Department - Marketing / Product
Role Overview
The Manager - Product Marketing (Digital Products) will own go-to-market strategy, positioning, and lifecycle marketing for MPM Group's integrated digital product portfolio spanning IoT hardware (sensors, gateways, edge devices) and software platforms (SaaS dashboards, analytics). This is a strategic, high-visibility role that bridges Engineering, Sales, and Customer Success to drive product adoption, pipeline growth, and brand authority in the IoT and industrial-digital solutions market.
The ideal candidate combines technical fluency in connected-product ecosystems with proven B2B marketing expertise capable of translating complex hardware-software capabilities into compelling, outcome-led narratives for enterprise and industrial audiences.
Key Responsibilities
1. Go-to-Market Strategy & Product Launches
- Develop end-to-end launch plans for integrated hardware + software solutions, from strategy through execution.
- Define and document target buyer personas and tailor messaging per segment and vertical.
- Create positioning documents, competitive battle cards, & sales enablement kits for field and channel teams.
- Coordinate cross-functional launch activities across Product, Engineering, Sales, and Channel Partners, ensuring aligned timelines and messaging.
- Own the product launch calendar and post-launch performance tracking against defined success metrics.
2. Product Messaging & Content Creation
- Craft clear, benefit-driven messaging that articulates how hardware and software work together to solve specific customer challenges.
- Produce high-impact content assets: product datasheets, solution briefs, case studies, demo videos, webinars, and thought-leadership blog posts.
- Translate technical specifications (sensor accuracy, API integrations, data latency, edge processing) into tangible business outcomes (efficiency gains, cost savings, risk reduction).
- Manage and maintain product website pages, landing pages, and digital campaign assets in coordination with the web and design teams.
- Ensure consistent tone, terminology, and value framing across all customer-facing and internal communications.
3. Market Intelligence & Competitive Analysis
- Research and synthesize market trends, regulatory shifts, and competitor offerings across hardware + software bundles in the IoT/industrial tech space.
- Conduct analysis & structured customer interviews to continuously refine positioning & pricing strategy.
- Monitor product adoption metrics, NPS scores, and customer feedback loops to inform roadmap priorities and messaging updates.
- Deliver quarterly competitive intelligence reports to Product and Sales leadership.
- Track emerging technologies and assess their impact on product positioning.
4. Sales Enablement & Demand Generation
- Deliver sales training programs on product value propositions, technical differentiators, and objection-handling playbooks.
- Partner with the Demand Generation team to build targeted campaigns - including email nurture, and paid media - for hardware + software bundles.
- Support channel and distribution partners with co-branded collateral, joint go-to-market planning, and partner enablement toolkits.
- Track and report campaign performance metrics and optimize for lead quality and conversion rates.
- Build ROI calculators, interactive demos, and product configurators to support the sales cycle.
5. Customer Advocacy & Lifecycle Marketing
- Design onboarding journeys, product adoption nurture sequences, and upsell/cross-sell expansion campaigns for existing customers.
- Build and manage a customer reference and advocacy program sourcing case studies, testimonials, and reference accounts across industries.
- Gather structured product feedback from users and translate insights into messaging refinements and feature prioritization inputs.
- Collaborate with Customer Success to reduce churn, improve product stickiness, and increase net revenue retention (NRR).
- Represent the voice of the customer in internal product review and roadmap planning sessions.
Required Knowledge & Technical Fluency
Area / Expected Knowledge**
IoT Architecture
Device management, data collection pipelines, edge-to-cloud communication, MQTT/CoAP protocols
Hardware Components
Sensors, actuators, gateways, edge computing devices, installation and deployment considerations
Software Platforms
SaaS dashboards, data analytics layers, REST/GraphQL API integrations, mobile apps, cloud infrastructure (AWS/Azure/GCP)
B2B Marketing
Proven experience marketing complex B2B technology products, ideally hardware + software bundles
Content & Storytelling
Strong copywriting for technical and C-suite audiences; skilled at simplifying complex product capabilities
Campaign Tools
Marketing automation (HubSpot, Marketo, Pardot), CRM (Salesforce), ABM platforms, Google Analytics / GA4
Design & Collaboration
Familiarity with Figma, Canva, or similar tools for reviewing and briefing creative assets; Jira, Confluence
Qualifications & Experience
Mandatory
- Bachelor's degree in Marketing, Business Administration, Engineering, or a related field. MBA preferred.
- 6-12 years of progressive experience in product marketing, preferably in B2B technology, IoT, or industrial-digital solutions.
- Demonstrated track record of owning and executing successful product launches for technology products.
- Strong understanding of the B2B buyer journey, persona-based marketing, and sales funnel dynamics.
- Excellent written and verbal communication skills; ability to distil complex technical topics into crisp, compelling narratives.
- Experience collaborating with Product, Engineering, and Sales teams in a fast-paced, cross-functional environment.
Preferred
- Domain background in IoT, industrial technology, smart connected devices, or Industry 4.0 solutions.
- Experience marketing subscription-based SaaS platforms with attached hardware or professional services.
- Exposure to international or multi-geography go-to-market planning across industrial or enterprise verticals.
- Familiarity with product-led growth (PLG) frameworks and usage-based marketing strategies.
- Experience building and scaling a product marketing function from early-stage to mature operations.
Behavioural Competencies**
- Strategic Thinking: Ability to connect market insights, customer needs, and product capabilities into a cohesive go-to-market strategy.
- Cross-functional Influence: Confidently drives alignment across Engineering, Sales, Product, and Leadership without direct authority.
- Customer Empathy: Deeply understands buyer pain points and translates them into resonant, outcome-driven messaging.
- Execution Discipline: Balances strategic planning with hands-on execution; comfortable managing multiple launches and campaigns simultaneously.
- Data-Driven Mindset: Uses metrics and analytics to evaluate performance, refine strategies, and demonstrate marketing impact.
- Storytelling: Exceptional ability to craft narratives that make complex IoT/digital products tangible and desirable for diverse audiences.
- Adaptability: Thrives in fast-moving product environments; able to pivot messaging and priorities as market conditions evolve.
