Salesforce
David Hobson
Product Marketing Manager
Summary
Innovative Marketing leader with a passion for innovation, understanding customer needs and developing communications that resonate with the target audience. A strong communicator and team player who delivers outcomes with a focus on commercialisation, revenue growth and customer retention. Experience in scale-up and established organisations.
Innovative Marketing leader with many years of product marketing plus related experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
14
14
years of professional experience
Work History
Product Manager
John Wiley & Sons
03.2020 - 11.2022
- Ran weekly customer insight interviews to understand changing market needs, competitor offerings, and ways to differentiate product in ways of benefit to the target audience.
- Designed, product managed and took to market new products or features; resulting in turning a declining portfolio into industry award winning products.
- In co-design with customers, developed and launched a suite of 22 eLearning micro-credentials that delighted the market, revived largest revenue product that had been in decline for years, and returned it to growth within 9 months.
- Led a campaign which took the 3rd largest revenue product to its largest market share and revenue in the company’s history.
- Lead the cross functional team on activities to promote products prior to go live date, including building the target audience in Sales Force, designing all sales enablement collateral, trained sales team in product attributes, organised subject matter expert blog posts and presentations, ran market development focus groups and joined sales team in sales presentations.
- Winner of 2022 Educational Publishing Awards ‘Outstanding Tertiary/Vet Resource’.
- Winner of 2022 Educational Publishing Awards ‘Blended learning resource’.
Content Account Executive and Partner Relationship Manager
GO1
01.2019 - 09.2019
- A global platform of eLearning content for professionals
- Achievements: Global top performer in content partner acquisition team
- Key Responsibility: to build the content library by negotiating and managing partnership agreements with CEOs of eLearning companies
- Collaborated with market research team to identify and qualify an accurate and relevant database of content partner opportunities
- Used a mix of communications tools to engage with and build the relationship with potential and existing partners
- Managed the cycle from first point of contact, to negotiating the partnership arrangement to on-going partner relationship management
- Closed valuable and profitable local and international partnerships
- Utilized Salesforce CRM, maintained accurate information and provided meaningful monthly management reports regarding agreements, performance and profitability
- Produced various partner information tools to launch partner internally to Sales Development Reps, Account Executives and Customer Support Managers
- Collaborated with marketing team to align events, print collateral and digital marketing activities for the partner network
- Substantially grew the content partnership network, improved the content library and value of the business.
Product Marketing and Partnerships Manager
Genie Solutions
06.2018 - 12.2018
- Australia’s leading provider of SaaS and desktop Practice Management Software for medical specialists
- Achievements: Increased revenue of each cross-sell product and achieved growth target each quarter
- Key Responsibility: to build an ecosystem of 3rd party integrations, add-ons and cross sell features, negotiate the terms of the agreement and the go to market strategy for each
- Evaluated the total addressable market, value of the opportunity, cost of development and communications strategy to take new features, integrations, add-ons and cross sell products to market
- Negotiated commercial agreements with add-on and integration partners
- Reviewed emerging trends and customer insights in the medical specialist market and provided analysis to Product Managers to help with roadmap prioritisation
- Worked closely with Product Managers to determine technical feasibility, product features and workflow for end users
- Worked with a digital agency and PR Agency to develop social media and digital advertising to maximize awareness of new to market features
- Authored new content for the WordPress website with the web developer
- Designed the triggers for Pardot new business and nurturing programs and authored content
- Developed customer advocacy program and edited customer stories for publication
- Developed internal marketing and sales tools for State Managers, Trainers, Inside Sales and Customer Support Managers
- Reported on activity and performance to Head of Marketing and CEO.
Marketing & Business Development Manager
06.2017 - 05.2018
- ENurse – start up eCommerce business providing medical supplies to nursing and allied-health professionals
- Achievements: Grew Facebook subscribers to 47,000, launched an entirely new range of products and grew revenue by 20%
- Key Responsibility: Increase customer base, increase monthly revenue and execute a B2B strategy
- Developed integrated marketing communications plans and executed a direct marketing strategy to increase customer engagement and increase brand awareness
- Researched and compiled segmented databases for direct marketing
- Managed the digital agency relationship to improve SEO and AdWords performance
- Authored eDMs, social media posts, website blog posts, Facebook advertising and competitions and analysed results
- Developed sponsorships with various boards and student associations to improve brand awareness and build early customer loyalty
- Designed all print and digital marketing collateral
- Planned and executed promotions and launched new sale events such as Black Friday sale
- Negotiated conference exhibitor attendance and print agency fees
- Organised on-site trade shows at hospitals
- Provided market insights to senior management to bring additional brands to the product range and negotiated exclusive distribution rights of these
- Wrote specifications for website improvements.
Senior Product Marketing Manager
Pearson
01.2011 - 05.2017
- Communicated value and position to sales team and developed tools to support selling process.
- Planned new product external launch and release while managing cross-functional implementation of plan.
- Contributed to planning and production of industry events, advertising, direct mail, telemarketing and sales collaterals.
- Developed customer advocacy documents via product efficacy studies.
- Possessed expert knowledge of competitive and third party products and translated knowledge into business strategy.
- Worked closely with product development teams to create and maintain marketing materials for sales presentations and client meetings.
- Created product positioning and messaging to differentiate products in market and expand visibility.
Marketing Manager
05.2008 - 12.2010
- Pearson - the world’s largest education business
- Achievements: Achieved target every year, grew multi-million-dollar revenue by an average of 13% per year and successfully launched new products to market leadership position
- Key Responsibility: to design and execute marketing strategies and activities for a portfolio of educational content for the Australian higher education market
- Developed marketing strategy, integrated plans and roadmaps to launch new eLearning software
- Managed the marketing coordinator, set goals and reviewed performance
- Built reports focusing on current and future landscape, customer needs, competitor activity and roadmap milestones to senior management
- Worked with editors to set pricing strategy according to product attributes, development costs, market demand and analysis of competitor products
- Hosted in-person market research, customer workshops and lead generation events
- Collaborated with technical team to build beta versions of products for trials
- Ran student engagement forums and filmed and edited student advocacy videos
- Built a variety tools for sales and marketing teams such as questioning and objection handling battle cards, key feature/benefit grids, product adoption metrics and competition grids
- Presented at bi-annual national product and sales training conference
- Developed situation-based workshops for the sales consultants to build product knowledge, improve competitor knowledge, improve objection handling skills, territory planning and sales strategy
- Designed all internal and external marketing communications for the portfolio:
- Designed and authored print collateral,
- Authored and maintained website copy,
- Planned and attended suitable conferences,
- Built an efficacy framework and edited user case studies,
- Ran webinars with adopter universities
- Ran bi-monthly online product launch training and provided coaching in the field for sales team
- Set financial goals for the portfolio per sales territory with Head of Sales, analysed results and reported on performance.
Education
BA with Honours - Marketing & Management
HND - Public Administration
Sheffield Hallam University
04.2001 -
Skills
Software Skillsundefined
Software
Pardot
Google AdWords
Facebook Marketing
MailChimp
Canva
Microsoft Office
Timeline
Product Manager
John Wiley & Sons
03.2020 - 11.2022
Content Account Executive and Partner Relationship Manager
GO1
01.2019 - 09.2019
Product Marketing and Partnerships Manager
Genie Solutions
06.2018 - 12.2018
Marketing & Business Development Manager
06.2017 - 05.2018
Senior Product Marketing Manager
Pearson
01.2011 - 05.2017
Marketing Manager
05.2008 - 12.2010
HND - Public Administration
Sheffield Hallam University
04.2001 -
BA with Honours - Marketing & Management
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