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Product Marketing Director

Employer
Assurant
Location
Miami, Florida
Salary
Not Specified
Closing date
Jan 11, 2020

Job Details

The Product Marketing Director will work closely with the appropriate business leaders and cross-functional teams. This individual contributor will plan and execute strategic marketing programs designed to:

  • Establish, develop and strengthen the product (app/related services) brand(s)
  • Develop and enhance product value proposition and positioning
  • Drive user acquisition (e.g. mobile app downloads, product and service registrations, etc.)
  • Increase customer engagement of in-market products and services
  • Facilitate/promote cross-sell opportunities
  • Provide valuable input into the ongoing development of our products

Acquisition

  • Develop and implement marketing strategies to drive product adoption
  • Conduct research (as needed) to understand user/non-user attitudes towards products
  • Develop/execute customer touch points and campaigns (testing when appropriate) including (but not limited to) dynamic in-product messaging, push notifications, email, SMS, field activity, social media tactics, and integrated marketing strategies; evaluate results, identify trends, adjust campaigns as needed and scale successful initiatives in an efficient manner.

Engagement & Cross-sell

  • Develop and implement marketing strategies to help drive and enhance user app engagement (including cross-sell opportunities) including:
  • Developing an ongoing strategy and playbook for customer communication touchpoints
  • Conducting research to understand user attitudes towards product features and engagement preferences
  • Analyze and report out on customer engagement trends, cross-sell results, present analysis and make recommendations to improve customer engagement
  • Develop and implement customer retention/win back campaigns; measure results and modify as needed.
  • Communicating downstream impact of app/platform changes to impacted CMM team

General Product Marketing and Brand Management

  • Develop and manage brand/brand architecture for a suite of apps/services
  • Develop guidelines for co-branding/white-labeling initiatives
  • Continuously monitor marketing trends and keep a close eye on competitive products in the marketplace
  • Builds excellent product value propositions and messaging, including positioning compared to competitors (actual and perceived)
  • Manage product marketing assets
  • Support qualitative and quantitative research to develop key findings and recommended actions to support marketing strategies.
  • Provides input into the strategic plans for apps/services as they evolve and/or launch.
  • Manages timelines to deliver product marketing programs that support app/service launches and new user engagement experiences
  • Makes data-driven recommendations regarding app/service marketing strategy, positioning, and promotion
  • Support internal training initiatives to help articulate product value prop/positioning
  • Support training initiatives to ensure product awareness/understanding and recommendations to improve adoption/engagement
  • Provide marketing support for all internal partners and products that are integrated into other programs
  • Support Product Managers and other key stakeholders with proposed customer journey maps and a product communication calendar highlighting key customer life-cycle events during the customer journey.
  • Be a Product Marketing SME to clients on business trends, impacts and opportunities.
  • Develop intimate knowledge with products and services bundled into and offered on the platform.

Requirements

  • 8+ years in mobile app and services marketing/brand management
  • Demonstrated ability to create innovative marketing initiatives that generate results
  • Proven track record of delivering customer acquisition, growth and funnel optimization strategies
  • Demonstrated advocacy for product changes and communication strategies that improve the end to end customer experience
  • Strong analytical skills; bias toward decision-making based on data
  • Advanced knowledge of mobile customer acquisition and retention metrics/analytics, with a working knowledge of related tools and attribution methods
  • Bachelors degree in marketing or Business
  • Experience & knowledge of mobile apps ecosystem (in app notifications; push notifications; user behavior identification; app store listings/management/best practices)
  • Must be self-directed and drive alignment of internal teams/stakeholders, ( Product Development, Business Leaders, Marketing, Account Management teams, Clients and others).
  • Being able to identify and communicate priorities critical to success based on technology/consumer needs road map.

Desired Skills, Knowledge and or Experience

  • Consumer facing copy writing skills and experience
  • MBA

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Company

At Assurant, we protect, connect and support major consumer purchases ... like homes, cars, appliances, and phones ... in partnership with industry-leading brands.

The brands people trust ... trust Assurant.

We help our clients connect and protect over 300 million consumers around the world.

We have 125 years of experience, 14,000 employees and operate in 21 countries.

Our unwavering purpose

We protect what matters most.

Our uncompromising values

Common sense, common decency, uncommon thinking and uncommon results guide the way we support our customers and work with each other. guide the way we support our customers and work with one another.

COMMON SENSE

We seek simple, straightforward solutions that keep life running smoothly for the clients and consumers we serve.

COMMON DECENCY

We act with integrity. We treat others with respect, courtesy, and kindness. We’re honest, transparent and committed to doing the right thing.

UNCOMMON THINKING

We're never satisfied with the status quo. We seek diverse perspectives and thrive on challenge. We believe there's always a way to build upon our successes.

COMMON RESULTS

We focus on actionable solutions that deliver measurable results. We approach each challenge with a sense of urgency, striving to exceed every expectation.

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