Senior Product Marketing Manager

Job SummaryThe Senior Industry Marketing Manager is responsible for developing and executing a marketing plan that drives pipeline opportunities and generates revenue across for their specific industry focus. The role will require ownership over every element of go-to-market execution including traditional product marketing, messaging development, product positioning, middle to bottom-of-the-funnel campaign execution, content development, and sales enablement.This is a highly influential and collaborative role that helps guide and develop account segmentation/prioritization, pricing & packaging, positioning/messaging, all messaging, content, persona strategy, sales tools, prospect engagement, and sales enablement. The position demands a broad and functional understanding of all functional areas of the marketing process including, creative direction, content creation, campaign development, marketing technology, marketing operations, digital marketing, offer management, messaging, agency oversight, partner marketing. The position demands a unique intersection of incredible creativity with the capacity to evaluate and act on performance analysis.ResponsibilitiesApply the broader Workiva persona strategy to the targeted industry, including applying the correct taxonomies, adjusting key value propositions in the language of the vertical, and repurpose sales tools to have a more vertically focused perspective. Develops product positioning and complete competitive analysisPerforms market and customer researchUnderstands and develops pricing and packaging strategiesBuilds marketing and sales plans to penetrate marketMeets with prospects, customers and domain experts in partnership with Product Management and Sales to gain a deep understanding of market landscape, personas, solutions to explore market oportunitiesDevelop a compelling, engaging, emotive, and believable narrative and messaging framework for Workiva personas, campaigns, events, and go-to-market initiativesCreates and oversees delivery of all prioritized sales collateral, webinar content and campaign schedulesActs as the product evangelist, internally and externally, by supporting special sales calls or designated speaking engagementsPartner with the content, video, creative, solution principals, and demand generation teams to create content and buyer experiences across key target personas to drive demand, progress pipeline, and influence bookingsEnsure progress towards and consistency of brand and tone standardsWork with the demand generation team to improve performance and drive OKRs based on the depth of knowledge across specific personas and the market landscapeCreate a clear, strategic, and results-oriented marketing plan that engages our personas and ignites growth for WorkivaRecommend media and content delivery for audience building, demand generation, and pipeline accelerationCollaborate with the solution teams and experts to contribute to the development of the best possible go-to-market position for Workiva personas and solutionsContribute to the development and packaging of the whole productWork to develop content and communications that make the developed whole product easily understood and accessible by all targeted audience members and buyersBuild integrated marketing recommendations and ensure the successful execution of the plan by serving as a cross-functional leader and expert on the Workiva personasDevelop and/or direct the development of external content, sales prospecting guides, and email nurturing sequences utilizing the persona PBO's (positive business outcomes)Manage delivery of sales and marketing assets via 3rd party agency. Work with the customer equity team to develop stories to be used in sales cycles, and collaborate with field readiness to activate new sales toolsOversee session development for Workiva events and our annual conference, AmplifyWhat You'll NeedEducation     Undergraduate Degree or equivalent combination of education and experience in a related fieldSkillsAbility to work directly with customersExtraordinary listening and communication skillsPassion for products and discovering new features to meet market needsEnjoy working with metrics and analytics that drive decision makingDemonstrated B2B sales channel competenciesExperience7-10+ years of experience in roles that relate to marketing, product marketing, and/or portfolio marketing including inside sales, sales, and content development4+ years of previous experience in a B2B SaaS company preferredHigh comfort level working in a technology environment; experience in the technology sector preferredSuccessful track record of building marketing and sales programs for ongoing revenue streamsTravel Requirement20% - 25% travelWorking Conditions & Physical RequirementsImportant to be onsite in Ames, Iowa to coordinate relationships with multiple stakeholdersMust be able to travel 20 - 25% of the timeReliable internet access for any period of time working remotely, not in a Workiva office.#li-remote How You’ll Be Rewarded:Salary range in the US: $144,000.00 - $205,000.00 AnnuallyA discretionary bonus typically paid annuallyRestricted Stock Units granted at time of hire401(k) match and comprehensive employee benefits packageThe salary range represents the low and high end of the salary range for this job in the US. Minimums and maximums may vary based on location. The actual salary offer will carefully consider a wide range of factors, including your skills, qualifications, experience and other relevant factors.Where You’ll WorkOur values drive how we work and who we hire. You will see these values ingrained in how we support our customers, work with team members, build our products and in the work environment we’ve created.Customer Success:  Always delight our customers.Trust: Rely on each other. Integrity: Do the right thing, every time. Collaboration: Share resources and work together. Innovation: Keep creating solutions and finding better ways. Inclusion: Support a diverse community where we all belong. Accountability: Be responsible for your success and failure.We believe our people are our greatest asset, and our unique culture gives employees the opportunity to make an impact everyday. We give our employees the freedom and resources they need—backed by our culture of collaboration and diverse thought—to continue innovating and breaking new ground. We hire talented people with a wide range of skills and experiences who are eager to tackle some of today’s most challenging problems.At Workiva, you’ll enjoy: Fantastic Benefits: With coverage starting day one, choose from competitive health, dental, and vision plans on the largest physician networks available.Casual Dress: Workiva has a casual work environment, most people wear jeans to the office.Involvement: Ability to participate in Business Employee Resource Groups (Black, Hispanic, Asian, Women, Rainbow (LGBTQIA+), Veterans, Disabilities), Volunteering, Company wide celebrations, and moreWork-life Balance: We have competitive PTO, VTO and Parental Leave. We encourage employees to spend time enjoying life outside of work. Learn more about life at Workiva: https://www.linkedin.com/company/workiva/Learn more about benefits: https://www.workiva.com/careers/benefits Workiva is an Equal Employment Opportunity and Affirmative Action Employer.  We believe that great minds think differently.  We value diversity of backgrounds, beliefs, and interests, and we recognize diversity as an important source of intellectual thought, varied perspective, and innovation.  Employment decisions are made without regard to age, race, creed, color, religion, sex, national origin, ancestry, disability status, veteran status, sexual orientation, gender identity or expression genetic information, marital status, citizenship status or any other protected characteristic.  We strongly encourage and welcome people from historically marginalized groups to apply.Workiva is committed to working with and providing reasonable accommodations to applicants with disabilities. To request assistance with the application process, please email talentacquisition@workiva.com. Workiva supports employees in working where they work best - either from an office or remotely from any location within their country of employment.#LI-HS2