About the position
We're looking for a strategic, execution-ready marketing lead to shape and drive the go-to-market and growth motion for Nexus Black - IFS's co-innovation program for Industrial AI. This is a unique role at the intersection of innovation, enterprise AI, and high-value customer collaboration. Nexus Black develops use cases outside the core product roadmap in partnership with strategic customers. Your mission is to help define those propositions, take them to market, and showcase their impact. You'll lead the development of the Nexus Black value proposition, define target audiences, and activate messaging across campaigns, website, executive engagements, and analyst conversations. You'll also work directly with product and customer teams to translate complex AI-led POCs into user-relevant, persona-based messages - ensuring we can drive adoption, ROI, and product-market fit at speed. You'll report into the Head of AI Marketing at IFS. You'll partner closely with the Growth Unit, product, comms, and the broader IFS marketing organisation. This role requires a rare blend of strategic storytelling, execution capability, and a passion for bringing bold AI innovations to market.
Responsibilities
- Build and activate the overarching Nexus Black value proposition, messaging architecture, and customer-facing positioning.
- Define and evolve ideal customer profiles (ICPs), buyer personas, and partner segments.
- Develop clear narratives that distinguish Nexus Black from core IFS.ai and position it as a premium, invite-only innovation engagement.
- Work with the digital and brand teams to refresh and maintain dedicated Nexus Black webpages, assets, and pitch materials.
- Work alongside customer innovation and delivery teams to define persona-based messaging for each POC or co-innovation use case.
- Lead the packaging of successful use cases - from outcome stories and internal enablement to adoption toolkits and campaign assets.
- Help demonstrate ROI and real-world impact to drive internal and external confidence in the Nexus Black approach.
- Identify high-potential use cases developed for one customer that may apply to others or enter the broader IFS roadmap.
- Assess product-market fit, market demand, and positioning options to support GTM readiness.
- Create or coordinate scaled go-to-market materials (e.g. use case playbooks, mini-campaigns, internal activation slides).
- Capture reference stories, analyst-friendly summaries, and event-ready messages that bring Nexus Black outcomes to life.
- Partner with the Customer Advocacy, AR, and Sales Enablement teams to integrate Nexus Black stories into IFS-wide channels.
- Collaborate cross-functionally with Product, Growth Unit Marketing, Communications, and Customer Advocacy teams.
- Represent marketing in Nexus Black planning sessions, internal reviews, and external stakeholder meetings.
- Provide regular reports on Nexus Black marketing performance, including insights and recommendations.
- Conduct market research and competitive analysis to identify emerging trends, customer needs, and whitespace opportunities for Nexus Black and its use cases.
- Collaborate with corporate marketing to ensure Nexus Black messaging, brand expression, and storytelling aligns with broader IFS positioning.
- Drive AI-focused thought leadership and content marketing, specifically around high-impact use cases and customer co-innovation wins.
- Ensure seamless coordination and effective implementation of marketing strategies by managing execution through the customer marketing team, net new team, and directly as applicable.
- Partner with the campaigns and demand teams to test and scale go-to-market plays for use cases that show cross-customer or roadmap potential.
- Track performance of GTM assets and use case materials, and continuously improve messaging based on customer feedback, usage data, and sales performance.
Requirements
- 10+ years in B2B marketing, with experience in product marketing, solution marketing, or go-to-market strategy roles.
- Track record of marketing complex or technical solutions (e.g. enterprise software, AI/ML, or SaaS platforms).
- Proven experience developing go-to-market strategies for innovation, new offerings, or emerging products in a B2B tech context.
- Experience working across functions - especially with product, sales, customer success, and comms.
- Demonstrated success launching new propositions or driving messaging from zero to one.
- Experience managing budgets and working within a matrix organization, balancing stakeholder input across product, sales, marketing, and customer teams.
Nice-to-haves
- Strong messaging and positioning instincts - especially for emerging propositions or innovation-led plays.
- Ability to simplify complexity and align messaging to outcomes, personas, and buying stages.
- Excellent writing, storytelling, and campaign briefing skills.
- Strong understanding of AI technologies, trends, and their commercial applications.
- Comfort operating in ambiguous, fast-evolving environments, especially where commercial models or product-market fit are still emerging.
- Strong understanding of AI and enterprise software, including how AI-led solutions are evaluated, piloted, and scaled in regulated or industrial settings.
Benefits
- Flexible and hybrid work opportunities to support diverse needs and lifestyles.
- Inclusive workplace experiences that foster a sense of community.
- Opportunities to engage with colleagues to share ideas and build meaningful relationships.
