TRL
Head of Product Marketing
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Head of Product Marketing
About the Role
TRL is seeking a Head of Product Marketing to lead how our products and services are positioned, launched and taken to market.
This is a senior marketing leadership role responsible for translating defined offerings into compelling market propositions that drive awareness, engagement, and commercial success. You will own the go-to-market strategy, launch planning, campaign execution, and sales enablement for TRL's portfolio, ensuring every offering reaches the right audiences with a clear and persuasive message.
Working closely with Product Management, Portfolio Development, Sales, and Corporate Communications teams, you will ensure TRL's offerings are effectively positioned, understood, and adopted across our target markets.
Key Responsibilities
Proposition & Messaging
- Translate packaged offerings into market-ready propositions and compelling buyer-focused narratives.
- Develop value propositions, messaging hierarchies, and segment-specific messaging for local authorities, national bodies, commercial organisations, and international audiences.
- Ensure consistency and clarity in how TRL's offerings are presented across all channels.
Go-to-Market Planning
- Own the go-to-market strategy for all offerings.
- Define target segments, buyer personas, campaign approaches, launch plans, and success measures.
- Establish measurable objectives and oversee performance against agreed targets.
Launch & Campaign Execution
- Lead end-to-end launch campaigns, from concept and creative direction through to execution and measurement.
- Coordinate activity across content, digital marketing, events, partner marketing, and PR.
- Work closely with the Digital & Demand Generation Manager and Brand & Communications Manager to ensure effective delivery and alignment.
Marketing Mix Delivery
- Own the promotional strategy across the product portfolio.
- Deliver product-focused content, thought leadership initiatives, demand generation campaigns, event propositions, and partner marketing programmes.
- Ensure sustained market engagement through ongoing, always-on marketing activity between launches.
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Sales Enablement
- Equip the sales function with the tools and content needed to successfully position and sell offerings.
- Develop pitch decks, proposal content, bid content, case studies, battlecards, and value-based messaging.
- Support sales training and objection-handling strategies across the portfolio.
Market & Competitive Insight
- Lead competitor analysis, buyer research, customer segmentation, and win/loss analysis.
- Use insight to continuously improve positioning, campaigns, and market effectiveness.
- Provide market intelligence and evidence to support Portfolio Development and Product Management decision-making.
Customer & Adoption Marketing
- Partner with the Chief Revenue Officer to drive customer adoption, advocacy, and growth.
- Develop customer success stories, case studies, onboarding content, and cross-sell campaigns.
- Support long-term customer engagement and retention initiatives.
Performance Measurement
- Monitor and report on launch performance, campaign effectiveness, messaging impact, and marketing-generated pipeline.
- Provide clear performance insights to the Chief Marketing Officer and Chief Revenue Officer.
- Use data and evidence to continuously improve marketing effectiveness.
Marketing Accountability
As Head of Product Marketing, you will have ownership of the promotional element of the marketing mix and play a significant role in influencing product, pricing, and route-to-market decisions.
You will:
- Translate agreed products and packages into compelling market propositions.
- Shape how pricing and value are articulated in the market.
- Partner with the Chief Revenue Officer on channel and route-to-market strategies.
- Own campaigns, launches, content, sales enablement, and marketing communications for offerings.
- Ensure a consistent buyer-facing narrative across every touchpoint, from initial awareness through to proposal and purchase.
What Success Looks Like
Within your first 12 months, you will have:
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- Developed go-to-market plans for all priority offerings, with clear audience segmentation, messaging, and launch objectives.
- Successfully delivered first-wave launches that achieve agreed awareness and pipeline targets.
- Established a sales enablement suite that is actively used by the sales team, supported by ongoing win/loss analysis.
- Contributed to measurable improvements in win rates for strategic opportunities through stronger positioning and sales support.
- Established trusted reporting of marketing-sourced pipeline by offering, recognised by the CRO and Executive Leadership Team.
- Created consistent, evidence-based messaging adopted across sales, bids, digital channels, and events.
About You
We're looking for an experienced product marketing professional who brings:
- Significant B2B product marketing or go-to-market marketing experience within software, data, technology-enabled services, or related sectors.
- A strong track record of successfully taking products and services to market and delivering measurable commercial results.
- Proven experience leading campaigns and product launches across content, digital marketing, events, PR, and sales enablement.
- Exceptional communication skills with the ability to translate technical, complex, or evidence-based solutions into compelling customer propositions.
- Strong experience working alongside sales teams and supporting complex bids and commercial opportunities.
- An understanding of both product-led software businesses and consultative, relationship-led service environments.
- Strong analytical capability, including experience with customer segmentation, competitor analysis, win/loss reviews, funnel performance, and marketing attribution.
This is an opportunity to shape how TRL's innovative products, services, and insights are positioned in the market. You'll play a key role in driving growth, influencing strategic go-to-market decisions, and helping customers understand the value of TRL's capabilities through compelling, evidence-led marketing.
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