Product Marketing Manager - Encompass Technologies

Your Impact at Encompass

As a Product Marketing Manager at Encompass, you will be a key member of an agile GTM team, collaborating closely with Sales, Product, and Customer Success to drive meaningful results. You will be responsible for developing go-to-market strategies, defining Ideal Customer Profiles (ICPs), building buyer personas, and supporting account-based marketing (ABM) efforts. You will work across multiple beverage industry segments—including distribution, winemaking, brewing, and distilling—to ensure our maker-to-market solutions deliver clear value. This role will also require an ability to use data to inform campaigns, segment audiences, and deliver tailored messaging at each stage of the buyer journey.

What You'll Do:

• Agile Go-to-Market Execution: Work as part of an agile GTM team, utilizing kanban or other agile methodologies to align tightly with Sales and Product teams. Adapt quickly to shifts in strategy and provide real-time support for fast-paced marketing and sales initiatives.   While the large majority focus will be North America, your execution will selectively apply to rest of world markets including parts of APAC, Western Europe and selective countries in South America.
• Ideal Customer Profiles & Buyer Personas: Lead the development of ICPs across key beverage industry segments (distribution, winemaking, brewing, and distilling). Create detailed buying group personas that reflect the complex decision-making processes in each segment. Use these assets to drive targeted, persona-based campaigns across all stages of the funnel.
• Account-Based Marketing (ABM): Work closely with Sales on both 1:1 and 1:many ABM strategies. Develop and implement creative and provocative marketing "air cover" for outbound & inbound sales efforts, ensuring alignment between marketing campaigns and sales outreach to drive engagement with target accounts.
• Portfolio Positioning: Develop messaging and positioning for a portfolio of ERP products that can be marketed either as a suite or as individual, stand-alone solutions. Articulate the distinct value propositions of each product and how they integrate to provide holistic benefits to customers.
• Data-Driven Campaigns: Leverage market research, industry trends, and historical sales data to create and execute strategic marketing initiatives. Use data insights to build targeted campaigns that resonate with specific market segments and buying groups. Regularly analyze campaign performance and make data-backed recommendations for optimizations.
• Sales Enablement: Equip the Sales team with assets, tools, and training, including product decks, persona overviews,, and competitive battle cards. Ensure alignment between marketing messaging and sales objectives to enhance engagement and improve close rates.
• Metrics & Reporting: Track, measure, and report on key performance metrics, including the success of ICP-based campaigns, ABM efforts, and portfolio marketing strategies. Use these insights to inform ongoing optimization and ensure product marketing goals are consistently met.
• Content Creation: Collaborate with content marketing to create high-quality content—such as whitepapers, case studies, webinars, and blog posts—designed to nurture leads through persona-based nurture tracks. Ensure that content aligns with the specific pain points and goals of different personas at various stages of the buying journey.
• Cross-Functional Collaboration: Work closely with Product, Sales, and Customer Success teams to ensure alignment on market needs, product features, and customer feedback. Collaborate on cross-functional initiatives, maintaining a strong feedback loop with Sales to continuously improve go-to-market strategies.

What You'll Bring:

• Education: Bachelor's degree in Marketing, Business, or other creative disciplines.
• Experience: 3-5 years of experience in product marketing, product management, or solutions consulting preferably within the B2B software space.
• Expertise: Experience in agile environments, with familiarity in using kanban or similar methodologies, as well as deep knowledge of ABM, messaging/positioning, developing ICPs, buyer personas, and persona-based campaigns in tight alignment with GTM leadership across marketing, sales, and product. .
• Analytical Skills: Strong analytical and problem-solving abilities with a data-driven mindset; ability to analyze complex sales and market data to drive campaign strategy, effectiveness, and provide other actionable insights.
• Attention to Detail: High level of accuracy and attention to detail; ability to manage multiple priorities and meet tight deadlines
• Curious and experimental mindset:  Willingness to act fast, fail fast, adjust fast and experiment with non-traditional approaches to achieve objectives.

Additional Details

This role will receive a competitive salary + bonus + benefits. The salary for US-based employees located in the below markets may expect offers in the below ranges for this role.

US Annual Base Salary Range:  $90,000 - $115,000 plus bonus program.  A variety of factors are considered when determining someone's compensation, including a candidate's professional background, experience, and location. Final offer amounts may vary from the amounts listed above based on these considerations.

Location:  We are a hybrid work environment.  This role can be remote or located in our Fort Collins office.

Travel:  This position may require overnight travel to customer sites and to corporate offices. Additional travel could include attendance of conferences and trade shows.

If you don't meet all of the requirements listed here, we still encourage you to apply. No job description is perfect, and we might find an even more suitable opportunity that matches your skills and experience.