Product Marketing Manager

Role & responsibilities

• Develop and execute product marketing strategies aligned with business objectives, product roadmaps, target audiences, and revenue goals.
• Define product positioning, messaging, value propositions, and competitive differentiation across customer segments and market channels.
• Conduct market research, customer interviews, competitive analysis, and industry assessments to identify customer needs and market opportunities.
• Lead go-to-market (GTM) planning and execution for new product launches, feature releases, product enhancements, and market expansions.
• Collaborate with product management, sales, engineering, customer success, and marketing teams to ensure consistent product messaging and effective market execution.
• Develop buyer personas, customer journey maps, ideal customer profiles, and segmentation strategies to improve targeting and engagement.
• Create marketing assets, including product presentations, solution briefs, case studies, website content, sales collateral, product demos, and thought leadership materials.
• Enable sales teams with competitive battlecards, product messaging guides, objection-handling resources, and training programs.
• Develop pricing, packaging, and product adoption strategies in collaboration with product, sales, and finance teams.
• Plan and execute demand generation campaigns, integrated marketing programs, webinars, events, and digital marketing initiatives.
• Monitor product marketing performance using KPIs such as pipeline contribution, lead conversion, product adoption, customer retention, and revenue growth.
• Analyze customer feedback, campaign results, and market trends to refine positioning, messaging, and marketing strategies.
• Manage product marketing budgets, campaign priorities, timelines, and external agency relationships.
• Support customer advocacy initiatives, including testimonials, reference programs, case studies, and customer success stories.
• Track competitor offerings, pricing, product launches, and positioning to identify opportunities for differentiation.
• Present go-to-market strategies, market insights, campaign performance, and recommendations to senior leadership.

Preferred candidate profile

• Bachelor's or Master's degree in Marketing, Business Administration, Communications, Economics, Computer Science, or a related discipline.
• MBA in Marketing or Business Strategy is desirable, particularly for senior roles involving strategic planning and business ownership.
• Typically 7 to 12 years of experience in product marketing, go-to-market strategy, product management, or B2B/B2C marketing.
• Proven experience developing product positioning, messaging frameworks, customer segmentation, and competitive differentiation strategies.
• Demonstrated success in planning and executing product launches, market expansion initiatives, and integrated go-to-market programs.
• Strong understanding of customer research, market sizing, buyer personas, customer journeys, and product-market fit.
• Experience creating sales enablement materials, product presentations, competitive battlecards, case studies, and marketing content.
• Familiarity with demand generation, digital marketing, content marketing, CRM platforms, and marketing automation tools such as Salesforce, HubSpot, or Marketo.
• Strong analytical skills with experience measuring campaign performance, pipeline contribution, customer acquisition, product adoption, and marketing ROI.
• Ability to translate complex technical or product capabilities into clear, compelling customer benefits and business value.
• Excellent written communication, presentation, storytelling, stakeholder management, and cross-functional collaboration skills.
• Experience working closely with product management, sales, customer success, and executive leadership teams.
• Familiarity with SaaS business models, enterprise software, cloud platforms, or technology products is an advantage.
• Product Marketing Alliance (PMA), Pragmatic Institute, or relevant marketing certifications are desirable but not mandatory.
• Demonstrated ability to manage multiple projects, influence stakeholders, prioritize initiatives, and deliver measurable commercial outcomes.