ADB SAFEGATE
Head of Portfolio & Product Marketing
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Head of Portfolio & Product Marketing
The opportunity
ADB SAFEGATE is a global leader in intelligent solutions that enable airports to operate more safely, efficiently and sustainably. As our portfolio increasingly combines physical infrastructure, connected products, software and data, how we bring these capabilities together into compelling customer propositions is becoming increasingly important.
We are looking for a Head of Portfolio & Product Marketing to lead the commercial positioning and market-facing proposition of the ADB SAFEGATE portfolio.
This is not primarily a communications or campaign role. It sits at the intersection of customers, technology, Product Management, Sales and Marketing.
The Head of Portfolio & Product Marketing will translate deep product and market expertise from our Business Lines into clear customer propositions: defining who we serve, which problems we solve, why customers should choose ADB SAFEGATE, how our solutions differentiate and how individual products combine into a broader portfolio story.
The role will work closely with Product Managers embedded within our Business Lines while owning how the portfolio is positioned and commercialised externally.
Key responsibilities
Portfolio strategy & positioning
- Own the market-facing architecture and positioning of the ADB SAFEGATE portfolio, translating individual products and technologies into coherent customer propositions.
- Develop and continuously refine customer segmentation and buyer personas; value propositions and differentiated positioning; portfolio and product-family narratives; competitive positioning; customer use cases and migration propositions; and cross-portfolio propositions combining hardware, software, data and services.
- Play a central role in developing and commercialising the Airside 4.0 proposition, connecting capabilities across the ADB SAFEGATE portfolio into a compelling strategic customer story.
Product and software development
- Represent the customer and market perspective within ADB SAFEGATE's product and software development process.
- Provide commercial and market challenge around target customers and customer problems, market attractiveness, competitive alternatives, differentiation, value creation, willingness to pay and fit within the broader portfolio.
- Partner with Product Management and R&D throughout development while respecting clear ownership: the Business Lines and Product Management remain accountable for product strategy, business cases, roadmaps and technical product decisions.
- Lead the market-readiness perspective as products and software approach external disclosure and launch, ensuring that positioning, value proposition, claims, differentiation, customer evidence, launch assets and sales readiness are sufficiently developed.
Go-to-market
- Own the go-to-market strategy for new products, major releases and strategic portfolio propositions.
- Partner with Corporate Marketing & Commercial Enablement to translate strategy into campaigns, digital content, communications, collateral and sales-enablement tools.
- Ensure a clear operating model in which Product Management owns the product truth, Portfolio & Product Marketing owns the market proposition and commercial story, and Corporate Marketing & Commercial Enablement owns activation and amplification.
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Competitive strategy
- Develop a systematic understanding of competitors, alternative technologies and changing customer requirements.
- Translate competitive insight into clear commercial differentiation, including positioning frameworks, competitive battlecards, sales arguments, objection handling, portfolio comparisons and strategic recommendations.
- Work with Product Management to ensure all technical and product claims remain accurate and defensible.
Customer evidence & market insight
- Work with Product Management, Sales and customers to identify credible evidence of product performance and customer value.
- Product Management owns the underlying product evidence and technical validity; this role owns turning that evidence into commercially compelling proof supporting the proposition.
- Develop customer references, use cases, quantified benefits and portfolio proof points that strengthen ADB SAFEGATE's market position.
Sales enablement
- Partner closely with Corporate Marketing & Commercial Enablement and the global Sales organisation to ensure commercial propositions can be effectively used in customer conversations.
- Define the product and portfolio story behind sales playbooks, value propositions, competitive battlecards, customer presentations, launch materials, product training and commercial argumentation.
- Ensure that Sales understands not simply what a product does, but why a customer should buy it.
Portfolio lifecycle & installed-base migration
- Partner with Product Management on portfolio lifecycle strategy.
- Product Management owns lifecycle and roadmap decisions, while the Head of Portfolio & Product Marketing owns the customer-facing migration proposition - ensuring that upgrades, premiumisation, replacement cycles and product transitions are communicated as compelling customer value propositions.
- Help ADB SAFEGATE systematically unlock the commercial potential of its large global installed base.
Key relationships
- Chief Marketing Officer - Portfolio strategy, Airside 4.0 and overarching commercial narrative.
- Business Line & Product Management leaders - Product strategy, roadmap, technical expertise, market insight and lifecycle.
- Corporate Marketing & Commercial Enablement - Market activation, digital channels, communications, brand, content and sales enablement.
- Global Sales organisation - Customer insight, field feedback, competitive intelligence, references and commercial execution.
- R&D and Software teams - Technical feasibility, product development and product truth.
- Market Intelligence - Market sizing, customer trends, competitive intelligence and data-driven insight.
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What we're looking for
We are looking for an experienced B2B technology product/portfolio marketing leader who combines commercial judgement with sufficient technical curiosity to operate credibly in a complex engineering and software environment.
- Significant experience in Product Marketing, Portfolio Marketing, commercial strategy or related roles.
- Experience commercialising complex B2B technology, industrial technology, infrastructure, automation or software-enabled solutions.
- Strong understanding of segmentation, positioning, value proposition design and go-to-market strategy.
- Experience working directly with Product Management and R&D organisations.
- Demonstrated ability to translate complex technical capabilities into simple, differentiated customer propositions.
- Strong competitive and strategic thinking.
- Experience launching new products or software into global markets.
- Ability to influence senior stakeholders without relying on hierarchical authority.
- Confidence challenging assumptions and constructively questioning Product Management, Sales and leadership.
- Strong written, verbal and presentation skills.
- Experience working across international markets and cultures.
Aviation or airport-sector experience would be valuable but is not essential. We are more interested in finding an outstanding portfolio marketer who understands how to commercialise sophisticated technology than restricting the search to aviation.
What success looks like
Within the first 12-18 months, we would expect the Head of Portfolio & Product Marketing to have:
- Established a consistent positioning and value-proposition framework across the portfolio.
- Strengthened the commercial and market perspective within the product and software development process.
- Established clear and repeatable market-readiness criteria for new products, software and major releases.
- Created stronger competitive positioning across key product families.
- Developed a coherent cross-portfolio Airside 4.0 proposition.
- Improved the quality and consistency of product launches and go-to-market plans.
- Strengthened the connection between Product Management, Marketing and Sales.
- Built a systematic portfolio of customer evidence and commercial proof points.
- Given the global Sales organisation clearer, more compelling reasons for customers to choose ADB SAFEGATE.
The profile
The ideal candidate has worked in an environment where hardware, software, connectivity/data and services converge. They will be equally comfortable engaging with senior Product Management and Engineering leaders, understanding complex technology, challenging the commercial proposition and translating that complexity into a differentiated story that a salesperson can confidently take to a customer.
We offer:
What to learn more about working at ADB SAFEGATE then check out our Career's website
https://adbsafegate.com/about/career/
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