Solution Marketing Manager - Broadband Market

ResponsibilitiesStrategic Marketing LeadershipOwn and execute the broadband vertical marketing strategy aligned with the Broadband Business Unit and Sales Teams prioritiesAlign marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansionLeverage market intelligence and competitive insights to craft strategies that enhance market positionConceptualize and drive primary market research to better understand marketplace and customer needsMonitor market trends across data center interconnection, long-haul optimization, metro/regional fiber builds, and FTTX deployments, and maintain expertise across key network areas: hyperscale data centers, carrier long-haul and metro networks, fiber-to-the-home/business, and outside plant infrastructureWork with Market Development to track competitive landscape, emerging technologies, and industry standardsDefine buyer personas and map the buyer's journey from awareness to decision across service provider, hyperscale, and wholesale carrier segmentsMessaging, Positioning, and Go-To MarketLead cross-functional collaboration to craft compelling messaging and differentiated value propositionsConduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworksOwn the messaging hierarchy from thought leadership themes to solution positioning to product messagingDefine proof points, competitive differentiators, and customer success storiesTailor messaging for different buyer personas (executive, technical, procurement) and decision stagesDevelop content roadmaps covering thought leadership, solution launches, and product messagingDefine broadband product and solution categorization and website architectureRefresh content catalog and web assetsDevelop solution and product branding and naming frameworks with the Broadband Business Unit and Corporate BrandingDevelop and manage go-to-market plans and launch tiers for grid solutions and product releasesEnsure messaging consistency and brand alignment across all channels and touchpointsIntegrate PR and publication opportunities to strengthen brand awareness and credibilitySales Enablement, Collaboration, and Performance Management Recruit, lead, develop, and collaborate closely with Technical Copywriter (Broadband)Brief and direct content creation; review and approve white papers, case studies, and thoughtleadership contentEducate internal stakeholders on broadband marketing plans, solutions, positioning, and market strategyDevelop training programs on solution capabilities, competitive positioning, and value propositionsEnable sales teams with presentation templates, case studies, and competitive battle cardsWork with channel management to enable channel partners with market insights, solution training, and customer-facing collateralPartner with Product Line Management to translate technical product capabilities into market-facing value propositionsCollaborate with Solutions/Application Engineers to ensure technical accuracy and applicationrelevanceWork with Market Development Manager to align on market priorities and thought leadership topicsCoordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocationPartner with Campaign Manager to activate campaigns across digital, social, paid media and PRBrief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlinesAllocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programsDefine success metrics and KPIs: leads, pipeline, revenue influence, brand awarenessTrack quarterly OKRs and analyze results to adjust strategy based on performance dataQualifications and ExperienceRequiredBachelor's degree in Marketing, Business or related field5+ years of B2B marketing experience in solution marketing or product marketing5+ years working in the Broadband/Telecommunications sector with deep understanding of fiber optic network infrastructureStrong understanding of broadband market dynamics, grid infrastructure, regulatory environment, and infrastructure challengesTrack record of successful product and solution launches in broadband or telecommunications marketsDemonstrated success in creating messaging frameworks, competitive positioning, and buyer personasExperience managing marketing budgets and delivering measurable resultsExperience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teamsPreferredExperience with hyperscale data center customers, Tier 1/2 carriers, or fiber-to-the-home operatorsDirect experience with service provider network planning and deployment cyclesKnowledge of fiber optic technology, outside plant construction, and network design principlesTechnical CompetenciesStrategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmapsMessaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiencesSolution 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 interviewsBuyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stagesPerformance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attributionBudget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROIProficiency in marketing automation platforms, CRM systems (Salesforce), and analytics toolsUnderstanding of digital marketing channels, SEO, paid media, and demand generation tacticsDeep knowledge of broadband industry trends, fiber network architecture, and service provider/hyperscaler business modelsBehavioral CompetenciesStrategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategiesContent strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagementLaunch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programsCustomer-focused: Translates customer challenges and industry trends into compelling value propositions and positioningCross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teamsData-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impactInfluential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholdersEntrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independentlyAdaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedbackResults-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metricsCollaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiativesWorking ConditionsHybrid, three days office, two days remote10% travel, predominantly domesticWho You Will Work WithInterfaces – InternalDirector of Solution Marketing (reporting line)Technical CopywriterSolution Marketing Department peersMarket Development Manager (Broadband)Product Line ManagersSolutions Engineers, Application EngineersSolution Marketing Campaign ManagerMarketing Services (web/digital, design, video, events)Broadband Sales Team and Sales LeadershipBroadband Business Unit LeadershipChannel/Partner Sales ManagerCorporate Marketing and CommunicationsInterfaces – ExternalService providers (Tier 1, Tier 2, regional carriers)Hyperscale data center operatorsCable operators and MSOsFiber-to-the-home/business operatorsWholesale carriers and dark fiber providersNetwork construction contractors and integratorsChannel partners and sales agentsTrade publications and mediaWhy This Role MattersYour leadership will:Shape AFL's market position in the rapidly expanding broadband and data center interconnection sector during a critical network infrastructure build-out eraDrive revenue growth by aligning marketing strategy with sales priorities and pipeline developmentEstablish AFL as a trusted strategic partner for service providers and hyperscalers navigating network capacity expansion, fiber deployment, and interconnection challengesCreate competitive advantage through differentiated positioning and compelling value propositions that resonate with network operators and decision-makersEnable sales success through high-quality content, training, and tools that accelerate deal cycles and improve win ratesInfluence industry conversations and customer perceptions through thought leadership and strategic communicationsDevelop organizational marketing capabilities and team talent for sustained competitive advantageSuccess MetricsYour impact will be measured by:Marketing-influenced pipeline and revenue contribution for broadband verticalMQL to SQL conversion rates from marketing campaignsMarket share growth and competitive win rates in target utility segmentsSales enablement adoption: Usage and feedback on tools, content, and training programsContent performance: Downloads, engagement, and lead generation from white papers, case studies, and thought leadershipLaunch success: Time-to-market, sales adoption, and revenue achievement for new solutions and productsBrand awareness and perception metrics in target utility segmentsQuarterly OKR achievement and strategic initiative completionTeam development: Performance and growth of direct report(s)Job SummaryRequisition Number: SOLUT008596Job Category: AdministrativeSchedule: Full-Time