Product Marketing Manager - Madrid, España - Michael Page

Responsibilities under the direction of Google Manager

Build inclusive culture

Champion and engage in equitable and inclusive behaviors across all systems (e.g., hiring, perf, coaching). Create space in meetings, projects, events for everyone to collaborate and feel supported. Role model, acknowledge, and empower inclusive behavior and provide constructive feedback on disrespectful, non-inclusive behavior. Act as a diversity change agent, working to change processes, culture, or other barriers to inclusion.

Create product marketing content

Independently create marketing content to ensure that positioning of the product is aligned with the product strategy, drive efforts to iterate the content and design along with cross-functional teams based on content standards, styles, and format, and drive collaboration with the production team to publish the final marketing content for one or more teams.

Develop brand strategy

Drive product brand positioning, value propositions, and messaging strategy using Google voice and user insights, adapt nuances of specific product voice or goals to different communications (e.g., narratives, brand framework document).

Develop product marketing content strategy

Drive the framework development and rollout of strategies for product marketing content across channels. Define, identify, collect, and track appropriate product or business metrics, both quantitative and qualitative, for new or existing products or business ventures, as a key contributor

Generate user insights

Independently determine research needs, scope, manage, and guide user research by leveraging internal and external research partners.

Go-to-market strategy and planning

Validate the market size and opportunity (e.g., active users, revenue, market size, sales in units, growth, profit), as a key contributor. Use subject matter expertise in the field to identify opportunities in the market landscape. Collaborate with relevant teams to build supporting rationales, hypotheses, and visions. Understand the product and target audience, develop the positioning of the product to users and bring the products to the market, and develop and execute the go-to-market plan and messages for new products and features.

Manage campaign and programs

Drive and manage medium to large-scale campaigns, assets, communications, and programs to address user needs and team objectives and key results (OKRs). Drive evaluation and analysis of campaign performance for optimization, determine channels for reaching and engaging users, and drive integrated channels to meet targets.

People inclusion

Exercise sound judgment & take swift action to uphold our Core Values & Code of Conduct. Champion and creating psychological safety on the team for multiple perspectives to thrive, being sensitive to cultural norms, expectations, and ways of communicating. Actively mitigates one's own biases and flexes style to accommodate others while helping others to learn about new identities and cultures to expand their viewpoints and relationships.

Promote user engagement

Develop user insights to help cross-functional teams and product partners incorporate user voice into product development and marketing strategies. Provide feedback to internal and external teams on improvement opportunities for user experience, manage and advocate for in-product user experience to resolve product issues, and promote user engagement.

Provide product and industry expertise

Act as a subject matter expert on product(s) or feature(s) to partners across teams to provide input in the product and feature development process, drive market analysis, and predict and provide insights on industry trends on product development and marketing.

Segmentation, targeting, and positioning

Drive the meetings to develop marketing plans for regional or functional marketing teams, review the overall portfolio and characteristics, prioritize marketing goals, and define positioning plans to identify and engage the target audience.

Strategic planning for product marketing

Partner with senior leadership or stakeholders across teams to develop the strategic vision for Google. Allocate resources (e.g., budget, headcount) to support the regional or functional marketing teams' top goals.

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Brand management

Knowledge of branding and brand development. This includes knowledge of how to define and/or position a brand, as well as implementation of strategies to improve it (e.g., advertising, digital marketing, partner events).

Campaign management

Knowledge of the marketing campaign lifecycle. This includes planning, strategy, execution, and reporting of a campaign.

Client/partner management/advising

Ability to partner with, orchestrate, lead, and influence clients, partners, and/or service providers as a trusted advisor. This may include managing client/partner expectations, and an ability to gain commitment to a product, service, or idea from partners, customers, and/or stakeholders using data and appropriate communication or storytelling methods. This management and advising may occur directly or indirectly based on size of partner population.

Consumer behaviour

Knowledge of consumer behaviour (e.g., digital or traditional consumer behaviours). This includes the knowledge of how consumer behaviour informs product strategy/program design and influences sales cycles.

Data analysis and synthesis

Ability to analyse information, draw conclusions, generate alternatives and solutions, and evaluate outcomes. This includes the ability to use data to add value to business planning and strategies.

Go-to-market activities knowledge

Understanding of user needs, helping products go-to market, and giving feedback to improve products.

Industry knowledge

Knowledge of the changing landscape of the industry, product areas, other key players, and/or markets including technology trends and issues that affect the operations of one's business and organisation.

Marketing briefs

Ability to write a descriptive and actionable brief to articulate key goals and objectives of a marketing campaign.

Product positioning

Ability to articulate key messages, features, and benefits to the target audience.

Situational leadership

Ability to interact confidently, clearly and respectfully with others, especially senior leaders of the organisation, to present/defend/clarify concerns or issues regarding an existing project, program or solution. This includes the ability to effectively address difficult questions, handle pushback from a high-level audience, and maintain a professional demeanour while engaging in difficult or sometimes high-pressure situations.

Storytelling

Ability to influence and inspire an audience by crafting stories using data that elicit empathy or create buy-in.

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Challenge