WHAT DOES AN INDUSTRY MARKETING MANAGER DO?

Published: Aug 27, 2025 - The Industry Marketing Manager supports sales efforts within the Services and Distribution vertical by developing industry-specific campaigns, messaging, and value propositions. This role involves researching market trends, competitive dynamics, and customer needs to create content and programs that enhance demand generation and enable sales effectiveness. The manager also collaborates cross-functionally with sales, field marketing, and partners to support account-based initiatives, create go-to-market strategies, and represent the brand at trade shows and customer engagements.

A Review of Professional Skills and Functions for Industry Marketing Manager

1. Industry Marketing Manager Functions

  • Marketing Ownership: Own the marketing plan and outcome on defined KPI´s for FSI in Northern Europe.
  • Sales Collaboration: Work in a business partnership with the sales team, industry specialists in the region.
  • Brand Positioning: Accountable for creating relevance for the ServiceNow brand in the industry (thought leadership) and delivering on a pipeline target (demand creation and acceleration).
  • Messaging Development: Build industry-specific messaging/solution value propositions for target buying centres, including the line of business that resonates in the market.
  • Industry Engagement: Identify key industry bodies, publications and 3rd parties to partner with/become members of, to extend scale, reach and influence to position ServiceNow as a thought leader in this industry.
  • Partner Strategy: Work closely with the partner organisation to identify key strategic partners and build joint GTM plans.
  • Campaign Oversight: Oversee the delivery of omni-channel, industry-focused, digital marketing campaigns.
  • Regional Alignment: Work closely with the rest of the Northern Marketing Team.
  • Pipeline Creation: Responsible for creating a pipeline.
  • Content Sourcing: Responsible for sourcing industry content from Corporate and EMEA Campaigns, plus Global Industry Marketing.
  • Content Localisation: Responsible for localising to optimise for the local market.
  • Event Integration: Responsible for embedding industry content/tracks into key events.

2. Industry Marketing Manager Details and Accountabilities

  • Customer Insight: Develop an in-depth understanding of customer needs within the Insurance segment.
  • Trend Monitoring: Monitor industry trends and build industry-specific buyer personas.
  • Storytelling Collaboration: Partner with Insurance Subject Matter Experts (SMEs) to craft and tell a story about the unique value Appian delivers for the Insurance industry.
  • Marketing Strategy: Define a global marketing strategy and plan for capturing the mindshare of target buyers, analysts, and partner community within the Insurance segment.
  • Content Creation: Collaborate with industry subject matter experts to create content that articulates value throughout the buyer journey.
  • Buyer Understanding: Understand the buying process and key stakeholders involved, and build internal and external content and messaging.
  • Lead Generation Tactics: Define tactics for generating awareness and high-quality leads for the Sales team.
  • Campaign Execution: Work with Demand Generation, Digital Marketing, Events, and Field Marketing teams on the execution of programs with measurement and goals.
  • Sales Enablement: Support product launch and sales enablement efforts by creating positioning/messaging documents, sales presentations, solution briefs, and other product collateral.

3. Industry Marketing Manager General Responsibilities

  • Sales Support: Help support sales opportunities within the Services and Distribution vertical.
  • Market Research: Research new and existing sub-vertical markets and use knowledge about consumers, trends, competition, and customers.
  • Message Development: Develop messages that will enable sales to be more effective.
  • Campaign Execution: Develop industry-specific campaigns/programs and messaging, working with field marketing, demand generation, sales, and other key stakeholders.
  • Deal Support: Collaborate with sales on target accounts and assist with deal supporting initiatives, including creating win themes, compelling presentations, high-end demand creation, value propositions, and differentiators.
  • Cross-Team Collaboration: Work with the Industry Director, Partner team, and Sales.
  • Partner Enablement: Identify new partners, joint value propositions, messaging, and sales tools to support and effectively launch them to the field.
  • Content Creation: Create content plans and assets that include industry thought leadership and specific industry messaging in support of various campaigns/programs.
  • Event Participation: Attend select trade shows, annual sales training, and occasional customer site visits.

