Position Overview
Reporting directly to the Chief Marketing Officer, the Vice President of Product Marketing will spearhead the leadership and development of a high-performing team dedicated to all facets of Product Marketing globally for Brightcove. This includes defining product positioning, crafting compelling messaging, orchestrating successful product launches, and providing robust sales enablement support for our comprehensive portfolio of offerings.
Your role will be pivotal in the execution of our business and product strategy, with a primary emphasis on driving revenue growth and fostering market development. Leveraging our rich 20-year history of innovation, you will be instrumental in positioning our brand for success in a competitive and rapidly evolving video streaming marketplace. Your strategic insights and actionable plans will serve as the cornerstone for establishing clear differentiation and sustained market leadership.
Job Responsibilities
- Develop Product Marketing Strategy: Lead the development of a comprehensive product marketing strategy aligned with business objectives, target markets, and customer needs. Create a positioning and messaging framework for our products and solutions that clearly promotes our differentiated value.
- Go-to-Market Planning and Execution: Develop go-to-market plans for new product launches, feature releases, and enhancements from inception to execution. Coordinate cross-functional efforts to ensure successful product launches, including product positioning, pricing, packaging, and promotion strategies.
- Market Research and Customer Insights: Support and inform market research, competitive analysis, and customer segmentation to identify market trends, customer needs, and competitive differentiation opportunities. Translate customer insights into actionable marketing strategies and campaigns.
- Content Development and Collateral Creation: Oversee the development of marketing collateral, sales tools, and content assets to support product marketing initiatives. This includes website content, sales presentations, product demos, case studies, whitepapers, and other materials.
- Demand Generation and Lead Nurturing: Collaborate with the demand generation and global campaign teams to develop and execute integrated marketing campaigns to drive awareness, generate leads, and accelerate pipeline growth for both new business, cross-sell and upsell opportunities. Develop messaging and content tailored to target audience segments and buyer personas.
- Sales Enablement and Training: Partner with sales leadership to develop sales enablement materials, training programs, and tools to equip sales teams with the knowledge and resources needed to effectively sell our products. Provide ongoing support and training to ensure alignment with product messaging and positioning.
- Customer Success and Advocacy: Work closely with the customer success team to drive customer cross-sell, “upsell” as well as adoption, satisfaction, and advocacy. Work with customer marketing teams to develop programs to capture customer success stories, testimonials, and references to use in marketing and sales efforts.
- Performance Measurement and Optimization: Establish key performance indicators (KPIs) and metrics to measure the effectiveness of product marketing initiatives sharing accountability for quarterly business goals through constant support of the marketing and sales teams. Analyze campaign performance, market trends, and customer feedback to identify opportunities for optimization and continuous improvement.
- Cross-Functional Collaboration: Collaborate closely with product strategy, product management, engineering, sales, and other cross-functional teams to ensure alignment on product strategy, roadmap priorities, and go-to-market execution. Serve as a liaison between product development and sales/marketing teams.
- Thought Leadership and Industry Engagement: Represent the company as a spokesperson and thought leader in the industry by participating in industry events, conferences, webinars, trade shows, on social media and with analysts covering the company. Stay abreast of industry trends, partners and competitors, emerging technologies, and competitive developments to inform product and marketing strategies in anticipation of their actions and to inform our strategy.
Qualifications/Experience
- Bachelor's degree in Marketing, Business Administration, or related field; MBA preferred. Experience at a media or media-tech company a plus, but not required.
- 10+ years of experience in product marketing in enterprise software, with 5+ years in leadership roles.
- Proven track record of success in developing and executing product marketing strategies for SaaS technology companies; demonstrated knowledge of sales, marketing and development processes.
- Strong understanding of SaaS business models, subscription-based pricing strategies, and customer lifecycle management.
- Excellent communication skills, including the ability to craft compelling messaging and articulate complex concepts in a clear and concise manner to reach and engage audiences, a flair for storytelling a plus.
- Strategic thinker with a data-driven approach to decision-making and a focus on results and ROI.
- Highly collaborative mindset with the ability to build strong relationships and influence stakeholders at all levels of the organization.
- Experience working in fast-paced, agile environments with the ability to adapt quickly to changing priorities and market dynamics.
- Intellectual curiosity; ability to question how things are done and provide innovative ways of thinking and getting work done.
- Demonstrated leadership, sales support, project management and training skills with the ability to inspire and motivate cross-functional teams to achieve shared goals.
- Strong analytical, written, and verbal communication skills.
- Positive attitude with excellent collaboration skills a must.
About Brightcove
Brightcove is a diverse, global team of smart, passionate people who are revolutionizing the way organizations deliver video. We’re hyped up about storytelling, and about helping organizations reach their audiences in bold and innovative ways. When video is done right, it can have a powerful and lasting effect. Hearts open. Minds change.
Since 2004, Brightcove has been supporting customers that are some of the largest media companies, enterprises, events, and non-profit organizations in the world. There are over 600 Brightcovers globally, each of us representing our unique talents and we have built a culture that values authenticity, individual empowerment, excellence and collaboration. This culture enables us to harness the incredible power of video and create an environment where you will want to grow, stay and thrive. Bottom line: We take our video seriously, and we take great pride in doing it as #oneteam.
WORKING AT BRIGHTCOVE
We strive to provide our employees with an environment where they can do their best work and be their best selves. This includes a focus on our employees’ work experience, and we actively support a culture where inclusion and growth are at the center. We hire, recognize, and promote employees who are committed to these same ideals. We value collaboration, creativity, work/life balance, professional growth, and creating an empowering space for open communication. No matter where our employees work, remotely or in one of our global offices, employees have plenty of opportunities to meet colleagues and celebrate a variety of personal interests and perspectives.
We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender, gender identity or expression, or veteran status. Brightcove embraces diversity and seeks candidates who support persons of all identities and backgrounds. We strongly encourage individuals from underrepresented and/or marginalized identities to apply. If you need any accommodations for your interview, please email recruiting@brightcove.com.
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