Product Marketing Lead, Gtm & Growth

Pour la version française de cette description de poste, veuillez consulter le lien suivant / For the French version of this job description, please refer to the following link:Responsable du marketing produitAbout AppDirectBecome a digital, global citizen and enable the new generation of digital entrepreneurs around the world. AppDirect offers a subscription commerce platform to sell any product, through any channel, on any device - as a service. We power millions of subscriptions worldwide for organizations. We do this by our values-driven culture—one that enables you to Be Seen, Be Yourself, and Do Your Best Work.About YouYou are a product marketer who has moved beyond execution and is ready to own a product line end to end. For this role, you will be the sole product marketing voice for the Business Unit. You need to be comfortable setting your own priorities and driving work forward without day-to-day direction. You translate competitive intelligence, win/loss data, and customer insight into clear positioning and concrete go-to-market plans that sales and product teams can act on. You understand how analyst relations work and you know how to work with customers to build advocacy and expansion-stage marketing programs. You are equally at home writing a sharp positioning narrative and reviewing pipeline data to assess whether your launches are working. Working alongside two other product marketing managers and a director of product management, you contribute the Business Unit perspective to cross-functional planning discussions and make sure sales, customer success, and marketing leaders feel aligned on priorities.What you'll do and how you'll have an impactOwn the full go-to-market strategy for Business Unit’s Product launches, including positioning, success criteria, and cross-functional execution.Define product marketing outcomes and success metrics tied to the Business Unit pipeline and new revenue targets, and track performance against them.Partner directly with the Director of Product Management to shape the product roadmap using competitive intelligence, win/loss analysis, and market research.Build and execute Business Unit's customer marketing strategy, with a focus on advocacy programs and expansion-stage motions that support cross-sell across AppDirect's unified monetization platform.Own analyst relations for the Business Unit, including briefings, inquiries, and ongoing positioning with research firms such as Gartner.Represent the product marketing perspective in cross-functional planning discussions with sales, customer success, and marketing leadership, translating business priorities into a clear product marketing roadmap.Contribute to pricing analysis and provide recommendations to inform Business Unit's packaging and positioning decisions.What we're looking for3–5 years of product marketing experience in a B2B SaaS environment, with demonstrated ownership of go-to-market strategy.Experience conducting competitive analysis, win/loss research, or market intelligence and using those findings to influence product or positioning decisions.Familiarity with analyst relations processes, including preparing briefings and responding to research inquiries.Experience developing customer marketing or expansion-stage programs (advocacy, upsell, or cross-sell campaigns).Ability to work autonomously across multiple initiatives—this matters because you will be the primary product marketing owner for a Business Units and will set your own agenda without close oversight.Clear, structured communication skills across written and verbal formats—this matters because you will regularly present positioning and strategy to sales leadership, product management, and executive stakeholders.Experience with product-led growth (PLG) strategies is an asset, not a requirement.At AppDirect, we believe that innovation thrives in an environment that houses diversity of excellence, experience and thought. We respect each AppDirector as their own fingerprint;
unique with no one alike. We foster an environment of inclusion without regard to race, religion, age, sexual orientation, or gender identity enabling AppDirectors to embrace their uniqueness to do their best work. As such, we strongly encourage applications from Indigenous peoples, racialized people, people with disabilities, people from gender and sexually diverse communities, and/or people with intersectional identities.At AppDirect we take privacy very seriously. For more information about our use and handling of personal data from job applicants, please read our Candidate Privacy Policy. For more information of our general privacy practices, please see AppDirect Privacy Notice: AppDirect, AI tools may assist our recruitment team with administrative automations — always under human oversight. AI tools do not make hiring decisions or solely automated decisions about your candidacy – all decisions are made by our people. By submitting your application, you acknowledge that your information may be processed in this way. You may request access or deletion at any time by contacting
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