Senior Product & Portfolio Marketing Manager

Overview

The Senior Product & Portfolio Marketing Manager is pivotal in overseeing the end-to-end development and execution of portfolio marketing plans within the Economist Intelligence Business Unit at The Economist Group. This role requires a strategic approach to align campaign strategies with the overall marketing and corporate strategy, which is heavily focused on generating demand in new markets and segments, ensuring responsiveness to market dynamics, customer needs, and the competitive landscape.

Objective/Purpose of the Role

To lead the creation and implementation of comprehensive marketing plans for the product offering, ensuring they are results-focused, segment-led, and align with customer insights. The role involves setting and monitoring campaign goals, generating customer and competitor insights, and developing customer-journey-based campaign strategies.

Responsibilities of the Role

• Marketing Plan Development and Management:

• Own the development process of portfolio marketing plans, ensuring alignment with BU strategies.
• Regularly update plans to reflect market trends, customer behaviours, competitive intelligence, and company objectives.
• Lead the execution of the marketing plan against pre-agreed KPIs.

• Campaign Strategy Creation:

• Develop segment-led campaign strategies, focusing on aligning customer segments, messaging, and timing.
• Brief stakeholders effectively, ensuring clear understanding and execution by the campaign management team, the sales team and the other GTM teams.

• Customer Insight Generation:

• Aggregate and analyse customer behavioural data from multiple sources. Use This data to create the insights required to drive your campaign strategy and value messaging. 

• Campaign Strategy Design:

• Create detailed, customer-journey based campaign strategies aligning segmentation, messaging, and timing with customer demographics, firmographics, behaviour and preferences. 
• Track campaign performance, make proactive decisions for campaign enhancement, and engage stakeholders throughout the campaign lifecycle.

• Competitive Positioning and Persona Development:

• Identify unique insights and opportunities against competitors across the product portfolio.
• Create and maintain persona documentation, positioning frameworks, and customer-facing materials. Support the creation of sales enablement materials.
• Ensure that positioning and persona messaging is consistent and current across all campaigns, collateral and communications (including website)

• Cross-Functional Collaboration:

• Collaborate with product management, sales and customer success teams to align on go-to-market strategies.
• Communicate effectively to influence internal stakeholder groups and drive collaboration towards common goals.

• Value Proposition Development:

• Use best practice frameworks to develop segment-specific compelling value propositions, exercising judgement in evaluating their credibility and uniqueness.
• Ensure that value proposition messaging is consistent and current across all campaigns, collateral and communications (including website)

Experience Required for the Role

• Proven experience and track record of delivering results, generating demand in new markets/segments, developing marketing strategy and propositions for SaaS/B2B subscription-based business models.
• Relevant experience in publishing or media is a bonus but not essential.
• Strong background in developing and executing comprehensive marketing strategies.
• Knowledge of handling mid to large marketing programs in a complex stakeholder management environment.
• Expertise in customer and market research, with the ability to translate insights into actionable campaign strategies.

Skills Required for the Role

• Can-do attitude, confidence and drive with the tenacity and commitment to help build a best in class sales and marketing growth engine.
• Excellent communication and collaboration skills, with a track record of influencing cross-functional teams.
• Results orientation and a numbers-oriented approach to tracking marketing effectiveness and contribution to overall business goals.
• Strategic thinker with the ability to identify and capitalise on market opportunities and with a hands-on approach to ensure successful execution.
• Passionate about leveraging data, insight and intelligence to drive true customer-centric campaign strategies.
• Comfortable taking initiative and actively seeking out opportunities to drive continued success.