Position Overview

The Senior Manager, Product Marketing will lead the positioning, messaging, and proactive marketing for existing and new offerings across Encore’s Strategy, Creative, and Production solutions. The Product Marketing team sits at the juncture between Product Management and Sales – deeply ingrained with both product and customer knowledge to shape company solutions, go-to-market strategies, selling tools, marketing plans, thought leadership and other marketplace messaging. Reporting to the VP, Product Marketing, the Senior Manager, Product Marketing is responsible for product positioning and strategy, marketing planning, execution, and thought leadership for company product/solution categories.

The position requires both a customer and product centric mindset and will be an important leader within the Marketing team working collaboratively throughout the organization to drive growth and measurable impact for Encore’s Strategy, Creative, and Production solutions. The Senior Manager, Product Marketing will use management skills and the ability to build an understanding of the role of product marketing to work seamlessly/collaboratively with multiple stakeholders throughout the organization. This position will assist in the development of product marketing strategies/action plans and deliver integrated marketing programs with a measurable impact on the Strategy, Creative, and Production business.

Key Job Responsibilities

Product Positioning and Go-to-Market Strategy

• Develop the Strategy, Creative, and Production annual Product Marketing plan in collaboration with each of the business leaders including strategies/action plans for key product and customer categories.
• Deeply understand product revenue goals/priorities to formulate recommendations about which products/solutions to focus on that offer the biggest opportunity for growth.
• Understand and collaborate with key stakeholders in Sales, Operations, and Business areas to ensure Strategy, Creative, and Production marketing strategies/plans are aligned to their goals.
• Educate stakeholders on the opportunity for marketing to drive awareness, trial and repeat purchase.
• Oversee customer segmentation for key categories, customer persona development, and tailor marketing programs and tools to specific customer needs.

Product Launch, Messaging and Ongoing Support

• Partner with business leaders and other functional stakeholders to understand priorities, recommend strategies to market existing products and launch new products that drive growth.
• Manage Strategy, Creative, and Production services brand strategy creating motivating, ownable and relevant product positioning for key products and ensuring fit with the company’s unitary brand architecture.
• Oversee marketing plans, tools, and other program development executed through key elements of the marketing mix – e.g., digital marketing, direct marketing, social media, other advertising, thought leadership, industry relations, etc.
• Work with the Digital Marketing, Brand/Communications, and Industry Relations teams as appropriate to activate.
• Activate strategies including leading cross-functional work teams and directing internal creative resources and external agencies (where needed) to develop and deploy assets.
• Align with global marketers (CAN, EMEA, APAC and MX) to drive a global approach to marketing core event technology solutions.

Sales Enablement Tools

• Partner with the Marketing, Sales Enablement, and the business leadership team to identify, develop, and maintain marketing/sales tools for Strategy, Creative, and Production offerings – e.g., demos, sales guides, vision templates, brochures/sell sheets, presentations, proposal boilerplate content, videos, email campaigns, website content, etc. to support new/existing products/services, communicate the value props, and help close sales.
• Partner with Global Learning to identify sales training needs and provide content with the Product Management team.
• Ensure tailored content for key customer stakeholder groups - e.g., event planners and venue partners.
• Work closely with the Sales Enablement team in the Commercial organization to ensure initiatives are communicated.

Content Development and Management

• Direct content strategy for Strategy, Creative, and Production solutions; oversee writing and production of relevant content and work with Digital Marketing team to distribute/amplify via paid, owned and earned channels.
• Create assets (white papers, content marketing articles, newsletters, email, social media and video content, infographics, etc.) for customers and industry partners (who will amplify our messages).
• Work with Brand/Comms team to define/optimize social media strategy and external PR/communications for core event technology.
• Develop content for trade publication submission, press releases, client/prospect newsletters, and other efforts which generate awareness and understanding of Encore in the marketplace.
• Steward and implement Encore’s new brand voice throughout all external facing content.

Industry Thought Leadership

• Develop industry thought leadership strategy and assets for Strategy, Creative, and Production solutions.
• Evaluate and enhance existing category thought leadership initiatives and collateral to maximize Encore reputation, return, and marketplace differentiation.
• Collaborate with Industry Relations team to ensure solutions are positioned for the industry including strategies for marketing via industry organizations – conferences and other vehicles.
• Work with the Communications team on coverage/exposure opportunities for solutions in relevant media vehicles.

Measurement and Reporting Insights

• Provide data and insights to product marketing strategies, both third party and primary where needed.
• Understand key trends in conjunction with Product Management.
• Along with business leaders, work with the Insights Manager (and/or outside insights firms) to bolster product/solutions/market knowledge for Strategy, Creative, and Production solutions.
• Establish and track KPIs to measure marketing effectiveness and ROI.
• Provide analytics/insights demonstrating the value of marketing programs and channels.
• Adjust strategies accordingly to improve resource allocation, customer acquisition, revenue generation, etc.

Job Qualifications

• Bachelor’s Degree, MBA or similar strongly preferred
• 7+ years Product Marketing experience in B2B and B2C organizations
• Strong leadership skills and confidence to lead, manage & engage teams.
• Visionary who can set strategy, build plans, and drive hands-on execution and accountability for results
• Expertise leading cross-functional teams (and agencies) to develop/deploy product positioning, marketing plans, sales enablement tools and marketing mix execution for new and existing products
• Demonstrated experience deeply engaging with customers, markets, products, and solutions.
• Experience developing and deploying the full range of marketing mix options to launch new and support existing products/services – sales enablement tools, website content, direct marketing, thought leadership, industry relations, etc.
• Experience fielding and utilizing insights to improve customer understanding and results to develop product/services strategy
• Proficiency with digital marketing strategies and marketing tech stack to activate within solution marketing plans, campaign development and management expertise
• Analytical thinker with ability to synthesize data and analysis from many sources into concise, actionable insights and actionable/profitable marketing plans.
• Hands on leader capable of leading and doing - can provide marketing vision, project leadership and hands-on execution.
• Experience leading/managing external vendors and agency partners.
• Executive presence – can influence senior management and build support for product marketing initiatives; able to lead/work with cross-functional teams and influence decisions at all levels
• Ability to develop and implement plans, monitor results, and drive continuous improvement. Innate ability to stay abreast and leverage emerging trends, platforms, and competitive activity.
• Prior experience in at least one of the following:

o Hospitality and/or event industry experience and/or familiarity

o Prior Marketing experience with Production, Strategy and Creative services

o Services marketing

Competencies

Deliver World Class Service

• Hospitality
• Ownership

Do The Right Thing

• Demonstrates Self-Awareness

Drive Results

• Ensures Accountability

See The Big Picture

• Decision Quality
• Manages Complexity

Value People

• Collaborates

For more information on our Competency Group, refer to the Competency Based Talent Management page on Encore Connect by searching for the title or copy & pasting this URL Link: (https://psav.sharepoint.com/sites/HR/SitePages/Competency-Supported-Talent-Management.aspx).

Work Environment

Office

Work is performed primarily in an office environment. Working times may include irregular hours and on-call status including days, evenings, weekends, and holidays. Team members must adhere to appearance guidelines as defined by Encore based in an office environment and when traveling, on an individual venue or a representation of venues in that city or area.

The above information on this description is not necessarily an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned.