Product Marketing Manager

ABOUT METRC

Metrc is the most trusted and experienced provider of cannabis regulatory systems in the United States and is growing extremely rapidly to expand globally. We provide a solution that combines advanced software, radio-frequency identification (RFID) technology, a dedicated customer-support team, and a secure database to track and trace cannabis from growth, harvest, and processing to testing, transport, and sale.  As a Product Marketing Manager, you will have the opportunity to thrive in a fast-moving, fluid environment, and be passionate about implementing change, great processes and procedures in a commercial setting at a fast-growing technology company.

GENERAL OVERVIEW

This position is primarily responsible for gaining a deep understanding of markets and buyers to support the development and execution of a product’s go-to-market strategy.?The Product Marketing Manager will serve as the bridge between product, sales, and customers—owning messaging, positioning, and supporting?go-to-market strategy for Metrc’s solutions and services.

This role must have an expert understanding of customer audiences and their needs and often acts as a subject matter expert (SME) who advises on the market, buyers, and users of Metrc’s solutions and services.

Company Culture and Values

• Embodies Metrc’s Core Values

KEY RESPONSIBILITIES

Core duties and responsibilities include the following.

• Collaborate with product management, sales, customer success, marketing, support, and regulatory teams to align on priorities and ensure consistent messaging. Define the market opportunity for a product; perform segmentation and targeting exercises that identify the segments with the highest propensity to adopt/buy.
• Conduct market research, customer interviews, and competitive analysis to gather data and insight about target personas, buyer needs and the purchasing decision process for the product, including key buyer roles, and how competitors are positioned to inform product strategy and messaging.
• Develop differentiated product positioning and messaging that clearly articulates Metrc’s value to regulators, operators, and stakeholders.
• Support go-to-market planning and lead execution for new product launches, feature releases, and market expansions.
• Write and socialize the following product-level documents: marketing plan, sales enablement plan, solution playbook.
• Provide market and buyer insights to drive the development of campaign strategies including demand creation and reputation building.
• Partner with marketing to create content across channels (web, email, events, thought leadership) that drives awareness and adoption.
• Develop customer references, testimonials, and case studies for external and internal use, or assist a formalized customer marketing function in doing so.
• Act as the primary thought leader for the products you support externally, including speaking engagements and written works.
• Understand and support sales channels via sales enablement; Parter with the enablement team to equip sales with high-impact tools including pitch decks, battle cards, product collateral, talk tracks, playbooks, and other training materials.
• Define and measure success metrics for product marketing initiatives, optimizing based on performance data, and report back to the business on required changes.