Wolters Kluwer Associate Product Marketing Manager in Harrisburg, Pennsylvania
The Associate Product Marketing Manager is responsible for working with the Product Marketing Associate Director to develop effective marketing plans and strategies to communicate product benefits, differentiate Wolters Kluwer from the competition and drive the new sales and renewals for the Nursing Practice B2B institutional subscription portfolio.
This position plays a key role in generating opportunity and growth in the dynamic health market. Responsibilities include market segmentation, buyer and user research, competitive analysis, new product and enhancement launches, , generating qualified leads, developing effective engagement strategies at every stage of the buying and implementation journey, assessing campaign ROI and supporting the development of business cases to justify strategic product investment.
He/ she may be asked to support different sub-segments/ products at different times depending on the resourcing needs and strategic priorities of the Nursing Segment.
This position works closely with Product Management and Central Marketing to develop an integrated product and marketing strategy; collaborating also with Sales and Sales Enablement to ensure successful implementation in the field. The Senior Product Marketing Specialist will contribute to the strategic marketing direction and ensure that the marketing strategy is delivered successfully, with measurements that include ROI, revenue growth and key KPIs, e.g. website and lead conversion. He/ she therefore needs to be a strong and flexible team player who can exercise influence across organizational silos.
LOCATION: Philadelphia PA, New York NY, or remote U.S.
DUTIES & RESPONSIBILITIES
Develop a deep understanding of the market:
Understand user needs and the solutions/ features users would most value in the segment including acute care, post-acute care and more
Identify market segments, including size, trends, buying motivations, buying process, pricing and purchase criteria and use this knowledge to help set product and marketing priorities, working with product management and market research teams
Generate /assess /research market awareness and perceptions of the product/solution working with resources, data, and information available through the Market Research team
Working with Product Management to organize buyer and user research/ advisory groups, drawing on resources and expertise of Central Marketing where appropriate
Conduct regular competitor analysis, working with Market Research when needed, including win/ loss analysis and use this insight to develop compelling product positioning, in-depth competitive analysis to be used by Sales, Sales Enablement as well as for positioning in marketing campaigns and strategies; as well as to help set priorities for the Segment team
Work collaboratively with Product Management, Technology, Sales, Finance, Content Experts, and other stakeholders to ensure that business cases and sales targets are supported by the appropriate marketing plans, developed by Product Marketing, and implemented through Central Marketing
Lead new product and product enhancement launches, defining product positioning, messaging and pre and post-launch market activities. Monitor delivery and adjust as necessary to achieve the new product business case
Create and deliver the marketing strategy for the Nursing Practice B2B sub-segment
Drive rollout and implementation through the sales team working with sales leadership and sales enablement
Create and submit campaign plans and available budgets to Central Marketing; review project plans for the proposed integrated campaigns to be developed/executed by Central Marketing, including project management milestones, in-market dates and KPIs.
Drive campaign/tactical implementation and execution via Central Marketing to support the Segment business needs
Set and report on marketing KPIs – for example, leads generated, lead to sales conversion, market penetration based on data and analytics provided by Central Marketing
Generate B2B leads via appropriate and compelling direct marketing, sales collateral, web presence, content marketing, thought leadership, events and smart use of web marketing, all developed with and executed by Central Marketing resources
Assess the ROI of marketing campaigns and ongoing marketing spend, adjusting spend as appropriate to meet KPIs based on reporting delivered by Central Marketing
Ability to work collaboratively across the Nursing Practice team, including Product Management, Content Acquisition, Sales and Sales Enablement
Preferred previous experience with healthcare market and B2B subscription products
Education: Bachelor’s degree or relevant equivalent experience
2+ years of experience in a product marketing role
3+ years’ experience delivering successful digital and web marketing for products in B2B
Experience bringing new products to market, preferably information and/or software products
Experience using data and segmentation to create and deliver on revenue opportunities
Passionate about diving into analytics and data-driven marketing
Previous experience and ability to manage projects involving cross-functional teams
Strong oral and written communication skills
Strong interpersonal skills
Other Knowledge, Skills, Abilities or Certifications:
Creative and analytical mindset
Healthcare market experience a plus
- Up to 20% travel
EQUAL EMPLOYMENT OPPORTUNITY
Wolters Kluwer U. S. Corporation and all of its subsidiaries, divisions and customer/business units is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.