Solution Marketing Manager - Broadband Market

Company : Afl

Job Type : Full Time

Duncan, South Carolina

Number of Applicants

000+

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Job Description - Solution Marketing Manager - Broadband Market

Job Responsibilities

Strategic Marketing Leadership

Own and execute the energy vertical marketing strategy aligned with the Energy Business Unit and Sales Teams priorities

Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion

Leverage market intelligence and competitive insights to craft strategies that enhance market position

Conceptualize and drive primary market research to better understand marketplace and customer needs

Monitor market trends across grid modernization, resilience, renewable integration, and AI infrastructure demands, and maintain expertise across key grid areas: transmission, distribution, substation infrastructure, renewable interconnection, and data center power delivery

Work with Market Development to track competitive landscape, emerging technologies, and industry standards

Define buyer personas and map the buyer's journey from awareness to decision across key Energy segments

Messaging, Positioning, and Go-To Market

Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions

Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks

Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging

Define proof points, competitive differentiators, and customer success stories

Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages

Develop content roadmaps covering thought leadership, solution launches, and product messaging

in collaboration with Product Line Management

Refresh content catalog and web assets

Develop solution and product branding and naming frameworks with Energy Business Unit and Corporate Branding

Develop and manage go-to-market plans and launch tiers for grid solutions and product releases

Ensure messaging consistency and brand alignment across all channels and touchpoints

Integrate PR and publication opportunities to strengthen brand awareness and credibility

Sales Enablement, Collaboration, and Performance Management

Lead, develop, and collaborate closely with the Technical Copywriter (Energy)

Brief and direct content creation; review and approve white papers, case studies, and thought

leadership content

Educate internal stakeholders on energy marketing plans, solutions, positioning, and market strategy

Enable sales teams with presentation templates, case studies, and competitive battle cards

Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral

Partner with Product Line Management to translate technical product capabilities into market-facing value propositions

Collaborate with Solutions/Application Engineers to ensure technical accuracy and application

relevance

Work with Market Development to align on market priorities and thought leadership topics

Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation

Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR

Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines

Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs

Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness

Track quarterly OKRs and analyze results to adjust strategy based on performance data

Qualifications and Experience

Required

Bachelor's degree in Marketing, Business or related field

5+ years of B2B marketing experience in solution marketing or product marketing

5+ years working in the Energy/Utility sector with deep understanding of grid infrastructure

Strong understanding of energy market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges

Track record of successful product and solution launches in energy markets

Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas

Experience managing marketing budgets and delivering measurable results

Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams

Preferred

Experience in telecommunications, optical networks, or infrastructure technology sectors

Direct experience with utility customers and EPCs

Technical Competencies

Strategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmaps

Messaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiences

Solution marketing frameworks: Translating technical capabilities into value propositions for different buyer types (executive, technical, procurement)

Market intelligence: Conducting primary research, competitive analysis, campaign analysis, and customer interviews

Buyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stages

Performance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attribution

Budget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROI

Proficiency in marketing automation platforms, CRM systems (Salesforce), and analytics tools

Understanding of digital marketing channels, SEO, paid media, and demand generation tactics

Deep knowledge of energy industry trends, grid infrastructure, and utility/operator business models

Behavioral Competencies

Strategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategies

Content strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagement

Launch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programs

Customer-focused: Translates customer challenges and industry trends into compelling value propositions and positioning

Cross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teams

Data-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impact

Influential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholders

Entrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independently

Adaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedback

Results-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metrics

Collaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiatives

Who You Will Work With

Interfaces – Internal

Director of Solution Marketing (reporting line)

Technical Copywriter (Energy) (direct report)

Solution Marketing Department peers

Market Development (Energy)

Product Line Managers

Solutions Engineers, Application Engineers

Campaign Manager

Marketing Services (web/digital, design, video, events)

Energy Sales Team and Sales Leadership

Energy Business Unit Leadership

Channel/Partner Sales Manager

Corporate Marketing and Communications

Interfaces – External

Utility customers (investor-owned, public power, cooperatives)

Independent Power Producers and Certain Developers

Grid operators

EPCs and system integrators

Channel partners and sales agents

Trade publications and media

Why This Role Matters

Your leadership will:

Shape AFL's market position in the rapidly transforming energy sector during a critical infrastructure modernization era

Drive revenue growth by aligning marketing strategy with sales priorities and pipeline development

Establish AFL as a trusted strategic partner for utilities navigating grid modernization, and resilience challenges

