Director, Product Marketing Location: Franklin, TN (Fully In-Office) Reports to: GVP, Marketing Strategy Overview We are seeking a strategic, market-driven leader to serve as our Director of Product Marketing. This role establishes dedicated product marketing leadership to define and articulate how our offerings create value in the market, translating complex solutions into clear, compelling positioning for distinct audiences and use cases. This role owns product and solution positioning, messaging, and audience insights across our portfolio as we continue to productize offerings and expand into priority segments. The Director of Product Marketing will lead go-to-market strategy in close partnership with Tech, Operations, Sales, Enablement, and Digital Strategy, serving as the connective tissue between market insight, product development, and GTM execution. This role is critical to strengthening how we communicate what we do, who it's for, and why it matters, ensuring product investments translate into adoption, growth, and measurable impact. Key Responsibilities Product & Solution Positioning

• Own positioning, messaging, and value propositions for our products, solutions, and key audience segments that span across members and suppliers
• Translate capabilities into differentiated, outcome-oriented narratives tailored to specific buyer personas and use cases
• Develop and maintain core messaging frameworks, including positioning statements, UVPs, proof points, and narrative hierarchies
• Ensure consistency and clarity across website, campaigns, sales & events materials, product launches, and partner communications.

Market, Audience & Competitive Intelligence

• Lead market and audience research to deeply understand customer needs, jobs-to-be-done, buying triggers, and objections
• Define and evolve buyer personas and audience segmentation across priority industries and customer types
• Own competitive intelligence, including win/loss insights, competitive positioning, and differentiation strategies
• Partner with Voice of Customer efforts to ensure insights are synthesized into actionable messaging and roadmap inputs

Go-To-Market Strategy & Launch

• Lead GTM strategy for new and existing products, solutions, and packaged offerings
• Define target audiences, launch plans, success metrics, and enablement requirements for each release
• Standardize messaging and enablement frameworks to ensure repeatability and scale across GTM motions
• Partner with Campaign Management, Revenue Marketing, Brand, and Partner Marketing to activate GTM plans across channels
• Ensure launches are grounded in clear value articulation and not feature-specific alone

Product Partnership & Roadmap Influence

• Serve as a strategic partner to Product and Technology teams as product management capabilities scale
• Bring market insights, customer needs, and sizing perspectives into product discovery, prioritization, and roadmap discussions
• Help identify opportunities to productize offerings based on repeatable value and market demand
• Act as the voice of the market in cross-functional planning forums

Sales & Enablement Collaboration

• Partner closely with Sales and Enablement teams to ensure teams are equipped to confidently articulate value
• Develop sales narratives, pitch frameworks, talk tracks, and supporting assets aligned to buyer journeys
• Support field readiness for launches, new segments, and evolving positioning
• Ensure feedback loops from Sales inform ongoing messaging refinement

Team Leadership & Strategic Influence

• Establish product marketing processes, frameworks, and best practices
• Bring a strong strategic POV to marketing leadership, planning, and executive discussions
• Elevate product marketing as a core driver of growth, alignment, and clarity across the organization

Qualifications

• 8-10+ years of experience in B2B product marketing, solutions marketing, or strategic marketing roles.
• Proven experience owning positioning, messaging, and go-to-market strategy for complex offerings
• Strong marketing and customer orientation, with experience translating insights into clear narratives
• Experience partnering closely with Product Management & Tech orgs, Sales, and Enablement teams
• Ability to operate at both strategic and executional levels, from frameworks to shipped assets
• Excellent written and verbal communication skills with strong storytelling capability
• Analytical thinker comfortable with ambiguity, market sizing, and prioritization
• Experience in tech-enabled platforms, marketplaces, or complex B2B ecosystems preferred

What Success Looks Like

• Clear, differentiated, and crisp messaging that explains what we do and why it matters
• Sales and Partner teams confident in articulating our value to the right audiences
• Stronger alignment between product roadmap, market needs, and GTM execution
• Scalable product marketing frameworks that support growth and productization