Product Marketing Manager

About the role

We are looking for a Product Marketing Manager to own how our products are positioned, understood, launched, and adopted.

You will sit at the intersection of product, marketing, sales, and customer success, helping turn complex product capabilities into clear customer value.

Our products include B2B platforms covering areas such as entity management, employment, payroll, workforce management, and related business operations.

This role goes beyond product launches.

You will be responsible for understanding customers, shaping positioning and messaging, enabling sales teams, educating existing customers, and increasing adoption of the products and features we build.

What you’ll own

Positioning and messaging

• Define and continuously improve product positioning.

• Identify the strongest value propositions for different customer segments and buyer personas.

• Translate complex product functionality into simple, compelling customer benefits.

• Develop messaging frameworks that can be used across websites, sales materials, campaigns, onboarding, and product communication.

• Ensure consistency in how the product is communicated across teams.

Customer and market research

• Speak regularly with customers, prospects, sales teams, customer success teams, and product teams.

• Understand why customers buy, why they do not buy, and what influences their decisions.

• Identify recurring customer pain points, objections, questions, and areas of confusion.

• Analyze competitor positioning, messaging, and product capabilities.

• Bring customer and market insights back into marketing and product discussions.

Go-to-market and product launches

• Own the go-to-market strategy for major product features and launches.

• Define the target audience, positioning, launch narrative, channels, and supporting materials for each launch.

• Coordinate launch activity across product, sales, customer success, and marketing.

• Determine what existing customers need to know about new functionality.

• Establish clear success metrics for launches and review performance after launch.

Customer adoption and education

• Identify features or workflows with low adoption or poor understanding.

• Work with product and customer teams to understand why customers are not using certain capabilities.

• Develop initiatives to improve adoption, including onboarding content, lifecycle emails, in-product messaging, product guides, tutorials, webinars, feature announcements, and customer education campaigns.

• Help customers discover additional value from products they already use.

• Track whether adoption initiatives are creating measurable changes in behavior.

Sales enablement

• Equip sales teams with the messaging and materials they need to explain and sell the product effectively.

• Create and maintain product decks, one-pagers, battlecards, objection-handling guides, competitor comparisons, demo narratives, case studies, and product pages.

• Regularly collect feedback from sales on what customers and prospects are asking.

Product feedback and insight

• Act as a customer voice within product discussions.

• Share recurring customer needs, objections, and adoption barriers with the product team.

• Help evaluate how new features should be positioned before they are launched.

• Support product teams in understanding how customers perceive and use the product.

What success looks like

Within your first 6 months, you should have:

• Developed clear positioning and messaging for our core products.

• Defined primary customer segments and buyer personas.

• Built a structured product messaging framework.

• Improved core product pages and sales materials.

• Created a repeatable product-launch process.

• Established a regular customer-research process.

• Developed competitor positioning and sales battlecards.

• Identified major product-adoption opportunities.

• Launched initiatives to improve usage of important features.

• Created stronger alignment between product, sales, marketing, and customer-facing teams.

What we’re looking for

• Approximately 2–5 years of experience in product marketing, preferably within B2B SaaS or technology.

• Experience positioning and marketing complex products.

• Strong understanding of customer research, positioning, messaging, and go-to-market strategy.

• Excellent written and verbal communication skills.

• Ability to simplify complex products and explain their value clearly.

• Experience working closely with product and sales teams.

• Comfortable interviewing customers and turning qualitative insights into actionable strategy.

• Experience launching products or major features.

• Commercial mindset and an understanding of how product marketing supports revenue and adoption.

• Ability to work independently and build processes where they do not yet exist.

Nice to have

• Experience in HR tech, payroll, EOR, workforce management, legal tech, entity management, fintech, or related B2B categories.

• Experience with customer lifecycle marketing or product adoption.

• Familiarity with product analytics and usage data.

• Experience working in a multi-product or multi-brand environment.

• Experience in businesses combining software with professional or managed services.

How we think about the role

Product marketing is the bridge between the product and the customer.

You should constantly be asking:

• Do customers understand what this product does?

• Do they understand why it matters?

• Are sales teams explaining it effectively?

• Are customers using the features that create the most value?

• If not, why not?

• Are new features being launched with a clear story and target audience?

• What are customers telling us that should influence how we market or develop the product?

Your goal is not simply to create marketing materials.

Your goal is to make our products easier to understand, easier to sell, and more valuable to the customers who use them.