Product Marketing Manager

V R Della Infotech•Irvine, CA

10d

About The Position

The Product Marketing Manager – Innovations is responsible for analyzing markets, ecosystems, and competitive dynamics; owning business requirements for innovation projects; and contributing to product vision based on market expectations. The role develops differentiated value propositions and competitive positioning, and leads or supports testing, promotion, distribution, and go-to-market strategies for new concepts that may become products and services. It also creates marketing tools such as customer presentations and demonstrators, applies digital marketing techniques, and supports innovation teams in marketing and business development activities. In a fast-paced innovation environment, the role translates customer and market needs into product and service visions with clear value propositions, supported by evidence-based market needs, competitive positioning, pricing, and value analysis. As a member of the Innovation project team, the manager collaborates with Strategy, Business Development, Customer Success, and Product Delivery to prepare products for execution and ensure market desirability and alignment with the strategic business plan and gross margin at order intake. After the initial innovation phase, the role is expected to evolve into a Product Marketing Manager role for the new products. Responsibilities include analyzing trends, customer needs, segmentation, and competitors; mapping customer requirements to product strategy; researching customer pain points and emerging hardware, software, and digital content or application trends; developing product action plans, roadmaps, lifecycle strategies, and marketing materials; creating an Early Access Program and go-to-market activities; supporting sales and bids; representing the company at industry events; developing and communicating product value propositions; and refining pricing strategies using Total Value of Operations analysis, market needs, and competitive intelligence. The role defines a comprehensive go-to-market plan that communicates product competitiveness and total value of operations.

Requirements

Bachelor's degree in Marketing, General Business, Entrepreneurship, STEM, or a related field, with at least 8 years of relevant work experience; alternatively, a high school diploma with at least 15 years of relevant work experience.
Solid experience in product marketing and/or product management in inflight entertainment.
Strong analytical ability and proficiency in pricing, ROI and TCO, TVO analysis, market analysis, and competitive intelligence.
Proven experience developing effective marketing material.
Excellent interpersonal and communication skills.

Nice To Haves

Master's degree in Marketing, General Business, Entrepreneurship, STEM, or a related field, with at least 6 years of relevant work experience.
Certification in value-based pricing and offer development.
Certification in Product Marketing.
Experience in high-technology product development and/or engineering management.
Experience in innovation projects and associated methods, such as C-K, design thinking, or Blue Ocean.
Experience developing and communicating effective value propositions.
High proficiency in Excel and data analytics applied to marketing.

Responsibilities

Analyze market trends, customer needs, segmentation, and competitive positioning, and define and update market requirements.
Collaborate with Customer Success to map customer requirements to product strategy, identify gaps and weaknesses, and develop plans to address them.
Research industry and customer pain points to identify opportunities and selling points for existing and new customers.
Investigate trends in hardware, software, and digital content or applications and extract insights for the core team.
Define a winning product action plan for innovation projects and manage delivery of marketing artifacts.
Develop roadmaps and lifecycle strategies that address competitive gaps and future threats, highlight competitive strengths, and support the product vision with real-world metrics.
Develop an Early Access Program with select airlines and a go-to-market approach, including presentations, feature and capability descriptions, proposal language, cost and value analysis, pricing targets, brochures, and support for sales and bids.
Serve as an internal and external thought leader, support the sales team in communicating customer problems addressed and value delivered, and represent the company as a subject matter expert at trade shows and industry events.
Develop and quantify the product value proposition in collaboration with the Innovation and Product Delivery teams, tracking performance and using real-world data to support value analysis.
Develop and refine pricing strategies for innovative products and services using Total Value of Operations analysis, market needs, and competitive intelligence to support an attractive return on investment.
Define a comprehensive go-to-market plan that communicates product competitiveness and total value of operations.
Create marketing tools such as customer presentations and demonstrators to support prospecting, testing, and sales.
Apply digital marketing techniques, including content creation, persona targeting, A/B testing, and growth hacking.
Support the innovation project team in marketing and business development activities.