Create competitive advantage through differentiated positioning and compelling value propositions that resonate with utility decision-makers

Enable sales success through high-quality content, training, and tools that accelerate deal cycles and improve win rates

Influence industry conversations and customer perceptions through thought leadership and strategic communications

Develop organizational marketing capabilities and team talent for sustained competitive advantage

Success Metrics

Your impact will be measured by:

Marketing-influenced pipeline and revenue contribution from energy vertical

MQL to SQL conversion rates from marketing campaigns

Market share growth and competitive win rates in target utility segments

Sales enablement adoption: Usage and feedback on tools, content, and training programs

Content performance: Downloads, engagement, and lead generation from white papers, case studies, and thought leadership

Launch success: Time-to-market, sales adoption, and revenue achievement for new solutions and products

Brand awareness and perception metrics in target utility segments

Quarterly OKR achievement and strategic initiative completion

Team development: Performance and growth of direct report(s)

Working Conditions

Hybrid, three days office, two days remote

10% travel, predominantly domestic

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Solution Marketing Manager - Broadband Market

Job Description - Solution Marketing Manager - Broadband Market

Job Responsibilities

Strategic Marketing Leadership

Own and execute the energy vertical marketing strategy aligned with the Energy Business Unit and Sales Teams priorities

Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion

Leverage market intelligence and competitive insights to craft strategies that enhance market position

Conceptualize and drive primary market research to better understand marketplace and customer needs

Monitor market trends across grid modernization, resilience, renewable integration, and AI infrastructure demands, and maintain expertise across key grid areas: transmission, distribution, substation infrastructure, renewable interconnection, and data center power delivery

Work with Market Development to track competitive landscape, emerging technologies, and industry standards

Define buyer personas and map the buyer's journey from awareness to decision across key Energy segments

Messaging, Positioning, and Go-To Market

Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions

Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks

Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging

Define proof points, competitive differentiators, and customer success stories

Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages

Develop content roadmaps covering thought leadership, solution launches, and product messaging

in collaboration with Product Line Management

Refresh content catalog and web assets

Develop solution and product branding and naming frameworks with Energy Business Unit and Corporate Branding

Develop and manage go-to-market plans and launch tiers for grid solutions and product releases

Ensure messaging consistency and brand alignment across all channels and touchpoints

Integrate PR and publication opportunities to strengthen brand awareness and credibility

Sales Enablement, Collaboration, and Performance Management

Lead, develop, and collaborate closely with the Technical Copywriter (Energy)

Brief and direct content creation; review and approve white papers, case studies, and thought

leadership content

Educate internal stakeholders on energy marketing plans, solutions, positioning, and market strategy

Enable sales teams with presentation templates, case studies, and competitive battle cards

Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral

Partner with Product Line Management to translate technical product capabilities into market-facing value propositions

Collaborate with Solutions/Application Engineers to ensure technical accuracy and application

relevance

Work with Market Development to align on market priorities and thought leadership topics

Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation

Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR

Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines

Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs

Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness

Track quarterly OKRs and analyze results to adjust strategy based on performance data

Qualifications and Experience

Required

Bachelor's degree in Marketing, Business or related field

5+ years of B2B marketing experience in solution marketing or product marketing

5+ years working in the Energy/Utility sector with deep understanding of grid infrastructure

Strong understanding of energy market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges

Track record of successful product and solution launches in energy markets

Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas

Experience managing marketing budgets and delivering measurable results

Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams

Preferred

Experience in telecommunications, optical networks, or infrastructure technology sectors

Direct experience with utility customers and EPCs

Technical Competencies

Strategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmaps

Messaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiences

Solution marketing frameworks: Translating technical capabilities into value propositions for different buyer types (executive, technical, procurement)

Market intelligence: Conducting primary research, competitive analysis, campaign analysis, and customer interviews

Buyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stages

Performance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attribution

Budget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROI

Proficiency in marketing automation platforms, CRM systems (Salesforce), and analytics tools

Understanding of digital marketing channels, SEO, paid media, and demand generation tactics

Deep knowledge of energy industry trends, grid infrastructure, and utility/operator business models

Behavioral Competencies

Strategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategies

Content strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagement

Launch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programs

Customer-focused: Translates customer challenges and industry trends into compelling value propositions and positioning

Cross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teams

Data-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impact

Influential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholders

Entrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independently

Adaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedback

Results-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metrics

Collaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiatives

Who You Will Work With

Interfaces – Internal

Director of Solution Marketing (reporting line)