Product Marketing Strategist

Updated: 3 months ago

Product Marketing Strategist
Calgary, AB
Corporate Development, Applied Research & International – Centre for Continuing Education & Professional Studies /
AUPE Temporary Salary
/ Hybrid
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SAIT’s Continuing Education and Professional Studies (CEPS) focuses on non-credit programs supporting corporate training, the individual learner and international projects. We create courses and programs for life-long learning with careers at our core. Our courses range from exploring general interests to up-skilling for career advancement and reskilling for career changes. We complete all background activities required to set up our products for students to purchase and experience several delivery options.
The Opportunity
Reporting to the Director, Product and Learner Success, this role is responsible for developing and executing marketing strategies and campaigns to drive the success of Continuing Education and Professional Studies (CEPS) products or services. This role primarily focuses on developing and implementing product marketing plans that maximize the visibility, adoption, and success of new and revised products. This role is highly collaborative with cross-functional teams, including product development, sales, and marketing, to create comprehensive product launch and product marketing strategies that align with CEPS goals.
You are a skilled marketing professional with a keen acumen for developing strategic integrated marketing plans, a track record of successful go-to-market launches and the ability to act as a trusted advisor to a broad team, enabling customer/student acquisition. You work closely with cross-functional teams to understand customer needs, create effective plans, ensure the product's positioning aligns with the CEPS overall goals, and a champion of the SAIT brand.
As a go-to-market and product launch manager, you will create marketing strategies and tactics and act as a strategic advisor to the Product and Learner Success leadership team. Your role involves understanding the programming, and priorities, discovering opportunities for stakeholders, aligning marketing initiatives with both SAIT's strategic objectives, CEPS product roadmap and Marketing and Recruitment Plan.  Staying updated on target audience demographics, values, and behaviors through research and data analysis is also required. You will guide stakeholders by advising on integrated marketing strategies, focused product marketing and go-to-market strategies, and guide product team efforts in implementing strategies through content development, digital innovation, analytics, graphic and multimedia design, events, and PR. You will also influence stakeholders to strive for excellence and results through your leadership in marketing efforts. You will be a key liaison to SAIT’s marketing and communications departments, ensuring effective use of institutional and department resources.
The Role
    • Product and Go to market strategy
    • Develop and execute go-to-market plans for new product launches. Coordinate cross-functional teams, including sales, marketing, and product development, to ensure successful product launches.
    • Product Positioning: Define the unique value proposition of the product and develop positioning strategies that differentiate it from competitors.
    • Customer Segmentation: Identify and segment target customer groups based on demographics, behavior, and needs. Tailor marketing strategies for each segment.
    • Budget Management: provide recommendations on launch and product marketing budget spends across all channels, based on results
    • Development and maintenance of yearly product launch/marketing cadence that supports prioritization and focus of marketing resources
    • Ensure all marketing and communication assets and activities align and support the SAIT brand

    • Market research and analysis
    • Understand customer needs, preferences, and competitive landscape. Gather data on market trends, customer behavior, and industry developments.
    • Competitive Analysis: Continuously monitor competitors and adjust marketing strategies as needed. Stay up-to-date with industry trends and emerging technologies.
    • Performance Tracking: Measure and analyze the effectiveness of marketing campaigns and product performance. Use data-driven insights to refine strategies and improve results.
    • Feedback Loop: Collect and analyze campaign feedback, working closely with product development teams to make improvements and enhancements.

    • Product marketing and GTM execution
    • Messaging and Communication: Craftclear, persuasive, and customer-centric messaging for the product. Support the creation of marketing collateral, including product descriptions, press releases, sales materials, and website content.
    • Marketing Campaigns: Plan and collaborate on marketing campaigns across various channels such as digital advertising, social media, email marketing, content marketing, and events.
    • Sales Enablement: Provide sales teams with the necessary tools and training to effectively sell the product, including product training, and competitive intelligence; support crafting sales scripts and messaging if requested.
    • Launch Event Management: Determine product launch event strategies, including webinars, live presentations, trade shows, or virtual events, as appropriate for the product and target audience.
    • Adhere to brand and style guidelines

    • Education & Experience
    • Marketing degree or diploma or commensurate combination of education and experience.
    • Minimum of 5 years of Marketing experience, with 2 years of product marketing experience
    • Understanding of Google Analytics, Google Ads and other digital certifications considered an asset.
    • Project management training is considered an asset.
    • Superior verbal, written, and visual, communication skills.
    • Advanced knowledge of and experience utilizing data analytics in decision making.
    • Advanced knowledge of integrated marketing planning and deep understanding of the pillars of marketing including the 5 Ps, advertising appeal techniques, and the marketing funnel.
    • Ability to present publicly to large and small audiences on marketing strategies, trends, and the work that we do.
    • Adobe Creative Suite skills including InDesign and Photoshop considered an asset.
    • Working-level skills with the Microsoft Office Suite.

    • Skills Required
    • Strategic Thinker: Strong analytical and strategic thinking skills to develop effective marketing strategies and plans.
    • Communication Skills: Excellent written and verbal communication skills to create compelling messaging and collaborate effectively with cross-functional teams.
    • Market Research: Proficiency in market research techniques and tools to gather insights and inform marketing decisions.
    • Digital Marketing: Familiarity with digital marketing channels, SEO, SEM, social media, and content marketing.
    • Project Management: Ability to manage multiple projects, prioritize tasks, and meet deadlines.
    • Customer-Centric: A deep understanding of customer needs and a customer-centric approach to marketing.
    • Adaptability: Flexibility to adapt to changing market conditions and company priorities.
    • Team Player: Collaborative mindset and ability to work effectively with cross-functional teams.

Job Classification: Information Officer II
Salary Range: $64,646 - $84,136
Hours per week: 40hrs
Posting End Date: Nov 23rd, 2023
About SAIT
SAIT is a global leader in applied education. Named one of Alberta’s Top Employers , we offer the chance to work with a purpose — preparing the next generation of industry leaders, entrepreneurs, advocates and explorers.
Building on our 100+ year history, we’re looking for innovative, bold and collaborative employees who embrace change and deliver world-class customer experiences. Your future starts now at SAIT.
Equity, diversity and inclusion (EDI) is essential to achieving SAIT’s vision to be a global leader in applied education. We encourage applications from women, Indigenous people, racialized people, people with disabilities, people from gender and sexually diverse communities, and/or people with intersectional identities. Learn more about EDI at SAIT .
At SAIT, we understand that experience comes in many forms. We’re dedicated to adding diverse perspectives to SAIT - so if your experience is close to what we’re looking for, please consider applying.
SAIT is committed to supporting persons with disabilities throughout the recruitment process. We will work with applicants to provide accommodations upon request to the Talent Advisor. 
SAIT has been made aware of individuals or organizations posing as SAIT using false postings to attract job seekers and collect personal information. Please be aware that SAIT will never request sensitive personal information beyond what is required for an application.
Career opportunities at SAIT will always be posted on the SAIT career site and we encourage applicants to only apply directly through there. When your application is completed you will receive an email confirmation, if you did not receive one please check your junk mail or try applying through the SAIT career page again.
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