Product Marketing Manager

About Bitdefender

Bitdefender is a cybersecurity leader delivering best-in-class threat prevention, detection, and response solutions worldwide. Guardian over millions of consumer, enterprise, and government environments, Bitdefender is one of the industry’s most trusted experts for eliminating threats, protecting privacy, digital identity and data, and enabling cyber resilience. With deep investments in research and development, Bitdefender Labs discovers hundreds of new threats each minute and validates billions of threat queries daily. The company has pioneered breakthrough innovations in antimalware, IoT security, behavioral analytics, and artificial intelligence and its technology is licensed by more than 180 of the world’s most recognized technology brands. Founded in 2001, Bitdefender has customers in 170+ countries with offices around the world. For more information, visit https://www.bitdefender.com

Core Mission

We are seeking a Product Marketing and GTM Manager to join our global product marketing team as lead for our MDR service. This team creates and owns Bitdefender Business Solutions Group’s go-to-market strategy, market narrative, product positioning and messaging across geographies, industries and buyer segments. This role blends strategy with execution, ensuring our narrative resonates with our ICP target audiences and enabling our go-to-market teams for success. Success is measured by BSG meeting its business goals through defined financial, customer acquisition, adoption and retention, and tactical metrics.

Person Profile

You are an early-mid stage product marketer with 2+ years’ experience in the cyber and information security markets and are looking to make a step up into a strategic GTM role. You know IT and cybersecurity buyer profiles and will take this knowledge and combine it with an understanding of security technologies to create clear, differentiated GTM strategies. You are a self-starter, a hands-on team player who commands respect and is comfortable engaging with staff across all levels of the business. Your expertise and credibility ensure alignment, drive action, and make you a trusted voice in key decisions.

Responsibilities

You will report to BSG’s Senior Director of Global Product Marketing & GTM and collaborate daily with teams across marketing, product, sales, sales engineering and customer success. The role sits at the centre of BSG’s growth engine, orchestrating cross-functional alignment. The product marketing team is the glue that binds together all sales, marketing and product GTM activities.

Market Knowledge

• Be BSG’s SME resource on the MDR market – maintain a deep understanding of our buyers, market and competitors.
• Continuously drive and perform primary and secondary research to inform our GTM strategy, including win/loss analysis, competitor research, analyst inquiries and sales, partner, customer and prospect meetings.
• Disseminate market knowledge across Bitdefender teams as appropriate.

GTM, Positioning and Messaging

• Collaborate with GTM leaders and peers to create data-driven GTM strategies, across segments, industries and geographies.
• Own definition and maintenance of our ICP and buying centre profiles; ensure they are adopted across sales and marketing activities.
• Advise on routes to market strategies.
• Advise on pricing and packaging.
• Create buyer-centric positioning and messaging.
• Create, own and maintain messaging documents for the BSG MDR portfolio.
• Own the buyer journey and ensure that up-to-date, relevant content exists to engage buyers at all stages of their journey.

Thought Leadership

• Be an SME advisor on current market trends that BSG can exploit.
• Drive priorities for compelling thought leadership activities aligned with BSG’s business/GTM goals.
• Collaborate with and advise the appropriate marketing teams to enable compelling TOFU activities and tactics.
• Engage and brief journalists and influencers, attend virtual and live events and be a spokesperson.

Campaigns and Demand Generation

• Be a cyber and information security market/buyer SME advisor for the campaigns, field and partner marketing teams to help them understand market trends and drive compelling campaign priorities and tactics.
• Create campaign messaging, collaborate with and advise the appropriate marketing functions to create and execute campaigns.
• Be the interface between marketing and the sales enablement team to drive creation and adoption of appropriate sales plays aligned with campaign activities.

GTM Enablement

• Own product and messaging enablement of all GTM teams.
• Understand each internal audience and create appropriate enablement content and tools.
• Collaborate with the sales enablement team to:
• Ensure all sales teams can successfully engage our buyers, uncover opportunities, articulate our value proposition, manage objections and beat the competition.
• Define and create sales plays aligned with key buyer needs.
• Define and create sales plays aligned with marketing activities to drive maximum conversion of campaign leads.
• Drive and participate in regular training sessions to inform sales teams of the evolving needs of our market and buyers.
• Provide direct sales support during the early stages of new product introduction to obtain early market feedback and recruit sales “champions”.

Product Strategy and Launch

• Foster deep collaboration between the product marketing and product teams.
• Be the interface between product management and all commercial functions.
• Be an SME resource on our buyers and market for the product team.
• Collaborate on all aspects of market research to ensure the product team’s needs are considered and appropriate outputs are communicated.
• Input into product strategy and roadmap.
• Own the commercial go-to-market plans for our products.
• Maintain a deep understanding of our roadmap schedule and align product and feature launches with GTM activities.

Content

• Own all product marketing content for each stage of the buyer journey.
• Own product and messaging related sales enablement content.
• Build and own relationships with internal and external content producers, writers and agencies.
• Directly create and own content where appropriate

Partner Needs

• Collaborate with the channel teams to ensure that BSG’s partners’ needs are addressed for all GTM tactics and activities defined above.
• Create “to” and “through” partner messaging for our products.

Analyst Relations

• Collaborate with the analyst relations team to identify key target analysts and research we want to align with; create an engagement plan to maximise positive coverage aligned with our GTM strategy and product roadmap.
• Build relationships with key analysts.
• Lead briefings focused on our products

Requirements

• Proven experience of creating and driving GTM strategies that achieved/exceeded business goals.
• Proven experience of successful product launch strategies that achieved/exceeded business goals.
• Minimum of 2 years in product marketing roles in the cybersecurity industry.
• Experience using product marketing frameworks and best practices. E.g. Pragmatic Institute.
• Proven history of partnering with marketing, product management, sales, engineering, and executive leadership teams to align on business objectives and drive outcomes.
• A deep understanding of the cyber and information security market landscape, including buyers, influencers, technologies, product categories and the competitive environment. A focus on cybersecurity infrastructure (endpoint, email, network) is preferred and MDR experience is beneficial.
• Can demonstrate a data-driven mindset, having used in-depth market research, competitive analysis, and customer interviews to inform product positioning and messaging.
• Experience of channel eco-systems and routes to market strategies.
• Created packaging and pricing strategies.
• Accomplished speaker and presenter. Comfortable engaging at all levels of a business.
• Experience briefing analysts and media.
• Experience owning the marketing strategy for products across the entire lifecycle, from ideation and launch to growth and maturity.
• Proven experience aligning marketing and sales strategies and tactics and driving successful enablement strategies.
• Excellent written and verbal communications skills to create compelling narratives and stories centred around buyer needs; experience creating in-depth messaging and briefing documents to drive content.
• Demonstrable ability to understand complex technologies and articulate them as tangible benefits/value propositions; deep technical knowledge is a plus.

Key skills/competency

• Product Marketing
• Go-to-Market Strategy
• Cybersecurity
• MDR
• Messaging
• Positioning
• Market Research
• Sales Enablement
• Product Launch
• Demand Generation