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Company Name: BTU International
Job Title: Product Marketing Manager
Location: North Billerica, MA
Profession: Product Management

Job Description:

The Product Marketing Manager is the ultimate champion for his/her markets and products within the organization. They define the direction and are key drivers for achieving our objectives and strategic initiatives. The Marketing Manager is a focal point for communication to the internal organization, to BTU field Sales and Service and to our customers in all regions worldwide.


Description of duties and responsibilities:



  • Drive product development efforts that deliver the right product to the market at the right time

  • Fully understand the needs and requirements of the market through first-hand customer interaction (“voice of customer”).

  • Forcefully/enthusiastically articulate those requirements to the organization to ensure that our products and services satisfy the market needs.

  • Understand market pricing realities and define cost targets that allow new products to maximize revenue and share, while achieving targeted profits.

  • Develop and execute launch plans for new products, options and upgrades


Generate and execute integrated marketing plans that maximize BTU’s opportunity in our markets



  • Manage assigned products through all phases of the life cycle, from concept to launch to obsolescence.

  • Create 2-3 year product roadmaps that are aligned with company strategies.

  • Perform competitive analysis and generate market share estimates for assigned markets.

  • Establish list pricing for all assigned products and associated options.


Develop integrated promotions for assigned products and target markets:



  • Work with Marketing Communications and ad agency to develop campaigns.

  • Includes advertising, press releases, web site content, trade show activities and direct mail/email


Actively communicate with both the internal organization and the external marketplace



  • Write & have published technical articles or presentations at industry trade shows (Minimum of 2 per year)

  • Keep a pulse on market trends through frequent, first-hand customer interaction on a worldwide basis.

  • Proactively gather feedback on product roadmaps from key customers.

  • Provide regular and timely product updates to the field sales (direct and reps) and service organizations

  • Communicate marketing plans to functional groups to facilitate alignment and achieve annual objectives. 

  • Provide product training to the worldwide field sales organization, including positioning, features/benefits, competitive advantages and differentiation.


Create or provide tools that allow our sales force to capture targeted business and win competitive battles in the market

Sales Tools Include:



  • Product presentations (Positioning/Features/Benefits)

  • Competitive analysis with BTU competitive advantages and differentiation

  • Product brochures, data and spec sheets

  • Cost of Ownership data and tools

  • Articles/White Papers/Applications Notes


Provide input to the strategic planning process



  • Analyze current or potential target markets.

  • Provide long term, top-down size and growth forecasts for markets and associated products.

  • Recommend potential strategies for pursuing opportunities in current or potential target markets.


Skills and abilities needed for this position:



  • Excellent Oral Communication Skills

  • Excellent Written Communication Skills

  • Technical Experience or Knowledge in Product or Market


* Required travel: 20-30%


Education and training needed for this position:



  • 5 years of marketing experience in manufacturing/ capital equipment

  • technical BS degree or equivalent

  • Masters level preferred


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