Product Marketing and Branding
Develop and implement product marketing strategies by leading sales data collection, segmentation, market research, product marketing idea development and optimisation. Implement product marketing strategies and recommend changes based on desired product and/or corporate positioning and branding
Type
Functional
Competency Area
Product, Sales and Market Management
Levels
Support the generation and execution of product marketing ideas
Maintain corporate branding and market communications guidelines
Identify core value proposition of products
Identify appropriate product marketing campaigns based on
product knowledge
Present relevant market data to aid identification of product marketing opportunities
Brainstorm new product marketing ideas from market research
Execute product marketing implementation activities according to project timelines
Develop and oversee implementation of product marketing campaigns
Set marketing objectives of campaigns
Assess the effectiveness of marketing campaigns using performance metrics
Analyse relationship between marketing campaign performance and sales data and margins
Adhere to product marketing campaign budgets
Compare traditional and novel marketing activities to arrive at appropriate marketing mix
Assess risk levels of product marketing plans and develop possible contingency plans
Facilitate creative thinking and idea generation processes during brainstorming
Assess feasibility of ideas to enhance product proposition
Evaluate product positioning and customer perception
Develop ideas to shift products to desired positions
Prioritise product marketing strategies and define marketing Key Performance Indicators (KPIs)
Translate business strategies into marketing goals and KPIs
Articulate marketing resource needs to senior management
Develop insights from market research, market trends and consumer demands Identify opportunities for marketing diversification
Lead development of product proposition ideas to diversify product offerings
Review marketing campaign plans to ensure alignment to organisation’s strategic direction
Prioritise proposals based on urgency, opportunity cost and resource availability
Re-assess existing product marketing mix and branding plans
Adapt marketing strategies and plans where necessary to meet targets