Original job description
Role Profile Title: Product Marketing Manager Location: Ottawa (Hybrid) or United Kingdom (Remote) Industry: Technology | Aviation Employment Type: Full-time, Fixed-Term (13 months maternity leave cover) Reporting To: Marketing Director Role Purpose The Product Marketing Manager owns the messaging and positioning of Newco’s products and services, translating complex operational and technical capability into clear, credible value for airports, airlines, and air navigation service providers (ANSPs). Working at the intersection of product, services, sales, and marketing, the role becomes the subject-matter expert on assigned portfolio and builds the messaging frameworks that drive all downstream collateral, campaigns, sales enablement, and demand generation. The role ensures every market-facing output reflects how the products and services perform in real airside operations, is written for operationally sophisticated buyers, and stays grounded in approved, evidence-based claims. The role draws continuously on voice-of-the-customer and competitive insight to keep that work sharp, uses AI tools and workflows as a core enabler of speed, scale, and quality across every area of responsibility, and is accountable not only for producing these outputs but for the results they deliver. Key Accountabilities Messaging & Positioning Develop and own differentiated positioning and messaging frameworks for assigned products and services within the portfolio, mapped to airport, airline, and ANSP buyer personas and the operational problems they solve. Translate technical capability into clear value propositions for executive, operations, safety, and technical stakeholders. Maintain a single source of approved messaging that governs all external collateral and demand generation copy, ensuring consistency across formats and funnel stages. Product & Market Expertise Become the subject-matter expert on assigned products and services, working closely with product and engineering teams to understand capability, roadmap, and differentiation. Maintain a current view of customer needs and the procurement and regulatory context across target segments. Distinguish clearly and consistently between what each product is and what it is not. Voice of the Customer, Competitive Research & Advocacy Drive voice-of-the-customer research and insight, and use it to create messaging, marketing materials, thought leadership, and other content. Produce competitive research and intelligence - competitor positioning, win-loss analysis, and market dynamics - and translate it into positioning, battlecards, and sales guidance. Build and refine AI-assisted workflows for competitive monitoring, research synthesis, and persona development - continuously improving the speed and depth of insight. Develop and maintain buyer personas grounded in primary customer and market insight. Liaise directly with customers to secure endorsements, quotes, references, and case studies, partnering with sales and account teams to build a library of proof. Sales Enablement Drive the creation of sales enablement materials - pitch decks, solution briefs, battlecards, objection handling, and competitive analysis - working closely with sales and training. Equip the sales team to position and articulate product value across complex, multi-stakeholder buying committees and long aviation sales cycles. Go-to-Market & Product Launches Support go-to-market planning and execution for new products, releases, and feature launches, coordinating across product, sales, and marketing. Define launch messaging, target audiences, and supporting assets, and contribute to launch sequencing and channel planning. Campaigns, Content & Demand Generation Drive the development of marketing collateral and assets that support campaigns and programs, derived directly from approved product messaging. Use AI tools to accelerate content production and iteration, maintaining quality, brand voice, and adherence to approved messaging at increased speed and volume. Support thought-leadership development in collaboration with content, and provide messaging direction for lead generation, demand generation, and creative. Ensure higher-funnel and paid copy stays disciplined and on-message, adapted for format and audience. Performance & Ownership of Results Take ownership of the outcomes of product marketing work - accountable for the effectiveness of messaging, launches, enablement, and content. Define and track measures of impact: message and asset adoption, launch performance, content and campaign engagement, and contribution to pipeline. Use performance insight to refine positioning, prioritise work, and report results to marketing leadership. Key Skills, Experience & Capabilities Essential 5–7 years of B2B product marketing experience, ideally in technical, enterprise, or platform/SaaS environments. Demonstrated ownership of messaging and positioning frameworks and the collateral and enablement they drive. Proven ability to translate complex, technical products and services into clear value propositions for sophisticated, specialist buyers. Experience supporting product launches and go-to-market execution in a cross-functional setting. Strong writing and storytelling skills, with the discipline to work within approved, evidence-based claims. Experience owning voice-of-the-customer and competitive research, and turning customer insight into messaging, content, and thought leadership. Comfort working directly with customers to develop references, quotes, and case studies. Track record of measuring product marketing impact and owning outcomes - adoption, launch performance, and contribution to pipeline. Demonstrated ability to build AI into day-to-day marketing workflows - research, content production, competitive analysis, and reporting - with the judgement to validate outputs, maintain accuracy, and continuously adopt new tools and techniques. Desirable Experience in aviation, air traffic management, airports, or another safety-critical, regulated, operationally complex industry. Familiarity with long, multi-stakeholder enterprise or public-sector / infrastructure sales cycles. Exposure to demand generation, paid campaigns, and sales enablement platforms. Dimensions Individual contributor; no direct reports. Supports multiple products and services across the portfolio. Key relationships: Product, Services, Sales, Training, Content, and the wider Marketing team. Audiences: external (prospect-facing) and internal (sales enablement), kept distinct by output type.
