Marketing Manager

At IPG Photonics, our Product Marketing Managers work collaboratively with product development, marketing, and sales to develop and implement a marketing strategy roadmap for a specific IPG solution. To successfully achieve their goals, Product Marketing Managers are expected to effectively work with colleagues across many IPG global departments and oversee the public-facing communication strategy across the complete product lifecycle.

In this role, you will be focused on supporting our entire range of laser system solutions, which span from handheld systems to laser workstations, through larger automated and robotic laser systems.  These solutions enable researchers, fabricators and large manufacturers to benefit from the many advantages of laser based solutions versus traditional production methods.  

Responsibilities

You will be responsible for all marketing functions from defining 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:

• Coordinate and manage product launches, ensuring that all internal and external stakeholders are aligned and prepared for the launch activities
• 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.

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 a compelling value proposition 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, pricing, 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 product's 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 (KPIs) to measure the success of marketing campaigns and product performance. Analyze data to make informed decisions and iterate on marketing strategies.