The job in short
As a Principal Product Marketing Manager, you are the critical facilitator of product knowledge within Backbase, ensuring product launches are executed successfully and product information is always up to date and ready for use by customer-facing teams. You ensure alignment and strategic positioning and messaging of the full Backbase product portfolio and collaterals created by other Product Managers.
Meet the job
You align go-to-market strategies and help to define compelling features/benefits backed by competitive insights, customer centricity, and market trends. Responsibilities include being the marketing business partner for a product portfolio, generating and amplifying customer insights, and facilitating modern GTM tactics and strategies that make our customer-facing teams successful.
You are part of a fast-moving and cross-functional team collaborating with Product Management, Sales and Marketing in all the go-to-market presentations that you and your team prepare. Day-to-day, you sit with one foot in Marketing and another in Product, working closely with both teams to share insights and turn them into beautiful and impactful deliverables.
In everything you do, you have strong attention to detail and an eye for quality, along with the ability to grasp and translate technical capabilities into highly relevant and exciting solutions for our customers. You love distilling stories to their simplest form and communicating that in creative ways that others wouldn't.
How about you
Masters degree in IT, Business or Marketing;
6+ years of experience in B2B product- or performance marketing tech required. Banking, payments or SaaS experience is a plus;
Excellent English speaking, writing, and presentation skills, as well as the ability to persuade, inspire and motivate others.
Functional/technical skills
GTM Strategies:
Collaborate with Strategy, Product Management and Marketing to develop strategic positioning and messaging standards, build impactful go-to-market approaches, leveraging market insights and research to make our product positioning highly differentiating.
Lead market assessment to identify new product opportunities through hypothesis-driven structured analysis, competitive analysis, and capturing and distilling qualitative feedback from businesses.
Work closely with the Marketing Director and/or Field Marketing Manager to develop lead generation strategies and integrated marketing programs and campaigns to meet overall lead generation goals to support revenue goals across the customer journey.
Able to balance mid-term vision with short-term practical steps, tactics and goals.
Ensure alignment and strategic positioning and messaging of the full Backbase product portfolio created by other product marketeers.
Test and deploy new acquisition channels.
Be the subject matter expert about your customers' journey and how to optimize communications to create good experiences.
In collaboration with RnD and Marketing, lead the go-to-market launch of new features/capabilities, new products and/or new partnerships/integrations.
Product Collateral:
Collaborate with Strategy, Sales and Product Management to deeply understand our propositions and translate them into impactful communication content for internal and external usage.
Able to grasp complex, technical subjects and make them easy to understand.
Test and launch new cutting edge products in-market by leading cross-functional teams.
Manage all collateral materials in support of the entire product portfolio.
Content Creation:
Write and create compelling product collateral, white-papers, brochures and data sheets, ROI calculators, blog posts, case studies and other special purpose content and video.
Solid experience with both technical and commercial product communications.
Work with our key customers to create customer success stories and best practice references.
Product Demos:
Support the creation of superior product demos with relevant demo journeys to be used by our customer-facing teams, partners and prospects.
Project Management:
Drive and coordinate global launch calendars, ensuring alignment with the product roadmap.
Hold global status meetings and meet with individual teams to provide status updates and to close any feedback loops.
Able to drive progress and hit deadlines.
Strong project management skills and the ability to act decisively.
Comfortable working across time zones and multiple cultures.
Stakeholder Management:
Structure conversations, build and socialize frameworks, and distill debates among peers and executives to align on direction.
Work with the leading industry analysts to educate them on the Backbase product offering and their future roadmap and to drive favorable positioning in relevant analysts' market reports.
In conjunction with relevant MT members, serve as a Backbase product evangelist to internal organizations, customers, partners, industry analysts and press.
Data & Performance:
Use business intelligence tools (ie. SalesForce, Google Analytics) to present and review results with senior management, adjust budgets and adapt campaign tactics to optimize delivery of qualified leads.
Drive sales growth by setting goals and partnering closely with various activation channels.
Makes proposals or takes decisions based on data.
Leverage data to gather strategic insights and report results on all marketing campaigns.
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