Senior Product Marketing Manager, Restaurants

Yelp - San Francisco, CA3.6

Full-timeEstimated: $110,000 - $150,000 a year
Skills
The Yelp for Restaurants team is seeking a data-driven and customer obsessed Senior Product Marketing Manager for its Restaurant products.

In this role, you will work side by side with our Product, Account Management and Sales teams. You will have a deep understanding of our target customers, their needs and pain points. You will own the positioning of Yelp’s restaurant products, develop strategies to bring new features and products effectively to market, and manage cross-functional launch plans. You will understand market trends and competitors and partner with Product to improve our positioning and differentiation.

This is a senior level marketing role that requires deep collaboration and leadership across functions, an analytical and results-driven mindset, and a strong interest in helping restaurant owners succeed. This role reports into our Head of Marketing for Restaurants.

Success Metrics:
Positive feedback from Sales on positioning, messaging and supporting tools
Improvement in Pitch to Closed Won conversion
Improvement in awareness of and engagement with new product features

Key Questions this Role Will Continuously Answer:
Who are our target customers, what are their needs and how can we uniquely solve those needs?
What is our value proposition? How can it be best communicated across all external communication?
Who are our key competitors and how do we win against them?
How do we most effectively bring new products and features to the market?
How do we price our products in order to achieve our business goals related to market share and revenue?

Key Responsibilities:
Segmentation. Identify and segment Restaurants, their pain points and needs through qualitative and quantitative research
Positioning. Develop clear product positioning, value propositions, and key messages for Yelp’s restaurant products with input from Product and Sales, competitive analysis and restaurant personas. Constantly test and iterate on our positioning and key messages
Consistent Messaging. Ensure consistency across all communication touch points, such as (but not limited to) sales collateral, landing pages, marketing communications, and in-product.
Sales Pitch Decks. Own and regularly update Sales pitch decks for Yelp’s restaurant products using competitive insights and inputs from Sales and Account Management
Content Development. Create marketing assets to support awareness, acquisition and retention and consistently communicate our value proposition.
Product Launches. Develop go-to-market strategies for product launches and secure cross-department agreement. Lead product launch plans ensuring that all teams are prepared for the release. Lead cross-functional meetings to drive alignment, identify dependencies, and resolve roadblocks. Driving messaging across all external communications to customers and prospects, working closely with Account Management, PR, Business Marketing and Field Marketing.
Pricing & Promotions. Design & implement optimal pricing and promotions strategy to drive trial and retention. Including bundling opportunities in categories where we have multiple products.
Market Landscape. Understand market trends and competitors and develop marketing strategies to increase our market presence and penetration.
Cross-functional Coordination. Collaborate with marketing functions across Yelp including Creative, PR, email marketing, performance marketing, and content marketing.

Qualifications:
At least 5 years of professional experience, including at least 3 years working in product marketing
B2B marketing experience, preferably with experience in SaaS, SMB marketing or early stage start-ups
Excellent written and oral communication skills
Strong interest in helping restaurant owners succeed
A collaborative, team-oriented attitude
Ability to adapt and thrive in a fast-paced, high-growth company
Entrepreneurial mindset
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.

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