Global Marketing Manager, Verifi

Marketing Cambridge, Massachusetts


The Global Marketing Manager for GCP’s Verifi business will develop and implement global marketing programs to drive profitable growth, optimize the portfolio and create competitive differentiation. Verifi is a new industry subcategory, In-Transit Concrete Management, a complex electromechanical control system for monitoring, measuring and managing the properties of concrete during delivery by using sensors and data algorithms in addition to chemistry.  In addition to leading initiatives, this candidate will serve as the product line subject matter expert from both a business and technical perspective, interacting directly with the sales, customers, software and technical service teams. GCP’s solutions are at the forefront of the construction industry. This is a unique opportunity to play a key leadership role in a fast-growing, strategic big-bet for GCP. 


Set Strategic Direction

  • Works with corporate development and R&D teams to develop overall strategy for GCP’s emerging technologies portfolio, as well as define new product offerings and business models.
  • Designs and leads market and customer engagement programs to ensure overall strategy and new product offerings/business models are in alignment with customer needs.
  • Develops go-to-market plans outlining market segments, industry requirements, competitive landscape, product offering/positioning, market opportunities, market penetration strategy and resources required to capture market share.
  • Develop/leads tactical commercialization plans for early customer acquisition, industry acceptance and other early commercialization activities as needed for market validation.
  • Transitions new products/services to established product teams once market validation has been achieved.
  • Develops financial proforma and business cases to justify investments.
  • Maintains view on competitive position and drives tactics to reach optimal share and margin position

Marketing Programs

  • Identifies customer and market needs and develops effective product launch plans to support profitable growth
  • Develops marketing programs for key industry constituents to drive technology penetration and growth
  • Develops global product line branding strategy, works with Digital Marketing to set programs to deliver key brand performance metrics
  • Leads early commercialization activities for new product offerings and services. Works with global/regional marketing leads and regional product managers when appropriate, to conduct customer interviews, focus groups, and alpha and beta pilot programs.
  • Ensures voice of the customer is integrated with technology and product development roadmaps.
  • Works closely with early adopting customers and stakeholders to ensure alignment and acceptance of new product offerings.

Manage Resources/Business Unit Support

  • Drives new product development process using the stage-gate process and manage projects through to commercialization
  • With supporting functions, oversees product and service quality as well as key safety initiatives
  • Collaborates with Commercial and software teams for new product launches and scale-up

Support Selling Activities

  • Works closely with early adopting customers and stakeholders to ensure alignment and acceptance of new product offerings.
  • Working with Customer and Digital Marketing Team (CDM), develop product collateral, advertising and promotional programs; ensure sufficient funding for these materials.
  • Drives pricing initiatives in partnership with the Commercial team and provides supporting value proposition materials
  • Develops tools and executes product training to product managers, sales and our customers
  • Oversees competitive analysis including strategy, product offerings, capacity utilization, etc

Asset Management Support

  • Leads business case development for capital investments related to the product line
  • Optimizes adjusted gross margin working across functions
Skills & Competencies:
  • Solid fundamental marketing skills – able to determine value-based pricing models and develop marketing promotional programs for new and/or existing products
  • Excellent decision-making and problem-solving skills
  • Ability to influence various levels within the organization
  • Proven talent for leading multi-functional teams in a global organization 
  • Prior strategy and commercialization experience in a construction or other high reliability market preferred 
  • Strong technical (software) background/aptitude
  • Strong financial skills and overall business acumen with a mindset for continuous improvement and productivity
  • Strong communication and team leadership
  • Innovative and passionate about product management and portfolio development
  • Travel is required approximately 25%
  • Exhibits leadership competencies including vision, ownership, execution, influence and developing others
Experience & Education:
  • BA/BS degree in Computer Science, Engineering, or a related field
  • MBA or advanced technical degree preferred
  • 3 years of experience in a Product Management, Product Development or Strategy role, or equivalent strategy consulting experience
  • Experience working on technical B2B offerings, ideally IoT - or cloud-based systems
  • Program/project management - demonstrated ability to bring projects from concept to full execution
  • Product strategy - demonstrated ability to define/evolve product strategy based on research , data and industry trends
  • Excellent problem-solving, presentation, organizational, analytical and influencing skills with proven ability to take initiative and build strong, productive relationships 
  • Data analytics experience preferred
  • Prior marketing management experience in a construction, materials or software market