Senior Product and Portfolio Marketing Manager London - Commercial

London – Commercial

Who we are

We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world. Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.

We deliver analysis and insights in many formats to subscribers and clients in 170 countries through our four businesses, The Economist, Economist Impact, Economist Intelligence and Economist Education, which uphold our global reputation for excellence and integrity.

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

• Customer Insight Generation:
  • Aggregate and analyse customer and buyer behavioural data from multiple sources. Use this data to create the insights required to drive your campaign strategy and value messaging.
  • Lead voice of customer programs to unlock needs and perspectives, including customer advisory boards, case studies and interviews.
• Competitive Positioning and Persona Development:
  • Identify unique insights and opportunities against competitors across the product portfolio.
• 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).
• 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.
• 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.
• 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.
• Create and maintain personal documentation, positioning frameworks, and customer-facing materials. Support the creation of external facing 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, customer success and central marketing teams to align on go-to-market strategies.
  • Communicate effectively to influence internal stakeholder groups and drive collaboration towards common goals.

Experience Required for the Role

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

Skills Required for the Role

• Excellent written and verbal communication skills, with the ability to craft compelling messages for different audiences.
• 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.

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