Manager, Product Portfolio Strategy & Go-To-Market

Independent Consultant (Freelance) –1 YearRole SummaryThe incumbent is responsible for translating market data, customer knowledge, and client expectations into a clear and actionable product and commercial strategy for the ASQ product portfolio, advisory services, Training Needs Assessment (TNA), and ACI World's accreditation programs. The role is both strategic and operational, requiring equal measures of analytical rigor and execution capability. The person works in close collaboration with the Operations, Sales and Customer Care, Marketing & Communications (MarCom), and Product Development teams.
Key Responsibilities
Portfolio Strategy & Product Lifecycle Management
Manage the ASQ product portfolio and drive the appropriate marketing strategy for each product throughout its lifecycle
Develop and maintain a thorough and up-to-date understanding of each product: features, benefits, target customers, competitive positioning, and commercial performance
Regularly assess product adoption, customer retention, cross-selling and upselling opportunities, and formulate concrete recommendations based on these analyses
Develop and maintain a multi-year go-to-market roadmap, ensuring alignment with organizational priorities and commercial objectives
Market Intelligence & Customer Insights
Monitor industry trends, analyze customer expectations, competitive dynamics, and emerging needs
Analyze customer and market data to segment ASQ and Accreditation users and prospects, and develop relevant buyer personas
Establish ongoing feedback loops with Sales, Product, and airport customer teams to identify unmet needs, barriers to adoption, and growth opportunities
Translate insights into actionable recommendations for product development, positioning, and commercial strategies
Go-to-Market Strategy
Plan and execute targeted campaigns for existing ASQ and Accreditation members, with a focus on customer engagement, retention, cross-selling, and upselling
Collaborate closely with the Marketing & Communications (MarCom) team, which remains responsible for marketing execution targeting non-ASQ members
Develop differentiated positioning and messaging for various airport segments, reflecting their specific needs, pain points, and expected benefits
Monitor the implementation and effectiveness of product and go-to-market initiatives, and recommend adjustments as market and business conditions evolve
Continuously identify opportunities to improve, reposition, bundle, or further develop products based on market intelligence, customer feedback, and evolving needs
Expected Deliverables
Start-Up Phase Deliverables: work plan, analysis report and product portfolio strategy plan
Deployment Phase Deliverables: Product performance report (adoption, retention, cross-selling/upselling), Product roadmap update, Go-to-market campaign review (results, recommended adjustments)
Candidate ProfileEducation
Bachelor's degree in Marketing, Business Administration (required)
Master's degree or MBA (an asset)
Experience
Minimum 10 years of experience in product marketing strategy, portfolio management, or go-to-market, in a B2B context
Demonstrated experience in both a strategic and operational capacity
Proficiency in product lifecycle management, market segmentation, and roadmap development
Skills & Competencies
Strong ability to analyze customer and market data, with a clear orientation toward recommendations and action
Expertise in go-to-market strategies, positioning, and differentiated messaging by segment
Autonomy, rigour, and a strong sense of execution in a multi-stakeholder and international environment
Language
Excellent English, both written and spoken
Terms
Independent consultant (freelance) position for one year
Hybrid
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