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
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)
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 MattersYour 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 MetricsYour 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)
