Job Title & Location

Senior Product Marketing Manager, Global

London UK, or Global in Worldpanel location (hybrid)

Role Description

This is a role for Mat cover as Senior Product Marketing Manager.

The Senior Product Marketing Manager will be responsible for driving go-to-market activities, messaging and positioning of our products and solutions globally, as well as owning and managing our competitive intelligence framework.

You will know our competitors like the back of your hand: what they do today and what they plan to do in the future. You also know our clients, including how they make their buying decisions. You back up strategic insights with market evidence and then use that knowledge to drive the development of positioning and messaging that resonates with clients and empowers our sales channels to be successful.

This role is the glue that binds our product strategy to the tactics we need to drive success in sales and marketing and to achieve results. You will help our global Product & Solution teams to create compelling and consistent messaging for our solutions, sales material to elevate our USPs, and the creation of assets and campaigns to demonstrate our expertise and drive revenue for the business. You will play an integral role in organising product launches and work collaboratively with regional marketing leads to activate these in market.

This position reports to the Product Strategy & Transformation Director, and requires extensive collaboration with product, sales and marketing leads, as well as an innovative attitude with a focus on driving new approaches and improvements.

Key Outcomes

• Create and implement the global product marketing strategy, working closely with product leads to align on global and regional priorities with the aim of defining common ‘big bet’ product campaigns that can be deployed globally.
• Define, manage, and implement comprehensive go-to-market strategies for new and existing products/solutions working in collaboration with product leads and testing with regional marketing. Initial priorities for 2025 are the launch of Kauza in SP/FR, rollout of MyWP in EU and market readiness for LATAM & Asia, panel expansion in the UK, and promotion of the Analytics portfolio (eg. Gameboard).
• Develop product messaging that differentiates new products and services from others in the market, ensuring it resonates with target buyer personas, and where appropriate accounts for regional client needs and nuances. Translate high-level strategy and positioning into concrete deliverables (campaign blueprints, messaging frameworks, value propositions, etc.)
• Create and implement innovative product marketing campaigns, in collaboration with agencies and with regional marketing leads where appropriate, to drive adoption and leads for the business. With support from Global Content & Creative Manager build, test and optimise paid campaigns across channels, including digital, social media, paid search, etc.
• With support from Global Content & Creative Manager, establish and track campaign success metrics and evaluate marketing performance based on outcomes and pre-set important metrics against all marketing activities. Work with local teams to analyse, measure and optimise all stages of the marketing funnel across web, email, social, search, paid campaigns etc., to learn and continuously optimise campaign assets and approach.
• Refresh and maintain product messaging and sales enablement material for our core product offers, ensuring the CVP is embedded across all materials and creds decks, and all collateral is up to date and available on the Source. Developing any additional content needs to promote our products and services such as articles, videos, web copy, case studies and other marketing materials.
• Develop a deep understanding of client needs, using client survey results and verbatims, as well as the sales teams’ local knowledge and experience. Collaborate with regional marketing leads to understand best routes to market and client engagement.
• Work with regional marketing managers to identify and map the key buyer personas as well as the buyer journey for regions to serve as an important foundation for demand gen campaigns.
• Work closely with the market leads or Media & Internal Comms COE to leverage media opportunities where appropriate for new product innovations/enhancements and ensure internal teams are informed and engaged.
• Liaise and manage the relationship with the legal team on any registration/product naming requirements, etc.
• Lead and manage the competitive intelligence strategy, working in close collaboration with regional marketing leads and commercial leads to ensure creation of relevant and timely materials to support sales teams, as well as maintaining the competitive hub on the Source.
• Manage the relationship, maintain and optimise use of our competitive intelligence platform across regions.
• Support local marketing teams by sharing and advising on guidance, processes, frameworks, playbooks, templates, assets, etc., to embed a consistent approach to product marketing across the region.
• Owns global reporting of product marketing metrics with regular reports to the wider business
• Stay up to date on the latest marketing trends andtechnologies to drive continuous campaign innovation and improvement.
• Act as brand guardian and expert ensuring that all creative materials accurately reflect our brand proposition and guidelines, advising colleagues across markets.

Role Requirements & Capabilities

• 7+ years’ experience in similar B2B marketing role or a transferable marketing field
• Client-centric marketer who puts the unique client perspectives first and foremost
• Solid understanding of buyer personas, demand generation and the B2B marketing funnel
• Excellent knowledge of digital marketing tools and techniques (including paid campaigns, SEO and SEM, etc) and analytics tools to measure and optimise campaign performance.
• Previous marketing automation and CRM management experience, Sitecore/Salesforce/Salesforce Engagement Account/Microsoft Dynamics preferred
• Ability to develop and implement processes to scale product marketing to succeed in a rapidly growing marketing and product org
• A passion for using data to build marketing campaigns that solve business problems, advance our brand narrative, and resonate with our client base
• Strong analytical skills, comfortable reviewing and analysing business performance metrics, ability to adjust when the data tells you
• Strategic, creative and innovative individual who continually seeks to improve and innovate to deliver competitive advantage in an environment of change
• Excellent writing skills and ability to edit, proof and adapt messages and materials for various formats, channels and audiences
• Excellent communicator, a person who works well with others and is viewed as inspiring, influential and collaborative.
• The ability to adapt quickly, establish credibility and maintain strong working relationships at all levels in a proactive manner.
• Proven ability to balance partners, priorities and manage conflicting demands and deliver at pace
• Resilience and tenacity – able to remain effective and focused under pressure and overcome obstacles
• Familiar with marketing automation tools such as Pardot (and Salesforce), Zoho
• Fluent in English essential, other languages beneficial

What you’ll get from us

• 25 days annual leave (excl. bank holidays), plus your birthday off!
• Flexible benefits across health, wealth and lifestyle
• Extensive training and excellent scope for career development
• A collaborative and supportive work environment!

At Kantar we have an integrated way of rewarding our people based around a simple, clear and consistent set of principles. Our approach helps to ensure we are market competitive and also to support a pay for performance culture, where your reward and career progression opportunities are linked to what you deliver.

We go beyond the obvious, using intelligence, passion and creativity to inspire new thinking and shape the world we live in. Apply for a career that’s out of the ordinary and join us.

We want to create an equality of opportunity in a fair and supportive working environment where people feel included, accepted and are allowed to flourish in a space where their mental health and well-being is taken into consideration.

We want to create a more diverse community to expand our talent pool, be locally representative, drive diversity of thinking and better commercial outcomes.

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