Vice President, Product Marketing

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Avid is looking for a Vice President, Product Marketing to lead the go-to-market strategy, positioning, and messaging of Avid’s product portfolio. This role bridges product management, sales, and marketing to ensure product success, customer adoption, and market growth. The ideal candidate is a storyteller, strategist, and data-driven marketer who can lead their team to translate complex product capabilities into compelling value propositions, messaging, and materials in collaboration with product, sales, and the broader marketing team. The role reports to the Chief Marketing Officer (CMO). This is a fully remote position, based in the USA.

Responsibilities and duties include:

• Go-To-Market (GTM) Strategy & Launches: Create and consistently utilize unified framework for messaging and GTM development with delivery of consistent bill of materials across product launches and updates, collaborating with cross-functional teams (product, sales, marketing, customer success) to ensure smooth launches and results-driven GTM strategies that support successful solution selling.
• Persona Definition: Lead team to define personas by solution and segment, including roles, goals, challenges, decision-making criteria, and preferred channels; identify primary, secondary, and influencer personas and define customer needs and problems solved by Avid solutions; share persona insights with sales and marketing teams; continuously test and refine personas as markets evolve.
• Product Positioning & Messaging: Support team in defining vision statements and unique value propositions that resonate with target audiences; develop messaging frameworks to ensure consistent storytelling across all customer and prospect touchpoints; continually reinforce messaging with product and customer proof points.
• Market Research & Competitive Analysis: Define and implement practice of market and customer research to drive and validate product strategy and messaging; analyze competitors' products, pricing, and messaging to identify differentiation opportunities and messaging; leverage insights from customer feedback, sales teams, and industry reports.
• Strategic Alliance Marketing: Manage relationship-building, market strategy, and collaborative execution with strategic partners to enable joint go-to-market planning and execution; align on shared goals, value propositions, target markets, messaging, and positioning; develop joint collateral, case studies, and sales enablement materials; co-host webinars and events to amplify joint offerings.
• Event Support: Support company events with aligned product strategies and messaging targeted for the event audience; equip on-site event teams with talking points, pitch decks, and objection-handling guides; partner with product team to ensure engaging, hands-on demos showcasing key features and benefits; collaborate with demand generation to run email, social, and content campaigns.
• Demand Generation & Growth Marketing: Partner with Enterprise and eCommerce marketing teams to create and update content and campaigns that drive product and solution awareness, adoption, and demand generation.
• Customer Engagement & Advocacy: Gather customer testimonials, reviews, and case studies to enhance credibility and support community building and engagement strategies; work with customer success teams to increase retention and upsell opportunities.

Qualifications & Skills:

• Experience: Minimum of 10 years in product marketing with expertise in SaaS, B2B, and eCommerce go-to-market models.   
• Strategic Thinking: Proven ability to develop and execute product marketing strategies that drive business growth.
• Solution Oriented: Ability to translate product details and requirements to solution selling strategies, messaging, and GTM processes.
• Data Driven: Understanding of marketing performance metrics and ability to connect business needs to marketing success.
• Communication: Excellent verbal and written communication skills, with the ability to effectively convey complex ideas to diverse audiences and work cross-functionally towards common goals.
• Leadership Skills: Exceptional leadership and team-building abilities, with a focus on mentoring and developing talent.
• Analytical Skills: Strong analytical capabilities to assess campaign performance and make data-driven decisions.
• Agility: Ability to adapt and thrive in a fast paced, evolving culture

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