Senior Manager, Upstream & Downstream Marketing

Senior Manager, Upstream & Downstream Marketing

Summary

The Manager of Upstream & Downstream Marketing is responsible for shaping product strategy through deep market insight and driving commercial success through effective go-to-market execution. This role bridges product, marketing, sales, and customer experience to ensure that what the company builds aligns with market needs-and that what the company launches succeeds in the market. The ideal candidate can develop and integrated marketing plan and is comfortable with ambiguity, and skilled at turning insights into action.

Key Responsibilities

Upstream Marketing (Market Insight & Product Strategy)

• Lead market research, customer segmentation, competitive analysis, and voice-of-customer programs to identify unmet needs and growth opportunities.
• Partner with Product Management to define product positioning, value propositions, and long-term roadmap priorities.
• Develop business cases for new products, features, and market expansions.
• Translate market insights into clear product requirements and strategic recommendations.
• Monitor industry trends, competitive pricing, emerging technologies, and regulatory changes that may impact product strategy.

Downstream Marketing (Go-to-Market & Demand Generation)

• Own the go-to-market strategy for new product launches, including messaging, pricing input, channel strategy, and sales enablement.
• Build integrated marketing campaigns across digital, content, events, and partner channels to drive awareness, adoption, and revenue.
• Collaborate with Sales to develop tools, training, and collateral that support effective selling.
• Optimize marketing funnel performance through data-driven experimentation and continuous improvement.
• Develop and track KPIs on leads, product adoption, customer acquisition cost, and campaign ROI.

Cross-Functional Leadership

• Serve as the connective tissue between Product, Sales, Marketing, and Customer Success.
• Facilitate alignment on product priorities, launch timelines, and market messaging.
• Present insights and recommendations to senior leadership to guide strategic decisions.
• Manage external agencies, research partners, and vendors as needed.

Qualifications

• Bachelor's degree in Marketing, Business, or related field; MBA preferred.
• 5-8+ years of experience in product marketing, strategic marketing, or related roles.
• Demonstrated success in both upstream (strategy, research, positioning) and downstream (campaigns, GTM, enablement) marketing.
• Strong analytical skills with the ability to translate data into actionable insights.
• Excellent communication, storytelling, and cross-functional collaboration abilities.
• Experience in dental is a plus.

Success Looks Like

• Clear, insight-driven plans that aligns with market needs - both push for dealers and demand gen for end users.
• Strong, differentiated product positioning that resonates with target audiences.
• High-impact launches that accelerate adoption and revenue.
• A predictable, scalable marketing engine that supports growth.
• A unified commercial team aligned around the same story and strategy.

DentalEZ provides equal employment opportunity to all individuals regardless of their race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, genetic information or any other characteristic protected by state, federal, or local law. DentalEZ is a drug free workplace; candidates subject to post-offer, pre-employment drug screening.