Director of Proposition, Segment & Product Marketing

Job description

Job Description

The Director of Proposition, Segment & Product Marketing will lead the market positioning and go-to-market strategies for our segment offerings and product portfolio.

This role will be responsible for driving revenue growth and customer lifetime value by shaping compelling segmented value propositions, effective commercialization strategies and ensuring seamless product marketing execution.

This role requires a blend of deep customer insights, innovative segment proposition design, smart commercialization strategies, and expertise in product marketing to ensure products and Eurowag’s offers to market are highly differentiated and strongly resonate with target clients.


The role will champion a customer-centric approach across the organization by leading our efforts in understanding customer needs, market trends and competitive landscapes – driving actionable insights that inform business strategy, product development and commercial initiatives.
With the tasks of also lead end-to-end proposition development to ensure that EW takes a strong customer, market and product commercialization focus - ensuring best in-class go to market execution in close collaboration with Strategy, Product, Technology, Operations and the broader Commerce team.


This is a strategic leadership role that will shape key business decisions and drive customer-focused innovation, this role will be responsible for building, leading and developing a strong unit of strategic marketeers around the areas of Customer & Market Insight, Proposition Strategy, Segment Marketing and Product Marketing.

Job Requirements

• Bachelor's degree in Business, Marketing, Product Management, or a related field 

• 10+ years of experience in B2B customer experience / product marketing / product management, with at least 5 years in a management role.
  
  

• Proven experience in market analysis / research, and creating and implementing successful propositions & customer experience strategies for diverse B2B segments.
  
  

• Strong product marketing skills, including experience in messaging, positioning, and go-to-market strategy.

• Advanced analytical and strategic thinking skills with experience in data-driven decision-making.

• Excellent communication & interpersonal skills - ability to influence and collaborate across functions and levels.

• Ability to work effectively in a fast-paced environment and adapt to changing market and business conditions.

• Strong problem-solving and decision-making capabilities, managing multiple priorities in a dynamic environment.

• Strong leadership and communication skills, adept at collaborating across teams and organizational levels.

Main position responsibilities and objectives

Customer & Market Insights

• Develop and execute a comprehensive customer and market insight strategy to support business growth – including ownership of the NPS survey and analysis / reporting process.

• Leverage data analytics, qualitative and quantitative research to uncover market opportunities and validate proposition / product concepts in close collaboration with Product - design and manage primary and secondary research initiatives, including surveys, focus groups and competitive benchmarking.

• Analyse customer behavior to identify key drivers of demand - translate complex data into clear, actionable insights that support product development, marketing and sales strategies.
  
  

• Deliver regular reports, analysis and strategic recommendations to senior leadership and key stakeholders.
  
  

Proposition Development & Commercialization / GTM 

• Define and refine - in collaboration with Product, Commerce & Marketing teams - customer-centric value propositions that clearly differentiate our overall segment offer & products, including the right market positioning & messaging.
  
  

• For each of EW target client segments, work collaboratively with Product, Technology, Commerce and Operations to develop and implement Eurowag’s end-to-end proposition & customer experience blueprint for optimal client growth and base monetization.
  
  

• Define and refine – in collaboration with Product, Pricing & Commmerce teams - optimal monetisation strategies for customers segments and products (including freemium offers, standard bundles, transactional / subscription pricing models etc) that maximise market penetration and revenue potential.
  
  

Segment / Product Marketing & Go-To-Market Execution

• Define & refine the client segmentation in collaboration with Strategy, Product, Commerce and Operations teams.

• Lead the development of compelling segment & product positioning, messaging frameworks and marketing assets - including product collateral, case studies and digital content etc - ensuring consistency across all channels.

• Collaborate with cross-functional teams - including Product, Commerce Operations, Marketing and Customer Success – to develop and implement GTM strategies & marketing launch plans for new segment offerings, product launches & feature releases.

• Work closely with Sales & Commerce operations teams to create effective Commerce enablement materials & toolkits, training and lead-generation campaigns.
  
  

Customer Base Management

• Analyse customer base trends and behavior and extract key insights for proposition development and offer definition

• Segment customer base and model propensity to buy products and services or churn, using advanced statistical techniques and machine learning

• Define and execute customer lifecycle management from acquisition through to retention and maximize customer lifetime value

• Use propensity models to define customer clusters to be targeted for cross-sell and up-sell campaigns, defining the most appropriate offers and promotions

• Manage churn through customer retention campaigns and ensure low levels of product deactivation 
  
  

Leadership and Team Development

• Build and lead a high-performing team focusing on continuous improvement & talent development.

• Set clear OKRs and KPIs for the function to track the performance of propositions, NPS and segment / product marketing efforts - provide regular reports and insights to leadership on performance vs OKRs & KPIs. 

• Act as a strategic bridge between Product, Marketing, Sales and Commerce teams 

• Foster a collaborative environment that encourages innovation, accountability & alignment with business objectives.
  
  

• Influence executive leadership with data-driven recommendations and insights.
  
  

• Stay current with industry best practices and trends in strategic B2B product / segment marketing, propositions, and customer experience

Required Skill Profession

Advertising, Marketing, Promotions, Public Relations, And Sales Managers