Product Marketing Manager - B2B Advertising

Expedia Group • Seattle, WA

2d

About The Position

Expedia Group brands power global travel for everyone, everywhere. We design cutting-edge tech to make travel smoother and more memorable, and we create groundbreaking solutions for our partners. Our diverse, vibrant, and welcoming community is essential in driving our success. Why Join Us? To shape the future of travel, people must come first. Guided by our Values and Leadership Agreements, we foster an open culture where everyone belongs, differences are celebrated and know that when one of us wins, we all win. We provide a full benefits package, including exciting travel perks, generous time-off, parental leave, a flexible work model (with some pretty cool offices), and career development resources, all to fuel our employees' passion for travel and ensure a rewarding career journey. We’re building a more open world. Join us. Role Summary A high performing individual who contributes to the optimization of messaging and products to better serve customers needs and pain points. Consistently applies - and sometimes enhances - the product marketing capabilities, principles and playbooks to solve complex customer and business issues and opportunities. Operates largely independently and mentors more junior colleagues.

Requirements

• 5+ years for Bachelor's
• 3+ years for Master's
• Experience managing and leading large scale product marketing projects.
• Bachelor's or Master's or equivalent experience
• Ability to influence peers.

Responsibilities

• Contributes to audience segmentation and persona definitions
• Identify market opportunities and target audiences for the portfolio assigned, contribute to the product vision and influence the roadmap.
• Establishes KPI and success metrics for the portfolio and initiatives they're assigned.
• Develops the go-to-market strategy and plans based on business goals, product readiness, and positioning.
• Partner with integrated marketing and channels to define and execute campaigns strategy and plans.
• Drive market and internal readiness, in coordination with product and sales and support teams.
• Applies understanding of trends in customer’s motivations, needs and pain points to generate ideas and recommendations for product management and to advocate for customers throughout the product development lifecycle.
• Continuously assesses the market and preferences of customers and develops a sense of how trends are changing through analysis.
• May gather customer feedback through focus groups, win/loss interviews, sales 'ride-along', research, etc. and represents the voice of the customer to product management and the business.
• May develop the financial model used to appraise new product ideas.
• Is aware of relevant data sources for competitive insight (internally and externally).
• Gathers data on competitors and analyzes their products/services, prices, sales, and/or method of marketing and distribution.
• Shares competitive intelligence to inform direction, guide strategies, and guide marketing approach.
• Analyze existing data and insights to identify research needed to validate positioning and messaging across segments.
• Create message and positioning that resonates with audience/segments to drive buying behaviors.
• Develops detailed information about the users and values of the company’s products/offerings.
• Understands product marketing frameworks and how to structure marketing briefs.
• Oversees and guides content creation by marketing channels and other stakeholders.
• Develops unique value proposition(s) for products/solutions.
• Develops an in-depth understanding of the industry, including the key players and their success strategies.
• Develops an awareness of industry issues, including trends and challenges or concepts.
• Develops a broad understanding of industry best practices, products/services and their applications; distinguishes the pros, cons and implications of the options.
• Understands the full array of the company’s product/solution offerings and areas of expertise, applies this knowledge to meet the needs of the customer.
• Builds and maintains a thorough working knowledge of products, technologies, offerings, etc.
• Demonstrates a working knowledge of competitors’ products and services as well as their strengths and weaknesses.
• Demonstrates a comprehensive understanding of product components, design, features and benefits when communicating product features and brand’s benefits.
• Acquires a basic understanding of customer and partner audience to validate communication plans and strategies.
• Experience working with designers to illustrate core value message.
• May provide direction and content to Marketing teams in support of campaign creative and sales tools.
• May help define content strategy and create compelling content (pitch decks, demos, marketing or editorial copy) that highlights the product value.
• Review campaign creative and content for consistency and accuracy across global and local touchpoints and ensure it enables customers along their lifecycle journey.
• Work cross-functionally to articulate marketing campaign strategy with marketing and product teams.
• Measure against KPIs and adjust as needed to ensure the message resonates.
• May assist with or create of product bill of materials and internal readiness materials.
• Creates clear, concise and organized communication materials (e.g., reports, dashboards, presentations, messages).
• Breaks down information into understandable messages and actionable steps that fit into the overall plan and strategy.
• Prepares communications via differing modes, tailoring messages to audiences; develops an understanding of how the messages connect.
• Prepares communications that enable customers, bringing them along the journey at every stage of the lifecycle.
• Understanding of copy writing and ability to edit to have one consistent voice to the customer.
• Identifies methods for collecting data, performs data analyses and articulates findings.
• Establishes new and cultivates existing trusted relationships with key decision makers on customer/partner accounts.
• Contributes ideas regarding how to create business opportunities (e.g., progress meetings, fact-finding/exploratory meetings) to strengthen and grow customer account.
• Looks for signals that the customer/partner may need additional products/services and navigates through the appropriate organization channels to ensure important customer/partner account business issues are identified and acted upon.

Benefits

• full benefits package, including exciting travel perks, generous time-off, parental leave, a flexible work model (with some pretty cool offices), and career development resources
• medical/dental/vision
• paid time off
• Employee Assistance Program
• wellness & travel reimbursement
• travel discounts
• International Airlines Travel Agent (IATAN) membership

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level