Product Marketing Director

Employer
Assurant
Location
Miami, Florida
Salary
Not Specified
Posted
Sep 13, 2019
Closes
Nov 11, 2019
Ref
6411466#GIJtoGJS.1
Industry
Insurance
Category
Insurance

The Product Marketing Director will work closely with the appropriate business leaders and cross-functional teams. This individual contributor will plan and execute strategic marketing programs designed to:

  • Establish, develop and strengthen the “product” (app/related services) brand(s)
  • Develop and enhance product value proposition and positioning
  • Drive user acquisition (e.g. mobile app downloads, product and service registrations, etc.)
  • Increase customer engagement of in-market products and services
  • Facilitate/promote cross-sell opportunities
  • Provide valuable input into the ongoing development of our products

Acquisition

  • Develop and implement marketing strategies to drive product adoption
  • Conduct research (as needed) to understand user/non-user attitudes towards products
  • Develop/execute customer touch points and campaigns (testing when appropriate) including (but not limited to) dynamic in-product messaging, push notifications, email, SMS, field activity, social media tactics, and integrated marketing strategies; evaluate results, identify trends, adjust campaigns as needed and scale successful initiatives in an efficient manner.

Engagement & Cross-sell

  • Develop and implement marketing strategies to help drive and enhance user app engagement (including cross-sell opportunities) including:
  • Developing an ongoing strategy and playbook for customer communication touchpoints
  • Conducting research to understand user attitudes towards product features and engagement preferences
  • Analyze and report out on customer engagement trends, cross-sell results, present analysis and make recommendations to improve customer engagement
  • Develop and implement customer retention/win back campaigns; measure results and modify as needed.
  • Communicating downstream impact of app/platform changes to impacted CMM team

General Product Marketing and Brand Management

  • Develop and manage brand/brand architecture for a suite of apps/services
  • Develop guidelines for co-branding/white-labeling initiatives
  • Continuously monitor marketing trends and keep a close eye on competitive products in the marketplace
  • Builds excellent product value propositions and messaging, including positioning compared to competitors (actual and perceived)
  • Manage product marketing assets
  • Support qualitative and quantitative research to develop key findings and recommended actions to support marketing strategies.
  • Provides input into the strategic plans for apps/services as they evolve and/or launch.
  • Manages timelines to deliver product marketing programs that support app/service launches and new user engagement experiences
  • Makes data-driven recommendations regarding app/service marketing strategy, positioning, and promotion
  • Support internal training initiatives to help articulate product value prop/positioning
  • Support training initiatives to ensure product awareness/understanding and recommendations to improve adoption/engagement
  • Provide marketing support for all internal partners and products that are integrated into other programs
  • Support Product Managers and other key stakeholders with proposed customer journey maps and a product communication calendar highlighting key customer life-cycle events during the customer journey.
  • Be a Product Marketing SME to clients on business trends, impacts and opportunities.
  • Develop intimate knowledge with products and services bundled into and offered on the platform.

Requirements

  • 8+ years in mobile app and services marketing/brand management
  • Demonstrated ability to create innovative marketing initiatives that generate results
  • Proven track record of delivering customer acquisition, growth and funnel optimization strategies
  • Demonstrated advocacy for product changes and communication strategies that improve the end to end customer experience
  • Strong analytical skills; bias toward decision-making based on data
  • Advanced knowledge of mobile customer acquisition and retention metrics/analytics, with a working knowledge of related tools and attribution methods
  • Bachelor’s degree in marketing or Business
  • Experience & knowledge of mobile apps ecosystem (in app notifications; push notifications; user behavior identification; app store listings/management/best practices)
  • Must be self-directed and drive alignment of internal teams/stakeholders, ( Product Development, Business Leaders, Marketing, Account Management teams, Clients and others).
  • Being able to identify and communicate priorities critical to success based on technology/consumer needs road map.

Desired Skills, Knowledge and or Experience

  • Consumer facing copy writing skills and experience
  • MBA

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