SOL Capital Management

Director of Product Marketing

Remote, US$182,000-$218,000Posted 1 day ago

RemoteFull-Time Contract Product Marketing $200k+

Job Description

Job Summary

We are seeking a strategic, analytical, and results-oriented Director of Product Marketing to lead product marketing strategy, positioning, messaging, go-to-market execution, product launches, competitive intelligence, and customer-focused marketing initiatives.

The Director of Product Marketing will work closely with Product Management, Sales, Demand Generation, Brand, Customer Success, and Executive Leadership to translate product capabilities and customer needs into compelling market strategies and measurable business outcomes.

This position is responsible for building scalable product marketing programs that strengthen product positioning, support revenue growth, improve product adoption, and create alignment across the customer lifecycle.

Key Responsibilities1. Product Marketing Strategy

Develop and execute comprehensive product marketing strategies aligned with corporate and product objectives.
Define product positioning, messaging, value propositions, and market differentiation.
Develop marketing plans for products throughout their lifecycle.
Identify opportunities to increase product awareness, demand, adoption, and customer engagement.
Establish product marketing objectives, priorities, budgets, and performance metrics.
Translate business and product strategies into actionable marketing programs.

2. Go-to-Market Strategy

Lead go-to-market strategy and planning for new products, features, services, and major enhancements.
Define target markets, customer segments, buyer personas, use cases, and value propositions.
Develop launch plans, timelines, messaging frameworks, campaign strategies, and enablement materials.
Coordinate cross-functional launch activities across Product, Sales, Marketing, Customer Success, and Operations.
Monitor launch performance and optimize strategies based on market response and business results.

3. Product Positioning & Messaging

Create differentiated positioning that clearly communicates customer value.
Develop product narratives, messaging frameworks, competitive differentiation, and customer-facing value propositions.
Adapt product messaging for different audiences, industries, customer segments, and sales channels.
Ensure consistency of product messaging across websites, campaigns, sales materials, presentations, and other channels.
Partner with Brand and Corporate Marketing teams to maintain alignment with the company’s overall brand strategy.

4. Market Research & Customer Insights

Conduct market research to understand customer needs, industry trends, market dynamics, and emerging opportunities.
Analyze customer feedback, buying behavior, market data, and industry developments.
Develop and maintain customer personas and segmentation models.
Identify unmet customer needs and opportunities for product innovation.
Translate market and customer insights into actionable recommendations for Product and Marketing leadership.

5. Competitive Intelligence

Monitor competitors, products, pricing, positioning, messaging, and go-to-market strategies.
Develop competitive intelligence reports, battlecards, and sales enablement materials.
Identify competitive trends, market gaps, and potential business opportunities.
Provide Sales and Product teams with timely competitive insights.
Support strategic responses to changes in the competitive environment.

6. Product Launch Management

Lead product marketing activities throughout the product launch lifecycle.
Develop launch strategies, launch messaging, campaign plans, and supporting content.
Coordinate product launch communications across internal and external stakeholders.
Define launch KPIs and establish performance measurement frameworks.
Conduct post-launch analysis and develop recommendations for future launches.
Build repeatable product launch processes and best practices.

7. Sales Enablement

Partner with Sales leadership to develop product-focused sales enablement programs.
Create sales presentations, product briefs, battlecards, FAQs, case studies, and competitive materials.
Train sales teams on product positioning, messaging, customer value, and competitive differentiation.
Support strategic and enterprise sales opportunities.
Ensure sales teams have accurate and current product information.

8. Content & Campaign Strategy

Lead the development of product-focused marketing content.
Partner with Content, Creative, Digital, Demand Generation, and Communications teams.
Develop product pages, solution briefs, white papers, case studies, webinars, presentations, and other marketing assets.
Ensure product content communicates clear customer benefits and business outcomes.
Support integrated campaigns designed to generate awareness, qualified demand, and product adoption.

9. Product & Cross-Functional Collaboration

Establish a strong partnership with Product Management throughout the product lifecycle.
Provide customer and market insights that support product roadmap and strategic decisions.
Collaborate with Sales, Customer Success, Finance, Operations, and Technology teams.
Facilitate alignment between product strategy, marketing strategy, and commercial objectives.
Represent customer and market perspectives in product-related strategic discussions.

10. Product Adoption & Customer Growth

Develop strategies to improve product adoption, engagement, and customer understanding.
Partner with Customer Success teams to support customer education and adoption programs.
Identify opportunities for expansion, cross-selling, and upselling where appropriate.
Analyze customer behavior and product engagement data.
Develop marketing programs that support customer retention and long-term product value.

11. Marketing Analytics & Performance

Establish dashboards and reporting frameworks to measure product marketing performance.
Analyze campaign, launch, pipeline, revenue, adoption, and engagement data.
Measure product marketing ROI and business impact.
Identify performance gaps and recommend corrective actions.
Present product marketing performance and strategic recommendations to senior leadership.

12. Team Leadership

Lead, mentor, and develop product marketing professionals.
Establish team goals, priorities, performance expectations, and development plans.
Build scalable product marketing processes and operating standards.
Manage external agencies, consultants, research partners, and marketing vendors as needed.
Promote collaboration, accountability, innovation, and continuous improvement.

13. Budget Management

Develop and manage the product marketing budget.
Allocate resources across product launches, campaigns, research, content, events, and enablement.
Monitor expenditures and evaluate return on marketing investment.
Ensure product marketing resources are aligned with strategic priorities.

Qualifications

Bachelor’s degree in Marketing, Business Administration, Communications, Product Management, or a related field.
20+ years of progressive experience in product marketing, B2B marketing, product management, technology marketing, or a related discipline.
8+ years of experience managing teams or leading significant cross-functional initiatives.
Demonstrated experience developing product positioning and go-to-market strategies.
Proven experience managing successful product launches.
Strong understanding of customer segmentation, buyer personas, market research, and competitive analysis.
Experience working closely with Product Management and Sales organizations.
Strong analytical, strategic-thinking, and problem-solving skills.
Excellent written, verbal, and executive presentation skills.
Ability to manage multiple projects and priorities in a fast-paced environment.

Preferred Qualifications

MBA or advanced degree in Marketing, Business, Product Management, or a related discipline.
Experience in SaaS, technology, FinTech, healthcare, financial services, or other B2B industries.
Experience with enterprise software or complex B2B products.
Experience with product-led growth strategies.
Experience launching products across multiple markets or geographic regions.
Experience with CRM, marketing automation, product analytics, and business intelligence platforms.
Experience working with senior executives and cross-functional leadership teams.