Role Overview:
The Product & Business Marketing Manager will work closely with Incedo's Product teams, BU sales, delivery, and marketing to develop and execute an integrated, scalable marketing program mix driving demand generation and awareness for products, solutions, and service offerings among Fortune 500 and Fortune 1000 companies in the US market. The role is anchored on developing sharp positioning and messaging for our products and solution offerings, with success measured by qualified leads generated, new pipeline created, and pipeline influenced through marketing programs.
Responsibilities
Strategy & GTM Planning
- Develop and execute a marketing plan for products and vertical/horizontal offerings in conjunction with BU leadership, including key activities and budgets focused on awareness and demand generation for new customer acquisition
- Deploy AI-powered GTM tools (e.g., Clay, 6sense, Demandbase, etc) to sharpen ICP targeting, accelerate pipeline intelligence, and improve campaign efficiency across the funnel
- Define key buyer personas and market segments using AI-assisted research and intent data, accounting for buying behavior and the full customer lifecycle
Positioning & Messaging
- Develop product and offering-level positioning, messaging, value propositions, and key differentiators for the market
- Leverage AI content generation and optimization tools to accelerate creation of tailored messaging for different personas and verticals at scale
Demand Generation & Campaigns
- Plan and execute multi-channel programs and campaigns to drive leads, sales pipeline, and new customer acquisition — including ABM, email outreach, virtual and physical events, SEM, paid campaigns, inbound marketing, and website optimization
- Use AI-driven personalization engines and predictive analytics to optimize campaign targeting, timing, and spend allocation across channels
- Drive integrated lead generation through webinars, website, event participation, and digital campaigns, including lead qualification, content management, and international event coordination
Thought Leadership & Content
- Drive thought leadership through newsletters, POVs/articles in key publications, webinars, and speaking engagements at top industry forums
- Develop compelling sales enablement materials across buying stages — pitches, case studies, guides, brochures, whitepapers, eBooks, blog posts, web content, videos, and customer testimonials — accelerating production through AI-assisted content workflows
- Utilize AI tools for SEO optimization and content performance analytics to maximize reach and engagement of thought leadership assets
Account-Based Marketing
- Own ABM programs tailored to key accounts, covering account research and planning, messaging strategy, campaign execution, and overall program management
- Apply AI-powered account intelligence platforms (e.g., 6sense, Bombora) to identify in-market accounts, map buying committees, and personalize outreach at scale
Market Intelligence & Analytics
- Conduct market research, competitive benchmarking, and customer feedback gathering using AI research tools
- Maintain strong ROI-tracking discipline, leveraging marketing attribution models and AI analytics to identify what's working and continuously optimize program mix
- Work with the analyst relations team to improve mindshare and ratings for the vertical, including overseeing participation in analyst and advisor benchmark reports
Qualifications & Experience
- 10–12 years of relevant experience in industry vertical business/product marketing for the US market, preferably in a leading global Enterprise IT or SaaS company
- Proven track record driving B2B demand generation resulting in leads, pipeline, and new customer acquisition
- Demonstrated success in messaging, positioning, competitive analysis, and end-to-end GTM execution within a matrixed organization
- Hands-on experience with the modern AI GTM stack, including tools such as Clay, 6sense, Demandbase, Gong, or equivalent platforms for prospecting, intent data, and revenue intelligence
- Proficiency with marketing automation and digital marketing tools: HubSpot, ActiveCampaign, SEMrush, and Google Analytics
- Familiarity with AI content and productivity tools (e.g., Claude, ChatGPT, Jasper, Perplexity) for accelerating content creation, research, and competitive analysis
- Ability to understand the technical specificities of complex solutions and software products
- Strong ROI-tracking and data-driven decision-making skills
- Results-oriented with the ability to meet targets across content, campaigns, and leads
- Able to work under pressure and deliver against tight timelines
- Strategic thinker with a doer mindset — ambitious, curious, creative, and detail-oriented
- Ability to independently drive multiple initiatives simultaneously at speed
Education
MBA in Marketing from a premier institute. Engineering degree preferred.
