We are seeking a dynamic, strategic, and collaborative Director of Segment Marketing to drive our go-to-market strategy for key customer segments. This role is responsible for deeply understanding vertical markets, defining segment-level messaging and positioning, and supporting the integrated marketing programs that drive awareness, interest and adoption.
This role blends elements of segment marketing, vertical thought leadership, and product marketing. You'll act as the voice of the customer internally—bringing insights to inform marketing strategy, sales enablement, and content development—and as the voice of Bloom externally—crafting compelling, tailored narratives that resonate with decision-makers across industry sectors.
The ideal candidate has deep experience marketing to technical or regulated industries and thrives at the intersection of strategy, data, storytelling, and execution.
Role and Responsibilities:
Segment strategy and prioritization: Develop deep understanding of target verticals (e.g., data centers, manufacturing, healthcare, public sector), including customer needs, industry trends, and competitive dynamics.
Messaging and positioning: Create and maintain differentiated segment-level value propositions and messaging frameworks tailored to business and technical decision-makers.
Industry narratives and content: Partner with communications, demand generation, and subject matter experts to develop high-impact, segment-specific content, including whitepapers, presentations, use cases, customer stories, and executive thought leadership. Contribute to the creation of prospect/customer facing content while delivering key messages in key briefings, event keynotes, webinars etc.
Go-to-market enablement: Translate segment strategies into actionable tools for Sales, including pitch decks, battlecards, FAQs, and objection handling guides. Lead readiness initiatives for major campaigns, launches, and regional plays.
Campaign and field collaboration: Work with demand generation and field marketing colleagues to shape segment-specific campaign themes, audience targeting, events and program content. Support localization where needed.
Influencer and ecosystem engagement: Identify and cultivate relationships with key influencers, analysts, policy leaders, and industry organizations within priority segments. Build third-party validation and amplify Bloom’s thought leadership through partnerships, speaking opportunities, and content collaboration.
Customer marketing and advocacy: Partner with Service and Sales teams to turn satisfied customers into advocates. Develop case studies, testimonials, references, and co-marketing opportunities that demonstrate value and build trust within each segment. Develop and drive Client Advisory boards and Customer conference.
Customer and market insights: Conduct qualitative and quantitative research (directly and via partners) to uncover buying criteria, persona needs, and barriers to adoption. Feed insights into content, product, and campaign strategy.
Cross-functional alignment: Act as the connective tissue between marketing, sales, product, and policy teams—ensuring Bloom’s GTM approach reflects the realities of our customers and their operating environments.
Performance measurement: Define KPIs for segment marketing success, such as awareness, engagement, influence on pipeline, and sales enablement usage. Use data to inform ongoing prioritization and optimization.
Skills and Experience:
BS/BA degree and 10+ years of B2B marketing experience, including segment marketing, industry marketing, or product marketing in complex or regulated markets.
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