Director of Product Marketing

About Our Client

The company is a profitable, series A, martech provider backed by Accel with a $10bn+ TAM. We are seeking a Director of Product Marketing who will play a pivotal role in defining and executing the go-to-market strategy with a product-led growth focus.

Role Overview

The Director of Product Marketing will be responsible for helping the company refine its focus on identifying and reaching its ideal customer profile (ICP). This role is critical in ensuring that our product differentiation, positioning, and go-to-market strategies are aligned to serve the right audiences, drive growth, and improve customer retention. The ideal candidate will have experience with horizontal SaaS and experience marketing broad-use products.

As a first principles thinker with a deep empathy for customers, you will help segment and prioritize target personas, refine product positioning, and create strategies for product adoption, use-case expansion, and customer retention.

Key Responsibilities

1. **ICP Segmentation & Prioritization**

- Conduct in-depth market research to segment and prioritize target ICPs.

- Analyze customer data to identify key industries, buyer personas, and use cases.

- Collaborate with the engineering and product teams to guide product differentiation based on ICP insights.

2. **Product Positioning & Content Strategy**

- Develop clear positioning strategies and messaging tailored to the identified ICP.

- Create compelling content, including case studies, white papers, and educational materials, to drive product adoption among target personas.

- Align product features with customer pain points and goals to improve product differentiation.

3. **Go-to-Market Strategy**

- Design and implement go-to-market strategies to effectively reach and convert target ICPs.

- Diversify demand generation channels beyond Google SEO by leveraging data-driven marketing campaigns.

- Collaborate with the sales and marketing teams to refine trial-to-paid conversion processes.

4. **Customer Retention & Expansion**

- Create strategies to help existing customers discover and adopt additional use cases.

- Develop customer education materials to drive awareness of the full product capabilities.

- Partner with customer success teams to improve retention and expansion revenue.

What does success look like in this role?

**ICP Understanding & Differentiation**: Provide clear insights on the company's target ICP to guide product differentiation and engineering efforts.

**Improved Product Positioning**: Drive increased ARPU (average revenue per user) through effective positioning and content tailored to the ICP.

**Enhanced Go-to-Market Execution**: Increase trial-to-paid conversions and diversify demand channels beyond Google SEO.

**Retention & Use Case Expansion**: Improve retention and revenue by educating customers on multiple use cases beyond their initial adoption.

Qualifications

**Experience in PLG (Product-Led Growth)**: Strong product marketing experience with a focus on PLG strategies. Understanding of self-serve SaaS models is essential.

**Market Research Expertise**: Proven ability to conduct market research and translate findings into actionable insights for product development and marketing.

**Content Creation & Positioning Skills**: Strong content creation skills, with a track record of developing positioning strategies that resonate with target audiences.

**Go-to-Market Expertise**: Experience in launching and scaling go-to-market campaigns across various channels.

**Customer Empathy**: Deep empathy for customers with the ability to align product messaging with customer pain points and goals.

**Analytical & Strategic Mindset**: Strong analytical skills, with a focus on data-driven decision-making.

Preferred Traits

**First Principles Thinker**: Ability to reason from fundamental principles rather than pattern matching.

**Market-Centric**: Strong disposition for market research and customer insights.

**Comfortable with Ambiguity**: Ability to operate and make decisions in a fast-paced, evolving environment.

**Builder’s Mentality**: Passionate about growing startups and developing new categories.

The successful candidate can be located anywhere in EST.