Product Marketing Manager

Product Marketing Manager, Payroll
 

The Product Marketing Manager, Payroll at Safeguard Global is responsible for orchestrating the go-to-market strategy for our suite of payroll products, including Payroll 360, Payroll Express, Workday Connect, Treasury, and their related features. This position demands a deep understanding of the global payroll market and an intimate knowledge of Safeguard Global’s core target audiences, their unique pain points, and needs. 

As the subject matter expert in global payroll, the Product Marketing Manager will not only grasp the nuances of the global payroll sales cycle but also how our products distinctively provide value. This role involves developing annual go-to-market plans and crafting compelling, integrated campaigns that drive both demand and usage, aligning to the product roadmap. 

Key Responsibilities 

Market Analysis and Intelligence: 

• Analyze the global payroll market to identify target markets and buyer personas for each product. 

• Understand and document the buying process, including where our buyers get information, and the motivations behind their decisions. 

• Deeply understand the competitive landscape, including our competition's positioning, pricing, and long-term strategy. 

• Perform surveys and analyze market trends and customer insights to inform our product strategy and messaging. 

• Conduct qualitative and quantitative market research focused on exploring new solutions and gathering early insights for product planning.  

• Convene with customers and product teams to market-test new features, discover how best to educate buyers and users. 

Product Positioning and Messaging: 

• Create compelling messaging that highlights the product's key value propositions while resonating with our target audience. 

Sales Enablement and Support: 

• Develop and manage sales enablement programming and resources, ensuring sales reps can confidently position a product’s differentiated value. 

• Equip the sales team with effective tools and training, including presentations, sales decks, and competitive battle cards. 

Collaboration and Communication: 

• Coordinate with internal stakeholders such as Business Transformation, Product & Engineering, Operations to communicate product value and discover pain points 

• Work closely with Marketing on event planning to drive interest in our payroll products. 

• Engage with customers, customer-facing teams, and industry sources to become an expert on customer problems and market needs. 

• Influence product requirements through early stages of planning and development with clear articulation of customer feedback and market insights. 

Content Creation and Lead Generation: 

• Lead the development of compelling assets that communicate the product’s value, supporting lead generation and conversion efforts. 

• Own the product pages on safeguardglobal.com, ensuring they are strategically positioned and regularly updated to reflect the latest product features and market positioning. 

• Manage and execute market research projects to inform go-to-market (GTM) plans. 

Performance Analysis and Reporting: 

• Measure and report on the effectiveness of product marketing initiatives and campaigns to guide future strategies. 

Qualifications: 

• Proven experience in product marketing, particularly within the payroll or HR software industry. 

• Strong understanding of marketing strategies and practices. 

• Excellent communication, presentation, and leadership skills. 

• Ability to translate complex concepts into simple, clear, and intuitive language. 

• Experience with market analysis and marketing metrics. 

• Creativity and a strong problem-solving aptitude. 

• Experience with surveying: win/loss, NPS, jobs-to-be-done, feature matrices a plus