Product Marketing Manager

Introduction
At IBM we believe technology shapes the world and we are a catalyst for that innovation and creativity. We are on the forefront of groundbreaking change – improving business society and the human condition. As a leader in Hybrid Cloud and AI we are leading the charge in a world-wide digital transformation.
Our Marketing Communications & Corporate Social Responsibility (MCC) team tells this story and is responsible for positioning IBM in the market. We define and optimize IBM’s brand capture the market’s attention and articulate our point of view for clients partners the media and even other IBMers. As part of our team you’ll be surrounded by bright minds and keen collaborators – always willing to help and be helped – as you apply passion to work that will compel our audience to choose IBM.
As part of the IBM team in Bangalore you will jumpstart a global career by joining an iconic company known as a pioneer in computing. You will grow your knowledge of cutting-edge software such as generative AI or hybrid cloud while driving outcomes that shape the future of IBM and your own career. In addition to a competitive package IBM offers a collaborative and growth-oriented work environment and global responsibilities.

Your Role and Responsibilities
As a Product Marketing Manager you will be responsible for leading New Client Acquisition GTM strategies for IBM watsonx Code Orchestrate an identified Product-Led Growth (PLG) product within the IBM Data and AI portfolio. You will be the marketing catalyst for the team providing guiding views on key market problems competitors and differentiators grounded in data. As a Product Marketing Manager – NCA you will work closely with cross-functional peers to identify opportunities distinctive competencies and positioning. You will lead the crafting of strategy around messaging marketing and attracting new customers for IBM’s offerings. Additionally you will serve as a leader of influence that gains internal support across all channels and drives demand into the sales pipeline. As a Product Marketing Manager you must be self-motivated have demonstrated excellent team collaboration and proficient business acumen and must have a thorough understanding of marketing as well as the B2B software industry overall.

Responsibilities Include:

• Developing market and audience insights and a strong point of view by being an expert in the market and its products/offerings
• Contributing to the Marketing Business Plan that articulates strategies plans and artifacts for acquiring new clients
• Understanding the personas (buyer influencers) and relative audience sizes
• Bringing the voice of the customer to all assets of our work advocating a point of view that serves their needs and differentiates our products/offerings from our competitors
• Work with Content to build a product content strategy and quality client-facing product deliverables (Demand Kits) for inbound and outbound go-to-market motions
• Partner with other marketing functions to bring the IBM/product point of view to life through demand campaigns that cover digital and event marketing strategies
• Source prioritized client stories product-led claims and proof points (analysts peer to peer influencers) to be used to strengthen messages in the market

Skills Include:
Professional knowledge of marketing and communications processes including cross-discipline and cross-functional integration to support business activities aligned with the organization’s mission and objectives. Has knowledge of the organizational resources priorities and plans required to complete assigned activities.

• Excellent Communication Skills: Advises other professionals within the marketing organization on strategy and day-to-day activities that affect the implementation of the marketing strategies and plans. Advises on the objectives of an assigned program or project as they apply to the attainment of organizational objectives. Deploys and enables marketing & communications tools processes and programs as they apply to assignments. Assigned to a number of projects and negotiates all aspects of the projects with management and within and outside of members of the marketing & communications discipline.

• Persuasive & Compelling Storytelling: Great experience in persuasive speaking with the ability to teach others thought leader on IBM’s unique niche areas as a brand.
• Public Speaking: Experienced public speaker with the ability to establish strong influence through communication. Able to communicate effectively to large groups and persuade others – able to teach through public speaking.
• Technical Writing: Ability to establish influence through creating a point of view on technical writing as well as guidance on best practices behind the skill.

• Problem Solving: Analyzes the requirements of a complex business and understand the marketing levers that will best meet the objectives of the marketing function.

• Decision Making: Recommends new procedures or practices as they are related to business objectives. Uses sound judgment in recommending solutions.
• Innovative Thinking: Develops and implements new techniques and improvements.
• Initiator: Leads the implementation of appropriate measurement systems for collecting/reporting of defined marketing & communications metrics/actions ensuring their operational linkage with appropriate business functions.

• Leadership Skills: Uses agile project management skills to expand on ideas and not allow barriers to hold them back from execution. Is regarded as a trusted business advisor by Sales leaders influential in shaping overall Go to Market plan able to represent IBM externally and promote the value of our products & solutions with clients and peer groups.
• Analytical Skills: Uses data to accurately size market segments and define potential opportunities for investment. Drives research behind routes to market – providing in depth thought leadership and influence behind selecting channels.

• Market Research: Deliver a comprehensive market research report that includes description of your research method the results conclusions and recommended courses of action.
• Quantitative Analysis: Able to develop a differentiated point of view through quantitative ability leveraging dashboards market research and other data tools to drive teams with an objective and outcome focus for the business.
• Competitive Analysis: Able to perform in-depth competitive analysis for messaging and positioning of product into the marketplace. Able to Communicate features and benefits to add to the product in order to grow the offering in the market.
• Design Thinking: Able to use design thinking mindset to develop a prototype approach to solving a problem – recommendations structure and influence to using this structured and organized approach.
• Business Acumen: Understands a customer’s business model and can rationalize IBM’s contribution and prioritize resources appropriately to create win-win business relationships across a diverse worldwide ecosystem of partners and customers and through all routes to market.

Required Technical and Professional Expertise

• 3+ Years Product Marketing Experience
• Knowledge of and interest in the Technology field
• Strong collaboration skills and the ability to work across multiple internal and external stakeholders and geographies (e.g. Product Management clients business partners)
• Ability to be agile to work flexibly in an environment of continuous change to set priorities to take initiative and to follow through consistently & thoroughly.

Preferred Technical and Professional Expertise

• Bachelor’s degree in marketing
• MBA level education (completed or in progress degree)
• Strong understanding of one or more of the following software products: generative AI hybrid cloud data and analytics security supply chain or sustainability
• Understand Go to Market​ strategies and experience in creating marketing business plans
• Audience Strategy​
• Client Experience Design & Measurement​