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Product Marketing Manager
3 meses atrás
Responsável pela definição e condução das estratégias de go to market do portfólio de produtos dos segmentos TOTVS, com o objetivo de potencializar as vendas e entrada de novos clientes, promovendo o crescimento dos resultados do portfólio, de acordo com a natureza de cada oferta.
O QUE VOCÊ VAI FAZER:
- Conduzir iniciativas de alta complexidade, estruturando estratégias para o crescimento do segmento, planejando e acompanhando as ações com times de Desenvolvimento de Produto, Vendas, Marketing, Growth e Sucesso do Cliente;
- Desenvolver estratégias de crescimento e go to market, por meio da promoção de fóruns de discussão, pesquisas de mercado e participação em eventos referência;
- Direcionar e desdobrar estudos e atualização do portfólio, precificação e ofertas do segmento.
- Compreender as necessidade do segmento, estudar quem são as personas tomadoras de decisão e quem são as personas usuários do produto, entendendo como elas compõem o mercado e como a concorrência se posiciona com relação à elas;
- Monitorar as atividades de concorrentes como participação em eventos, feiras, redes sociais, cliente oculto, além de feedback de clientes perante concorrência;
- Traduzir o aspecto técnico do produto em uma abordagem comercial mais eficaz, levando as novidades e estratégias de produto para o time comercial através da comunicação constante, materiais de apoio, direcionando a geração de conteúdos para o enxoval de vendas, informAR, AR meeting e artigos;
- Apoiar na criação do discurso comercial, oferecendo insumos (apelos chaves por segmento) para que os times comerciais e de marketing sejam capazes de contar histórias atraentes (storytelling), impactando a audiência por meio de mensagens atraentes que comuniquem de forma eficaz nossa proposta de valor;
- Formular e apoiar a execução de estratégias para geração de demandas comerciais, seja para novos clientes, ou para cross-selling e up-selling na base de clientes atuais;
- Colaborar com a criação do planejamento estratégico de marketing do segmento em conjunto com o time de marketing corporativo e de produto, apoiando em ações e eventos efetivos para que alavanquem as ofertas junto ao time de vendas;
- Entender a precificação das ofertas de seu segmento, com análise do valor oferecido pelo produto, modelo de cobrança, custo x benefício percebido pelo mercado;
- Uma compreensão profunda de nossos clientes-alvo, seus pontos fracos e o cenário competitivo. Mapeando Funil de Vendas, em que nosso potencial cliente buscará pelos nossos produtos, quais os canais para venda, como nossos concorrentes comercializam produtos semelhantes;
- Apoiar em planos de lançamento abrangentes, criação de estratégias de promoção, analisando onde iremos divulgar o produto, qual o melhor momento, materiais de capacitação de vendas. a mensagem à ser transmitida, definindo também campanhas de ofertas segmentadas que façam sentido para o público-alvo e garantam que as pessoas se interessem, adquiram e usem o produto;
- Ficar por dentro das tendências do setor participando de eventos, monitorando atividades de concorrentes e parceiros, analisando regularmente o feedback dos clientes e as tendências do mercado;
- Reportar os resultados obtidos com as estratégias e campanhas de ofertas geradas para cada segmento;
- Garanta o alinhamento entre as equipes e impulsione lançamentos de produtos bem-sucedidos.
O QUE ESPERAMOS DE VOCÊ:
- Portfólio TOTVS com foco no segmento de atuação;
- Planejamento estratégico (construção de business plan) - nível intermediário/avançado;
- Pelo menos 4 anos de experiência em marketing de produto dentro de organizações de crescimento de SaaS ou tecnologia;
- Conhecimento do segmento de varejo e/ou moda, ou áreas semelhantes;
- Técnicas de apresentação e oratória;
- Pacote office e ferramentas google (drive, sheets, docs, apresentações). Condução de projetos com envolvimento de áreas externas: marketing, comercial, produto;
- Fundamentos de marketing digital;
- Experiência no mercado de software e tecnologia. - Marketing de produto.
DESEJÁVEL:
- Idioma: Espanhol ou Inglês - desejável nível intermediário;
- Experiência em comercialização de produtos SaaS;
- Experiência em ERP é um diferencial;
- Desejável capacitação formal em PMM - Product Marketing Manager / Desejável capacitação formal em Product Growth.
