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Product Marketing Director

coiled Published: January 18, 2022
Job Type
Company Type
Small Business


Market intelligence—be the expert on our buyers, who are they, how they buy and their key buying criteria. Understand and document our user and buyer personas and processes, including where they get information, and the who, what, when, and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn.
Understand the competitive landscape—be an expert on our competition and how they are positioned.
Develop product messaging that differentiates new products and services from others in the market and resonates with target buyer personas. Translate technical details into benefits for the user for product messaging.
Develop competitive sales strategies to win against competitors.
Gain insight into customer use of current products, untapped opportunities and buyer personas.
Plan the launches of product releases and manage the cross-functional implementation of the plan.
Provide input into the marketing plan in conjunction with our marketing team, including key activities and budgets to support the retention of existing customers and the acquisition of new customers.
Use market research data to determine product pricing in collaboration with sales.
Assist sales on calls when appropriate to provide deeper dives into the product including demos.
Create and deliver technical sales training to the sales team.
Create product content such as sales presentations, datasheets, case studies, videos, website copy, and blog posts
Act as the thought leader for the product externally, including speaking engagements and written works to promote the story of our product.
Understand and support our sales channels; train them on the problems we solve for our buyers and users; develop internal tools and external collateral and teach them how and when to use it.
Create and manage customer advisory council.
Manage fast-changing priorities in a dynamic environment to deliver the most impactful solutions to business stakeholders. Take direction, coaching, and adapt to a changing environment with agility.


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