Berry Appleman & Leiden LLP.
Houston, TX, United States
Manager, Marketing, Product Management, Journalism, Media, Pr, Writing
Feb 24, 2020
Jun 08, 2020
OverviewBAL\u2019s Product Marketing Manager is:\u2022 An Entrepreneur \u2013 self-driven, individually accountable, managing the overall marketing strategy for the product, both with existing and prospective clients.\u2022 A Creative \u2013 aware of, but not limited by boundaries.\u2022 A Leader \u2013 leads by example, highly collaborative, cross functional leader.\u2022 A Results Driver \u2013 breaks down barriers, focused on delivery, creates value.\u2022 A Visionary \u2013 Predicts based on insights gleaned from data. Drives the direction of product marketing based on a deep understanding of the market, users, and the product.\u2022 A Persuader \u2013 able to move the minds of and align groups and individuals toward clear goals.
Responsibilities\u2022 Responsible for developing positioning, messaging, and competitive differentiation for BAL\u2019s digital product portfolio, with both internal and external audiences.\u2022 Drive product marketing, creating a variety of marketing assets, including product demos, product overview documents, customer presentation decks, feature guides, and educational materials.\u2022 Lead market opportunity assessments and process for the BAL digital product portfolio to inform strategic long-term and short-term bets.\u2022 Lead the market analysis for the BAL digital product portfolio to clearly communicate strengths, weaknesses, opportunities, and threats.\u2022 Lead internal stakeholders and executives through product marketing decisions, and advise on overall product positioning and messaging in the marketplace.\u2022 Be a subject matter expert on product user personas, and drive messaging, events, and campaigns based on those personas.\u2022 Be an expert and advocate for the voice of the customer, turning the feedback received into actionable insights, and work alongside Product Management and the Steering Committee to ensure the customer voice is heard.\u2022 Lead messaging for change management campaigns related to BAL\u2019s digital product portfolio, including sunset and launch/go-to-market initiatives.\u2022 Serve as a client-facing subject matter expert and product spokesperson for the BAL digital product portfolio.\u2022 Coordinate cross-functionally and communicate via webinars, events, and marketing campaigns to both internal (immigration provider) and external (client and end-user) audiences.\u2022 Communicate product value proposition to legal and client-facing teams and create/distribute marketing materials and artifacts to educate and inform current and prospective users of product value, product features and best practices, and general product education, including anticipated enhancements for upcoming releases and newly released features.\u2022 Create processes and implement appropriate methods to measure the success of marketing. Lead go-to-market activities and drive launch plans, as well as in-market activities like win/loss analysis and competitive analysis.\u2022 Create and execute innovative strategies and marketing plans that drive awareness, engagement and product adoption.\u2022 Work with Product Management to analyze product usage data to drive feature adoption.\u2022 Define, track, analyze, and communicate the full customer journey.\u2022 Determine and track key performance indicators for the product marketing program activities, including metrics analysis and program effectiveness.
QualificationsEDUCATION/EXPERIENCE\u2022 Bachelor's degree in Marketing, English, Journalism, Communications, Business, or related field.\u2022 5 years of work experience in a product marketing role within an enterprise software company.\u2022 Proven success with conducting market and opportunity analyses.\u2022 Proven ability to build relationships and manage expectations across all levels within an organization \u2013 specifically with executive level roles for stakeholders and clients.\u2022 Excellent written and verbal communication skills \u2013 specifically strength in leading client-facing conversations and/or large format speaking opportunities. DESIRED SKILLS/EXPERIENCE\u2022 Advanced degree or MBA.\u2022 Certifications: Pragmatic Marketing. OTHER REQUIREMENTS\u2022 Occasional travel ~10-20%.
Berry Appleman & Leiden LLP.
Website : https://www.balglobal.com