releases into market.
Accountabilities:
In the role you would be expected to:
Retention marketing:
• Account Planning – work with the Customer Success Team on quarterly account plans to anticipate and mitigate retention risks through client-engagement campaigns
• Federal Procurement – develop and maintain sales enablement materials (templates, differentiation statements, win themes) to streamline and position for success renewal sales obtained through the federal procurement process
• Customer Lifecycle – map the trajectory of your ideal customer lifecycle, from novice to advanced user to evangelist, and develop materials and programming to nurture clients along a “best practices” progression path to becoming evangelists – through the development of case studies, webinars and other outreach
• Voice of the Customer – regularly collect customer sentiment scores and conduct focus group discussions to understand what clients value most from your products through the lens of their daily work lives
• Product Releases – develop communication and adoption plans for major product releases
Product marketing:
• Positioning – develop product positioning and messaging that differentiates your products from those of your competitors
• Competitive Intelligence – be the expert on your competition and how to specifically win against them
• Buyer Journey – be the expert on your buyers, both how they buy and their buying criteria
• Product Launch – devise time-integrated, go-to-market plans for new products and manage the cross-functional implementation of your launch plan
• Pricing – determine optimal product pricing by utilizing market research data
• Product Road Map – work with the Product Development Team to recommend feature developments and packaging based on market potential and customer feedback
Sales support:
• Sales Enablement – communicate the value proposition of the products to your sales teams and develop the sales tools and training materials to support the selling process
• Sales Deployment – regularly brief the sales teams as new sales tools are created and instruct them on where within the buyer journey they should be deployed
• Sales Cadence – develop sales playbooks to address sales opportunities (cold prospecting, scored lead follow-up, etc) mapped to the buyer journey, including full sales cadences (emails, VMs, etc)
Acquisition marketing:
• Demand Generation – develop and execute marketing plans along a marketing calendar to drive demand to your products, keeping tight oversight of costs, ROI and progress toward revenue goals
• Marketing Funnel – work with your fellow Marketing Teammates to develop lead-lifecycle nurture campaigns and materials that matriculate prospects down the funnel
• Market Share – work with sales directors to develop market penetration sales plans to make steady progress toward obtaining target market share
• Leading Indicators – identify and track KPIs that serve as leading indicators of success toward sales and retention goals (i.e., pipeline generation activities)
• Forecasting – provide information as needed to prepare short-term and long-term product sales forecasts
Other duties:
• Maintain professional and technical knowledge by attending educational workshops, establishing personal networks and participating in professional societies
• Actively manage the career development path of the Associate Product Marketer
• Contribute to Marketing Team efforts by accomplishing related results as needed
Experience, skills and professional attributes:
To succeed in the role you must have:
• 10+ years of B2B product marketing experience
• Demonstrated effective P&L stewardship in your prior experience
• Experience and demonstrated ability in go-to-market planning and market research
• A passion for developing creative and engaging sales tools and marketing assets (templates, presentation decks, playbooks, etc)
• Experience in federal procurement a plus
To succeed in the role you will be able to demonstrate that:
• Your friends and colleagues know you as a doer, someone who gets things done
• You are able to quickly understand the nuances in how different software features and functions work, and why they should matter to users
• You have a healthy dose of competitiveness
• You are able to work the problem
• You are a great teammate
• You are a strong writer and communicator