Director of Product Marketing

Checkmarx is looking for a Director of Product Marketing . Reporting to the CMO, the director of product marketing oversees product marketing and content teams who develop go-to-market and content strategies for the organization’s products. This role ensures the success of products within his or her portfolio by enabling product marketing managers to succeed. He or she provides coaching and direction for his or her direct reports and ensures they can operate effectively by utilizing and complying with the organization’s go-to-market processes. This role is responsible for revenue targets and marketing budgets for the products within his or her purview.

Roles & Responsibilities

• Establish the go-to-market vision, strategy and model for the product portfolio for which he or she is responsible and communicate that vision and strategy across the organization
• Develop deep understanding of the buying audience for the organization by conducting research and gather insight about target personas, buyer needs and the purchasing decision process for the organization’s products
• Drive an audience-centric marketing approach within the organization, ensuring that messaging, content and campaign strategies are centered around customer buying needs
• Oversee and provide direction for market segmentation and targeting in order to define the market opportunities for the product portfolio and partner with product management leaders to build business cases for expanding market presence or entering new markets
• Oversee and provide direction for the creation and socialization of the following product-level documents: market requirements, marketing plan, sales enablement plan, launch plan, solution handbook
• Oversee and provide input into the process for creating product positioning, value propositions and messaging that resonates with the buying audience; ensure that the team is providing source messaging documents for use by downstream marketing functions such as campaign, demand and enablement teams
• Develop the competitive positioning for the product portfolio by using competitive analysis and input from competitive and product management managers
• Partner with product and sales leaders to plan routes to market and ensure that the product marketing and content team collaborates with sales enablement and/or sales operations to produce sales enablement plans for the product portfolio
• Oversee the product portfolio launch strategy and launch planning, collaborate with product management and portfolio marketing leaders to apply a launch tier model and negotiate decision gates and budgets for commercial release; ensure launches are integrated with campaigns
• Serve as market-facing subject matter expert (SME) for the product portfolio and interface with industry analysts as the company representative
• Oversee and provide input into the process for developing customer references, testimonials and case studies for external and internal use, or partner with a formalized customer marketing function in doing so
• Establish strategies to drive retention, upsell and cross-sell for the product portfolio, or partner with a formalized customer marketing function
• Ensure that product marketing managers follow a consistent process for conducting win/loss interviews and ongoing analysis to determine customer product adoption, or partner with a formal market/competitive intelligence function
• Monitor and report on the performance of the product portfolio, results of related sales and marketing and efforts
• Provide leadership, direction and mentoring to guide the product marketing staff in its day-to-day activities
• Conduct routine assessments of the organization’s go-to-market processes and address gaps in performance
• Manage the hiring, development and retention of product marketing and content talent

Success Metrics

• Product portfolio revenue performance (vs. target)
• Share of market
• Win/loss rates
• Campaign ROI
• Product portfolio pipeline, forecast and velocity
• New logos
• Customer satisfaction
• Retention rate
• Number of customer references secured
• Sales adoption of enablement materials

• Requirements:

  • Skills

    • Management experience including the ability to build and grow a team
    • Ability to conduct market, competitor and customer research to gather insights and assess market opportunities
    • Ability to create value propositions and messaging strategies
    • Ability to develop strategies for creating pipeline for new offerings as well as upsell, cross-sell and account-based marketing programs to grow existing relationships
    • Ability to analyze information collected from win/loss interviews and pipeline behavior (conversion rates and velocity) to detect breakdowns in the marketing and sales process
    • Ability to link product launches to organizational campaign themes and goals
    • Ability to navigate culture and politics across multiple functions
    • Critical thinker with strong writing, communication, presentation development and delivery skills
    • Project management experience
    • Certified in the Pragmatic Marketing Framework or in the SiriusDecisions Product Marketing and Management (PMM) Model, SiriusDecisions Messaging Nautilus, SiriusDecisions B-to-B Buyer Persona Framework

    Minimum Qualifications

    • Bachelor’s degree required
    • Master’s degree preferred (MBA desirable)
    • Five to 10 years of product marketing experience
    • Formal experience managing direct reports and teams
    • Formal experience in managing budget
    • Related market/industry experience desirable
    • Technical/product category experience desirable
    • Previous sales experience desirable
    • Product management experience a plus