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 an IBM product marketing manager in Unitied States, your reach is global as you communicate with other IBM teams, clients, and business partners across the world. You will be able to 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. At IBM, we understand the importance of flexibility, so this is a hybrid role requiring 3-days a week in the office.

Your Role And Responsibilities

We are seeking a product marketing champion to join our Software Marketing & Communications team. As a Product Marketer, you will be responsible for articulating the point of view of audiences we serve and creating the value proposition for IBM’s Software products to grow IBM’s market share, supporting revenue growth for products that are core to IBM. You will lead cross-IBM campaigns and product-level marketing and communications efforts to support pipeline generation and new client acquisition for IBM Software. You will collaborate with teams across geographies, including Marketing, Product Management, Sellers, and Business Partners.

In the role, you will drive the outcome of connecting differentiated POVs with the right buyers and experts, measured by new signings, retention rates, average customer value, absolute and trend NPS, market segment share, win loss rate, analyst ranking, and social influence.

Your Primary Responsibilities Include

• Deep understanding of the product and leads the actions to meet the business objectives, Oversees market research and competitive insights. Able to analyze and articulate the pain points, needs and goals of a customer (buyer, influencers) and build persona profiles that are relevant to the product. Owner of the Marketing Business Plan.
• Develops compelling messaging, value proposition and positioning that communicates client value and IBM differentiation to relevant personas through use case entry points for a product.
• Leads the go-to-market product strategies that include tactics and initiatives and activate team to drive outcomes within Sales, Ecosystem, Demand Generation and Awareness.
• Leads impactful launches for new product introduction (NPI), feature introduction (NFI) and Product Performance Management (PPM). Lead Product Launch Management System (PLMS), a best-practice approach that enables routes, aligns to market moments, and supports demand strategy and content (global “three-in-a-box”) to generate demand by building and engaging target audiences
• Leads the go-to-market (GTM) that will achieve outcomes like revenue targets, and demand generation KPIs. Builds the tactics and initiatives to achieve those goals, measure and monitor key leading and lagging indicators and modify course based on results.
  
  

Preferred Education

Master's Degree

Required Technical And Professional Expertise

• 5 years of experience in Product or B2B Marketing
• Experience creating marketing business plans
• Understanding of Application Integration and iPaaS fundamentals
• Familiarity with APIs, B2B, MFT, Event Automation technologies will be an added advantage
• Interest in, but not limited to, the following software products: generative AI, hybrid cloud, data and analytics, security, supply chain, or sustainability
• Experience working and communicating with groups of different backgrounds and skills to enable collaboration
• Experience managing multiple priorities at once, prioritizing tasks, and shifting in an environment of continuous change
• Broad understanding of AI, Gen AI and Agentic AI concepts
  
  

Preferred Technical And Professional Experience

• Deep understanding of go-to-market strategies
• Experience developing audience strategies (e.g., understanding and prioritizing potential audiences based on key behaviors/characteristics)
• Client experience design & measurement (e.g., using technology to measure and improve the customer experience and translate data into meaningful actions)