About this role
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)