Marketing Manager - Technical Product Marketing

Job Description

IPG Photonics is revolutionizing the laser industry as the pioneering developer and leading producer of fiber lasers and amplifiers.

Headquartered in Marlborough, MA, IPG has over 6,500 employees in more than 30 locations around the world. We aspire to work together with our employees and customers to apply light in ways that improve life.

Our mission is to develop innovative laser solutions to make the world a better place. To accomplish this mission, we are committed to attracting and retaining the best talent and an engaged, diverse, and thriving workforce that drives a sustainable future for our company and society.

Working at IPG Photonics you can expect challenging projects, a motivating and friendly environment, and competitive benefits.

Responsibilities

You will be responsible for marketing functions from implementing the business strategy to product planning and execution throughout the product lifecycle, and communicating the value outside of the organization to customers, potential buyers, clients, or investors.

Product Lifecycle :

• Prior to a product launch : Interpret market research and apply relevant findings to the product development process, which may influence aspects of the product launch such as product features, user experience, naming, and packaging.
• During a product launch : Own the go-to-market strategy, and ensure that all messaging regarding the product is accurate and well presented.

Plus, oversee the creation of content about the product, including video production, social media posts, or formal presentations.

• After a product launch : Oversee customer response, responding as necessary to any feedback. And, pursue additional growth opportunities, additional product applications or suggest potential improvements to future iterations of the product.
• Throughout : Manage product updates and enhancements, audit content and facilitate the update of assets.

Product Strategy :

• Market Research : Conduct thorough market research to understand customer needs, preferences, and behaviors. Analyze competitor offerings and industry trends to identify opportunities and gaps.
• Positioning and Messaging : Develop compelling value propositions for the product based on its features and benefits. Craft clear and impactful messaging that resonates with the target audience.
• Go-to-Market Strategy : Develop and execute comprehensive go-to-market plans that outline the product launch strategy, including target segments, distribution channels, and promotional activities.
• Collateral Creation : Manage the creation of marketing materials such as product brochures, datasheets, presentations, and videos that effectively communicate the value proposition to customers, sales teams, and partners.
• Sales Enablement : Work closely with sales teams to provide necessary training, tools, and resources to effectively sell the product.

This includes developing sales training materials and conducting training sessions.

• Content Creation : Generate content for various marketing channels, including blog posts, whitepapers, case studies, and social media content, to establish thought leadership and drive product awareness.
• Customer Insights : Gather feedback from customers and analyze user data to continuously improve the product and identify potential areas for enhancement.
• Cross-functional Collaboration : Collaborate with product management, engineering, sales, and marketing teams to align on product strategies, features, and marketing initiatives.
• Measurement and Analysis : Define key performance indicators to measure the success of marketing campaigns and product performance.

Analyze data to make informed decisions and iterate on marketing strategies.

Requirements

• University degree in business, marketing, strategy or related field, MBA preferred
• Pragmatic marketing certification or equivalent is desirable
• 5+ years of experience in a product marketing role with a global technology company or manufacturing business
• Self-starter with a track record of success
• Ability to identify trends, opportunities, and threats and customize marketing plans accordingly
• Team player with proven ability to influence cross-functional teams without formal authority
• Willing to take constructive criticism, review work, and suggest improvements
• Exceptional communication, project management and problem-solving skills
• Ability to manage multiple marketing programs simultaneously
• A firm understanding of current marketing trends
16 days ago