Softys

Product Marketing

• Develop and implement marketing strategies for the Professional (B2B) business, aligned with the unit's commercial and growth objectives.
• Manage the communications agency and other marketing vendors.
• Plan and execute the brand communication strategy, strengthening its market positioning.
• Develop branding, demand generation, and brand activation campaigns across different customer segments.
• Manage corporate social media channels, especially LinkedIn, and the communication calendar.
• Analyze the market, competitors, trends, and customer behavior to identify business opportunities and differentiation.
• Manage the product portfolio, assessing suitability for channel and customer needs, and identifying opportunities for expansion and gap-filling.
• Understand the particularities of different sales channels (direct customers, franchises, distributors, and retail), proposing appropriate strategies and initiatives for each segment.
• Lead product development and launch projects (Go-to-Market), coordinating with R&D, Quality, Legal, Supply, Trade Marketing, and Commercial teams.
• Develop briefs for packaging, promotional materials, campaigns, and other communication assets.
• Produce support materials for the commercial team, distributors, franchises, and strategic customers.
• Plan and execute marketing activities at events, trade shows, key clients, and strategic partners.
• Monitor performance indicators for campaigns, launches, investments, and marketing initiatives, proposing continuous improvements.

B2B Marketing Specialist – Branding, Portfolio, Go-to-Market