Product Marketing Manager
ADP is a comprehensive provider of cloud-based human capital management (HCM) solutions that unite HR, payroll and time, and a global leader in business outsourcing services, analytics, and compliance expertise. The international market is an important contributor to ADP’s global growth strategy.
As Product Marketing Manager for the international division, you’ll be a key member of our Product Marketing team and play a critical role in ensuring the success of a company's products and services by developing and executing effective marketing strategies that drive product and service adoption, contribute to building brand equity, and drive business value and revenue growth for our UK and Dutch markets.
The successful candidate will demonstrate a strong combination of education, marketing expertise, communication skills, analytical skills, collaboration skills, creativity, project management skills and a commercial track record of product marketing experience with a focus on Human Capital Management domain.
What You’ll Do:
• Define the product positioning: Based on the research, define the product's unique selling proposition (USP) and positioning in the market. Identify the key benefits and features of the product that resonate with the target audience.
• Define and maintain the product brand architecture and taxonomy to simplify the messaging and deliver consistent, high quality, customer-focused content.
• Develop messaging and content: create compelling messaging that communicates the product's value proposition to the target audience.
• Develop content such as product videos, demos, whitepapers, and case studies that help educate and persuade potential customers.
• Collaborate with cross-functional teams: work closely with product development, product managers, sales teams, and other stakeholders to ensure that the product messaging is consistent across all channels. Work closely with the sales team to create sales enablement materials and ensure that they are trained to effectively sell the product.
• Manage effectively conflicting priorities and communicate regularly to the stakeholders the status of the ongoing activities.
• Work with other marketing functions on events, campaigns and other marketing activities of product related content and sales tools
• Launch and promote the product: Create and execute go-to-market strategies to launch and promote the product including developing marketing campaigns, creating product collateral, and collaborating to events and webinars.
• Analyze and optimize: Analyze performance of product marketing assets and use data insights to optimize future product marketing strategies. Monitor key performance indicators (KPIs) such as product adoption, revenue, and customer feedback to measure the success of the product marketing efforts.
• Work with regional sales, customer success teams and other stakeholders to identify customer and partners use cases and capture these into compelling content, collaborate with the marketing teams to reflect the product value into written case studies, blogs, customer win press releases and clients and partners’ events.
• Evangelize ADP’s value proposition with customers, partners, press and via social media and promote ADP’s thought leadership and brands
• Conduct market research: deeply understand the market, competition, and target audience. Conduct market research to gather insights and data that inform product positioning and marketing strategies.
Who You Are:
• A bachelor's degree in marketing, business, computer science or a related field, MBA or Master Degree preferred
• Minimum 5 years of experience in product marketing in an enterprise B2B or SaaS environment.
• Experience in HCM would be a nice to have.
• Have successfully transformed the product marketing role from an asset generator, to a strategic partner executive stakeholders rely on to effectively position the products in the market.
• Marketing expertise: an experienced product marketer with a strong understanding of product marketing principles and tactics, including market research, segmentation, positioning, messaging, and branding.
• Product knowledge: deep understanding of a company's products or services, as well as the market and competition.
• Communication skills: Excellent communication skills, both written and verbal. Strong analytical and synthesizing skills to translate technical content into compelling, value-based messages. Demonstrated ability to articulate a product value proposition and create compelling messaging that resonates with the target audience. Excellent presentation skills essential.
• Analytical skills: highly skilled at analyzing data and making data-driven decisions. Deep comfort with metrics and KPIs, and able to use tools CRM, marketing automation and BI tools.
• Collaboration skills: Work closely with cross-functional teams, including product development, product managers, sales teams, and designers. Ability to build strong relationships and communicate effectively with all stakeholders.
• Creativity: be creative and innovative, constantly coming up with new and effective ways to promote the product and engage the target audience.
• Project management skills: Ability to manage multiple projects simultaneously, prioritize tasks, and meet deadlines in a high activity, dynamic environment. Penchant for delivering on time with high attention to detail and quality. Demonstrated ability to work individually on projects while collaborating with and supporting other team members.
• Behavioral characteristics: intellectually curious, passionately persistent, resilient and tenacious - always learning and bravely tackling new challenges.
• Technical competencies: Salesforce, Microsoft 365, Tableau, Google Analytics, Workfront, LinkedIn. Other MarTech, content creation or productivity tools considered an advantage.
• Language skills: English Fluent. Dutch knowledge will also be a significant asset.
Travel Needs: Must be able to travel across regions.
