Leads strategic marketing for assigned products and solutions, including positioning, messaging, go-to-market planning, product launches, sales enablement, customer adoption, and performance measurement. Partners cross-functionally with Product Management, Sales, Demand Generation, Lifecycle Marketing, Content, and Digital Experience teams to translate product capabilities into customer-focused value propositions and business growth initiatives.
At GS1 Canada, we believe in the power of global standards to transform the way we work and live. GS1 Canada is looking for a Product Marketing Manager to lead the strategic marketing of assigned products and solutions across our portfolio. Reporting to the Marketing Director, the successful candidate will be responsible for developing product positioning, messaging and go-to-market strategies that drive customer understanding, adoption and business growth. Working closely with Product Management, Demand Generation, Lifecycle Marketing, Content & Digital Experience & Sales, the Product Marketing Manager serves as the strategic link between product development and the market, ensuring our products are positioned effectively to meet customer needs and business objectives. This role is a hybrid role, requiring in-person attendance.
Key Responsibilities
- Develop and execute product marketing strategies that support the successful growth and adoption of assigned products, services and solutions.
- Lead the development of product positioning, messaging, and customer-facing narratives that clearly communicate customer value and competitive differentiation.
- Partner with Product Management to understand product roadmaps, strategic priorities and new capabilities, translating technical features into customer-focused benefits.
- Lead go-to-market planning and cross-functional launch readiness activities for new products, enhancements and strategic initiatives.
- Develop integrated go-to-market plans, launch briefs and messaging frameworks that align Marketing, Sales, Customer Success and key stakeholders.
- Translate product strategy into market-ready go-to-market plans, launch messaging and sales enablement materials.
- Develop messaging frameworks and product narratives that ensure consistency across all customer facing channels and marketing initiatives.
- Partner with Demand Generation to translate product strategies into integrated awareness and acquisition campaigns.
- Partner with Lifecycle Marketing to develop customer adoption strategies and ensure product messaging is consistently reflected throughout the customer lifecycle.
- Collaborate with Content & Digital Experience to develop product content, website messaging, sales collateral and digital assets that support product launches and ongoing marketing initiatives.
- Develop sales enablement materials, including presentations, messaging guides, competitive comparisons and customer-facing resources that support sales effectiveness.
- Monitor product performance, customer adoption, market trends and competitive activity, providing Page 1 of 2 recommendations to strengthen market position and improve business outcomes.
- Define product marketing success metrics and evaluate the effectiveness of product launches and go to-market initiatives.
- Collaborate with Product Management, Sales, and other stakeholders to gather feedback and continuously improve product positioning, messaging and go-to-market strategies.
- Stay informed of industry trends, customer needs and competitive activity to support product marketing strategies and maintain GS1 Canada's market position.
- Contribute to annual marketing planning, portfolio planning and cross-functional initiatives that support organizational priorities.
Skills, Knowledge & Expertise
- 5+ years of experience in product marketing, strategic marketing, go-to-market or a related marketing discipline.
- Proven experience developing product positioning, messaging and go-to-market strategies that drive customer adoption and business growth.
- Strong understanding of product marketing principles, value proposition development and go-to market planning.
- Experience leading cross-functional product launches and coordinating multiple stakeholders.
- Demonstrated ability to translate complex products, services or technical concepts into compelling customer-focused messaging.
About
GS1 Canada is committed to helping all employees, customers, stakeholders and subscribers in an effective and timely manner by preventing and removing barriers for persons with disabilities. Our policies and practices are intended to foster diversity, inclusiveness and accessibility, while also ensuring that the workplace is free from discrimination and harassment.
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