Director of Product Marketing

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Full Time
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Closing date
1 Aug 2021
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Archive Job Description

15Five is looking for a key leader on the Marketing Team. The Director of Product Marketing is an integrated role that partners closely with the Marketing, Product, Sales, and Customer Success teams at 15Five in order to drive revenue for the business. Your work leading messaging and positioning will fuel the product story that is told through sales enablement, product launches, marketing campaigns and events, customer success, and industry influencers. Our customers succeed with 15Five because of your passion for them, and the work you do to enable their voices to permeate 15Five’s content, value proposition, product development, and customer education.

You enjoy being the glue that binds our product strategy to the tactics driving sales and marketing to achieve results. You are a skilled communicator with a unique ability to translate features into clear and concise benefits that resonate with our target audience, which includes HR and C-level executives. You are passionate about our customers and raise their voices to help evangelize the product, both internally and externally. Most of all, you’re a leader that can work across teams in a fast-paced environment and deliver results. This position reports to the Chief Marketing Officer.

WHAT YOU’LL DO

  • Go-to-Market Strategy & Storytelling
  • Partner with Marketing to produce content/programs that include, customer stories, webinars,  product sheets, product videos, thought leadership, etc. in order to drive product sales
  • Lead go-to-market strategy and feature/product launch communication plans
  • Understand the entire 15Five solution in-depth and create the product narrative
  • Be a voice of the customer/target buyer in strategic planning to influence the business and product strategy
  • Strategize on content creation, sales enablement and marketing campaign reviews
  • Work cross-functionally to set pricing and packaging that aligns to the product value

 

  • Research and Market Trends
  • Build relationships with key industry analysts and ensure they are aware of 15Five’s product offering
  • Perform market and competitive research and analysis
  • Connect with Product Analytics team to understand where the product is most successful and evaluate messaging through channels to determine insights and determine best outcomes

 

  • Internal Communication & Enablement
  • Work with product and engineering to define product roadmap and timelines
  • Collaborate with Sales, Marketing and Product to create a differentiated product narrative decks, positioning, competitor analysis, buyer personas, and sales enablement materials
  • Be the internal expert on the competitive landscape and educate teams on it
  • Collaborate with the content marketing team to create thought leadership content

 

  • Team Leadership in Performance 
  • Hold the product marketing team accountable to milestones and objectives to drive high performance and engagement of all team members
  • Recruit top talent and coach, mentor, and provide actionable feedback to product marketing team members to help them achieve their professional and personal growth goals
  • Conduct all of 15Five’s Best-Self Management practices according to schedule: Best-Self Kickoff, Strength’s Discovery, OKR setting, weekly 15Fives, regular 1:1s, Best-Self Reviews, High Fives, etc.
  • Evangelize and model company values, Senior Leadership Team messaging, company policies/ guidelines, tool and process usage, and Best-Self Management practices

WHAT YOU’LL BRING

  • 10+ years of marketing and product marketing experience for B2B SaaS products
  • Experience in Human Resource technology (performance management, HRIS, employee engagement, etc.) is valuable but not required
  • Knowledge of the business processes and how customers make software buying decisions, with experience in measurement and analysis of results
  • The ability to move between strategic planning and ideation, as well as hands-on execution of our values and mission
  • Strong communication skills including copywriting, storytelling, and presenting
  • Experience researching markets and audiences and building go-to-market plans
  • Strategic thinking with the ability to shape/influence the business
  • Experience running marketing programs across the customer lifecycle
  • Proven record of crafting messaging, positioning and product collateral
  • Demonstrated ability to speak in front of audiences and on webinars
  • Knowledge of Salesforce and marketing automation systems
  • Experience managing teams and providing feedback, coaching, and mentoring
  • Focused education in business and marketing; MBA preferred, but not required
  • Ability to credibly influence & manage across the organization

WHO YOU ARE

  • Strong collaborator that prioritizes building trusting relationships with key stakeholders
  • Passionate about being extraordinary in both your work life and personal life
  • Have a strong reputation for accountability and reliability
  • Effectively articulate ideas and strategy
  • Able to easily switch between strategic and tactical thinking
  • Comfortable in a fluid environment with a high tolerance for ambiguity and change
  • Growth-minded and open to coaching and mentorship

DESIRED IMPACT BY 3 MONTHS

  • Meet with internal stakeholders and set 6 month project plan with CMO
  • Evaluate and onboard external resources for project execution
  • Create differentiated and research-driven messaging framework
  • Evaluate and recommend changes to 15Five’s category positioning and messaging for go-to-market planning

DESIRED IMPACT BY 6 MONTHS

  • Clear and differentiated product story that is consistently told across the organization
  • Top tier sales enablement collateral is published and sales team members know how to use it
  • Defined internal process for marketable product feature rollouts
  • Go-to-market plan for recent product launch
  • Evaluate existing persona and suggest modifications, or additions.

DESIRED IMPACT BY 12 MONTHS

  • Recognized as a leader in the continuous performance management & employee engagement space
  • The product narrative is understood across the organization and people from every team can tell it
  • Go-to-market teams know the value of 15Five and can point to multiple customer stories to prove it (i.e. sell the story not the features)
  • Robust PMM function that covers market strategy through execution

SAMPLE WEEK IN THE LIFE

  • Monday: Begin the week with the all-hands Boost to hear company updates and meet new hires, join or help lead the team check in and dive into deep work
  • Tuesday:Meet with cross-functional stakeholders for bi-weekly 1:1s, attend weekly 1:1 with your manager
  • Wednesday:Join the company Boost for an in-depth department update or micro-learning, attend weekly Revenue Leadership Team Meeting to align on priorities for go-to-market teams
  • Thursday: Meet with your direct report for a 1:1, followed by alternating Sprint Planning and a meeting with partners to ensure projects are moving
  • Friday:Participate in the Question Friday Boost, compile and submit weekly reports and summaries of project status and then finish your week by submitting your 15Five

15FIVE UNIVERSAL ATTRIBUTES

  • Open to vulnerability, self-reflection, and candid feedback to grow personally and professionally
  • Curious and committed to innovation, continuous learning, and growth
  • Self-motivated, self-responsible, and self-accountable

ABOUT 15FIVE

15Five is a people and performance platform that instantly upgrades each and every manager. It works by combining employee engagement, continuous performance management, and manager effectiveness software with education, services, and community. At the heart of our approach is Best-Self Management, an evidence-inspired strategy for cultivating world-class managers and transforming organizations by unlocking every employee’s potential. With our holistic solution, CEOs, HR leaders, and managers create highly-engaged, high-performing organizations.

We work with over 2,000 forward-thinking companies that use our solution to bring out the best in their people, including big brand names like Credit Karma, WP Engine, Adobe, and Fitbit. 15Five is backed by Next 47, Origin Ventures, Point Nine Capital, and Matrix Partners. Its headquarters are based in San Francisco, with offices in New York and Raleigh, NC. The company is working 100% remotely during the COVID-19 pandemic.

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