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IBM Product Marketing Manager, Patient Engagement in Research Triangle Park, North Carolina


At IBM, work is more than a job - it's a calling: To build. To design. To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better, but to attempt things you've never thought possible. Are you ready to lead in this new era of technology and solve some of the world's most challenging problems? If so, lets talk.

Your Role and Responsibilities

A Product Marketing Manager is responsible for driving demand for our portfolio of solutions. This position is responsible for understanding the market and buyers, developing the product marketing strategy and go-to-market plans, crafting differentiated messaging, and producing related deliverables for the Sales and Marketing organizations in Watson Health's Software business.

Your primary focus is to build GTM plans for your product, inclusive of direct sales, partners, and digital, ensuring we have the enabled channels to achieve our revenue targets. To achieve those targets, you will own and articulate your product's value to the audiences we serve. You will be the lead storyteller for your product, owning the GTM and launch plans, including positioning and messaging. You will direct all product marketing activities, identifying key market opportunities, and ensuring strong competitive differentiators grounded in data and market feedback.

This role works across multiple disciplines - product management, sales enablement, business partners, direct sales, and client success managers to build successful product marketing strategies and GTM plans.

Responsibilities Include

  • Create clear, compelling, differentiated value props and messaging for your product. Ensure these are always kept up to date in light of evolving market and competitive pressures and are reflected in our content journeys.

  • Ensure compelling end-to-end content journeys across care, consider, choose and advocate for your product. Team with content directors for content creation.

  • Build GTM and route plans for your product, inclusive of direct sales, partners, and digital consultants, ensuring we have the enabled channels in place to achieve our revenue targets.

  • Lead the strategy, planning, and execution of product launches.

  • Partner closely with sales enablement team to ensure sellers, partners, and digital consultants are enabled to effectively identify, validate, progress, and sell your product.

  • Build strong alignment with product management to help guide the future direction of your product roadmap and ensure it has the capabilities that address the most important needs of our buyers.

  • Be an expert in the dynamics of our markets and the needs of our buyers.

  • Be the analyst relations focal for your product, including briefings with analysts.

  • Liaise with communications/PR team on external awareness activities for your product as appropriate.

  • Collaborate as needed with the Cross-Watson Health team on GTM execution.

  • Leverage NPS metrics and client feedback to drive improvements to our products, digital journeys, and client experiences.

  • Be an internal evangelist for your product, across Watson Health and IBM, working across disciplines and business units as appropriate to ensure appropriate representation in cross-IBM initiatives and solutions.

  • Quantify and segment the market opportunity based on patterns of unmet needs, understanding how we compare versus the competition.

  • Conduct activities related to understanding the personas (buyer, influencer, user) of a buying group.

  • Engage with the Watson Health product marketing guild to share and learn from one another.

Required Technical and Professional Expertise

Leadership Skills: Develops strategies, plans and programs for complex projects and executes effectively on a worldwide basis. Is recognized as a product marketing practitioner by professionals within this discipline and the broader marketing community.

  • Situational Leadership: Experience understanding needs, analyzing problems, and thinking on feet to develop a strategic problem-solving approach.

  • Agile Project Management: Agile marketer - fostering ideas without allowing barriers to hold them back (breaking boundaries).

  • Stakeholder Management: Regarded as a trusted business advisor by Product Management and Sales stakeholders, influential in shaping overall Go to Market plan, able to represent IBM externally and promote the value of your product with clients and peer groups. Leads discussion with WW and Geo stakeholders.

  • Influence without Authority: Possesses the critical skill set of being able to build consensus and influence key stakeholders outside of your discipline while not having leadership authority over them.

Communication Skills: Is an excellent written and verbal communicator. Has the ability to take complex topics and explain them in a clear, simple way. Embodies the 5 C's of great communication: Clear, concise, compelling communication is critical.

  • Persuasive & Compelling Storytelling: Experience in persuasive storytelling; thought leader on Watson Health's unique capabilities and how to articulate them.

  • Public Speaking: Experienced public speaker with the ability to establish strong influence through communication. Able to communicate effectively to large groups and persuade others.

  • Technical Writing: Ability to establish influence through technical writing.