4. Travel Industry Marketing Manager Key Accountabilities

  • Team Management: Manage the performance and development of the TIM team, including implementing an ongoing program of mentoring and skills development, setting and monitoring objectives, and conducting regular appraisals.
  • Partner Support: Ensure the TIM team remains focused on servicing the top-producing partners across all three portfolio brands (DLP, WDW, and DCL), with continued attention to key partner websites, social media channels, and content updates.
  • Campaign Planning: Lead the TIM team to develop new and innovative Integrated Campaign Planning (ICP) ideas for the trade as B2B executions and to partners as B2C initiatives.
  • Team Coordination: Work with the central Paris team, O-EMEA UK-based team, and North America teams.
  • Trade Engagement: Support the team in maximising trade engagement and education, manage and develop partner marketing, and drive innovation in the trade support landscape through new approaches.
  • Process Efficiency: Communicate and activate, along with maximising and utilising technology to champion efficiencies.
  • Marketing Collaboration: Collaborate with multiple stakeholders to support cross-channel communication and multi-channel marketing.
  • Annual Planning: Produce robust DDI TIM campaign plans for future fiscal years at the start of the Annual Operating Plan (AOP) planning process.
  • Insight Gathering: Identify key DDI trade learnings and insights throughout the fiscal year to input into quarterly reviews and the forthcoming AOP.
  • Competitive Research: Take the lead in assessing the travel industry landscape and maintaining an ongoing competitive overview through meetings, conferences, and research.

5. Travel Industry Marketing Manager Duties and Roles

  • Strategic Decision-Making: Make informed decisions on innovative ideas that could influence the DDI approach to trade marketing.
  • Campaign Planning: Work collaboratively with the Senior team to plan the campaign mechanics (i.e., offers, T&C, key visuals) in a synchronised and timely manner across all three brands.
  • Marketing Execution: Ensure effective integration within all trade marketing initiatives with flawless execution.
  • Stakeholder Management: Responsible for conjunct with the sales teams, developing strategic relationships with the key stakeholders of key partners across DDI, with a specific focus on nurturing and developing strategic marketing relationships.
  • Media Planning: Responsible for the initial development of the trade media plan and support team in media buying across key campaigns for all brands.
  • Logistics Oversight: Act as the primary stakeholder in the storage and distribution warehouse relationship (Paragon).
  • Collateral Approval: Responsible for the UK trade marketing sign-off and trade launch of any DDI brochure as and when relevant.
  • Tool Implementation: Oversee continued implementation from a marketing viewpoint of key portfolio trade tools, travel agency website and portals, including but not limited to Magikit, Disney Stars, BDE program, Sales Blitz and National Sales Weekends.
  • Workload Management: Manage the TIM team workload and deliverables on a weekly basis.
  • Budget Tracking: Track, monitor and manage the trade marketing budget elements.
  • Resource Integration: Develop synergies for travel trade marketing support across EMEA through innovation and effective use of resources and team members from TIM and OEMEA.

6. Industry Marketing Manager Roles and Responsibilities

  • Brand Strategy: Partner with Brand Director on brand strategy, including the setting of practice area brand style, messaging and positioning in line with the firm-wide brand guides.
  • Market Positioning: Analyze how the brand is positioned in the market and crystallize targeted insights.
  • Market Research: Monitor market trends, research client markets and competitors’ activities to identify opportunities and key issues.
  • Audience Profiling: Assist in developing personas for key marketing segments.
  • Campaign Development: Build marketing programs to support specific objectives across different channels and segments in support of the overall strategic marketing plan.
  • Business Case Creation: Develop business cases for marketing programs at the proposal stage and make recommendations on marketing tactics.
  • Performance Evaluation: Evaluate the impact of marketing programs in achieving their stated objectives.
  • Promotional Management: Create and manage promotional activities and collateral.
  • Automation Utilization: Effectively utilize marketing automation to aid in campaign delivery and reporting.
  • Program Execution: Lead the execution of marketing programs from start to finish, driving collaboration with stakeholders and leveraging the right internal processes.
  • Website Maintenance: Update website copy and images, as well as key SEO values.

