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Senior Product Marketing Manager
Yelp
San Francisco, CA, United States
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Senior Product Marketing Manager, Diners
Summary
The Yelp for Restaurants team is seeking a creative, data-driven and user obsessed Senior Product Marketing Manager for its consumer-facing restaurant experiences.
In this role, you will work with Product and Marketing leaders to massively grow usage of Yelp’s consumer-facing restaurant products. You will work collaboratively with Product to define the product roadmap and implement strategies to grow Yelp’s diner network. You will create offline and online marketing assets to promote Yelp restaurant products to diners. You will own product positioning, develop strategies to bring new features and products effectively to market, and manage cross-functional launch plans. You will understand market trends and our competitors and partner with Product to improve our positioning and differentiation.
This is a senior level marketing role that requires deep collaboration and leadership across functions, an analytical and results-driven mindset, and a strong interest in connecting Yelp users with their favorite restaurants. This role reports into our Head of Marketing for Restaurants.
Success Metrics:
• Growth in diners seated by Yelp
• Growth in food orders placed on Yelp
• Improvement in diner retention
Key Questions this Role Will Continuously Answer:
• Who are our target customers, what are their needs and how can we uniquely solve those needs?
• What is our value proposition? How can it be best communicated across all external communication, particularly in-product?
• How do we accelerate diner growth at a reasonable cost? What levers are most effective?
• Who are our key competitors and how do we win against them?
• How do we most effectively bring new products and features to the market?
Key Responsibilities:
• Segmentation. Segment diners, their pain points and needs through qualitative and quantitative research
• Positioning and messaging.Develop clear product positioning, value propositions, and key messages for Yelp’s consumer-facing restaurant products with input from Product, data insights and competitive analysis. Constantly test and iterate on our messaging, particularly in-product.
• Diner marketing strategy & execution. Create and execute a cross-channel strategy to grow Yelp’s diner network, including in-product, online and offline tactics (such as in-restaurant marketing).
• Define product roadmap. Build a strategic partnership with Product Management to inform, support and define the product roadmap
• In-product marketing.Partner with Product to optimize in-product levers for growth and engagement; lead and support testing of product copy, CTAs and new entry points; lead and coordinate campaigns across all stakeholders.
• In-restaurant marketing. Develop collateral and other marketing assets for restaurants to promote Yelp restaurant products to their diners. Constantly measure the impact, optimize and test again.
• Product launches.Manage go-to-market strategy for all new product features: create product positioning, define target audience, conduct competitive analysis, develop external communication plan and manage its execution, and track KPIs.
• Lead product launch plans ensuring that all teams are prepared for the release. Lead cross-functional meetings to drive alignment, identify dependencies, and resolve roadblocks.
• Driving messaging across all external communication channels.
• Partner with Restaurant Product Marketing to message diner product launches to restaurants.
• Understand our users. Drive quantitative and qualitative customer intelligence and capture user feedback
• Market landscape.Understand market trends and competitors and develop marketing strategies to increase our market presence and penetration.
• Cross-functional coordination.Collaborate with marketing functions across Yelp including Creative, PR, email marketing, performance marketing, and content marketing.
Qualifications:
• At least 5 years professional experience, including at least 3 years working in product marketing
• B2C marketing experience, preferably with early stage start-ups
• Excellent written and oral communication skills
• Strong interest in helping restaurant owners succeed
• A collaborative, team-oriented attitude
• Ability to adapt and thrive in a fast-paced, high-growth company
• Entrepreneurial mindset
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.