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Director, Product Management - Fusion
Autodesk
San Francisco, CA, United States
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Description
Director, Product Management - Fusion
This is a cross-functional role that incorporates key Corporate initiatives into product development. Incumbents in this role are responsible for delivering revenue for a product or product line through increased profitability of existing products and return on new product investments. Internal and external evangelist for product or product line. Monitors the development of business plans, assesses market penetration, and product positioning to drive competitive advantage, revenue and market share. Reduces broad concepts and business strategies into structured product marketing plans. Oversees market research, monitors competitive activity, and identifies customer needs. Establishes pricing strategies and develops marketing tools for successful product introductions. Communicates customer feedback to engineering, manufacturing and sales to enhance existing product(s) or product line(s).
Principal Duties and Responsibilities
MARKET ANALYSIS:
• Identify targets and market opportunity and define product requirements for the segment.
• Define the organization’s unique ability to deliver value to the customer while differentiating itself from competitive offerings.
• Conduct market research and gather industry expert opinions and quantitative market data for different market segments in close collaboration with CSM/CSD.
• Work with key customers or prospects to identify unsolved problems in market that are both urgent and pervasive and that people are willing to pay to solve. Propose innovative products that leverage the organization’s distinctive competence.
• Assess and investigate different technologies (both inside and outside the company) and consider how they might be applied to solve a given market problem or to add to a current product offering.
• Identify competitive offerings in the market. Review their niche, approach, and success in the market. Assess their strengths and weakness. Evaluate the presence and relative importance of key product features. Communicate the results of the analysis to the head of marketing for the division and to the CSM/CSD.
QUANTITATIVE ANALYSIS:
• Segment the market and map needs of target markets. Analyze and determine market segments to proactively pursue. Ensure that the size of the targeted segments is large enough to support the current and future business of the company.
• Calculate return on investment by product to guide further investment. Identify strong and weak performers. Plan product retirement as appropriate.
• Share responsibility for conducting win/loss analysis with sales team in order to understand why evaluators did and did not buy our product. Recommend changes to improve competitiveness of our product.
STRATEGIC PLANNING:
• Perform an objective analysis of a potential market opportunity to provide a basis for investment, and later measure actual results versus planned. Create a business plan for both new products and new releases for existing products.
• Develop a pricing proposal and validate with each region. Establish a final pricing model, schedule, guideline and procedure for assigned product.
• Identify, create and maintain relationships, leverages, and act as main point of contact for key thought leaders in the industry, including industry specialists, research analysts, key editors in the press, and other third parties.
• Serve as main internal point of contact for worldwide product strategy. Build strong internal partnerships with Product Marketing, Corporate Marketing and Field Marketing.
• Analyze options (buy, build and partner) for the product to most effectively solve an identified market problem. (May also) work with business development to identify market opportunity within a segment.
PRODUCT PLANNING:
• Create products that solve market problems using innovation, distinctive competence and creativity. Look at the products from the perspective of the market. Understand what the product really does, how people use it, and what criteria they use to buy it.
• Create the product roadmap and manage the entire product/product line life cycle from concept through strategic planning to tactical activities. Drive revenue for the division through competitive distribution, pricing, and positioning. Manage decisions to continue or discontinue product offering based on profitability.
• Provide product information to CSM/CSD to assist in packaging products into solutions to solve target segment problems.
• Provide ongoing guidance to Product Design in the development of product specifications that deliver on market requirements. Help set priorities of the development organization. Drive the solution set across Product Development and Product Marketing through market requirements definition, product release requirements, product contract and product positioning.
• Define the go-to-market strategy with Product Marketing, providing product positioning for all markets and buyers, and target customers. Develop a list of specific problems that the product will solve for the market and specific product requirements to address those problems and enable the development of effective marketing collateral, PR, advertising and marketing programs.
• Produce product roll-out objectives for execution by product marketing. Manage the multi-user plan with periodic checkpoints of progress in each of the operational groups.
• Work with sales to develop a sales model, identifying the key steps of the sales cycle, defining how to use the materials provided by the company, and focusing on how to sell the product (not how to use it). Develop and own revenue targets for the product segment. Responsible for measurement of sales results. Work with senior sales staff to gather data, measure effectiveness, and determine profitability.
• Monitor overall return on investment for marketing programs (not managing spend) to ensure that the programs drive business and achieve objectives.
MANAGEMENT:
*manage other Product Managers and/or Product Line Managers.
DOCUMENT RESPONSIBILITY:
• Create and maintain MRD, opportunity proposal, business case (Go/No Go), product roadmap, and PRD for contributing to the final division marketing plan. Deliver the MRD to Development to communicate the product specifications and to Product Marketing as a guide in developing marketing collateral for the product.
KEY INTERFACES:
• Key Customers, Target Customers, Industry Contacts, Press, Customer Solution Mgr/Dir, Product Development, Sales, Channel Partners, Product Marketing, and Business Development.