At a Glance
- Tasks: Lead product marketing strategies and go-to-market frameworks for innovative IT solutions.
- Company: Join BCS, a forward-thinking institute dedicated to making IT good for society.
- Benefits: Enjoy hybrid working, 27 days holiday, private medical insurance, and more perks.
- Other info: Be part of a diverse team committed to equality and professional growth.
- Why this job: Make a real impact by shaping how products meet customer needs and market demands.
- Qualifications: Experience in product marketing and strong analytical skills are essential.
The predicted salary is between 56250 - 68750 £ per year.
Location
Hybrid - min 2 days a week in the office (Swindon/London)
Contract Type
Permanent
The role is responsible for establishing the insight, positioning and go-to-market frameworks that enable BCS to successfully bring products and propositions to market, translating market and customer intelligence into strategic recommendations that inform product development, providing clear direction to Marcomms for campaign delivery, and equipping Sales with the insight and tools needed to communicate customer value effectively.
Key responsibilities
- Develop and evolve product marketing strategy across BCS, ensuring alignment with organisational priorities, commercial objectives and BCS's mission to make IT good for society.
- Work closely with Product teams to ensure market, customer and buyer insight informs product development, proposition design, pricing considerations and roadmap discussions.
- Develop clear, insight-led positioning, messaging and value propositions that address customer needs and differentiate BCS products and propositions in the market.
- Define and evolve priority customer and buyer personas, ideal customer profiles, decision-making units, use cases, needs and buying behaviours.
- Develop a clear portfolio narrative that articulates how BCS products and propositions fit together and deliver value to customers and stakeholders.
- Lead the development of go-to-market strategies for new products, launches, major feature releases and proposition updates.
- Define target audiences, market opportunities, customer needs, positioning, value propositions, messaging, commercial objectives and measures of success.
- Translate GTM strategies into clear, actionable briefs that enable Marcomms to develop and deliver integrated campaigns, content, communications and channel activity.
- Partner with Product, Sales and Marcomms to assess launch readiness, ensuring teams have the insight, positioning, evidence and enablement required for successful market introduction.
- Maintain clear product narratives and positioning frameworks to support consistency across relevant customer and stakeholder touchpoints.
- Market, Customer & Competitive Insight
- Develop a systematic approach to gathering and interpreting market, customer, buyer and competitor intelligence to inform product marketing and commercial decision-making.
- Identify customer needs, motivations, objections, purchasing behaviours and barriers to adoption, translating these into actionable recommendations for Product and relevant customer-facing teams.
- Monitor competitor positioning, propositions, market trends and emerging opportunities and threats, providing clear recommendations to relevant stakeholders.
- Partner with Sales and customer-facing teams to gather win/loss insights and identify opportunities to strengthen product-market fit, positioning and commercial performance.
- Use customer feedback and product usage insight to identify barriers to adoption and provide strategic recommendations, without owning customer lifecycle planning, retention or communications delivery.
- Define the product marketing approach to sales enablement, ensuring customer-facing teams can clearly and consistently communicate product value.
- Develop and maintain core enablement frameworks and materials, including messaging frameworks, pitch narratives, product information, battlecards, objection-handling guidance and case study briefs.
- Partner with Sales to understand buyer questions, objections, competitive challenges and gaps in product understanding, using these insights to strengthen positioning and enablement.
- Provide the customer insight, competitive intelligence, evidence and product narratives needed to support effective pre-sales and commercial conversations.
- Performance & Strategic Insight
- Define clear objectives, success measures and KPIs for product marketing strategies and GTM initiatives.
- Evaluate market response and the effectiveness of product positioning, messaging and GTM strategy using relevant customer, commercial and market insights.
- Use insights from Product, Sales, Marcomms and customer-facing teams to refine future product marketing strategies and recommendations.
- Provide evidence-based recommendations on emerging customer needs, market opportunities and competitive threats to inform product roadmap discussions, proposition development and commercial priorities.
- Cross-Functional Leadership & Product Marketing Capability
- Act as the strategic product marketing link between Product, Sales and Marcomms, ensuring alignment around customer needs, market opportunities and product value.
- Build a particularly close partnership with Product teams, ensuring market and customer insight informs product strategy while product direction is translated into compelling market propositions.
- Lead cross-functional alignment on target audiences, positioning and GTM strategy, establishing clear roles, responsibilities and handovers.
- Provide Marcomms with clear strategic direction and actionable GTM briefs to enable effective campaign planning and delivery, without owning campaign execution.
- Establish and continuously improve product marketing frameworks and best practices across positioning, market intelligence, competitive analysis, GTM strategy and sales enablement.
BCS is dedicated to providing training and development to help all staff realise their potential, and also offer a generous benefit package.
BCS, The Chartered Institute for IT are committed to promoting equality at every opportunity as an employer.
This statement and our policies are designed to ensure our recruitment and employment practices and procedures actively promote equality of opportunity and value diversity.
All applicants must be eligible to work in the UK upon application.
PLEASE NOTE: This vacancy may be removed before any listed closing date once a sufficient amount of applications have been received.
In the event that we receive a high number of applications for this vacancy, we may be unable to provide an individual response to every candidate, therefore if you haven’t heard back from us within 4 weeks of the closing date, please consider your application unsuccessful on this occasion.
No recruitment agencies please.
What we offer
- Hybrid Working
- 27 days holiday per year, plus bank holidays
- Birthday leave
- Paid Christmas office shutdown
- Private Medical Insurance and/or Health Cash Plan
- Life assurance (x4 salary)
- Income protection
- Enhanced maternity/paternity leave
- Free BCS membership
- Financial wellbeing support
- Unum
(including access to EAP, online GP consultations, wellbeing support, retail discounts and more)
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More about the Product Marketing Lead role in London employer: BCS, The Chartered Institute for IT
BCS, The Chartered Institute for IT, is an exceptional employer that fosters a collaborative and innovative work culture, perfect for those passionate about technology and communication. With a strong focus on employee growth, BCS offers numerous professional development opportunities and encourages creativity in delivering impactful campaigns and events. Located in a vibrant area, the hybrid working model allows for flexibility while being part of a mission-driven organisation dedicated to advancing the IT profession.
Contact Details:
BCS, The Chartered Institute for IT Recruitment Team
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