Solution Marketing Manager - Broadband Market

Responsibilities

 

Strategic Marketing Leadership

• Own and execute the broadband vertical marketing strategy aligned with the Broadband Business Unit and Sales Teams priorities

• Align marketing initiatives to business objectives: pipeline growth, revenue generation, and market share expansion

• Leverage market intelligence and competitive insights to craft strategies that enhance market position

• Conceptualize and drive primary market research to better understand marketplace and customer needs

• Monitor 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 infrastructure

• Work with Market Development to track competitive landscape, emerging technologies, and industry standards

• Define buyer personas and map the buyer's journey from awareness to decision across service provider, hyperscale, and wholesale carrier segments

Messaging, Positioning, and Go-To Market

• Lead cross-functional collaboration to craft compelling messaging and differentiated value propositions

• Conduct stakeholder interviews (internal and external) to refine customer personas and messaging frameworks

• Own the messaging hierarchy from thought leadership themes to solution positioning to product messaging

• Define proof points, competitive differentiators, and customer success stories

• Tailor messaging for different buyer personas (executive, technical, procurement) and decision stages

• Develop content roadmaps covering thought leadership, solution launches, and product messaging

• Define broadband product and solution categorization and website architecture

• Refresh content catalog and web assets

• Develop solution and product branding and naming frameworks with the Broadband Business Unit and Corporate Branding

• Develop and manage go-to-market plans and launch tiers for grid solutions and product releases

• Ensure messaging consistency and brand alignment across all channels and touchpoints

• Integrate PR and publication opportunities to strengthen brand awareness and credibility

Sales 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 thought

• leadership content

• Educate internal stakeholders on broadband marketing plans, solutions, positioning, and market strategy

• Develop training programs on solution capabilities, competitive positioning, and value propositions

• Enable sales teams with presentation templates, case studies, and competitive battle cards

• Work with channel management to enable channel partners with market insights, solution training, and customer-facing collateral

• Partner with Product Line Management to translate technical product capabilities into market-facing value propositions

• Collaborate with Solutions/Application Engineers to ensure technical accuracy and application

• relevance

• Work with Market Development Manager to align on market priorities and thought leadership topics

• Coordinate with other Solution Marketing Managers on messaging, scheduling, and resource allocation

• Partner with Campaign Manager to activate campaigns across digital, social, paid media and PR

• Brief Marketing Services (web/digital, design, video, events) with clear priorities and ensure adherence to SLAs and project deadlines

• Allocate and manage vertical marketing budget to maximize ROI across campaigns, content production, events, and partner programs

• Define success metrics and KPIs: leads, pipeline, revenue influence, brand awareness

• Track quarterly OKRs and analyze results to adjust strategy based on performance data

Qualifications and Experience

Required

• Bachelor's degree in Marketing, Business or related field

• 5+ years of B2B marketing experience in solution marketing or product marketing

• 5+ years working in the Broadband/Telecommunications sector with deep understanding of fiber optic network infrastructure

• Strong understanding of broadband market dynamics, grid infrastructure, regulatory environment, and infrastructure challenges

• Track record of successful product and solution launches in broadband or telecommunications markets

• Demonstrated success in creating messaging frameworks, competitive positioning, and buyer personas

• Experience managing marketing budgets and delivering measurable results

• Experience leading cross-functional initiatives across product management, market development, engineering, sales, and marketing teams

Preferred

• Experience with hyperscale data center customers, Tier 1/2 carriers, or fiber-to-the-home operators

• Direct experience with service provider network planning and deployment cycles

• Knowledge of fiber optic technology, outside plant construction, and network design principles

Technical Competencies

• Strategic marketing planning: Developing vertical marketing strategies, go-to-market plans, and integrated campaign roadmaps

• Messaging and positioning expertise: Creating messaging hierarchies from thought leadership to solutions to product level for technical B2B audiences

• Solution 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 interviews

• Buyer journey mapping: Defining personas and content strategies across awareness, consideration, and decision stages

