Segment Marketing Director

Description

Today’s world is crime-riddled. Criminals are everywhere - virtual, invisible and increasingly sophisticated. Traditional ways to prevent and investigate crime, terror and threats to national security are no longer enough. 

 Now imagine a world without the technology to stop terrorists, smugglers, drug dealers, traffickers, and criminals of all kinds. It’s a chilling thought. Technology is evolving incredibly fast. So are those looking to exploit it. At Cognyte, we rise to this challenge. For over 30 years, we’ve been partnering with law enforcement, national security and intelligence, and military intelligence agencies. Our mission: to help them eliminate the unknown.  

About the Role:

Cognyte is seeking a strategic, customer-obsessed Segment Marketing Director to lead early-funnel go-to-market segment strategy, for multiple segments. This role is responsible for aligning Cognyte’s multi-product and solutions offering into a unified, audience-tailored narrative, showing up as one company with one voice. 

You’ll work across product business units, solution marketing, regional field teams and corporate marketing to drive awareness, engagement and opportunity creation. If you’re passionate about public safety and national security, and thrive on orchestrating cross-functional execution, this role is for you. 

As a Cognyter you'll:

• Lead segment strategy and orchestration by aligning Cognyte’s portfolio to specific segment needs, priorities and challenges. 
• Develop and communicate compelling, segment-specific narratives that  integrate customer insights, market dynamics and product & solution strengths to drive engagement 
• Drive early funnel marketing strategy and positioning for each segment, from initial engagement to opportunity creation. 
• Define and prioritize marketing initiatives across sub-segments, aligning activities with business goals and specific audiences. 
• As the go-to resource for sales and regional teams, equip them with insights, use cases and messaging to support effective customer interactions and conversions. 
• Collaborate cross-functionally across marketing to ensure cohesive content, digital, event, regional and product marketing execution aligned with segment strategy. 
• Conduct ongoing competitive marketing research to set the foundation of differentiated positioning by analyzing how others engage and show up in the market. 
• Define and track KPIs across the segments, including awareness, engagement and early-funnel conversion, together with Marketing Ops teams. 

What Success Looks Like:

• Clear, unified story and offering for each segment 
• Increased awareness and engagement across key sub-segments 
• Measurable growth in early-funnel activity and lead quality 
• Strong alignment and collaboration across marketing, sales and product teams internal champion for law enforcement and military intelligence segments 

Requirements

Your Toolbox:

• 5+ years in B2B or B2G marketing; experience in segment or vertical marketing preferred 
• Proven ability to drive collaboration and cross-functional marketing execution 
• Excellent communication, storytelling and strategic thinking skills 
• Experience shaping GTM narratives, briefing creative teams, and partnering with sales 
• Comfortable engaging directly with customers and representing Cognyte at events 
• Experienced law enforcement or military intelligence veteran, with strong understanding of decision-making, missions and organizational structure of the segment – advantage.