Product Marketing Lead, Strategic Verticals



Marketing & Communications, Product
Amsterdam, Netherlands
Posted on Wednesday, March 6, 2024

About the Team

This is a unique role, based in Miro’s Product Marketing team but working closely with Miro’s central Strategy & Operations team to craft and execute Miro’s strategy for industry verticals.

Miro’s Product Marketing team is responsible for crafting Miro’s story, building compelling, insight-led differentiated positioning and messaging, developing and delivering impactful go-to-market strategies and sales plays, creating and driving revenue pipeline, and championing customers throughout their product journey.

The Strategy & Operations team, led by Miro’s Chief Transformation Officer, plays a crucial role in developing and executing the company's overall strategy and ensuring that we deliver value to our customers. The team leads on developing Miro’s approach to particular industry verticals.

About the Role

We are looking for a highly motivated self-starter, entrepreneurial senior marketer to develop & execute on a holistic strategy to market Miro to our strategically chosen verticals to grow awareness, create pipeline and drive revenue. While not directly managing a team, you will be working as part of the core team of professionals that are building the vertical as well as will collaborate closely with various stakeholders across Miro. You will be responsible for helping Miro to create and execute our first vertical marketing strategy from the ground up, working in a startup-like environment within the wider sales and marketing organization.

What you’ll do

  • Develop a holistic strategy for marketing Miro to a vertical with a focus on our largest & most strategic customers & prospects
  • Take responsibility for driving pipeline growth and amongst these customers using a range of scaled tactics & high-touch channels, by:
    • Leading the identification of user & buyer personas and pain points within these companies
    • Crafting messaging, content and sales plays to address these personas & pain points
    • Designing account-based marketing strategies, encompassing channels such as bespoke events and :1 many digital campaigns
    • Running experiments and ‘0 to 1’ tests on different marketing channels & tactics
    • Enhancing Miro’s credibility with decision makers by identifying & communicating compelling customer stories
  • Work independently to test new ideas and collaborate closely with Miro’s wider marketing team will act as your execution machine and you can iterate as we scale.
  • Conduct customer/user interviews, engage in Miro Discovery Center events, attend QBRs, observe deal rooms while constantly learning, getting insights and formulating hypothesis

What you’ll need

  • 10+ years of experience in marketing with experience across a range of different marketing functions (e.g. product marketing /growth / revenue marketing)
  • 5+ years experience creating messaging and content through the funnel
  • Experience in B2B SaaS marketing, ideally marketing to large Enterprise customers and with an Enterprise sales organization
  • Be a ‘t-shaped’ marketer, with deep knowledge & understanding of how to market B2B SaaS solutions to Enterprise customers, backed by a broad understanding of how to identify personas, craft messaging & deploy a range of marketing tactics to communicate this messaging
  • Strong skills of positioning and crafting executive-level narratives
  • Creative problem-solving ability, research, synthesis, and analytical skills
  • Start-up mindset and agility, ready to experiment and drive marketing initiatives across the full spectrum of potential strategies
  • Strong business acumen ability to think strategically about how marketing activities can contribute to Miro’s long term goals
  • Collaborative approach to work and ability to build relationships with a complex matrix of stakeholders in marketing & sales across segments & geographies
  • Excellent communication skills (written, verbal, visual), both for internal audiences and customer-facing messaging

What's in it for you

  • Competitive equity package
  • Medical insurance coverage
  • Lunch, snacks and drinks provided in the office
  • Wellbeing benefit and WFH equipment allowance
  • Annual learning and development allowance to grow your skills and career
  • Travel allowance for your commute
  • Opportunity to work for a globally diverse team
  • Inspiring workplace in the heart of Amsterdam

About Miro

Miro is a visual workspace for innovation that enables distributed teams of any size to build the next big thing. The platform's infinite canvas enables teams to lead engaging workshops and meetings, design products, brainstorm ideas, and more. Miro, co-headquartered in San Francisco and Amsterdam, serves more than 60M users worldwide, including 99% of the Fortune 100. Miro was founded in 2011 and currently has more than 1,800 employees in 12 hubs around the world.

We are a team of dreamers. We look for individuals who dream big, work hard, and above all stay humble. Collaboration is at the heart of what we do and through our work together we hope to create a supportive, welcoming, and innovative environment. We strive to play as a team to win the world and create a better version of ourselves every day. If this sounds like something that excites you, we want to hear from you!

Check out more about life at Miro:

At Miro, we strive to create and foster an environment of belonging and collaboration across cultural differences. Miro’s mission — Empower teams to create the next big thing — is how we think about our product, people, and culture. We believe that creating big things requires diverse and inclusive teams. Diversity invites all talent with different demography, identities and styles to step in, and inclusion invites them to step closer together. Every day, we are working to build a more diverse Miro, cultivate a sense of belonging for future and current Mironeers around the world, and foster an environment where everyone can collaborate and embrace differences.

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