Product Marketing Manager. Job in Leeds Education & Training Jobs

Elevation Recruitment Group; Leeds; Hybrid; GBP 38,000 - 45,000; Full time

Job summary

A leading company in the training sector is seeking a Product Marketing Manager in Leeds. This role involves developing go-to-market strategies, analyzing customer data, and collaborating with various teams to enhance product positioning and market growth. The ideal candidate will have strong analytical skills and experience in lead generation and user experience optimization.

Benefits

Hybrid and flexible working

25 days holidays + stats + health and wellbeing day + birthday off

4% pension

Free parking

Paid sick leave

Healthcare

EAP

Access to content

Annual pay reviews

Qualifications

• Experience in product marketing and go-to-market strategies.
• Strong analytical skills to assess customer needs and market trends.

Responsibilities

• Drive go-to-market strategy and collaborate with cross-functional teams.
• Analyze customer data and market trends to identify opportunities.
• Develop lead generation strategies and optimize user experience.

Skills

Customer Analysis

Market Insights

Lead Generation

User Experience

Tools

Google Analytics

Microsoft Dynamics

Job description

Role: Product Marketing Manager - Leeds

Salary: up to £45K per annum

Benefits:

• Hybrid and flexible working
• 25 days holidays + stats + health and wellbeing day + birthday off
• 4% pension
• Free parking
• Paid sick leave
• Healthcare
• EAP
• Access to content
• Annual pay reviews

Elevation Recruitment Group - Marketing Division are excited to be working with a fantastic training provider.

As a Product Marketing Manager, you will drive the go-to-market strategy, positioning, pricing and messaging for our products and business. The role will collaborate with cross-functional teams, including finance, tech, sales and customer support to ensure products are successfully established in the UK market and achieve sustained market growth. The role will involve deep investigation and understanding of customer needs and user journeys, horizon scanning and competitive landscapes, market trends and manipulation of data to identify key selling opportunities for marketing campaigns.

Key Responsibilities:

Create Buyer Personas

• Analyse existing customer data, web analytics and social media insights
• Identify common characteristics and sectors
• Gather data through surveys, interviews and market research
• Segment audiences and pinpoint pain points
• Understand buying behaviours

Customer Analysis and Segmentation

• Gather customer data from CRM system, surveys, interviews, social media and web data
• Identify key behavioural patterns and demographics
• Clearly identify what the value add is to the customer and identify pain points and decision-making factors
• Compare customer behaviour with industry trends and analyse competitor behaviour
• Test marketing campaigns and strategies to validate segmentation and measure effectiveness.
• Track changes in customer behaviours and purchasing habits

Market and Competitive Insights

• Analyse industry reports and market trends - macro and micro
• Identify direct and indirect competitors and assess strengths, weaknesses, pricing and positioning
• Evaluate how the brand and product are perceived in the market
• Identify gaps and opportunities for differentiation
• Use tools like Google Analytics, AHREFs or Brandwatch for insights
• Compare pricing models and value propositions
• Adapt strategies based on market shifts

Lead Generation

• Work with tech and digital marketing teams to drive the implementation of Customer Insights into the business
• Work with Head of Marketing and Strategic Business Director to develop lead generation strategy
• Set smart lead generation goals and KPIs
• Align sales and marketing teams to produce clear reporting measures
• Build segmented drip campaigns to nurture leads through the sales funnel
• Track open rates, click through rates and conversions for continuous improvement
• Investigate the potential of lead scoring within Microsoft Dynamics
• Test emerging lead generation channels such as AI, interactive content

Customer Nurturing and Retention

• Work closely with sales and customer support to ensure the onboarding process for customers is seamless
• Work with Head of Marketing on how existing customers factor into pricing strategy considering loyalty programmes, referral schemes and exclusive perks for repeat customers
• Work closely with customer support to analyse customer queries. Investigation and implementation of live chat service or AI prompting to increase efficiency
• Understand churn and where we can predict loss utilising current data to take preventative action
• Track retention KPIs

Subscription Transition

• Analyse customer data to fully understand why PAYG customers don't repeat purchase.
• Segment data based on purchase frequency, usage behaviour and engagement
• Strategy definition for moving customers to subscription model highlighting the benefits to change
• Track conversion rates and movements between purchase options to track true LTV of customers

User Experience

• Work with digital marketing team to track customer behaviour such as bounce rates, time on page, drop off points in online journeys
• Conduct UX testing with digital team to identify pain points in user journey
• Act on feedback to iterate and enhance user experience consistently
• Implement re-engagement campaigns for inactive users

Define Positioning and Develop Go to Market Strategies

• Undertake regular and consistent competitor analysis to identify gaps in market
• Create a positioning framework for the product and market
• Analyse existing customer data to support positioning and markets for penetration
• Work with Head of Marketing to adjust pricing on a regular and consistent basis based on market demand, competition and perceived value
• Test different pricing and packaging options to maximise conversions
• Track performance metrics such as customer acquisition cost, conversion rates by channel and churn
• Optimise the GTM approach based on real time data and insights