Head of Product Marketing
StepStone
Total years of experience :20 years, 4 Months
Managing a team of 4, we are the conduit between product, traffic & lead gen with brand marketing, sales and clients, supporting 11 online job site brands (Totaljobs Group & Jobsite Group).
Responsible for new product release GTM strategy, developing product positioning that differentiates our services in market and providing revenue-based client education for high-value accounts.
•Working closely with senior stakeholders in product, pricing, sales, marketing & customer service to maximise GTM success.
•Development of a thematic approach to product releases as part of a broader, contextual customer-sales story
and tailored value proposition for each brand.
•Working with sales enablement to maximise product penetration via product training, playbooks and collateral to support each stage of the buying process.
•Supporting lead gen through product-focussed customer lifecycle campaigns.
•Working with UX to extract customer insight behind product development and delivering frontline customer feedback to inform development.
•Market intelligence: go to experts on client personas across market segments, purchase patterns and buying criteria, competitor differentiation.
•Managing product performance: implementation of focused product programmes and engaging relevant teams to overcome identified barriers to uptake.
•Equipping brand marketing and sales with product insight and material to successfully GTM.
•Working with pricing & business intelligence for pricing and customer purchase pattern insight to inform positioning and key areas of sales product support.
•Management of product specialists: development of a sales support service / education programme to drive revenue with key client accounts across the group brand portfolio, delivered by 2 dedicated product specialists.
Working in a fast-paced, agile development environment as lead contact for product comms supporting 6 Totaljobs group brands (totaljobs.com, caterer.com, cwjobs.com, retailchoice.com, careerstructure.com):
•Create and deliver the product launch process; working with product owners through the product lifecycle.
•Bridge the gap between product and sales: delivering customer insights to inform product development.
•Sales education: product benefits, competitive differentiators and updates.
•Sales collateral: product sheets, sales brochures, tailored pitch decks.
•Product collateral: one-pagers, web content, FAQs, objection handling, product decks.
•Brand collateral: photography briefs / shoots, sales brochures, case studies, customer personas.
•Work with multi-functional teams and stakeholders to take products to market.
•Work with brand directors to understand competitive landscape and establish effective value propositions.
•Translate complex technical concepts into benefits with clear customer messages for internal marketing (sales) and external marketing (recruiters).
•Monitor competitor activity to maintain competitive edge.
Development and execution of B2B marketing campaigns to support UK BD.
•Sales collateral to support the UK market and industry verticals (FMCG, Pharma, Finance, Auto, Beauty).
•B2B PR Agency Management.
•Client campaign reporting.
•Social media marketing for client campaigns.
•Writing of company blog content.
•Sourcing / coordination of speaker and event opportunities for key spokespeople.
•Award entry writing.
GWR B2B service works with clients (agencies, brands, corporates, charities) who use live record-breaking and IP licensing for PR, marketing, fundraising and employee engagement. As B2B Marketing Manager, I supported a sales team of 9 across UK, EMEA & APAC. I later moved into a global product marketing role, reporting to the VP Product Marketing & GWR President, to develop the global commercial brand and product offering.
•Training and mentoring for x5 new regional B2B marketers.
•Alignment of regional marketing activities with global commercial strategy.
•Commercial brand management: maintaining a consistent TOV across global materials and touchpoints.
•Product management / development: working with creative, finance, records management and regional commercial sales and marketing teams for product development.
•Product performance monitoring to inform NPD.
•Securing commercial and brand partnerships e.g. cSquared - Festival of Media, Nutella 50th Birthday
•Commercial brand collateral: event photography, showreel, case studies, web content and news articles, newsletters, client pitch decks.
•Global campaign management e.g. 60th anniversary.
•Brand training management and delivery for staff and external partners.
•Third party licensing material management
•Award entry writing e.g. Licensing Awards.
•Identifying and securing commercially beneficial speaker slots for senior management.
•Writing and set-up of customer satisfaction survey.
•LinkedIn thought-leadership content writing for senior management
•Identifying PR opportunities to promote commercial awareness.
KEY ACHIEVEMENTS:
•60th anniversary: ‘60 record-breaking moments' 3-month campaign received key press coverage.
•New product launch for GWR brand and company endorsement services.
•Produced global rate card for Licensing deals.
•Implementing use of Euromonitor for commercial lead generation.
•First GWR commercial brochure guinnessworldrecords.com/tooamazing
•Implemented the first formalised product sheets.
Responsible for visitor and exhibitor related marketing for TFM&A, an annual B2B tradeshow for the UK's marketing, media and advertising industry attracting 11, 000 visitors, 300+ exhibitors and with 11 seminar theatres.
•Co-developed 2014 industry insights survey, results were presented as a Keynote address.
•New registration process to capture in-depth visitor insight including social registration.
•2013 show features were shortlisted for the Innovation Award by the AEO (2013), having boosted visitor satisfaction ratings from -6 in 2012 to +4 in 2013.
•Incentivised VIP Programme met show target of increasing senior attendance, up +15% (2012 vs. 2013).
•New seminar seat booking facility based on 2012 feedback, increasing visitor satisfaction.
•Negotiated barter agreement for personalised print for a 200k DM campaign.
•Commendations received from Group FC & UBM MD for innovative show features and Loyalty Programme. Formally commended by UBM Marketing Director for 2013 show messaging revamp.
•Post-event analysis and reporting.
•2014 show planning including budget allocation, registration system, website design, advisory panels, focus groups, VIP visitor program, partnerships and new meetups.com group for networking.
courses: CIM Product Management B2B Masterclass (December, 2016) CIM Fundamentals of Product Management (September, 2014) CIM Implementing a CRM Programme
Psychology [A] Information Technology [C] English Literature [D]