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Your Role and Responsibilities
As a Senior Product Marketing Manager, you will articulate IBM's point of view and value proposition for IBM's Business Automation unit, in order to grow our market share. You will be the market catalyst for the team, providing guiding views on key market problems, competitors, and differentiators grounded in data. As a Senior Product Marketing Manager, you will be respected by cross-functional peers for your ability to identify opportunities, distinctive competencies, and positioning. You will lead the crafting of strategy around messaging and marketing as a compelling storyteller, biasing analysts and customers towards IBM's offerings. Additionally, you will serve as a leader of influence that gains internal support across all channels and drives demand into the sales pipeline. You will anticipate potential problems in driving complex solutions and are active in client conversations at events, in the field, and online. In the role of Senior Product Marketing Manager, you will provide guidance to other professionals and advice to executives in the department on activities that drive the marketing organization. You will be responsible for leading the deployment of the overall marketing plan, product messaging and positioning, and definition of the target persona and the narrative for the demand generation campaign that supports the product as well as our strategic partners. In addition, you will develop requirements for the Marketing & Communications model. This role works across product management, sales enablement, channel, external strategic partners and direct sales organizations to orchestrate the go-to-market plan. As a Senior Product Marketing Manager, you must be self-motivated, must have demonstrated excellent leadership in challenging situations, collaboration and proficient business acumen, and must be an expert on marketing as well as the B2B industry overall.
Develops, plans, and executes programs that represent the voice of the customer, advocating a point of view that serves their needs and differentiates our offerings.
Leads all activities that involve quantifying and segmenting the market opportunity based on patterns of unmet needs, understanding how we compare versus the competition.
Manages all activities related to understanding the personas (buyer, influencer, user) of a buying cohort.
Leads multi-functional teams in articulating IBM's point of view, marrying the unmet needs of the target segment with a differentiated solution, and describing how solution attributes deliver desired outcomes.
Guided by general business directives with latitude to define priorities and resources to activate the marketing team members in bringing the point of view to life with meaningful campaigns.
Sources the prioritized stories and use cases and communicates them effectively to the business, identifying the best routes-to-market to serve those needs.
Reviews offering NPS score and win-loss analysis regularly to improve offering experience, anticipating problem areas and methods to solve them.
Required Technical and Professional Expertise
Professional knowledge of marketing and communications processes, including cross-discipline and cross-functional integration, to support business activities aligned with the organization's mission and objectives. Has knowledge of the organizational resources, priorities and plans required to complete assigned activities.
Demonstrated experience within Product Marketing.
Preferred Technical and Professional Expertise
Excellent Communication Skills: Advises other professionals within the marketing organization on strategy and day-to-day activities that affect the implementation of the marketing strategies and plans. Advises on the objectives of an assigned program or project as they apply to the attainment of organizational objectives. Deploys and enables marketing & communications tools, processes and programs as they apply to assignments. Assigned to a number of projects and negotiates all aspects of the projects with management, and within and outside of members of the marketing & communications discipline.
Persuasive & Compelling Storytelling: Great experience in persuasive speaking with the ability to teach others, thought leader on IBM's unique niche areas as a brand.
Technical Writing: Ability to establish influence through creating a point of view on technical writing, as well as guidance on best practices behind the skill.
Problem Solving: Analyzes the requirements of complex business and marketing problems, programs and issues which are related to meeting the objectives of the marketing function. Identifies issues as they relate to marketing & communications function and/or marketing organization.
Innovative Thinking: Develops and implements new techniques and improvements.
Initiator: Leads the implementation of appropriate measurement systems for collecting/reporting of defined marketing & communications metrics/actions, ensuring their operational linkage with appropriate business functions.
Stakeholder Management: Regarded as a trusted business advisor by Sales leaders, influential in shaping overall Go to Market plan, able to represent IBM externally and promote the value of our products & solutions with clients and peer groups. Leads discussion with WW and Geo stakeholder.
Analytical Skills: Uses data to accurately size market segments and define potential opportunities for investment. Drives research behind routes to market - providing in depth thought leadership and influence behind selecting channels.
Market Research: Deliver a comprehensive market research report that includes description of your research method, the results, conclusions, and recommended courses of action.
Quantitative Analysis: Master storyteller of data, guiding quantitative analysis through teaching/mentoring others. Able to develop a differentiated point of view through quantitative ability, leveraging dashboards, market research, and other data tools to drive teams with an objective. and outcome focus for the business.
Competitive Analysis: Able to perform in-depth competitive analysis for messaging and positioning of product into the market place. Able to Communicate features and benefits to add to the product so to grow the offering against the competitive offerings.
Experience with Design Thinking, Situational Leadership and Agile Project Management
About Business UnitIBM Corporate Headquarters (CHQ) team represents a variety of functions such as marketing, finance, legal, operations, HR, and more, all working together to solve some of the world's most complex problems, help our clients achieve success and build collaborative work environments for IBMers.
Your Life @ IBMWhat matters to you when you're looking for your next career challenge?
Maybe you want to get involved in work that really changes the world? What about somewhere with incredible and diverse career and development opportunities - where you can truly discover your passion? Are you looking for a culture of openness, collaboration and trust - where everyone has a voice? What about all of these? If so, then IBM could be your next career challenge. Join us, not to do something better, but to attempt things you never thought possible.
Impact. Inclusion. Infinite Experiences. Do your best work ever.
About IBMIBM's greatest invention is the IBMer. We believe that progress is made through progressive thinking, progressive leadership, progressive policy and progressive action. IBMers believe that the application of intelligence, reason and science can improve business, society and the human condition. Restlessly reinventing since 1911, we are the largest technology and consulting employer in the world, with more than 380,000 IBMers serving clients in 170 countries.
Location StatementIBM offers a wide range of resources for eligible IBMers to thrive both inside and outside of work. In addition to a competitive benefits program consisting of medical and life insurance, retirement plans, and time off, eligible employees may also have access to:
*12 weeks of paid parental bonding leave. Family care options are also available to support eligible employees during COVID-19.
*World-class training and educational resources on our personalized, AI-driven learning platform. IBM's learning culture supports your restless attitude to grow your skills and build the depth and scale of knowledge needed to achieve your career goals.
*Well-being programs to support mental and physical health.
*Financial programs that empower you to plan, save, and manage your money (including expert financial counseling, 401(k), IBM stock discount, etc.).
*Select educational reimbursement opportunities.
*Diverse and inclusive employee resource groups where you can network and connect with IBMers across the globe.
*Giving and volunteer programs to benefit charitable organizations and local communities.
*Discounts on retail products, services, and experiences.
We consider qualified applicants with criminal histories, consistent with applicable law.
Being You @ IBMIBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.