Product Marketing Specialist

POSITION OVERVIEW

As a Product Marketing Specialist you'll collaborate with both internal and external teams to enhance awareness, engagement and conversion rates. Responsible for showcasing our cutting-edge technology, you'll delve into market research, identifying key trends and metrics to tailor our strategies. This hands-on role requires someone who can manage SEO and content, create compelling email marketing campaigns, develop social media strategies and optimize landing pages for better user experience.

RESPONSIBILITIES/ACCOUNTABILITIES

Strategy Development:

• Develop and implement go-to-market plans for product launches, including defining target markets, positioning, pricing strategies, and sales enablement initiatives.
• Coordinate with cross-functional teams, including Product Management, Sales, and Operations to ensure seamless execution of go-to-market strategies.

Market Research & Analysis:

• Conduct comprehensive market research to identify customer needs, competitive dynamics, and emerging trends within the event planning and entertainment technology sectors.
• Analyze customer data and feedback to refine product positioning and identify growth opportunities.

Product Positioning & Messaging:

• Develop and articulate clear, compelling, and differentiated messaging that resonates with target audiences and effectively communicates the product's value proposition.
• Collaborate with the product development team to ensure that the product's features align with market demands and customer expectations.

SEO & Content Creation:

• Perform SEO audits and implement improvements to increase organic search rankings.
• Develop and optimize website content, including blogs, landing pages and other digital assets.
• Monitor and analyze website performance using tools such as Google Analytics.

Campaign Management & Performance Measurement:

• Develop high-quality marketing collateral, including brochures, case studies, white papers, blog posts, and presentations, to support sales efforts and enhance customer engagement.
• Plan and execute marketing campaigns across various channels (e.g., digital, social media, email) to drive awareness, lead generation, and customer retention.
• Create and manage email marketing campaigns, including newsletters, promotional emails and automated workflows.
• Segment email lists based on user behavior and demographics to improve targeting.
• Create and schedule engaging content and monitor social media interactions.
• Establish KPI's, track and analyze the effectiveness of marketing campaigns and product positioning, using data-driven insights to optimize strategies and improve results.
• Regularly report on key performance metrics to stakeholders, providing actionable recommendations for continuous improvement.

Sales Enablement:

• Provide the sales team with the necessary tools, training, and support to effectively communicate the product's value and close deals.
• Develop and maintain a library of sales enablement materials, including product demos, competitive analysis, and objection handling guides.

Trade & Industry Events:

• Identify key industry tradeshows and activities that align with product launch timelines, target markets, and company goals. Prioritize events based on audience demographics, competitive presence, and potential for high ROI.
• Collaborate with creative teams to design an engaging booth experience that reflect CAST's core values and showcase product features effectively.
• Implement systems for capturing attendee information efficiently during events. Ensure prompt and personalized follow-up with leads, including tailored product demos and offers, to maintain momentum post-event.
• Create and distribute event-specific marketing materials, such as brochures, product datasheets, and promotional items. Ensure alignment with overall go-to-market messaging and that materials are customized for the audience and products featured at each event.
• Conduct post-event debriefs to evaluate the success of each activity. Analyze metrics such as lead quality, traffic, and engagement, comparing them to established KPIs. Gather feedback from the sales and marketing teams, as well as event attendees, to inform improvements for future events.
• Manage relationships with event organizers, contractors, and external partners involved in tradeshow logistics. Ensure timely and cost-effective coordination of all event materials, booth setup, shipping, and on-site services to minimize disruptions.
• Oversee on-site execution of the event, including setup, teardown, and daily booth operations. Ensure all staff are trained and equipped to engage attendees, handle product demonstrations, and address customer inquiries.
• Maximize networking opportunities by scheduling meetings with potential partners, clients, and industry influencers during the tradeshow. Plan and host exclusive side events, such as dinners or after-hours gatherings, to build deeper relationships with high-value prospects.

Customer Advocacy & Feedback:

• Engage with customers to gather insights, testimonials, and case studies that can be used to refine product offerings and enhance marketing efforts.
• Develop customer advocacy programs to leverage satisfied customers as brand ambassadors and drive word-of-mouth referrals.

WHY JOIN US?

• Exciting client projects: Work with high-profile clients in the live events industry, showcasing their projects and our involvement.
• Innovative environment: Be part of a team that's pushing the boundaries in the live events industry, where creativity and technical expertise intersect.
• Career growth: As we expand, there are plenty of opportunities for your professional development.
• Competitive salary & benefits with casual dress, private healthcare and more.

LOCATION

CAST is located at 35 Ripley Avenue, Suite 1 on the southwest side of Toronto, ON (tel: 416.597.2278). You can drive or take the TTC (Queen streetcar to South Kingsway and walk a block, or the subway to Runnymede and a short bus ride), or bike it in the summer.

CONTACT

Please click the APPLY NOW button to submit your application. We will reply to you if you have been shortlisted.

ABOUT CAST

CAST Software has been in business for over 30 years, and today we deliver the modelling, design and previsualization software tools of choice to professionals in the lighting design and events & entertainment production industries. We are driven by passion, creativity and technology and we love nothing more than to see the results of projects created with our software in theatre, concerts and other live entertainment productions, as well as TV and film. You will be part of the team which provides technical assistance to the customers who use our award winning products. wysiwyg, the first 3D lighting previsualization software ever developed, continues to be a leader in its market today and is used around the world. Vivien, our Event Planning software, offers planning and previsualization tools customized for event planning professionals. BlackTrax, a real-time 6D tracking system that tracks actors, objects, and props in order to control moving lights, media servers and projection, spatial audio, robotic cameras, and more. You may have seen the results of our software's contributions in productions like the Olympics Opening/Closing Ceremonies, the Super Bowl halftime shows, Eurovision Song Contests, Dancing with the Stars, various Cirque du Soleil and Disney shows, in concerts of bands & DJs such as U2, Muse, Goo Goo Dolls, The Chainsmokers and Dimitri Vegas & Like Mike, or even for the architectural lighting of Buckingham Palace.