Marketing Careers: Roles & Qualifications

Product Marketing

Roles
Top responsibilities
Key objectives
Main challenges
Interaction
Qualifications

Roles:

Product Managers
Training Managers
Product Analysts

Manager and Associate Director-level Product Marketing positions exist in the Consumer, SMB, Enterprise and Wholesale / Carrier Services segments in Bell.

Top responsibilities:

This role is responsible for the development of specific marketing plans and activities for specific product(s) or product line(s), in order to establish, enhance or distinguish product placement within the competitive arena and manage the product line life cycle. He/she will also develop business plans and product positioning in the marketplace, oversee market research, monitor competitive activity, and identify customer needs. Establishing pricing strategies, as well as interfacing with engineering, manufacturing and sales to develop new products or enhance existing product(s) or product line(s) are also among this role's responsibilities.

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Key objectives

Market Analysis Skills

Identifies product enhancements and technological evolutions
Forecasts market demand and trends to identify solutions for segment needs
Conducts market testing and price elasticity analysis

Strategic Market Planning

Anticipates segment product life cycle, product development needs and technological trends

Marketing Fundamentals

Understands product positioning, churn management, marketing mix, distribution, packaging and trademarks

Marketing Profitability

Tracks and assesses P&L results, conducts product reviews
Utilizes breakeven analysis
Understands pricing

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Main challenges:

Identifying and managing the product life and end
Keeping in touch with customers' needs through communications with channel partners and direct dialogue with customers, and aggressively managing the product life cycle

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Interaction

Channel Management Team
Call Centres
310-Bell - IVR
Bell.ca
External Vendors

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Qualifications

Management level

Education:

University degree in Marketing
University degree in Business/Commerce
(MBA)

Knowledge of:

Telecommunication industry; business market and technology
Customer value perspective
Segment portfolio knowledge
Product(s) and Service(s) Management
Channel Management and Channel Mix
Pricing

Marketing Leadership skills

Develops high performance tactical plans - solutions-driven, results metrics and decisive accountability
Understands team dynamics and develops high performance teams, feedback and EVI
Big picture mapping and workforce planning skills
Establishes employee performance measures and development plans

Business and Project Management

Speed and execution skills - plans and manages priorities and change effectively - delivers on budget on time, and defines measure of success
Optimizes the marketing systems and marketing processes available
Possesses a developed business acumen - skills in finance, project, time and crisis management, and contingency planning skills
Performs strategic planning and innovative solution mining
Conducts business reviews

Communications Skills

Builds and maintains good communications - informing, delivering on commitments and resolving conflict
Customer relationship skills - defines relationship, profitability and touch time
Establishes and leverages business networks
Clearly and concisely speaks, presents and creates

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