Product Marketing Specialist - B2B

Job Description

Who We Are

Since 2011, General Assembly has transformed tens of thousands of careers through pioneering, experiential education in today’s most in-demand skills. As featured in The Economist, Wired, and The New York Times, GA offers training in web development, data, design, business, and more, both online and at campuses around the world. Our global professional community boasts 40,000 alumni — and counting. In addition to fostering career growth for individuals, GA helps employers cultivate top tech talent and spur innovation by transforming their teams through strategic learning. More than 21,000 employees at elite companies worldwide have honed their digital fluency with our corporate training programs. GA has also been recognized as one of Deloitte’s Technology Fast 500, and Fast Company has dubbed us leaders in World-Changing Ideas as well as the #1 Most Innovative Company in Education.

The Role

The B2B Product Marketing Analyst is responsible for Enterprise product launch and sustainment. You will provide vital inputs to strategy by synthesizing in-house and syndicated research into product insight. Your insights will drive GA’s product marketing strategy, and you will use the strategy to guide Go-to-Market activities. You will be hands on, seeing these strategies implemented in event planning, product literature, collateral and presentations. You will assess your activities against product marketing targets for leads, sales and enablement. This role will report to the Senior Product Marketing Manager, B2B.

Responsibilities include but are not limited to:

• Conduct and synthesize research
• Partner with Sales, UX and Course Design to understand product delivery strengths and weaknesses according to in-house surveys
• Assess market size and opportunity using syndicated research
• Perform competitive analysis including pricing, positioning and promotion
• Update annual product marketing strategies
• Understand the brand’s buyer personas, their motivations, and perceptions
• Inform the strategic marketing plan with the results of your research
• Go-to-market planning
• Update Go-to-Market calendar, in partnership with project management
• Creative brief development. Responsible for planning and submitting product marketing projects to the creative services team
• Ensure marketing executions are optimized to buyer needs
• Support Enterprise product launch and activation
• Event planning for webinars and trade shows. Coordinate end to end event production - including format, content, staffing and promotion
• Continually review and update existing product literature, as necessary, and respond to requests for information as needed
• Design compelling presentations to be utilized by the sales team for product introductions and demonstrations
• Track expenses for marketing projects as directed
• Assess performance
• Evaluate event attendance, engagement and lead targets vs goal
• Deliver high-quality sales materials by target go-to-market dates
• Measure contribution to overall product lead, sales and enablement goals

Qualifications:

• 3+ years of B2B marketing experience
• Experience leading and managing programs, vendors, and internal resources
• Highly collaborative and competent working across departments such as product, sales, creative, legal and PR
• Ability to think strategically as well as roll up your sleeves to manage execution
• Experience using customer insights and market research to inform marketing strategies

Competencies:

• Cultivates Innovation
• Customer Focus
• Drives Results
• Communicates Effectively
• Builds Networks

Location :

Remote in the US following states: AZ, CA, CO, FL, GA, IL, KS, ME, MA, MI, MD, MN, MI, NC, NH, NY, OR, PN, RI, SC,TN, TX, UT, DC, WA, WI, VT, VA