• Performance analytics: Defining KPIs, tracking campaign performance, pipeline influence, and revenue attribution

• Budget management: Allocating resources across campaigns, content, events, and partner programs to maximize ROI

• Proficiency in marketing automation platforms, CRM systems (Salesforce), and analytics tools

• Understanding of digital marketing channels, SEO, paid media, and demand generation tactics

• Deep knowledge of broadband industry trends, fiber network architecture, and service provider/hyperscaler business models

Behavioral Competencies

• Strategic thinker: Synthesizes market intelligence, competitive insights, and business objectives into actionable marketing strategies

• Content strategist: Develop content roadmaps, editorial calendars, and thought leadership programs that drive market engagement

• Launch leader: Sets launch tiers, coordinates cross-functional teams, and executes integrated go-to-market programs

• Customer-focused: Translates customer challenges and industry trends into compelling value propositions and positioning

• Cross-functional collaborator: Builds strong partnerships across product management, sales, engineering, and marketing teams

• Data-informed decision maker: Uses analytics and performance metrics to optimize strategy and demonstrate marketing impact

• Influential communicator: Articulates complex technical concepts and strategic recommendations to executive stakeholders

• Entrepreneurial mindset: Takes ownership of vertical performance, identifies opportunities, and drives initiatives independently

• Adaptable and resilient: Thrives in fast-paced environments, manages competing priorities, and adjusts strategy based on market feedback

• Results-oriented: Focuses on business outcomes (pipeline, revenue, market share) rather than activity metrics

• Collaborative negotiator: Balances resource allocation and priorities across multiple stakeholders and competing initiatives

Working Conditions

• Hybrid, three days office, two days remote

• 10% travel, predominantly domestic

Who You Will Work With

Interfaces – Internal

• Director of Solution Marketing (reporting line)

• Technical Copywriter

• Solution Marketing Department peers

• Market Development Manager (Broadband)

• Product Line Managers

• Solutions Engineers, Application Engineers

• Solution Marketing Campaign Manager

• Marketing Services (web/digital, design, video, events)

• Broadband Sales Team and Sales Leadership

• Broadband Business Unit Leadership

• Channel/Partner Sales Manager

• Corporate Marketing and Communications

Interfaces – External

• Service providers (Tier 1, Tier 2, regional carriers)

• Hyperscale data center operators

• Cable operators and MSOs

• Fiber-to-the-home/business operators

• Wholesale carriers and dark fiber providers

• Network construction contractors and integrators

• Channel partners and sales agents

• Trade publications and media

Why This Role Matters

Your leadership will:

• Shape AFL's market position in the rapidly expanding broadband and data center interconnection sector during a critical network infrastructure build-out era

• Drive revenue growth by aligning marketing strategy with sales priorities and pipeline development

• Establish AFL as a trusted strategic partner for service providers and hyperscalers navigating network capacity expansion, fiber deployment, and interconnection challenges

• Create competitive advantage through differentiated positioning and compelling value propositions that resonate with network operators and decision-makers

• Enable sales success through high-quality content, training, and tools that accelerate deal cycles and improve win rates

• Influence industry conversations and customer perceptions through thought leadership and strategic communications

• Develop organizational marketing capabilities and team talent for sustained competitive advantage

Success Metrics

Your impact will be measured by:

• Marketing-influenced pipeline and revenue contribution for broadband vertical

• MQL to SQL conversion rates from marketing campaigns

• Market share growth and competitive win rates in target utility segments

• Sales enablement adoption: Usage and feedback on tools, content, and training programs

• Content performance: Downloads, engagement, and lead generation from white papers, case studies, and thought leadership

• Launch success: Time-to-market, sales adoption, and revenue achievement for new solutions and products

• Brand awareness and perception metrics in target utility segments

• Quarterly OKR achievement and strategic initiative completion

• Team development: Performance and growth of direct report(s)