layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Product Marketing Manager-Government at Viasat | LAYIQ

Leading the development and implementation of product marketing efforts supporting government, defense, and national security customers will be a key responsibility of this role. This role is responsible for defining market positioning, messaging, competitive differentiation, and go-to-market strategies for our Mission Connections & Cybersecurity business.
The Product Marketing Manager will convey complex technical capabilities through compelling customer value propositions that drive adoption, revenue growth, and mission impact. This role requires both critical thinking and practical work. Responsibilities include developing product launch strategies and sales tools. You will conduct market research and work closely with customers and interested parties.
You will bring deep experience in government technology, defense, aerospace, or other highly regulated markets and understands how to position technical solutions within government procurement, acquisition, and mission environments.
The day-to-day
Product Positioning and Messaging
Develop product positioning, messaging, and value propositions that clearly communicate customer benefits and competitive differentiation.
Translate complex technical capabilities into compelling narratives tailored to government, defense, and national security audiences.
Analyze competitive offerings and market dynamics to inform product strategy and positioning.
Partner with Product Management and Engineering to understand product roadmaps and align commercialization strategies.
Develop buyer personas, use cases, and customer journey maps to support product and marketing strategies.
Create and maintain messaging frameworks aligned to customer missions, acquisition priorities, and operational challenges.
Ensure consistency of messaging across campaigns, sales materials, digital channels, events, and executive presentations.
Content, Thought Leadership, and Sales Enablement
Develop customer-facing materials including presentations, solution briefs, white papers, sales playbooks, case studies, demos, and videos.
Equip sales teams with the tools, training, messaging, and competitive insights needed to effectively position solutions.
Drive development of product-focused content across digital, social, web, and industry channels.
Support executive briefings, customer meetings, industry engagements, and strategic account planning.
Collaborate with communications and demand generation teams to create integrated campaigns that drive awareness and engagement.
Performance Measurement
Establish benchmarks to measure the efficiency of marketing initiatives related to the product and go-to-market activities.
Monitor product adoption, customer engagement, market penetration, and competitive performance.
Provide actionable insights and recommendations to improve product framing, communication, and growth outcomes.

Responsibilities

Product Positioning and Messaging
Develop product positioning, messaging, and value propositions that clearly communicate customer benefits and competitive differentiation.
Translate complex technical capabilities into compelling narratives tailored to government, defense, and national security audiences.
Analyze competitive offerings and market dynamics to inform product strategy and positioning.
Partner with Product Management and Engineering to understand product roadmaps and align commercialization strategies.
Develop buyer personas, use cases, and customer journey maps to support product and marketing strategies.
Create and maintain messaging frameworks aligned to customer missions, acquisition priorities, and operational challenges.
Ensure consistency of messaging across campaigns, sales materials, digital channels, events, and executive presentations.
Content, Thought Leadership, and Sales Enablement
Develop customer-facing materials including presentations, solution briefs, white papers, sales playbooks, case studies, demos, and videos.
Equip sales teams with the tools, training, messaging, and competitive insights needed to effectively position solutions.
Drive development of product-focused content across digital, social, web, and industry channels.
Support executive briefings, customer meetings, industry engagements, and strategic account planning.
Collaborate with communications and demand generation teams to create integrated campaigns that drive awareness and engagement.
Performance Measurement
Establish benchmarks to measure the efficiency of marketing initiatives related to the product and go-to-market activities.
Monitor product adoption, customer engagement, market penetration, and competitive performance.
Provide actionable insights and recommendations to improve product framing, communication, and growth outcomes.

Qualifications

Bachelor's degree in Marketing, Business, Communications, Engineering, or a related field.
10+ years of experience in product marketing, product management, solution marketing, or related roles.
Demonstrated experience supporting government, defense, aerospace, national security, or highly regulated B2B technology markets.
Experience developing product positioning, go-to-market strategies, and launch plans for technical products or solutions.
Strong ability to translate complex technologies into clear, compelling customer value propositions.
Experience collaborating alongside Product teams, Engineering, Business Development, and executive leadership groups.
Knowledge of government procurement processes, acquisition cycles, and defense market dynamics.
Analytical, research, and competitive intelligence skills.
Strong written, verbal, and presentation skills, including executive-level communications.
Experience developing sales enablement tools and customer-facing product content.
U.S. Citizenship required.
Ability to travel up to 25%.
This is a hybrid role based in Carlsbad, CA (3 days a week in office)

Product Marketing Manager-Government

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Equal opportunity and accommodations

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