Decide what goods a retail store will sell, and how they will be marketed.
A Product Marketing Engineer is the love child of “marketing” and “engineering.” It’s their job to use their knowledge of both disciplines to develop and execute strategies for marketing and selling highly engineered products.
Would you buy a product if you didn’t know what it was, how it worked, or what it did? If you asked most consumers, the answer would be a loud and emphatic, “No.” For that reason, companies that make and manufacture highly technical products — for example, software, machines, or chemicals — often hire Product Marketing Engineers.
As a Product Marketing Engineer, you’re like most Marketing Coordinators. You research, assess, and analyze market needs so you can better understand the needs of the consumer. You also consult with Engineers on product design so you can include features that appeal to customers. In addition, you develop marketing messages and materials so that the company can effectively explain — and ultimately, sell — product benefits to buyers.
To that end, common duties include conducting market research via customer focus groups and needs analyses, then creating product branding, positioning, and messaging. You also develop marketing collateral, including press releases, whitepapers, product profiles, advertisements, websites, and brochures. In addition, you perform product demonstrations at trade shows and sales meetings, consult on product design and pricing, and train Salespeople on product features and benefits. And on top of all that, you measure return on investment.
If you know marketing, all that should sound familiar. What separates you from a run-of-the-mill Marketing Coordinator, therefore, isn’t what you do. It’s what you know: Because you have an engineering background, you’re uniquely qualified to understand and explain the engineering benefits of the products you’re selling.