Marketing Careers: Roles & Qualifications

Service Development and Product Management

Roles
Top responsibilities
Key objectives
Main challenges
Interaction
Qualifications

Roles:

• Product Strategy
• New Product/Service Development
• Project Management - New Product/Service Introductions

Top responsibilities:

This role is responsible for the development of specific marketing plans and activities for specific product(s)/service(s) or product line(s), and for establishing, enhancing or distinguishing product placement within the competitive arena, and managing the product line life cycle. He/she also develops business plans, identifies new market innovations and customer value propositions, optimizing product positioning in the marketplace. In addition, he/she oversees market research, monitors competitive activity, and identifies customer needs, understanding global advantages. Establishing pricing strategies, and interfacing with engineering, manufacturing and sales to implement new product(s)/service(s) and enhancements to existing product(s)/service(s) or product line(s) are also among the responsibilities of this role. He/she also acts as a Consultative Subject Matter Expert (SME) for Bell Product Marketing Managers.

The role with the Marketing Development Program in Carrier Services (Wholesales) includes Project Management and Solution Prime. The role is accountable for the development and launch of NPI strategic, Legal/Mandatory and Regulatory initiatives. The PM uses a disciplined, structured approach for managing projects; provides a roadmap for consistent, on-time delivery while meeting scope, cost and quality objectives. Manage all management aspects of the assigned project (scope, risk, cost, time, quality, resource, communication, procurement) in a cross functional portfolio. The Solution Prime is accountable in the conceptual and final solution of the product, initiates full end-to-end testing of the product and ensures quality is met.

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Key objectives

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Main challenges:

• Processing/managing the number of ideas that come in and determining which will be the high value and killer applications for customers
• Maintaining a high interdependency with inter-company teams and vendors - required in a leading-edge, breakthrough technological environment
• Coordinating communications, schedules and activities (strong relationships and partnerships are required)
• Managing an organic ideation environment within a structured corporate operating and business cycle model

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Interaction

• Technology Development
• Engineering
• Operations
• IS/IT
• Marketing
• Cross Segment Service Development Teams

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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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