VP, Product Marketing

Advarra•United States of America,

1d•$162,400 - $266,711•Remote

About The Position

The VP, Product Marketing is responsible for setting the strategic vision and leading the execution of all product marketing initiatives, including go-to-market strategy, thought leadership, and sales enablement. This role drives the creation of compelling, differentiated narratives that build brand authority, increase awareness, and scale demand generation and pipeline growth. Leading the Product Marketing team, this individual partners closely with product, sales, and customer success to accelerate deal cycles, improve win rates, and drive revenue. Success in this role requires a deep understanding of market trends, customer needs, and the competitive landscape, along with the ability to clearly articulate and position solutions in ways that resonate with target audiences.

Requirements

Bachelor's degree in marketing, business, or a related field; MBA preferred.
15+ years proven experience in product marketing leadership roles within the B2B technology or services industry.
Demonstrated success in developing and executing go-to-market plans, including product positioning, and messaging strategies.

Nice To Haves

Previous experience within the clinical research or Life Sciences industry preferred.
Previous experience working in software technology and data & AI solutions preferred.
Experience with marketing automation systems preferred.
Ability to work highly collaboratively with cross-functional teams.
Excellent communication and presentation skills, with the ability to effectively articulate complex concepts and influence stakeholders at all levels.
Experience leading and managing high-performing teams, with a focus on fostering professional growth and development.
Exceptional writing and editing skills, as well as the ability to adopt the style, tone, and voice of our business' various types of content.
Excellent independent and team collaboration skills.
Creative thinker with a passion for innovation and a customer-centric approach.

Responsibilities

Own the company’s marketecture and solution packaging by analyzing customer needs, usage patterns, industry trends, and the competitive landscape to simplify complex product capabilities and services offerings into clear, compelling packages and narratives.
Leverage messaging frameworks to define and communicate product and services differentiation and value in the market.
Partner with Brand Communications on solution naming, branding, and awareness strategies.
Conduct market research and competitive analysis, and gather customer insights to identify market opportunities, trends, and customer insights.
Leverage findings to inform marketing strategies and messaging, provide insights to the product team, and create materials such as buyer personas and competitor battlecards to enable the sales force.
Oversee the creation of high-quality content to market the company’s products and services, including sell sheets, sales decks, webpages, case studies, blog posts, infographics, ROI calculators, and videos.
Oversee creation, development, and production of thought leadership content in partnership with internal and external subject matter experts, including white papers, conference presentations, articles, blogs, and survey reports.
Closely collaborate with product management to influence product roadmaps and ensure timely release planning for new enhancement, products, and partnerships.
Lead the development of go-to-market plans for new products/features/partnerships in collaboration with cross-functional teams including product management, sales, and marketing.
Equip the sales team with the necessary tools, resources, and training to effectively sell, including sales decks, one-pagers, discovery questions, playbooks, and objection handling.
Partner with sales training to develop and deliver product and solution knowledge training.
Serve as the voice of the customer within the organization, ensuring that product development aligns with customer needs.
Build strong relationships with customers to identify, craft, and produce case studies, testimonials, and customer speaking engagements.
Develop customer marketing programs, including supporting online peer reviews.
Own the analyst relations program, building relationships with key analysts, acting as a trusted point of contact and optimizing the effectiveness of analyst engagement efforts.
Develop briefing materials and support internal teams to engage in regular communication to provide updates and receive feedback.
Build, lead, and inspire a high-performing product marketing team focused on continuous learning.
Foster a collaborative and innovative culture within the product marketing department.
Act on opportunities for mentorship and team development.
Establish key performance indicators (KPIs) and regularly analyze and report on the effectiveness of product marketing initiatives.