Product Marketing Manager

KRAs for Product Marketing Manager

1. Competitor-Driven Program Development

Quarterly SWOT Analysis:

Conduct detailed SWOT analyses of the top 5 competitors every quarter, focusing on feature differentiation and market positioning.

Competitive Intelligence:

Use SEMrush and other tools to refresh and update competitor data quarterly, ensuring up-to-date insights for strategic decisions.

2. Gap Identification & Product Updates

Gap Analysis:

Identify product gaps and opportunities based on competitor analysis and lead/customer feedback.

Quarterly Product Updates:

Deliver product update reports after every 5,000 leads generated, highlighting improvements and new features.

USP Discovery:

Find and articulate differentiated USPs (Unique Selling Propositions) and explore strategic tie-ups to enhance offerings.

3. Learner Persona Development & Segmentation

Persona Refresh:

Refresh learner personas biannually using surveys, CRM data, and market research.

Data Segmentation:

Segment customer and lead data based on updated personas for targeted marketing and product development.

Insight Sharing:

Share bi-annual persona and segmentation updates with the Product Management and Development (PMD) teams, ensuring alignment.

4. Program USP Identification & Positioning

USP Identification:

Identify and highlight unique benefits for each program, focusing on features that differentiate from Udemy, Skillshare, and other competitors.

Positioning:

Develop clear positioning statements for each program, emphasizing benefits and unique value to target segments.

5. Program Pipeline Management & Launch

Pipeline Creation:

Maintain a robust pipeline of at least 50 new programs in various stages of development.

Success Metrics:

Ensure that at least 3 out of every 4 launched programs achieve 30+ enrollments per quarter.

Program Readiness:

Have a minimum of 5 new programs ready for launch each quarter.

6. Cross-Functional Collaboration

Stakeholder Alignment:

Work closely with Product, Sales, Marketing, and Academic teams to ensure product-market fit and successful program launches.

Feedback Loops:

Establish regular feedback mechanisms with learners and internal teams to inform product improvements.

7. Market Research & Innovation

Continuous Research:

Stay updated on market trends, emerging technologies, and evolving customer needs to inform product innovation.

Idea Validation:

Validate new program ideas through rapid prototyping, pilot launches, and data-driven decision-making.

Summary

Strategic, data-driven product development

Market and competitor awareness

Customer-centric innovation

Robust program pipeline and successful launches

Strong cross-functional collaboration