Main Responsibilities Of A Product Marketing Manager At Bosch
Courtney's role as a Product Marketing Manager at Bosch centers on "go-to-market strategy for new products," encompassing consumer research, messaging development, and creation of marketing materials ranging from technical documents to video campaigns. Ongoing responsibilities include sales forecasting, inventory management, and ensuring positive customer experiences, all while considering "customer lifetime value" and brand reputation.
Go-to-Market Strategy, Product Lifecycle Management, Market Research, Marketing Communications, Data Analysis
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Courtney Wright
Product Marketing Manager
Bosch
USC
UCLA Anderson MBA
History, Art History
Consumer Packaged Goods (CPG), Electronics & Semiconductors
Communication and Marketing
Honors Student, Scholarship Recipient, Worked 20+ Hours in School, Greek Life Member
Video Highlights
1. Product Marketing Managers define go-to-market strategies for new products and manage the marketing lifecycle of existing products.
2. Responsibilities include market research, messaging development, creation of marketing materials (e.g., technical documents, images, videos), and advertising campaign planning.
3. The role also involves sales forecasting, inventory management, and addressing customer service issues to optimize customer lifetime value and brand reputation.
Transcript
What are the main responsibilities within your current role?
Good question. My main responsibilities as a product marketing manager revolve around the go-to-market strategy for new products, as well as the ongoing management and lifecycle marketing of active selling SKUs.
When I get involved with a new product development project, it's usually when a prototype is ready. We then conduct consumer research and usability testing to understand what our potential customer group gravitates towards.
I take that research and translate it into key selling propositions with our marketing team. We hone in on the messaging and create the suite of marketing collateral and assets needed to promote the product. This can include technical documents, ensuring data is inputted correctly for website and retailer syndication, and images.
We also create lifestyle images, conduct photo shoots, and produce commercial shoots and videos. The promotion aspect involves determining the advertising campaign and the message that will resonate with our customers.
We also use focus groups to test and iterate on our messaging, ensuring we're putting out the strongest message to reach our intended customer segments and achieve our business plan goals for the new product launch.
From an ongoing maintenance perspective for selling SKUs, I dive into sales forecasts, verify those numbers with demand planners, and ensure that signal is sent to our factory so inventory flows correctly. It also involves troubleshooting any issues that may come up in the field, whether with customer service or our internal teams.
We have field service teams who troubleshoot products under warranty. It's also about focusing on the overall customer lifetime value and ensuring they have a good experience with our brands, aligning with our product pricing and luxury reputation.