Set the for our direction in defense & security radar - turning market intelligence into sharp strategy, clear positioning, and winning plays, together with Product Management and our sales team.
As a Product Marketing Manager, you will be the strategic backbone of our Defense & Security go-to-market, owning how we understand the market, where we focus, and how we tell our story – and turning that into concrete go‑to‑market plans, launch plays, and sales enablement that accelerate adoption of our radar systems. You will structure market and competitive intelligence into clear segment strategies, partner closely with Sales, Product, and Leadership, and ensure our commercial efforts are pointed at the right opportunities with the right narrative for the right buyer. Acting as a trusted sparring partner to the Head of Marketing, Sales and Product Management, you will connect field insights, data, and customer conversations to shape priorities, narratives, and enablement across Defense and Security stakeholders. Your role is essential in translating a complex, fast-evolving market into clear choices, compelling product stories, and scalable commercial momentum – not just what we focus on, but how we position, launch, and sell in each segment.
Market & Competitive Intelligence – Build a structured, always-on view of the Defense & Security market that directly informs positioning, messaging, and GTM plans. Map key segments, decision-makers, and procurement models; track funding programs, regulatory developments, and ecosystem shifts; and develop clear TAM/SAM views and priority regions to guide focus, portfolio emphasis, and launch timing. Work closely with Sales to connect market and threat evolution to product narratives and use cases, ensuring our story reflects real operational needs rather than generic feature lists.
Field Insight & Commercial Strategy – Consolidate insights from Sales, Business Development, and Services into clear patterns, opportunities, and risks, and turn them into concrete commercial moves. Analyse revenue, installed base, win/loss data, and pipeline to identify growth levers, risks, white spaces and renewal drivers; translate these into segment strategies, priority missions, and recommendations for leadership and Product Management. Feedback recurring objections, deployment friction, and competitive patterns into improved positioning, pricing narratives, GTM initiatives, and sales plays that can be operationalised by the field.
Positioning & Narrative Development – Translate complex technical capabilities into mission- and outcome-oriented stories tailored to Defense and Security stakeholders, in close collaboration with Product Management and key customers. Define value propositions and messaging for ministries, military branches, police forces, airports, and critical infrastructure operators, ensuring everything we say is precise, credible, and aligned with operational and regulatory realities. Partner with Product to shape messaging frameworks across website, sales decks, trade shows, strategic bids, and customer communication so that each release and feature is anchored in a clear mission narrative rather than a spec sheet.
Go-to-Market Design – Shape segment-specific go-to-market approaches for Defense vs Security, and turn roadmap and portfolio milestones into executable GTM plans and campaigns. Adapt GTM to urgent deployments, structured procurement programs, and framework contracts; work with Product Management to understand what is coming when, and with Marketing and Sales to turn that into concrete campaigns, launch plays, focus initiatives, and enablement packages per segment and mission profile. Ensure that for each key release there is a clear target buyer, narrative, channel mix, and sales toolkit so the field knows how to position and sell it from day one.
Sales Enablement – Develop mission-based sales narratives, competitive insights, and create marketing assets with the branding team to support sales Create and maintain competitive battlecards. Support strategic bids and high-value opportunities with tailored arguments, positioning, and messaging, working with Product Management and Sales to ensure technical claims are accurate while the commercial story is compelling and consistent across regions. Support for the thought leadership program and the communication strategy.
Stakeholder Alignment & Governance – Act as the central point for Defense & Security marketing strategy, ensuring one coherent story and one set of GTM priorities across regions, channels, and teams. Align Product, Sales, Marketing, and Leadership on segment priorities, key messages, launch timelines, and sales enablement needs, and guard against overclaiming in a sensitive industry where credibility and compliance are critical to win and retain programs. Facilitate regular check-ins and reviews so market intelligence, product evolution, and field feedback stay tightly connected in how we position, launch, and sell our radar systems.
BA or MA degree in Marketing, Business, International Relations, Engineering, or a related field.
10+ years of experience in strategic marketing, product marketing, commercial strategy, or a similar role in a complex B2B or institutional environment, ideally with responsibility for positioning, GTM planning, and sales enablement.
Experience in Defense & Security, aerospace, robotics, or other deep-tech domains is strongly preferred.
Proven experience working with institutional or government buyers, long sales cycles, and multi-stakeholder decision processes, including supporting sales teams on strategic deals or tenders.
Demonstrated ability to build and interpret market models (TAM/SAM), analyse commercial data, and turn fragmented information into clear strategic recommendations, narratives, and concrete GTM initiatives.
Strong narrative and communication skills, with the ability to translate technical and operational complexity into simple, credible, and compelling stories and sales tools for senior audiences.
High standards for precision, credibility, and compliance in communication, especially in regulated or sensitive markets.
Advanced analytical skills and proficiency with tools such as Excel/Google Sheets; experience with CRM is a plus, especially where used to drive segmentation, targeting, and enablement.
Strategic partnership mindset – able to act as a sparring partner for management and Product, providing critical insights, challenging assumptions constructively, and co‑shaping narratives and GTM choices.
Structured, disciplined way of working with strong stakeholder management and influence skills across functions and seniority levels, from engineers to senior decision makers.
Resilient and calm under pressure – comfortable handling ambiguity, conflicting priorities, and tight timelines while maintaining quality and clarity in deliverables.
Fluency in spoken and written English; additional languages (such as Dutch or another European language) are considered a strong plus.
Additionally, depending on the role and its responsibilities we may request a certificate of conduct (VOG) before or during the employment period. We appreciate your understanding and cooperation in this matter
N.B. All applicants, we realize that this is quite the list and people come with various levels of experience. Don't be afraid to apply even if you feel you don't meet every desired skill. Our mission is a journey and there's plenty to learn on the way!
But of course, you should identify with our core values: We trust, We own it & We aim high.
Working for a Great Place to Work® certified company;
Comprehensive pension plan;
Commuting allowance;
30 days of paid holiday leave (with the possibility to buy 3 additional days);
Opportunities to develop your skills even further through training and certifications;
High quality laptop/desktop, monitor, noise canceling headphones, and any other equipment necessary for your role;
An international team of 30+ nationalities, full of high performance colleagues you can exchange experiences with and learn from. As well as having a lot of fun in our social events and Friday drinks!
Robin is a technology leader in tracking and classification of small objects. Our mission is to increase the safety of people and wildlife by preventing bird strikes in aviation, reducing the environmental impact of wind farms, and protecting humans and critical infrastructure against drones. We achieve this by combining purpose-built radars with unique software algorithms. This powerful combination allows us to provide actionable information that empowers users to prevent serious incidents.
We’re growing. Fast. In fact, we are one of the top 10 fastest‑growing companies in the Netherlands. But despite this growth, we stay true to our core values of trust, ownership and aiming high. At Robin, you don’t join just a team. You join a collective of bright minds driven by the belief that ‘doing things better’ is a continuous challenge.
Want to work on next-level radar tech, solve real problems, and never have to pretend your job has meaning?
You’ll fit right in, we’re saving you a seat.
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