Solution Marketing Manager - Broadband Market

AFL • Duncan, SC

4d • Hybrid

About The Position

Job Responsibilities Strategic Marketing Leadership Own and execute the energy vertical marketing strategy aligned with the Energy 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 grid modernization, resilience, renewable integration, and AI infrastructure demands, and maintain expertise across key grid areas: transmission, distribution, substation infrastructure, renewable interconnection, and data center power delivery 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 key Energy 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 in collaboration with Product Line Management Refresh content catalog and web assets Develop solution and product branding and naming frameworks with Energy 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 Lead, develop, and collaborate closely with the Technical Copywriter (Energy) Brief and direct content creation; review and approve white papers, case studies, and thought leadership content Educate internal stakeholders on energy marketing plans, solutions, positioning, and market strategy 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 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 Energy/Utility sector with deep understanding of grid infrastructure Strong understanding of energy market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges Track record of successful product and solution launches in energy 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 in telecommunications, optical networks, or infrastructure technology sectors Direct experience with utility customers and EPCs 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 energy industry trends, grid infrastructure, and utility/operator 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 Who You Will Work With Interfaces – Internal Director of Solution Marketing (reporting line) Technical Copywriter (Energy) (direct report) Solution Marketing Department peers Market Development (Energy) Product Line Managers Solutions Engineers, Application Engineers Campaign Manager Marketing Services (web/digital, design, video, events) Energy Sales Team and Sales Leadership Energy Business Unit Leadership Channel/Partner Sales Manager Corporate Marketing and Communications Interfaces – External Utility customers (investor-owned, public power, cooperatives) Independent Power Producers and Certain Developers Grid operators EPCs and system 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 transforming energy sector during a critical infrastructure modernization era Drive revenue growth by aligning marketing strategy with sales priorities and pipeline development Establish AFL as a trusted strategic partner for utilities navigating grid modernization, and resilience challenges Create competitive advantage through differentiated positioning and compelling value propositions that resonate with utility 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 from energy 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) Working Conditions Hybrid, three days office, two days remote 10% travel, predominantly domestic

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 Energy/Utility sector with deep understanding of grid infrastructure
• Strong understanding of energy market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges
• Track record of successful product and solution launches in energy 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 in telecommunications, optical networks, or infrastructure technology sectors
• Direct experience with utility customers and EPCs
• 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 energy industry trends, grid infrastructure, and utility/operator business models
• 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

Responsibilities

• Own and execute the energy vertical marketing strategy aligned with the Energy 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 grid modernization, resilience, renewable integration, and AI infrastructure demands, and maintain expertise across key grid areas: transmission, distribution, substation infrastructure, renewable interconnection, and data center power delivery
• 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 key Energy 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 in collaboration with Product Line Management
• Refresh content catalog and web assets
• Develop solution and product branding and naming frameworks with Energy 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
• Lead, develop, and collaborate closely with the Technical Copywriter (Energy)
• Brief and direct content creation; review and approve white papers, case studies, and thought leadership content
• Educate internal stakeholders on energy marketing plans, solutions, positioning, and market strategy
• 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 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