British Telecom - Product Manager - Marketing Automation

The skills you'll need to succeed:

- Proficiency in Agile Methodologies: experience and understanding of Agile principles and practices, with the ability to effectively lead cross-functional teams in Agile product specification, development and delivery.

- Strong stakeholder management skills: Exceptional ability to engage and communicate with stakeholders at all levels, ensuring alignment, managing expectations, and fostering productive relationships.

- Expertise in product strategy development: Proven capability in defining and executing product strategies that align with business goals, customer needs (in this instance primarily internal customers), and market trends, while driving innovation and competitive advantage.

- Experience in product discovery and experimentation: Proficient in employing product discovery techniques, conducting user research, and facilitating experiments to validate assumptions, inform decision-making, and drive continuous product improvement.

- Knowledge of platform and technology architecture and feasibility: Deep understanding of platform and technology considerations, assessing feasibility, scalability, and alignment with business requirements to drive effective product development and delivery.

- Backlog prioritisation: Ability to prioritise product backlog items based on business value, user needs, technical feasibility and strategic objectives, ensuring optimal delivery and value creation.

- Strong data analysis capabilities: Proficient in analyzing and interpreting data, extracting actionable insights, and leveraging data-driven decision-making to inform product strategies, optimizations, and performance monitoring.

- Working knowledge of data management principles, including data integration, data governance and data privacy.

What you'll be doing - your accountabilities:

- Fostering a strong collaborative partnership between the DAAC, Marketing, Data & AI and Digital teams. Working closely with all stakeholders to understand their goals, pain points, and requirements for an integrated marketing automation toolset. Collaborating with cross-functional teams to align on the strategic vision and roadmap.

- Engaging with stakeholders to gather detailed requirements for the marketing automation toolset.

- Conduct thorough research and analysis to understand the needs of various marketing functions, such as lead generation and attribution, lead nurturing, campaign management, analytics, tagging, audience management and integration with sales systems.

- Developing a strategic roadmap and plan for the marketing automation platform and processes, in collaboration with Digital, Data and Marketing teams. Define the backlog and priorities, for toolset development, ensuring alignment with overall business objectives across the departments

- Collaborate with the Digital team and Eata experts to design and implement effective data integration processes. Ensure seamless integration of customer data across relevant systems, such as CRM, customer data platforms (CDPs), analytics tools and sales systems. Leverage data insights to drive personalised and targeted marketing campaigns.

- Work closely with the Digital team to ensure proper implementation and management of website tagging for tracking user behavior, conversions, and marketing campaign performance. Collaborate with developers and analytics experts to define tagging requirements and optimize data collection. Track and ensure that the toolset can efficiently and accurately report on lead generation and sales attribution from digital activities.

- Collaborate with the Sales teams to leverage integrations with marketing automation tools and sales systems, ensuring smooth handoff of leads from the website to the sales process providing visibility into lead statuses, scoring and outcomes.

- Working closely with cross-functional teams, possibly contributing to several independent team/system backlogs, overseeing the development and implementation of the marketing automation toolset.

- Implementing lead attribution models and tracking mechanisms to identify the impact of marketing campaigns on lead generation and conversions. Develop reporting frameworks and dashboards to provide visibility into the effectiveness of marketing efforts and track ROI. Collaborate with stakeholders to interpret data and optimize marketing strategies based on insights.

Experience you'd be expected to have:

- Proven experience (5+ years) as a Product Manager or similar role, with a focus on Marketing Systems and Data/Reporting.

- Solid understanding of marketing automation concepts, tools, and platforms. Experience with marketing automation implementation is highly desirable.

- Familiarity with the marketing technology landscape, including CRM systems, marketing automation platforms, analytics tools and content management systems. Marketo experience is beneficial.

- Strong knowledge of Agile methodologies, particularly Scrum, and experience working in Agile product development environments.

- Certification in Agile methodologies, such as Certified Scrum Product Owner (CSPO), is highly desirable.

- Demonstrable experience of stakeholder management skills, with the ability to collaborate effectively across cross-functional teams and influence decision-making. Work closely with content editors to understand their needs and incorporate their feedback.

- Excellent communication skills, both verbal and written, with the ability to convey complex concepts to both technical and non-technical stakeholders. Facilitate effective communication between content editors and development teams.

- Self-motivated and proactive, with a strong sense of ownership and a drive for continuous improvement.