Solution Marketing Manager - Broadband Market

AFL • Duncan, SC

4d • Hybrid

About The Position

Responsibilities Strategic Marketing Leadership Own and execute the broadband vertical marketing strategy aligned with the Broadband Business Unit and Sales Teams priorities Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion Leverage market intelligence and competitive insights to craft strategies that enhance market position Conceptualize and drive primary market research to better understand marketplace and customer needs Monitor market trends across data center interconnection, long-haul optimization, metro/regional fiber builds, and FTTX deployments, and maintain expertise across key network areas: hyperscale data centers, carrier long-haul and metro networks, fiber-to-the-home/business, and outside plant infrastructure Work with Market Development to track competitive landscape, emerging technologies, and industry standards Define buyer personas and map the buyer's journey from awareness to decision across service provider, hyperscale, and wholesale carrier segments Messaging, Positioning, and Go-To Market Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging Define proof points, competitive differentiators, and customer success stories Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages Develop content roadmaps covering thought leadership, solution launches, and product messaging Define broadband product and solution categorization and website architecture Refresh content catalog and web assets Develop solution and product branding and naming frameworks with the Broadband Business Unit and Corporate Branding Develop and manage go-to-market plans and launch tiers for grid solutions and product releases Ensure messaging consistency and brand alignment across all channels and touchpoints Integrate PR and publication opportunities to strengthen brand awareness and credibility Sales Enablement, Collaboration, and Performance Management Recruit, lead, develop, and collaborate closely with Technical Copywriter (Broadband) Brief and direct content creation; review and approve white papers, case studies, and thought leadership content Educate internal stakeholders on broadband marketing plans, solutions, positioning, and market strategy Develop training programs on solution capabilities, competitive positioning, and value propositions Enable sales teams with presentation templates, case studies, and competitive battle cards Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral Partner with Product Line Management to translate technical product capabilities into market-facing value propositions Collaborate with Solutions/Application Engineers to ensure technical accuracy and application relevance Work with Market Development Manager to align on market priorities and thought leadership topics Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness Track quarterly OKRs and analyze results to adjust strategy based on performance data Qualifications and Experience Required Bachelor's degree in Marketing, Business or related field 5+ years of B2B marketing experience in solution marketing or product marketing 5+ years working in the Broadband/Telecommunications sector with deep understanding of fiber optic network infrastructure Strong understanding of broadband market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges Track record of successful product and solution launches in broadband or telecommunications markets Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas Experience managing marketing budgets and delivering measurable results Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams Preferred Experience with hyperscale data center customers, Tier 1/2 carriers, or fiber-to-the-home operators Direct experience with service provider network planning and deployment cycles Knowledge of fiber optic technology, outside plant construction, and network design principles Technical Competencies Strategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmaps Messaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiences Solution marketing frameworks: Translating technical capabilities into value propositions for different buyer types (executive, technical, procurement) Market intelligence: Conducting primary research, competitive analysis, campaign analysis, and customer interviews Buyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stages Performance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attribution Budget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROI Proficiency in marketing automation platforms, CRM systems (Salesforce), and analytics tools Understanding of digital marketing channels, SEO, paid media, and demand generation tactics Deep knowledge of broadband industry trends, fiber network architecture, and service provider/hyperscaler business models Behavioral Competencies Strategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategies Content strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagement Launch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programs Customer-focused: Translates customer challenges and industry trends into compelling value propositions and positioning Cross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teams Data-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impact Influential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholders Entrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independently Adaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedback Results-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metrics Collaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiatives Working Conditions Hybrid, three days office, two days remote 10% travel, predominantly domestic Who You Will Work With Interfaces – Internal Director of Solution Marketing (reporting line) Technical Copywriter Solution Marketing Department peers Market Development Manager (Broadband) Product Line Managers Solutions Engineers, Application Engineers Solution Marketing Campaign Manager Marketing Services (web/digital, design, video, events) Broadband Sales Team and Sales Leadership Broadband Business Unit Leadership Channel/Partner Sales Manager Corporate Marketing and Communications Interfaces – External Service providers (Tier 1, Tier 2, regional carriers) Hyperscale data center operators Cable operators and MSOs Fiber-to-the-home/business operators Wholesale carriers and dark fiber providers Network construction contractors and integrators Channel partners and sales agents Trade publications and media Why This Role Matters Your leadership will: Shape AFL's market position in the rapidly expanding broadband and data center interconnection sector during a critical network infrastructure build-out era Drive revenue growth by aligning marketing strategy with sales priorities and pipeline development Establish AFL as a trusted strategic partner for service providers and hyperscalers navigating network capacity expansion, fiber deployment, and interconnection challenges Create competitive advantage through differentiated positioning and compelling value propositions that resonate with network operators and decision-makers Enable sales success through high-quality content, training, and tools that accelerate deal cycles and improve win rates Influence industry conversations and customer perceptions through thought leadership and strategic communications Develop organizational marketing capabilities and team talent for sustained competitive advantage Success Metrics Your impact will be measured by: Marketing-influenced pipeline and revenue contribution for broadband vertical MQL to SQL conversion rates from marketing campaigns Market share growth and competitive win rates in target utility segments Sales enablement adoption: Usage and feedback on tools, content, and training programs Content performance: Downloads, engagement, and lead generation from white papers, case studies, and thought leadership Launch success: Time-to-market, sales adoption, and revenue achievement for new solutions and products Brand awareness and perception metrics in target utility segments Quarterly OKR achievement and strategic initiative completion Team development: Performance and growth of direct report(s)

