VIVO - Manager/Senior Manager - Product Marketing

Description:

Role Objective:

The Manager/Senior Manager Product Marketing will lead end-to-end marketing initiatives for assigned product categories, developing integrated go-to-market (GTM) strategies that align with business objectives. The role demands a strong strategic mindset, analytical acumen, and execution excellence to position products effectively in the market and drive measurable growth in awareness, engagement, and adoption.

Key Responsibilities:

Strategic Planning & Market Intelligence:

- Develop and implement comprehensive marketing strategies for new product launches and category growth.

- Conduct in-depth market analysis, competition benchmarking, and consumer segmentation to identify growth opportunities and refine product positioning.

- Translate consumer insights into differentiated product value propositions and impactful marketing narratives.

- Define target audience segments, evaluate customer journeys, and ensure marketing initiatives are tailored for maximum conversion.

Go-to-Market (GTM) & Campaign Leadership:

- Design and execute integrated GTM plans for new products, coordinating with cross-functional teams across Product, Research, Sales, Brand, and Digital.

- Build 360 marketing plans encompassing ATL, BTL, Digital, and Retail channels with clear timelines and KPIs.

- Drive cross-channel campaigns that build awareness, engagement, and product adoption while maintaining brand consistency and message clarity.

- Evaluate campaign effectiveness through defined metrics, track performance, and integrate learnings into future strategies.

Cross-Functional Collaboration:

- Partner with Product Management and Sales teams to align marketing strategy with business priorities and sales objectives.

- Work closely with agencies and internal creative teams to develop compelling communication assets and campaign materials.

- Collaborate with Research and Insights teams to monitor category trends and identify innovation opportunities.

Budget Management & ROI Optimization:

- Develop and manage campaign budgets, ensuring optimal utilization across channels based on performance data and ROI analysis.

- Review channel efficiency and recommend adjustments to improve cost-effectiveness and impact.

Leadership & Team Development:

- Mentor and guide junior marketers to enhance functional capabilities in strategic marketing and execution excellence.

- Promote collaboration, innovation, and accountability across the marketing function.

Qualifications & Experience:

- MBA/PGDM in Marketing, Business Management, or related field from a reputed institution.

- 6-10 years of experience in product marketing, preferably in premium or consumer-focused product categories.

- Proven expertise in developing and executing integrated marketing campaigns for large-scale product launches.

- Strong understanding of consumer behavior, brand positioning, and digital marketing ecosystems.

- Experience managing marketing budgets and driving ROI-driven decision-making.

- Excellent communication, analytical, and leadership skills.