Product Marketing Manager

Indigo improves grower profitability, environmental sustainability, and consumer health through the use of natural microbiology and digital technologies. Utilizing beneficial plant microbes and agronomic insights, Indigo works with growers to sustainably produce high quality harvests. The company then connects growers and buyers directly to bring these harvests to market. Working across the supply chain, Indigo is forwarding its mission of harnessing nature to help farmers sustainably feed the planet. The company is headquartered in Boston, MA, with additional offices in Memphis, TN, Research Triangle Park, NC, Sydney, Australia, Buenos Aires, Argentina, and São Paulo, Brazil. http://www.indigoag.com/      

Responsibilities:

 

Demonstrate a clear understanding of the business objectives, customer segments and product roadmap, with the ability to make impactful contributions to the business strategy

  • Leverage existing and conduct new competitive research to develop actionable market insights for offer development, product and marketing teams (Create product feature comparison maps, SWOT analysis, etc.)
  • Conduct an internal audit and applies external best practices to develop product architecture and messaging map to clearly define product value propositions ensuring that it fits within the overall brand strategy and messaging map 

 

Work across Customer Insights, Brand, Customer Service and Sales to define a customer journey map; map existing products into the journey and works with offer development to identify areas of opportunity

  • Work with the offer development team to provide the insights and customer perspective that is required to develop new products and features that meet the needs of the customer

 

Establish Product Marketing as the voice of the customer across the organization and become a trusted thought partner to the Sales, Product and Marketing organizations

  • Understand the customer pain points & needs; identify areas where further research is needed, scope and conduct research either internally or using third party resources
  • Ensure customer-facing teams understand and adopt customer journey map and establish an ongoing and actionable process for collecting customer feedback 
  • Leverage data to understand performance, identify areas of opportunity and provides strategic direction to sales, marketing, offer development and product

 

Develop new product positioning and message for highest priority feature and/or product, and work across customer facing teams to establish the go-to-market plan for the new feature / product 

  • Set campaign and launch KPIs, working across product, sales and marketing teams to establish and execute the go-to-market plan
  • Ensure messaging supports overall brand positioning and is based on customer insights to maximize value 
  • Support offer development team with the training of the sales team on product features & benefits, positioning, and target audience

 

Competencies:

  • Ability to conduct and use research to identify opportunities and enable meaningful change across product, sales and marketing 
  • Highly analytical and data-based decision making
  • Ability to drive results through cross-functional influence and leadership, without directly managing 
  • Team-oriented
  • Highly organized and able to work on multiple work streams simultaneously
  • Proven experience working within a fast-paced environment
  • Strong communication, story building, and presentation skills
  • Proven ability to leverage a strong customer insight to develop compelling campaign creative 
  • Experience writing creative briefs and providing strategic creative feedback

 

Qualifications:

  • 6-8+ years of work experience, including, developing product marketing strategies & go-to-market plans in a high growth industry (CPG, Tech)
  • Experience in both B2B and B2B product or brand marketing 
  • Demonstrated integrated marketing experience with ability to hit business goals
  • Preferred agility, track record of success across industries / products 

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