Reporting to the Senior Segment Marketing Manager, with a dotted line to the VP of Marketing and Communications, in this newly created role you will be responsible for the product marketing management lifecycle for all Utilimaster brand verticals (walk-in vans, truck bodies, and upfit for pickup trucks / cargo vans), which have 10-15 products each. This will include formulating and executing comprehensive product-focused marketing strategies and corresponding integrated plans that drive product awareness to achieve revenue and market segment penetration goals across prospective and current clients. At a high level, you will listen to customers and dealers, analyze the market and our competition, and recommend relevant marketing strategies to increase market share for new product launches as well as legacy products.
You will work with your supervisor to create sales tools for better market penetration, and to cross-sell and upsell, and a large emphasis will be placed on your ability to develop and measure the effectiveness of those tactics. You’ll also collaborate with our shared services team based out of Michigan, which includes a Social Media and Brand Marketing Specialist, a Marketing Automation Specialist, a Graphic Designer, and a Corporate Events and Promotions Manager. You’ll complete a mix of hands-on activities, (such as ensuring the product catalog is accurate and updated, taking photos, completing technical writing for product descriptions, updating the website, and more) and strategic activities (such as planning campaigns that you’ll lean on the shared services team to help execute, completing analysis and research, and more).
Most of your time will be spent collaborating with cross-functional teams throughout the organization, especially Sales and Engineering, to help develop products and support the launch of new products. You’ll know you’re doing well if new products are successfully launched, including pulling together all of the assets needed ahead of launch, planning email, social media and advertising campaigns, and everything is getting out on time, and if the sales team is better equipped with assets to sell our products.
Some of your specific tasks will be to:
- Work with Engineering to identify and document product mix by market and segment.
- Work with engineering and sales to create and manage on an ongoing basis an actionable product roadmap from which demand generation efforts, collateral, and sales tools will be derived.
- Conduct, analyze, and interpret research meant to identify potential and existing customers, competitors, and markets for company products and coordinate outreach with business development or lead generation teams.
- Review and approve product-specific data sheets, promotional publications, presentations, advertisements, or brochures, ensuring that product value propositions are clearly and effectively communicated.
- Develop and administer launch plans for new or revised products, create and administer strategies for increasing market share of existing products, and assist in retirement and communication planning for product decommissioning.
- Evaluate performance of marketing initiatives and revise strategy in response.
- Participate in planning of sales promotions or other special events, such as conferences, trade shows, or user meetings.
- Develop and deliver product-specific training to sales or sales support teams.
- Work closely with sales management, product/engineering management, and the sales teams to drive results that equal the market potential through the expansion of Utilimaster’s footprint in existing customer base and into new customer accounts.
- Partner with the sales team to enhance their success through recommending and developing tools such as mobile applications, collateral, presentation materials, tutorial webinars, and customer and competitor profiles.
- Support tradeshows and events by developing relevant sales tools and product-based assets.
- Lead strategic marketing priorities.
- Collaborate and assist with demand generation planning efforts in your respective segment, including helping to develop the overall strategy, producing new and nurtured lead generation goals and forecasts, managing to a budget and measuring overall results against plans.
- Achieve marketing qualified lead and pipeline targets by planning and executing marketing programs including email campaigns, webinars, tradeshows, social media programs, video production, digital display advertising and marketing with third parties.
- Collaborate with content marketing to optimize integrated marketing materials, including email copy, web content and landing pages, and other product-related collateral that drive conversions and prospects into the lead funnel.
- Initiate and manage product lead nurturing programs to accelerate prospects moving through the demand generation funnel.
- Analyze project performance and company impact to drive insights and make recommendations to improve performance.
- Track and report on campaign costs, performance, and ROI to understand channel and offer performance.
- Partner with cross-functional teams in sales, content marketing, product marketing, sales operations, and others to ensure generated leads are high quality and being acted on appropriately.
Note: this description is intended to give you a general overview of the position and is not an exhaustive listing of duties and responsibilities.