Requirements

• Bachelor's degree in Marketing, Business or related field
• 5+ years of B2B marketing experience in solution marketing or product marketing
• 5+ years working in the Broadband/Telecommunications sector with deep understanding of fiber optic network infrastructure
• Strong understanding of broadband market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges
• Track record of successful product and solution launches in broadband or telecommunications markets
• Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas
• Experience managing marketing budgets and delivering measurable results
• Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams

Nice To Haves

• Experience with hyperscale data center customers, Tier 1/2 carriers, or fiber-to-the-home operators
• Direct experience with service provider network planning and deployment cycles
• Knowledge of fiber optic technology, outside plant construction, and network design principles

Responsibilities

• Own and execute the broadband vertical marketing strategy aligned with the Broadband Business Unit and Sales Teams priorities
• Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion
• Leverage market intelligence and competitive insights to craft strategies that enhance market position
• Conceptualize and drive primary market research to better understand marketplace and customer needs
• Monitor market trends across data center interconnection, long-haul optimization, metro/regional fiber builds, and FTTX deployments, and maintain expertise across key network areas: hyperscale data centers, carrier long-haul and metro networks, fiber-to-the-home/business, and outside plant infrastructure
• Work with Market Development to track competitive landscape, emerging technologies, and industry standards
• Define buyer personas and map the buyer's journey from awareness to decision across service provider, hyperscale, and wholesale carrier segments
• Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions
• Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks
• Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging
• Define proof points, competitive differentiators, and customer success stories
• Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages
• Develop content roadmaps covering thought leadership, solution launches, and product messaging
• Define broadband product and solution categorization and website architecture
• Refresh content catalog and web assets
• Develop solution and product branding and naming frameworks with the Broadband Business Unit and Corporate Branding
• Develop and manage go-to-market plans and launch tiers for grid solutions and product releases
• Ensure messaging consistency and brand alignment across all channels and touchpoints
• Integrate PR and publication opportunities to strengthen brand awareness and credibility
• Recruit, lead, develop, and collaborate closely with Technical Copywriter (Broadband)
• Brief and direct content creation; review and approve white papers, case studies, and thought leadership content
• Educate internal stakeholders on broadband marketing plans, solutions, positioning, and market strategy
• Develop training programs on solution capabilities, competitive positioning, and value propositions
• Enable sales teams with presentation templates, case studies, and competitive battle cards
• Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral
• Partner with Product Line Management to translate technical product capabilities into market-facing value propositions
• Collaborate with Solutions/Application Engineers to ensure technical accuracy and application relevance
• Work with Market Development Manager to align on market priorities and thought leadership topics
• Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation
• Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR
• Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines
• Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs
• Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness
• Track quarterly OKRs and analyze results to adjust strategy based on performance data

What This Job Offers

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