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Product Marketing Manager – Informa Pharma
Marketing Director
Informa Pharma
London, UK
JOB PURPOSE
To create and implement leading marketing strategies and tactical plans for Datamonitor Healthcare
that support retaining and growing subscription revenue and achieving business objectives.
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Identify and target the most commercially attractive target markets and customer segments.
Create strong value propositions and compelling messages that influence publishing and
purchasing decisions and win business.
Grow profits by adopting strategic and tactical processes that maximise media mix in order
to generate prospect interest in product, drive product usage and awareness among existing
customers and prospects with the overall aim of increasing new and repeat revenue
Create comprehensive marketing channels strategies and tools that maximise market
penetration, customer reach, and profitability.
Create promotional strategies that enable the creation of integrated campaign plans
effectively targeting all points along the customer lifecycle and product conversion funnel.
The key responsibilities of this role are acquiring, growing and increasing repeat business in line with
the business objectives of Datamonitor Healthcare.
ROLE AND RESPONSIBILITIES
Result area
Key responsibilities & activities
Leadership and
management
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Markets and
customers
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Product
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Provide leadership and direction to direct reports.
Provide ongoing performance management and development of all direct
reports.
Create and manage processes to increase efficiencies and effectiveness,
improve performance and enable learning and development.
Market definition – define target markets (by industry / sector or sub-sector /
geography) and analyse the market segments you plan to actively pursue,
evaluating market size and value.
Customer segmentation – segment target markets into key customer types,
evaluating size and value for each. Create personas for each key Buyer and
User group that describe key workflows, tasks and problems, and identify the
different marketing strategies and propositions needed for each group.
Competitive landscape – identify competitive and alternative offerings in the
market. Assess their strengths and weaknesses, and develop a strategy for
winning against them.
Distinctive competence – identify, articulate and leverage the company’s
unique ability to deliver value to the market, ensuring this is also factored into
decisions about new product offerings or product enhancements.
New product launches – work within the team to create strong go-to-market
plans for all new product launches, working with all relevant marketing
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channels to ensure successful delivery of the plan.
Branding and communication – work with business head and team designers
to develop strong product brands, ensuring that brand design, logos, attributes
and identity, and key brand messages are all clearly defined and consistently
applied through all customer touch points. Create positioning statements for
internal use, and customer messages for external use, that articulate how the
product solves customer problems and to ensure consistent internal and
external communications across all functions.
Channel
strategies and
tactics
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Communications strategy – create and implement customer communications
strategy for the product, in order to optimize customer reach and routes to
market, and drive product awareness and sales to all target markets.
• Sales and Publishing tools – provide the sales teams with sales tools to enable
them to effectively position and sell all key products. Tools should include:
o Positioning & training tools – these include Product Positioning, competitive
comparison, presentation to sales from marketing or editorial etc
o Sales toolkit – customer presentations, demo scripts, promo material, price
quote tools, quote letter/email template etc
o Customer evaluation tools – these include product trials, demos, samples,
customer testimonials, and are designed to allow the customer to
experience and evaluate the product.
• Strategic partners – identify key partners in the marketplace with whom to
develop working relations that create new/better routes to market and result
in new customer acquisitions and customer retention
Promotional
strategies and
tactics
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Prospects data
and CRM
system
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Customer journey/ conversion funnels – map out all stages of the customer
journey along the product conversion funnel (prospect, lead, customer, repeat
customer, product advocate), identifying all product, marketing, sales and
operational activities and touch points along the way. Identify and alleviate
pain points, fill communication gaps and optimise all activities in order to
increase customer conversion rates.
Promotional planning – create promotional plans for the product, covering
both new customer acquisition and renewals, retention and key accounts.
Ensure that promotional plans map to the customer journey/conversion
funnel, and that specific activities are planned to address all stages of the
customer decision-making process (awareness, interest, desire, action,
loyalty). Optimise the use of the promotional mix and marketing tools at each
stage in the process. Ensure plans specify marketing costs needed throughout.
Campaign execution – Ensure that strategic plans translate into detailed
tactical campaign execution plans and schedules that communicate key
product and brand messages, engage customers, and stimulate interest in,
purchase and usage of the product.
Campaign reporting & analysis – ensure that all key campaign costs and
metrics are recorded and extracted in a consistent way, and work with team
to analyse results against targets, using results to improve future campaigns
and activities.
·Campaign budget – accountable for all budget spend and ROI.
Oversee the capture, storage, access and use of prospective and existing
customer data, ensuring campaigns are managed from a single customer view
perspective.
Focus on prospects database growth and depth by driving list re-research and
new customer list development / acquisition, focusing on key areas of growth.
Work with external list sources as needed, in order to significantly grow our
internal databases.
Use a variety of channels to generate new prospects and collect prospects
data
• Ensure all prospect and customer data is collected in accordance with data
protection act and PCI compliancy
• Focus on database cleaning by driving list re-research to ensure complete
customer data and inform customer profiling
• Provide a monthly KPI report showing aggregated performance across multiple
variables, including product performance (e.g. revenue, profit, renewals, new
business). Provide regular updates as needed.
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KPIs and
reporting
Key Attitudes and behaviours
A product marketing manager should display the following characteristics:
Digital Marketing skills and experience is a must. Drive for results, Exceptional attention to
detail, Excellent communications skills, Strong planning abilities, Analytical ability to react to
trends, Independent thought and ideas, Positive can-do attitude, Willingness to help,
Flexibility in the role, Ability to work autonomously, High level of productivity
EXPERIENCE & SKILLS
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Digital skills and experience is a must, with a focus on using digital marketing channels for
new business generation.
Prior experience of working in a B2B publishing marketing role will be a great advantage.
Experience of campaign management, utilizing all aspects of the promotional mix across all
marketing media
Experience of measuring ROI, capturing and applying learning on an ongoing basis
Highly organized, methodical and process-driven, demonstrating a drive to improve internal
processes whenever possible
Excellent attention to detail
Data-driven, with strong analytical skills, able to provide complex data analysis and draw
conclusions based on the analysis which inform marketing strategy and tactics
Experience of database manipulation and list management
Able to regularly update own learning in technical areas
Experience of maintaining budgets and assessing costs and benefits
Results-driven – ensure that marketing campaigns fulfil strategic goals and drive the
required business results, persistently seeking to improve business performance, with the
energy and tenacity to address bottlenecks and barriers
Strong customer focus – able to identify and differentiate between customers, focus on their
needs and engage them through communications activities
Able to deal with ambiguity and work in a matrix organization, adaptable and flexible