As a worldwide leader in the manufacturing and distribution of materials and components for building and construction, with presence in 4 continents, we are seeking an experienced Product Marketing Manager to lead end-to-end portfolio management and marketing communication activities for selected product categories in the local market, in close collaboration with HQ Product Management, HQ Marketing Communication, local Marketing Communication, local Sales, and Training teams.
Responsibilities:
Reporting to the Regional Marketing Director, the most important purpose of the job is to ensure the overall strong end-to-end health and commercial performance of the managed product portfolio, will be responsible for:
Overall Marketing Management and Product Portfolio Management:
* Co-develop Annual Plans for managed product categories in the local market – including revenue, profitability, key marketing activities, and allocation of marketing budget. Oversee implementation of the plans.
* Co-define local product portfolio based on local market conditions.
* Act as the Voice of Customer, outline local needs for products, and ensure the Corporate product portfolio is appropriately localized for local conditions.
* Develop and successfully execute growth programs built around newly launched or existing products.
* Prepare NPRs (new product requests) for products intended only for the local market, and provide full marketing support for these products.
* Manage product sunsetting - recommend products to be retired and prepare activities to effectively close the index.
* Regularly analyze sales data for managed products with conclusions for discussions with HQ Product Management and local Sales.
* Flag product quality problems to HQ Product Management, determine and oversee corrective actions.
* Monitor and analyze competitor activities.
* Conduct market research activities and analyses in cooperation with HQ Market Intelligence.
* Regularly visit distributors and contractors (End Users) to better understand their needs, pain points and resulting opportunities.
2. Product Marketing for the local market:
* Commercialize, launch, and promote products (both new and refreshed products)
* Establish / verify market potential for products
* Benchmark products - determine main competitors, how they communicate, and what their advantages are
* Prepare and oversee market launch schedule. Oversee timelines for overall product implementation - coordinate tasks and teams (Product Management, Labels Team, Logistics, etc.) to ensure timely delivery of products to the warehouse and delivery of all communication elements.
* Secure and implement strong value-based positioning vs. main competitors and substitutes.
* Lead and coordinate final agreements of local sales prices and their implementation. Participate in determining price positioning for the managed category along with the correct benchmark - in cooperation with HQ Product Management
* Continuously verify recommended shelf prices - in cooperation with HQ Pricing Management. Prepare proposals for solutions to execute needed price changes
* Set distribution targets for products in distribution channels
* Manage and coordination timely execution of product communication localization - including packaging descriptions. Influence and verify local product label content
* Ensure proper product documentation
* Deliver/ localize product presentations for local Sales Force and Customers
* Prepare mailings for distributors
* Ensure all PoS graphic materials are available for the point of sale and monitor that function effectively
* Outline or localize product communication (e.G., SM and email content, YT shorts)
* Collaborate on product content for PIM
* Oversee product margin levels - flag risks and develop actions to improve margins (e.G.: limit Trade promotions, price increases)
* Develop and implement (ideas, organization, execution, supervision of actions, post-activity reviews) promotional programs for products
3. Multi-channel Marketing Communication and Demand Generation:
* Oversee delivery of communication (digital and traditional) campaigns being executed by MarComm specialists – to ensure that they deliver on goals set for managed products.
* Organize events (planning and execution of the activities) to promote managed products. Prepare communication briefs for planned activities (e.G. for trade fairs)
* Work with Sales to prepare presentations for key customers
* Cooperate in planning trade promotions and Sales support
* Verify content in catalogs prepared for Architects, Construction Companies, and other target audiences
* Search for effective partners / ambassadors / influencers for cooperation within managed product category
* Collaborate on and oversee sell-out promotions
4. Product and application training
* Collaborate in preparation of webinars and traditional trainings for End Users and Customers – content adaptation/localization, preparation of content briefs and content for local webinars, and targeting / outreach briefs
* Prepare and deliver presentations for product trainings for local Sales
* If needed, deliver training to End User and Customers
QUALIFICATIONS
* Minimum 5 years of relevant experience in Product Marketing in a large, multi-national organization focused on profitable growth
* Minimum 3 years of marketing experience with products or services to building professionals / contractors.
* Deep understanding of relevant technology trends, market trends, and commercial best practices in the industry
* Spanish with fluency in written and spoken English
* Excellent communication and interpersonal skills