7. Industry Marketing Manager Duties

  • Website Coordination: Work with the website team to get any extensive changes pushed to the website quickly and efficiently.
  • Project Management: Coordinate internal resources and third parties for the execution of projects.
  • Deadline Monitoring: Ensure on-time delivery of all projects in flight and provide a warning when things are going off track.
  • Social Media Planning: Create and deliver strong social media plans.
  • Content Promotion: Responsible for conceptualizing and delivering email, social, podcast and event promotion plans.
  • Cross-Functional Collaboration: Develop strong working relationships with other functional areas.
  • KPI Tracking: Measure and track assigned KPIs for marketing analysis.
  • Campaign Optimization: Adjust campaigns where performance improvement.
  • Budget Planning: Participate in the annual marketing budgeting process by contributing recommendations for investment to improve marketing.
  • Budget Management: Manage campaign-level budgets.
  • Messaging Development: Create dynamic, effective messaging for collateral, website, social, campaigns, and other marketing pieces.

8. Industry Marketing Manager Job Summary

  • Solution Identification: Determine repeatable solution opportunities vis-à-vis geography and lines of business within target verticals (financial services and healthcare).
  • GTM Strategy: Develop a Go-to-market strategy by aligning references with the best market opportunities.
  • Channel Development: Identify direct and indirect channel opportunities, and develop plans to achieve revenue goals.
  • Market Messaging: Create market positioning and messaging for Decisions solutions within the target industry.
  • Pain Point Analysis: Determine pain points and develop messaging that advances Decisions software.
  • Marketing Planning: Develop integrated go-to-marketing plans to help achieve these goals and track their benefits and costs.
  • Campaign Execution: Develop marketing materials and coordinate with cross-functional teams to execute industry marketing campaigns, events, PR, etc.
  • Thought Leadership: Build thought leadership programs to demonstrate domain expertise within the industry and identify/participate in key industry groups.
  • Sales Enablement: Generate sales enablement programs and materials, including execution of training and sales support materials such as demos, customer stories, competitive information, etc.
  • Sales Support: Support sales with customer visits, calls, and other relationship efforts.
  • Solution Advocacy: Advocate the value and importance of vertical solutions, selling internally and externally.

9. Senior Industry Marketing Manager Overview

  • Industry Expertise: Serve as a thought leader and vertical market expert in the assigned vertical/industry.
  • Strategic Planning: Set the strategy for the assigned vertical/industry, including micro-verticals inside the vertical to target and the overall go-to-market strategy.
  • Market Discovery: Interview customers and partners to identify new industry micro-verticals to target.
  • Content Publishing: Publish customer case study slides and sales kits for each micro-vertical.
  • Customer Engagement: Deliver at least one live customer interview per quarter.
  • Key Relationships: Responsible for relationships with key customers in the vertical.
  • Team Training: Train sales, product marketing, and demand generation teams on each new micro-vertical.
  • Campaign Design: Work with product marketing and Demand Generation teams to design cross-channel campaigns to reach opportunity generation targets.
  • Content Development: Work with product marketing to produce compelling micro-vertical content to be used by sales and in marketing campaigns.

10. Senior Industry Marketing Manager Job Summary

  • Sales Enablement: Ensure tight alignment with industry selling leaders and deliver content, competitive positioning, and sales tools necessary for funnel acceleration and closing deals.
  • Sales Partnership: Partner with sales to serve as an industry expert.
  • Value Proposition: Help drive the value proposition and close deals.
  • Product Insight: Increase customer voice and participate in the product development cycle by providing vertical/industry expertise in trends.
  • Event Collaboration: Collaborate with cross-functional teams in events (tradeshows, webinars, conferences, etc.).
  • Thought Leadership: Present as a thought leader in vertical/industry breakouts.
  • Inspiration Delivery: Inspire Sage Intacct customers, partners, and employees with an industry point of view.
  • Demand Generation Support: Infuse customer success, industry domain expertise and relevance into marketing programs designed to drive demand generation.
Relevant Information
What Does An Industry Manager Do?