Job Description: Product Marketing / Associate to Sr DirectorJob Title: Product Marketing for Global ProductsDepartment: ESi MarketingOffice Location: Barcelona: with Flex contract 3 days in the office and 2 days working from homeReports To: Nicola UvaLanguage Skills: English, SpanishThe product marketer role is responsible for developing effective marketing strategies and plans to educate and communicate the benefits and features of new and existing products to the business' audiences. The product marketer's primary audience is the prospective client, but also internal groups including sales and marketing personnel, partners, and sales trainers. This role handles market research on current trending products, establishes timescales for upcoming products, influences pricing and packaging, educates and guides sales teams, develops messaging and market positioning on products and takes part to activate assets and deliverables to his or her audiences in presentations, events, and other available communication channels. At ADP, product marketers are the 'voice of the customer' within the company, researching consumer needs and experiences, while developing the buyer and influencer's personas.Success is Measured on the Following Factors:Number of salespeople fully enabled to use new sales tool assets (competitive and demo deliverables).Number of audience framework research results for ESI products.Number of leads generated from client-facing competitive or insight assets as activated, primarily in Sales Accepted Leads (Gained Access), and secondarily by Revenue from such Leads.Job Description Scope of Responsibilities:Product Marketing is responsible for the following responsibilities and deliverables:Product Positioning: Responsible for defining a product's positioning (i.e., how we want the target market to 'perceive' the product). Product positioning includes the establishment of:Competitive product differentiation/positioning(s)Unique selling propositions (USP)Key features and benefitsProduct positioning must be established for each new version of each product produced. Add-on components for a product do not need separate product positioning defined. The full product positioning is specified in a Product Positioning Document (PPD) or Product Positioning Value Document (PPVD).Product Marketing Development: The product marketing manager creates the New Product Introduction (NPI) plan for their Products, and assists the company's marketing communication team's creation and production of deliverables, in the following categories:Collateral & sales tools development: Planning and content development of all product collateral and sales tools to all groups that need such tools.Digital development: The Product Marketing Manager delivers sales information and tools via, a) Intranet website for internal sales staff, b) Intranet website for partners, and c) Internet website for end-customers. The product marketing manager is responsible to oversee the development and management of the product sections of these websites as created by marketing communications.Product Evaluations: The Product Marketing Manager provides for and manages evaluation and competitive analysis for internal use at customer sites, partner sites, and marketing events.Other Communications: The Product Marketing Manager must regularly support the direct and indirect sales teams with product information and sales tools deliverables to better enable sales to perform. This includes:Regular communications of product and company eventsDelivery of new sales toolsProduct Marketing Evangelism & Training: Responsible for product evangelism and sales training for the internal sales teams. Evangelism means that one is the 'expert' on the product, and is responsible for communicating 'expertise' on the product's positioning, benefits, and features to influencers inside and outside of the company in a sales context. This includes:Partners and internal sales staff.User groups, special interest groups (SIGs), and online forums.Must be capable of communicating in a pre-sales context:Product knowledge. This includes a full understanding of the functionality of the products, and to be able to use/demo the product.Product benefits. This includes a successful communication of the product's features and benefits, or the positioning of the product.Competitive product knowledge. This includes knowledge and experience to know the competitive advantage of our products over the competition; understanding the strengths and weaknesses of competitive products.
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