Director, Product Marketing and Research - job 2 of 23

As the Director of Product Marketing and Research at Walmart, you’ll oversee the New Propositions team within E-Commerce. Your key responsibilities include developing go-to-market strategies, leading product marketing initiatives, conducting extensive customer research to guide product development, and managing a talented team of product marketers. You will also collaborate closely with product and business teams to ensure alignment and drive adoption of innovative solutions, such as Augmented Reality and Generative AI.

To qualify for the Director of Product Marketing and Research role at Walmart, candidates typically require a Bachelor’s degree in Marketing, Business Administration, or a related field along with significant product marketing experience—ideally over 10 years in early-stage consumer products. An MBA or advanced degree is preferred. Success in previous roles, particularly in startup environments, along with a proven ability to lead and conduct market research, are also essential.

Walmart is committed to your growth! As a Director of Product Marketing and Research, you'll have access to Walmart's Live Better U education benefit, which covers tuition for a range of programs from high school completion to bachelor's degrees. Moreover, Walmart encourages ongoing training and leadership development initiatives to help you and your team thrive in this fast-paced environment.

The work environment for the Director of Product Marketing and Research at Walmart is dynamic and collaborative. You’ll be interacting with cross-functional teams and C-level stakeholders daily. The role is office-based five days a week, fostering teamwork and swift decision-making in promoting innovations that enhance the customer experience.

As a Director of Product Marketing and Research at Walmart, familiarity with various research methodologies and data analysis tools is crucial. You'll need to gather qualitative and quantitative insights to inform marketing strategies effectively. Understanding customer relationship management (CRM) software, analytics platforms, and customer feedback tools will greatly enhance your ability to position Walmart’s innovative offerings successfully.

To accelerate product adoption at Walmart, you should focus on developing clear and compelling go-to-market (GTM) strategies that resonate with customers. Utilizing demand generation experiments to validate hypotheses about customer preferences will yield practical insights. Additionally, crafting strong product positioning and messaging, while empowering your product team with the necessary resources, will be essential to enhance visibility and interest in the innovative propositions offered.

Success for the Director of Product Marketing and Research at Walmart hinges on driving product visibility and adoption while effectively nurturing a high-performing team. Key performance indicators may include the successful execution of marketing strategies, revenue growth from new propositions, and gathering actionable insights from customer research that inform future product development and marketing efforts.

In developing a go-to-market strategy for a new Walmart product, I'd start by understanding the competitive landscape and conducting thorough market research to assess customer needs. Then, I'd define the product’s unique value proposition, determine target customer segments, and develop tailored messaging. Finally, I would outline promotional plans that incorporate both traditional marketing and digital engagement tactics to maximize visibility and drive adoption.

In my previous role, I influenced a product roadmap by conducting customer interviews and surveys that revealed critical pain points. I presented these findings to the product team, advocating for changes that would enhance user experience. My insights led to the incorporation of new features that significantly improved customer satisfaction and ultimately increased sales.

I employ a mix of qualitative and quantitative research methodologies, utilizing surveys, focus groups, and analytics tools to gather rich customer insights. I believe in actively listening to customers through direct feedback and observing their interactions with products. This comprehensive approach ensures that my marketing strategies are customer-centric and data-driven.

To motivate my team, I focus on creating an inclusive environment where every team member feels valued. I set clear objectives and provide regular feedback to celebrate successes and address challenges. Additionally, I encourage professional development through training opportunities and empower staff to take ownership of their projects, fostering both accountability and growth.

I managed a marketing campaign introducing a new tech product that initially faced skepticism in the market. To address this, we ran targeted marketing experiments to refine our messaging and offered limited-time promotions. As a result, customer engagement skyrocketed by 40%, leading to successful adoption and surpassing sales forecasts.

Customer feedback is pivotal in shaping my marketing strategy. It provides insights into customer pain points and product performance, allowing me to make informed decisions and adapt my strategies accordingly. Incorporating customer feedback helps ensure our offerings consistently meet or exceed expectations.

I prioritize tasks by assessing their impact on key goals and deadlines. I maintain flexibility, regularly reviewing my strategies, and communicating clearly with stakeholders about resource needs. This agility, combined with strong project management skills, allows me to navigate competing priorities effectively.

To position a new product in the market, I would first define its unique selling points and target audience. Competitive analysis helps identify market gaps. Following this, I would craft compelling messaging that resonates with potential customers and develop a multi-channel marketing approach to amplify visibility and engagement.

My approach to budgeting for marketing activities focuses on aligning expenses with strategic objectives. I analyze historical data on campaign performance to allocate funds effectively. Regular monitoring and adjustments based on real-time analytics ensure that marketing spend optimally supports our GTM strategies.

I measure the success of a marketing campaign through key performance indicators (KPIs) such as customer engagement, conversion rates, and overall ROI. Using analytics tools, I track campaign performance in real-time and gather data that informs future strategies, ensuring continuous improvement and alignment with organizational goals.