BCS, The Chartered Institute for IT
Vacancy: Product Marketing Lead
Swindon
£65k/yr
Posted 1 day ago
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Job title: Product Marketing Lead
Salary: Up to £65,000 p/a
Location: Hybrid - min 2 days a week in the office (Swindon/London)
Contract Type: Permanent
The role is responsible for establishing the insight, positioning and go-to-market frameworks that enable BCS to successfully bring products and propositions to market, translating market and customer intelligence into strategic recommendations that inform product development, providing clear direction to Marcomms for campaign delivery, and equipping Sales with the insight and tools needed to communicate customer value effectively.
Key Responsibilities
Product Marketing & Market Strategy
- Develop and evolve product marketing strategy across BCS, ensuring alignment with organisational priorities, commercial objectives and BCS's mission to make IT good for society.
- Work closely with Product teams to ensure market, customer and buyer insight informs product development, proposition design, pricing considerations and roadmap discussions.
- Develop clear, insight-led positioning, messaging and value propositions that address customer needs and differentiate BCS products and propositions in the market.
- Define and evolve priority customer and buyer personas, ideal customer profiles, decision-making units, use cases, needs and buying behaviours.
- Develop a clear portfolio narrative that articulates how BCS products and propositions fit together and deliver value to customers and stakeholders.
Go-to-Market Strategy
- Lead the development of go-to-market strategies for new products, launches, major feature releases and proposition updates.
- Define target audiences, market opportunities, customer needs, positioning, value propositions, messaging, commercial objectives and measures of success.
- Translate GTM strategies into clear, actionable briefs that enable Marcomms to develop and deliver integrated campaigns, content, communications and channel activity.
- Partner with Product, Sales and Marcomms to assess launch readiness, ensuring teams have the insight, positioning, evidence and enablement required for successful market introduction.
- Maintain clear product narratives and positioning frameworks to support consistency across relevant customer and stakeholder touchpoints.
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Market, Customer & Competitive Insight
- Develop a systematic approach to gathering and interpreting market, customer, buyer and competitor intelligence to inform product marketing and commercial decision-making.
- Identify customer needs, motivations, objections, purchasing behaviours and barriers to adoption, translating these into actionable recommendations for Product and relevant customer-facing teams.
- Monitor competitor positioning, propositions, market trends and emerging opportunities and threats, providing clear recommendations to relevant stakeholders.
- Partner with Sales and customer-facing teams to gather win/loss insights and identify opportunities to strengthen product-market fit, positioning and commercial performance.
- Use customer feedback and product usage insight to identify barriers to adoption and provide strategic recommendations, without owning customer lifecycle planning, retention or communications delivery.
Sales & Commercial Enablement
- Define the product marketing approach to sales enablement, ensuring customer-facing teams can clearly and consistently communicate product value.
- Develop and maintain core enablement frameworks and materials, including messaging frameworks, pitch narratives, product information, battlecards, objection-handling guidance and case study briefs.
- Partner with Sales to understand buyer questions, objections, competitive challenges and gaps in product understanding, using these insights to strengthen positioning and enablement.
- Provide the customer insight, competitive intelligence, evidence and product narratives needed to support effective pre-sales and commercial conversations.
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Performance & Strategic Insight
- Define clear objectives, success measures and KPIs for product marketing strategies and GTM initiatives.
- Evaluate market response and the effectiveness of product positioning, messaging and GTM strategy using relevant customer, commercial and market insights.
- Use insights from Product, Sales, Marcomms and customer-facing teams to refine future product marketing strategies and recommendations.
- Provide evidence-based recommendations on emerging customer needs, market opportunities and competitive threats to inform product roadmap discussions, proposition development and commercial priorities.
Cross-Functional Leadership & Product Marketing Capability
- Act as the strategic product marketing link between Product, Sales and Marcomms, ensuring alignment around customer needs, market opportunities and product value.
- Build a particularly close partnership with Product teams, ensuring market and customer insight informs product strategy while product direction is translated into compelling market propositions.
- Lead cross-functional alignment on target audiences, positioning and GTM strategy, establishing clear roles, responsibilities and handovers.
- Provide Marcomms with clear strategic direction and actionable GTM briefs to enable effective campaign planning and delivery, without owning campaign execution.
- Establish and continuously improve product marketing frameworks and best practices across positioning, market intelligence, competitive analysis, GTM strategy and sales enablement.
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