We are building product marketing as a dedicated function for the first time and looking for someone to own it and build it. This role takes our products to market: positioning and messaging across the suite, who each product is for by shop size and by role, the launch plans that turn a release into revenue, and our competitive picture. This is a hands-on role. You will write the messaging, build the plan, and sit with sales to make sure it lands. Over time you will build the function, hire and develop product marketers, and put in place the standards and playbooks it runs on. The scope of this role grows with the function you build.
Product marketing works across product, sales, and marketing. You take what is coming from Product and turn it into something Sales can sell. Before a campaign goes out, this role provides the air cover: segmented messaging and content that warms up a market so a prospect is already primed when sales makes contact. You will coordinate with demand generation and content so one message reaches each segment through one plan, not several.
Responsibilities- Own positioning, messaging, and value proposition for every product in the AutoVitals suite, grounded in buyer needs and differentiated by shop size and by buyer role
- Define who we sell to by revenue band, location count, and role, and keep that segmentation and their pain points current as the product catalog and market evolve
- Partner with Product on what is coming and translate the roadmap into market-facing language before it ships
- Partner with Brand on product naming and identity so the product story and the company story line up
- Own the go-to-market plan for every launch on the product roadmap, including audience, message, sequence, channels, internal readiness across sales, support, training, and shop success, and the measures of whether it worked
- Own the launch communication plan across clients, prospects, and internal teams, including FAQs so everyone answers questions the same way
- Own adoption of features already in market, not just what is new, so existing shops know what they have and use it
- Own the competitive picture end to end, including who we win against, who we lose to, and why, with battlecards, win and loss themes, and positioning against the platforms shops evaluate alongside us
- Bring the competitive read into pricing, packaging, and roadmap conversations, and keep leadership current on what is changing in the market
- Build the material sales actually uses: decks, one-pagers, talk tracks, objection handling, and FAQs tied to the problems shops are trying to solve
- Own the customer proof points and reference stories sales relies on, and work with content to get them produced
- Give campaigns air cover with segmented messaging and content that runs ahead of outreach, coordinating with demand generation and content so one consistent message reaches each segment
- Measure what you build against sales adoption and pipeline, and improve it based on what closes
- Build product marketing into a function with defined standards, process, and an operating cadence with product, sales, and the rest of marketing so launches are planned, not reactive
- Hire, onboard, and develop product marketers as the team grows, and define how they align to areas of the product and their product management counterparts
Requirements- 6+ years in product marketing at a B2B SaaS or technology company
- Experience conducting market discovery through customer, prospect, and win and loss interviews, then translating those insights into validated market problems, buyer personas, positioning, and go-to-market decisions
- Experience managing or developing product marketers and building the process, standards, and playbooks a function runs on, not only doing the work yourself
- Track record owning product launches end to end, from positioning through sales readiness and results
- Strong writer and clear communicator who can take a technical product and say plainly what it does and who it is for, across all levels of an organization
- Experience building competitive intelligence from scratch, including research, battlecards, and win and loss analysis
- Experience segmenting a market and building differentiated messaging by segment and by buyer role
- Comfortable working directly with sales reps, sitting in on calls, and building what they will actually use
- Data-literate, able to connect messaging and launch work to pipeline and bookings
- Comfortable building from scratch in a fast-moving environment where not everything is defined yet
- Bonus
- Pragmatic Marketing or Product Marketing Alliance certification
- Experience taking a multi-product platform to market
- Experience marketing to small and medium-sized businesses, particularly in automotive, home services, or a similar vertical
- Familiarity with Salesforce and HubSpot
- Background or knowledge of the automotive repair industry
Salary Range TransparencyAnnual Total Compensation Range: $135,000 - $155,000 OTE (includes base salary up to $140,909 + 10% target bonus).
Individual compensation offers are determined based on a variety of factors, including geographic location, applicable skills, educational background, relevant experience
Benefits- Medical/Dental/Vision
- Flexible Spending Account
- 401K Match
- Flexible PTO
