Product Marketing Manager

About the role

As a Product Marketing Manager for Zellis you'll serve as the strategic bridge between our product development, marketing, and sales teams. You'll be responsible for developing and executing go-to-market strategies, creating compelling product messaging, and ensuring our products achieve maximum market impact and business objectives.

Your key responsibilities will include:

Go-to-Market Strategy & Execution

• Owning end-to-end go-to-market planning for new products and releases, by working with product, service and brand teams.
• Developing launch timelines, coordinating cross-functional teams, and ensuring on-time delivery.
• Defining target market segments and ideal customer profiles.
• Creating comprehensive launch plans, including channel strategy, timing, and success metrics.
• Monitoring launch performance and iterating strategies based on market feedback.

Product Positioning & Messaging

• Developing clear, compelling product positioning that differentiates from competitors.
• Creating core messaging frameworks and value propositions for target audiences.
• Ensuring consistent messaging across all customer touchpoints and marketing materials.
• Adapting messaging for different market segments, buyer personas, and use cases.
• Maintaining messaging consistency while allowing for channel-specific customisation.

Market Research & Competitive Intelligence

• Conducting ongoing market analysis to identify trends, opportunities, and threats.
• Monitoring competitor activities, pricing, and positioning strategies.
• Gathering and synthesizing customer feedback through interviews, surveys, and market research.
• Performing win/loss analysis to understand purchase decisions and competitive dynamics.
• Providing market insights to inform product roadmap and business strategy decisions.

Sales Enablement & Support

• Developing sales tools, including battle cards, objection handling guides, and competitive positioning.
• Creating customer-facing presentations, demos, and proof-of-concept materials.
• Training sales teams on product features, benefits, and positioning.
• Providing ongoing support for sales opportunities requiring product marketing expertise.
• Collaborating on pricing strategies and discount approval processes.

Marketing Collaboration & Content Development

• Partnering with demand generation teams to develop targeted campaigns.
• Creating marketing content including case studies, white papers, and product collateral.
• Developing customer success stories and reference materials.
• Supporting content marketing initiatives with product expertise and market insights.
• Ensuring all marketing materials reflect current product positioning and messaging.

Customer Insights & Voice of Market

• Serving as primary liaison between market / customers and internal product teams.
• Conducting customer interviews and gathering qualitative feedback on product experience.
• Analysing customer usage patterns and feature adoption rates through customer success.
• Translating customer needs into product requirements and feature requests and feeding into the product team.
• Advocating for customer perspective in internal strategic discussions.

Performance Measurement & Optimisation

• Defining and tracking key performance indicators for product marketing initiatives.
• Measuring and reporting on product adoption, market penetration, and customer satisfaction.
• Analysing product line performance and ROI to optimise campaigns.
• Conducting regular business reviews with leadership on market performance.

Cross-Functional Leadership

• Leading cross-functional project teams for major product initiatives.
• Facilitating communication between product, sales, marketing, service and customer success teams.
• Managing stakeholder expectations and ensuring alignment on priorities and timelines.
• Serving as subject matter expert for product and market questions across the organisation.
• Driving decision-making processes that impact product marketing outcomes.

Strategic Planning & Business Development

• Contributing to annual and quarterly business planning processes.
• Identifying new market opportunities and expansion possibilities.
• Supporting partnership and channel development initiatives.
• Participating in pricing and packaging decisions based on market analysis.
• Providing strategic input on product portfolio and investment decisions.

Skills & experience

You'll have demonstrable experience within product marketing, with specific evidence of developing and executing a minimum of three successful go-to-market strategies for new products / services, with quantifiable results in market adoption and revenue generation. You'll also have successfully launched a minimum of three major product marketing campaigns with measurable impact on revenue growth and market penetration, supported by specific defined metrics.

In addition, you'll be able to demonstrate the following key skills and behaviours:

• Strategic Market Analysis: Ability to analyse market data, identify opportunities, and translate insights into actionable go-to-market strategies.
• Compelling Messaging & Communication: Exceptional written and verbal skills to craft clear, persuasive messaging that converts technical features into customer value.
• Cross-Functional Collaboration: Ability to influence and align multiple teams (product, sales, service marketing) without direct authority while driving complex initiatives.
• Customer-Centric Insight: Deep understanding of customer needs and decision-making processes, with ability to gather and apply customer feedback strategically.
• Adaptable Execution: Flexibility to pivot quickly in changing markets while maintaining high-quality delivery and attention to detail.
• Proactive Market Intelligence Gathering: Continuously monitoring competitors, industry trends, and customer feedback to stay ahead of market shifts and identify opportunities before they become obvious.
• Data-Driven Decision Making: Consistently using metrics, research, and customer insights to support recommendations rather than relying on assumptions or opinions.
• Collaborative Problem-Solving: Actively seeks input from cross-functional teams, facilitates consensus-building, and approaches challenges with a solutions-oriented mindset.
• Customer Advocacy: Regularly champions the customer perspective in internal discussions and ensures all messaging and positioning decisions reflect genuine customer value.
• Iterative Optimisation: Continuously tests, measures, and refines strategies based on performance data, demonstrating willingness to adapt and improve approaches over time.

Benefits & culture

At Zellis we create AI-enabled HR, workforce management and payroll products and services, to power exceptional employee experiences so that you and your people do better. Our multi-award-winning products pay over five million employees a year, with almost half (42%) of the FTSE 100, 50% of the top retailers and 30% of the top universities in the UK & Ireland as customers, making us the largest provider of Payroll and HR software and managed services.

Our vision is to be the clear leader in pay, reward, analytics, and people experiences. We're passionate about creating an environment where people want to join, belong to, and be part of a progressive organisation. Our values, which were defined with input from all of our 3,000 colleagues, we live and breathe every day:

• Unstoppable together.
• Always learning.
• Make it count.
• Think scale.

Our people are critical to our ongoing success; we’re proud of our inclusive culture that gives you the platform to grow, challenge the status quo and play a crucial role in further enhancing our market position as the leading provider of HR & Payroll software and services. With Zellis you’ll have the chance to stretch and challenge yourself in an environment that’s varied, flexible and hugely supportive.

We also love to reward and recognise our brilliant colleagues. As part of your benefits package, you’ll receive:

• A competitive base salary.
• 25 days annual leave, plus your birthday off and the opportunity to buy additional holiday.
• Private medical insurance.
• Life assurance 4x salary.
• Enhanced pension scheme with company contributions up to 8.5%.
• A huge range of additional flexible benefits across financial & personal wellbeing, lifestyle & leisure.