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Role: Product Marketing Manager – LeedsSalary: up to £45K per annumBenefits:Hybrid and flexible working25 days holidays + stats + health and wellbeing day + birthday off4% pensionFree parkingPaid sick leaveHealthcareEAPAccess to contentAnnual pay reviewsElevation Recruitment Group - Marketing Division are excited to be working with a fantastic training provider.As a Product Marketing Manager, you will drive the go-to-market strategy, positioning, pricing and messaging for our products and business. The role will collaborate with cross-functional teams, including finance, tech, sales and customer support to ensure products are successfully established in the UK market and achieve sustained market growth. The role will involve deep investigation and understanding of customer needs and user journeys, horizon scanning and competitive landscapes, market trends and manipulation of data to identify key selling opportunities for marketing campaigns.Key Responsibilities:Create Buyer Personas Analyse existing customer data, web analytics and social media insightsIdentify common characteristics and sectorsGather data through surveys, interviews and market researchSegment audiences and pinpoint pain pointsUnderstand buying behavioursCustomer Analysis and Segmentation Gather customer data from CRM system, surveys, interviews, social media and web dataIdentify key behavioural patterns and demographicsClearly identify what the value add is to the customer and identify pain points and decision-making factorsCompare customer behaviour with industry trends and analyse competitor behaviourTest marketing campaigns and strategies to validate segmentation and measure effectiveness.Track changes in customer behaviours and purchasing habitsMarket and Competitive Insights Analyse industry reports and market trends – macro and microIdentify direct and indirect competitors and assess strengths, weaknesses, pricing and positioningEvaluate how the brand and product are perceived in the marketIdentify gaps and opportunities for differentiationUse tools like Google Analytics, AHREFs or Brandwatch for insightsCompare pricing models and value propositionsAdapt strategies based on market shiftsLead Generation Work with tech and digital marketing teams to drive the implementation of Customer Insights into the businessWork with Head of Marketing and Strategic Business Director to develop lead generation strategySet smart lead generation goals and KPIsAlign sales and marketing teams to produce clear reporting measuresBuild segmented drip campaigns to nurture leads through the sales funnelTrack open rates, click through rates and conversions for continuous improvementInvestigate the potential of lead scoring within Microsoft DynamicsTest emerging lead generation channels such as AI, interactive contentCustomer Nurturing and Retention Work closely with sales and customer support to ensure the onboarding process for customers is seamlessWork with Head of Marketing on how existing customers factor into pricing strategy considering loyalty programmes, referral schemes and exclusive perks for repeat customersWork closely with customer support to analyse customer queries. Investigation and implementation of live chat service or AI prompting to increase efficiencyUnderstand churn and where we can predict loss utilising current data to take preventative actionTrack retention KPIsSubscription Transition Analyse customer data to fully understand why PAYG customers don’t repeat purchase.Segment data based on purchase frequency, usage behaviour and engagementStrategy definition for moving customers to subscription model highlighting the benefits to changeTrack conversion rates and movements between purchase options to track true LTV of customersUser Experience Work with digital marketing team to track customer behaviour such as bounce rates, time on page, drop off points in online journeysConduct UX testing with digital team to identify pain points in user journeyAct on feedback to iterate and enhance user experience consistentlyImplement re-engagement campaigns for inactive usersDefine Positioning and Develop Go to Market Strategies Undertake regular and consistent competitor analysis to identify gaps in marketCreate a positioning framework for the product and marketAnalyse existing customer data to support positioning and markets for penetrationWork with Head of Marketing to adjust pricing on a regular and consistent basis based on market demand, competition and perceived valueTest different pricing and packaging options to maximise conversionsTrack performance metrics such as customer acquisition cost, conversion rates by channel and churnOptimise the GTM approach based on real time data and insightsExperience required:Previous experience in a product marketing roleStrong knowledge of product marketing principles and best practicesExperience of go to market strategy development, product launches and sales enablementStrong analytical skills and using data to inform decisionsAbility to work in a fast paced, cross functional environmentExcellent verbal and written communication skillsExcellent project management skillsProficiency in using marketing automation tools, CRM platforms and analytics softwareExperience with content management systems (CMS), email marketing platforms, and SEO best practices.