Morningstar

The Group:

The Enterprise Solutions team transforms Morningstar’s high-quality data, independent research, and technological expertise into well-designed software products that delight our clients. This Canadian-focused role will focus on product marketing for Advisor Workstation, a software solution that provides financial advisors with the research, reports, and planning tools to make the right investment decisions for their clients. Advisor Workstation is a pillar of the Enterprise business because it is built from the ground up to help our clients deliver great advice.

We are looking for a Product Marketing Manager for our Enterprise Solutions group who is eager to help us develop positioning, segmentation, content, and GTM strategy for our Canadian advisor market. This role will collaborate across product management, product development, client success, service teams, and sales to launch and deliver successful campaigns.

The Role

Morningstar’s Enterprise solutions group is looking for a Product Marketing Manager who has a proven track record of impactful positioning, sales enablement, product launches (GTM), and content development. The primary focus of this role is to coordinate, communicate, and implement product marketing efforts for our Advisor Workstation solution for our Canadian market. In addition, the person will work with the full North American marketing team to expedite our content creation and internal enablement processes, serving as lead for these disciplines across the Advisor Workstation product marketing team.

The right candidate is a confident, customer-focused, self-starter who can work effectively in a highly collaborative team setting. This role should be comfortable creating and delivering multi-channel campaigns to launch new products, shaping demand strategy, and influencing sales pipeline for new prospects and existing clients. Success will be measured across several metrics, including client retention, increased sales pipeline and conversion rates, and market share growth over time.

This role will be one of the first in our Regional Product Marketing team, and is central to our overall business strategy, given the growing emphasis of the Canadian Market. Beyond leading Canadian Product Marketing efforts for Advisor Workstation, this role will also act as the North American team lead for content development and internal enablement, providing support for and exposure to the full range of product marketing activity across the team.

Ideal candidates will bring 5+ years of product marketing experience with expertise in defining core audiences and creating programs that deliver compelling narratives for Enterprise (B2B) opportunities. This role reports to the Associate Director for Regional Product Marketing with a matrixed reporting line to our Director of Product Marketing for the Enterprise Advisor Software business and will be an integral team member for the Advisor Workstation product marketing team. This position is based out of our Toronto office and hybrid attendance is required.

Responsibilities:

Regional Product Marketing

• Adapt global Advisor Workstation positioning, GTM components, and marketing programs to best resonate with Canadian clients’ need and differentiated from competitors.
• Modify and enhance marketing content (digital website copy, sales tools, case studies, etc.) to reflect regional language, preferences, and business context. Ensure visuals and examples are relevant to the local audience.
• Regionalize the global sales kit to develop regional-specific sales collateral (presentations, one-pagers, competitor battle cards) highlighting how the product addresses local challenges and showcases regional client success stories.
• Deeply understand and document the needs of our Canadian clients to craft and execute the region’s go-to-market strategy for new product releases.
• Build out competitive analysis/landscape and create sales enablement toolkit to support client conversations based on key findings.
• Act as the product marketing lead for all regional initiatives. Driving internal awareness for our regional strategy by connecting dots and creating enablement tools for product development, product marketing, corporate marketing, public relations, and sales.
• Coordinate market and customer research to validate the market problems to solve. Partner with our market research and product management teams to develop the research agenda for ascertaining gaps in the market, helping to drive new product development, packaging, pricing, positioning, and messaging.
• Integrate the unique needs of our Canadian advisors into the DNA of our product marketing efforts through strategic programs that highlight our differentiated value and product stories that clearly articulate a compelling narrative to the clients we serve.
• Launch and optimize multi-channel marketing campaigns that drive upsell opportunities and new client acquisition.

Content Creation & Sales Enablement Lead (across all active Advisor Workstation regions)

• Manage and expand the library of Advisor Workstation content to showcase inspirational stories that demonstrate the value Morningstar delivers to our advisor clients.
• Pilot innovative content approaches that elevate our message and drive more success for digital campaigns.
• Establish a consistent, repeatable process for content development across the team.
• Help our team expedite our sales enablement process through partnership with internal creative team and 3rd party vendors.
• Leverage available marketing, pipeline, and campaign metrics to optimize our content creation strategy and provide performance updates to stakeholders.
• Audit current portfolio of sales enablement and client-facing assets. Create and execute plan for ongoing optimization and advocacy as well as how to increase engagement of sales team.
• Operationalize our internal communications regarding available content to develop a scalable process to train sales teams and drive always-on sales plays.

Requirements: 

• Bachelors degree is required.
• 5+ years of marketing experience, with at least 2-3 years in product marketing in financial services or software/technology firms. Experience in B2B marketing is a plus.
• An understanding of, and experience with the Canadian retail advice and wealth management landscape is highly preferred. As is an interest in investing.
• Track record of successfully leading cross-functional marketing initiatives that have proven business results and customer satisfaction. Examples or a portfolio of positioning, thought leadership, and sales enablement assets will be helpful through the hiring process.
• Exceptional prioritization skills within a dynamic environment. Proven track record in performing well in fast-paced, collaborative environment and organizational skills to manage multiple projects with tight deadlines effectively.
• Powerful communication skills for internal and external outreach and advocacy. Portfolio of content creation to showcase different communication styles/approaches, a plus.
• Entrepreneurial spirit and professional confidence to initiate and lead new projects, even in the face of ambiguity. Self -starting, innovative mindset with a willingness to take risk, fail fast, iterate, and learn.
• Must be data-driven and understand how to translate marketing metrics into opportunities for action.
• Experience working with third party agencies and content creation partners.
• Strong attention to detail.
• Certifications and/or experience working in an Agile environment and using Jira, Eloqua, Adobe Experience Manager, Tableau, Google Analytics, On24, wikis, and Yammer, or similar.
• Any experience with, or knowledge of Morningstar’s product suite is an asset.

100_MstarResCanad Morningstar Research, Inc. (Canada) Legal Entity

Morningstar’s hybrid work environment gives you the opportunity to work remotely and collaborate in-person each week. We’ve found that we’re at our best when we’re purposely together on a regular basis, at least three days each week. A range of other benefits are also available to enhance flexibility as needs change. No matter where you are, you’ll have tools and resources to engage meaningfully with your global colleagues.