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Expedia Group · 1 day ago

Product Marketing Manager - B2B Advertising

Washington - Seattle Campus

Full-time

Onsite

Mid, Senior Level

$110K/yr - $155K/yr

5+ years exp

Expedia Group is a leader in global travel technology, dedicated to enhancing travel experiences for everyone. The Product Marketing Manager will optimize messaging and products, influence market strategies, and mentor junior colleagues to address customer needs effectively.

CommunitiesInternetReservationsTask ManagementTechnical SupportTicketingTourismTransportationTravel

H1B Sponsor Likely

Responsibilities

Contributes to audience segmentation and persona definitions

Identify market opportunities and target audiences for the portfolio assigned, contribute to the product vision and influence the roadmap

Establishes KPI and success metrics for the portfolio and initiatives they're assigned

Develops the go-to-market strategy and plans based on business goals, product readiness, and positioning

Partner with integrated marketing and channels to define and execute campaigns strategy and plans

Drive market and internal readiness, in coordination with product and sales and support teams

Applies understanding of trends in customer’s motivations, needs and pain points to generate ideas and recommendations for product management and to advocate for customers throughout the product development lifecycle

Continuously assesses the market and preferences of customers and develops a sense of how trends are changing through analysis

May gather customer feedback through focus groups, win/loss interviews, sales 'ride-along', research, etc. and represents the voice of the customer to product management and the business

May develop the financial model used to appraise new product ideas

Is aware of relevant data sources for competitive insight (internally and externally)

Gathers data on competitors and analyzes their products/services, prices, sales, and/or method of marketing and distribution

Shares competitive intelligence to inform direction, guide strategies, and guide marketing approach

Analyze existing data and insights to identify research needed to validate positioning and messaging across segments

Create message and positioning that resonates with audience/segments to drive buying behaviors

Develops detailed information about the users and values of the company’s products/offerings

Understands product marketing frameworks and how to structure marketing briefs

Oversees and guides content creation by marketing channels and other stakeholders

Develops unique value proposition(s) for products/solutions

Develops an in-depth understanding of the industry, including the key players and their success strategies

Develops an awareness of industry issues, including trends and challenges or concepts

Develops a broad understanding of industry best practices, products/services and their applications; distinguishes the pros, cons and implications of the options

Understands the full array of the company’s product/solution offerings and areas of expertise, applies this knowledge to meet the needs of the customer

Builds and maintains a thorough working knowledge of products, technologies, offerings, etc

Demonstrates a working knowledge of competitors’ products and services as well as their strengths and weaknesses

Demonstrates a comprehensive understanding of product components, design, features and benefits when communicating product features and brand’s benefits

Acquires a basic understanding of customer and partner audience to validate communication plans and strategies

Experience working with designers to illustrate core value message

May provide direction and content to Marketing teams in support of campaign creative and sales tools

May help define content strategy and create compelling content (pitch decks, demos, marketing or editorial copy) that highlights the product value

Review campaign creative and content for consistency and accuracy across global and local touchpoints and ensure it enables customers along their lifecycle journey

Work cross-functionally to articulate marketing campaign strategy with marketing and product teams

Measure against KPIs and adjust as needed to ensure the message resonates

May assist with or create of product bill of materials and internal readiness materials

Creates clear, concise and organized communication materials (e.g., reports, dashboards, presentations, messages)

Breaks down information into understandable messages and actionable steps that fit into the overall plan and strategy

Prepares communications via differing modes, tailoring messages to audiences; develops an understanding of how the messages connect

Prepares communications that enable customers, bringing them along the journey at every stage of the lifecycle

Understanding of copy writing and ability to edit to have one consistent voice to the customer

Identifies methods for collecting data, performs data analyses and articulates findings

Establishes new and cultivates existing trusted relationships with key decision makers on customer/partner accounts

Contributes ideas regarding how to create business opportunities (e.g., progress meetings, fact-finding/exploratory meetings) to strengthen and grow customer account

Looks for signals that the customer/partner may need additional products/services and navigates through the appropriate organization channels to ensure important customer/partner account business issues are identified and acted upon

Qualification

Product marketing strategyAudience segmentationKPI establishmentMarket analysisGo-to-market planningCompetitive analysisContent creationInfluencing peersCommunication skillsCollaboration

Required

5+ years for Bachelor's

3+ years for Master's

Experience managing and leading large scale product marketing projects

Bachelor's or Master's or equivalent experience