Problem Solving: Proactively identifies areas of needed improvement, along with recommended actions to improve. Accountable for outcomes of projects and ensures the success of these projects.

  • Decision Making: Recommends new procedures or practices as they are related to those issues. Uses sound judgment in recommending solutions.

  • Innovative Thinking: Develops and implements new techniques and improvements.

  • Accountability: Leads the implementation of appropriate measurement systems for collecting/reporting of defined product marketing metrics/actions, ensuring their operational linkage with appropriate business functions.

Preferred Technical and Professional Expertise

Healthcare experience: Understands the healthcare market, including external forces, market drivers and opportunities, key buyer personas and their specific needs, and the competitive landscape of Healthcare software vendors. Has background and knowledge in data analytics, artificial intelligence, interoperability, and software platforms.

Analytical Skills: Uses data to make informed decisions on all projects - market sizing, defining potential opportunities for investment, routes to market, etc. Provides influence through interpreting data and adjusting activities accordingly. Has an optimization mindset. Able to set overarching strategy and solve vague problems through utilizing a strong analytical background.

  • Market Research: Deliver a comprehensive market research report that includes description of your research method, the results, conclusions, and recommended courses of action.

  • Quantitative Analysis: Master storyteller using data. Able to develop a differentiated point of view through quantitative ability, leveraging dashboards, market research, and other data tools.

  • Competitive Analysis: Able to perform in-depth competitive analysis for messaging and positioning of product into the market place. Able to communicate features and benefits to add to the product to grow the product against competitors.

  • Design Thinking: Able to use design thinking mindset to develop a prototype approach to solving a problem - recommendations, structure, and influence to using this structured and organized approach.

About Business UnitOn January 21, 2022, a definitive agreement was signed, under which Francisco Partners, a leading global investment firm that specializes in partnering with technology businesses, will acquire healthcare data and analytics assets from IBM that are currently part of Watson Health.

It is currently expected that as of July 1, 2022, this position will be in a new company that is separate from IBM.

The new standalone company will continue serving clients in life sciences, provider, imaging, health plans, employer, and government health and human services sectors. This will present opportunity for new investment, partnership, and growth.

Don't miss your opportunity to influence the future of our company!

This job requires you to provide your COVID-19 vaccination status with supporting documentation, where legally permissible.

Your Life @ IBMAre you craving to learn more? Prepared to solve some of the world's most unique challenges? And ready to shape the future for millions of people? If so, then it's time to join us, express your individuality, unleash your curiosity and discover new possibilities.

Every IBMer, and potential ones like yourself, has a voice, carves their own path, and uses their expertise to help co-create and add to our story. Together, we have the power to make meaningful change - to alter the fabric of our clients, of society and IBM itself, to create a truly positive impact and make the world work better for everyone.

It's time to define your career.

About IBMIBM's greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world.

Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we're also one of the biggest technology and consulting employers, with many of the Fortune 50 companies relying on the IBM Cloud to run their business.

At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it's time for you to join us on our journey to being a responsible technology innovator and a force for good in the world.

Location StatementIBM offers a wide range of resources for eligible IBMers to thrive both inside and outside of work. In addition to a competitive benefits program consisting of medical and life insurance, retirement plans, and time off, eligible employees may also have access to:

*12 weeks of paid parental bonding leave. Family care options are also available to support eligible employees during COVID-19.

*World-class training and educational resources on our personalized, AI-driven learning platform. IBM's learning culture supports your restless attitude to grow your skills and build the depth and scale of knowledge needed to achieve your career goals.

*Well-being programs to support mental and physical health.

*Financial programs that empower you to plan, save, and manage your money (including expert financial counseling, 401(k), IBM stock discount, etc.).

*Select educational reimbursement opportunities.

*Diverse and inclusive employee resource groups where you can network and connect with IBMers across the globe.

*Giving and volunteer programs to benefit charitable organizations and local communities.

*Discounts on retail products, services, and experiences.

We consider qualified applicants with criminal histories, consistent with applicable law.

IBM will not be providing visa sponsorship for this position now or in the future. Therefore, in order to be considered for this position, you must have the ability to work without a need for current or future visa sponsorship.

Being You @ IBMIBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.