Product Marketing Lead

4 weeks ago

Shanghai, China NielsenIQ Full time

Job Description

Job Title: Ecommerce Product Marketing Leader, China

We are looking for an experienced Product Marketing Leader for our Ecommerce Solutions in China. You will report directly to the APAC Marcomms Leader with a dotted line to the Managing Director of Ecommerce Business based in China. In this role you will develop and execute product marketing for NIQ China Ecommerce intelligence platform in collaboration with China sales, marcomms, product and customer success teams. You will understand B2B product marketing principles and techniques and have a proven track record of success, experience, knowledge and exposures in related ecommerce, market intelligence, digital advertising (DAP) / Demand-side (DSP) / Supply-side (SSP) / Data Management (DMP) platforms in China. You will drive product marketing strategies to effectively enable and grow sales and users of our Ecommerce intelligence platform which is a core pillar of our China business strategy.

Key Responsibilities:

Develop and execute e-commerce product marketing strategies

Market research and analysis: Analyze customer behavior, competitor offerings, evolving e-commerce trends, ecosystem and players to understand overall market landscape and opportunities. Target audience identification: Define the ideal customer persona for the product and tailor marketing strategies accordingly. Product positioning, messaging and naming: Work closely with respective product owners to concept and craft compelling messaging and positioning that resonate with the target audience and effectively communicate the product's value proposition within the e-commerce environment. Concept and drive naming decisions aligned with broader NIQ global portfolio naming architecture and strategy. User behaviour and experience on platform: Analyse user behaviour and other data insights to inform product differentiation strategies and positioning against competition Stay informed about the latest marketing best practices and tools relevant to e-commerce.

Sales Enablement and support

Work closely with e-commerce teams (, product managers, web developers) to ensure product information accuracy, consistency, and technical optimization on NIQ China Ecommerce intelligence platform Support product team in planning and preparing bespoke sales pitches to external platform / data partners as part of ecosystem expansion strategy for NIQ Ecommerce intelligence platform Collaborate with China Marcomms and Sales teams to ensure alignment on product messaging and go-to-market strategies Develop product toolkit of content and communication assets in varied formats (, product specification sheet, sales presentation, videos, infographics, how-to tutorials) to showcase the functions, features and benefits of our intelligence platform to businesses and users. Partner with customer success teams to provide product knowledge and resources to ensure consistent communication and usage adoption with client users, and securing client testimonials and case studies through customer advocacy.

Plan and execute product launches / platform enhancements / new feature releases

Develop a detailed launch timeline with key milestones and deliverables. Coordinate and collaborate with cross-functional teams (, product development, marcomms, sales, customer success) to ensure all aspects of the launch are synchronized. Manage launch budget and resources effectively. Drive product awareness and demand by partnering with China Country Marcomms to utilize various marketing and communications mix and channels (, social media, content marketing) to reach and engage target audiences. Monitor key performance indicators (KPIs) to measure the success of the launch ( sales bookings, platform logins, user engagement etc).

Develop and implement an e-commerce user community

Create a space for connection, needs discovery and advocacy with users of NIQ Ecommerce Intelligence platform which acts as a bridge for NIQ and our customers Foster an engaging community spirit by engaging users to share their own experiences in ecommerce related work, ideas, and feedback and interactive activities (, polls, contests, Q&A sessions with product experts). Recognize and appreciate client user contributions through shoutouts, badges, loyalty programs, or exclusive offers to incentivize engagement. Identify and empower community leaders (, brand advocates, loyal customers) to contribute to the community's growth and user engagement.

Qualifications

Key Qualifications:

Degree in marketing, communications, business management or equivalent experience 8 years of relevant experience in Product Marketing for technology solutions provider and/or professional services, media and advertising agencies Hands-on experience and knowledge of SaaS platform business model including core functionalities (user management, subscription, security, data storage, integrations with other applications), deployment and pricing models and how all these impact user acquisition and revenue generation Comprehensive and current knowledge of ecommerce, market intelligence, digital advertising (DAP) / Demand-side (DSP) / Supply-side (SSP) / Data Management (DMP) platforms in China Hands-on experience in planning, orchestrating and executing solution platform / product launches and integrated marketing campaigns across the product / solution development lifecycle Track record in directing and managing Marketing / PR / Digital / Design / Event agencies with measurable results Language Fluency and Proficiency: English and Chinese (Native)

Core Competencies:

Ability to have a strategic marketing perspective in enabling business growth while keeping a “roll up your sleeves” mentality and hands-on approach Ability to manage and successfully partner with global, region and country stakeholders, especially but not limited to commercial leaders An excellent ability to synthesize and simplify complex technology and technical jargons into simple and easy to understand communications for users Ability to operate in complex matrixed and high paced organization, adept communicator and presenter, entrepreneurial influencer, with strong execution skills to deliver results under pressure Outstanding communication and storytelling skills; ability to craft messages that resonate with the target audience Ability to identify and escalate potential challenges, issues and barriers to communication effectiveness and using influence, diplomacy, critical-thinking and creative problem-solving to address them Results-driven and savvy in data analysis when measuring campaigns' impact and adjusts strategy accordingly

Additional Information

About NIQ

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View.

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