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The Director, Product Marketing will be responsible for driving the product marketing strategies for Dealer Software Solutions focusing on dealer marketing, digital sales and digital service as well as dealer operations within four of our leading Go-To-Market brands including Dealer.com, Dealertrack DMS, VinSolutions and Xtime. The Director will provide guidance on dealer and market challenges and trends, key competitors, unique differentiators – grounded in data and insights. The Director will be responsible for identifying opportunities, distinctive competencies, and positioning for this suite of DSS solutions. He/she will lead the crafting of strategy around messaging and marketing as a compelling storyteller, biasing customers towards DSS offerings. Additionally, the Director will serve as a leader of influence who gains internal support across all channels and drives demand into the sales pipeline. The Director Product Marketing will anticipate potential problems in driving complex solutions and is active in customer conversations in the field, events and online.
The Director, Product Marketing will be responsible for leading the creation and execution of strategic product launches and programs, product messaging and positioning, and compelling narratives for the demand generation campaigns that support their assigned dealer software solution areas. This role works very closely with senior leaders across product management, engineering, business development, operations, performance management, external partners (i.e., marketing and media agencies), corporate marketing teams, and the direct sales organization to orchestrate strategic go-to-market plans. As a Director, you must be self-motivated, must have demonstrated excellent leadership in challenging situations, be extremely DATA driven with solid collaboration skills, and proficient business acumen, and have expertise in the B2B, software and/or automotive-related industries.
The Director, Product Marketing will also work closely with cross-business unit product and marketing teams across Cox Automotive to identify and capitalize on enterprise opportunities to broaden customer adoption and utilization of our collective products and services.
The Director will be responsible for managing a product marketing team who will execute on the day-to-day activities that support product launches, product growth strategies, segmentation and persona strategies as well as data and insights to support recommendation and drive real measurable dealer outcomes through strong positioning of results oriented messaging.
This Director of Product Marketing position reports to the Senior Director of Marketing, Dealer Software Solutions.
Lead the product marketing efforts to protect and grow Dealer Software Solutions focusing on dealer marketing, digital sales and digital service as well as dealer operations within four of our leading Go-To-Market brands including Dealer.com, Dealertrack DMS, VinSolutions and Xtime. Work closely with Product Development, Sales, Business Owner, and other marketing leaders to develop messaging consistent with core value propositions and overall branding strategies.
Work collaboratively with product leaders and teams on expanded product/service offerings to adapt product marketing messaging and positioning to changing market needs and competitive demands. Write clear, competitive messaging and value propositions for omni-channel communications to ensure consistent product messaging.
Work with the Business Owners, Product Development, and Sales to develop strategic marketing plans for multiple product and service lines, ensuring maximum penetration in multiple markets and throughout the product lifecycle.
This includes developing and managing segmentation growth with a targeted and dialed in positioning approach versus a broad general approach
Create and lead a process that helps identify client KPIs through products or a combined set of products and through enhancements pushing on improved client outcomes being critical to positioning success.
Understand and support our sales strategies, product sales and channels; enable and train them on the problems we solve for our buyers and users leveraging internal tools such as Seismic and propensity to buy model.
Analyze market research, competitive intelligence, and customer feedback to determine dealer needs and ensure marketing messaging is on target and delivering qualified sales leads and market insights to the organization. Be an expert on our buyers, who they are, how they buy, their jobs to be done, and their key buying criteria. Understand the competitive landscape and know how competitors are positioned to develop strategies and tactics to grow market share and secure our flanks.
Own the communication strategy (internal) for all aspects related to their assigned Dealer Software product categories. Manage the product marketing calendar and timelines in partnership with tproduct, readiness and business revenue forecasts. Use this to partner with DSS marketing leaders to communicate prioritizes based on current programs, planned new programs and revenue projects.
Manage product marketing manager direct report who supports the marketing plan execution, sales support, and product marketing activities. The Director will establish clear marketing priorities and KPIs for the marketing team. He/she will be responsible for training, motivating, and directing the product marketing to optimize productivity, promote professional growth, and meet business goals.
Minimum 10+ years of B2B product/marketing experience
Solid experience in B2B marketing, product or product marketing
Creative and enthusiastic self-starter able to build and coordinate marketing projects with diverse business stakeholders in a fast-paced environment
Dynamic leader and strong public speaker with excellent written and verbal communication skills
Proven results in developing segmentation strategies and driving toward client outcomes
Strong analytical and synthesis skills, including the ability to absorb and process large amounts of data into actionable information for marketing and sales programs
Excellent people and management skills to interact with direct reports, peers/colleagues, cross-functional teams, third parties and customers. Must be a strong team player.
Excellent organizational and project management skills with a strong attention to detail and the ability to drive projects successfully from start to finish
Familiar with collaboration and CRM tools (i.e., Salesforce) as well as marketing automation tools such as Salesforce Marketing Cloud and Google Analytics.
Strong Microsoft Word, Excel and strong PowerPoint skills required.
Travel – under 20%
Direct people management experience
Subject matter expertise and/or automotive industry experience a strong plus
Pragmatic Marketing certification desirable
Challenger training also desirable
Experience in sales, product and marketing or strong correlation
MBA or equivalent experience preferred