The Product Marketing Director plays a critical role in advancing key go-to-market initiatives, serving as a strategic partner to product, marketing, sales, and executive leadership. This role is a central connection point between product, sales, marketing, customer success, partners, and business development teams.

The Director will influence go-to-market strategy by identifying market opportunities, shaping product strategy, leading sales and GTM enablement, supporting pipeline development, and driving measurable revenue impact.

This role requires strengths in value-based messaging, cross-functional leadership, domain expertise, and the strategic application of modern AI tools to accelerate insight generation, messaging development, and go-to-market execution.

KEY RESPONSIBILITIES

• Guide, create, and deliver differentiated positioning, messaging, and buyer personas that communicate compelling value throughout the buyer journey.
• Lead development of AI-informed messaging frameworks and leverage generative AI tools to enhance speed, personalization, and quality of content creation.
• Support and influence GTM strategy and execution aligned to product/domain ownership.
• Perform market, customer, and competitive research (primary and secondary), leveraging AI-powered research and analysis tools to extract actionable insights and identify new product opportunities.
• Lead new product and feature launches, partnering with product management on roadmap prioritization and narrative development.
• Support marketing programs that drive awareness, engagement, and pipeline growth.
• Collaborate with demand teams to build and execute high-response campaigns informed by performance analytics and AI-driven insights.
• Enable sales, GTM teams, and strategic partners with differentiated messaging and positioning, competitive intelligence, and value frameworks.
• Develop AI-enhanced enablement assets (e.g., dynamic talk tracks, persona-based messaging variants, objection-handling frameworks).
• Provide thought leadership and category narrative development within the Sales Performance Management and broader Revenue Performance ecosystem.
• Foster customer advocacy programs (CABs, user groups, events, field engagement).
• Lead cross-functional initiatives aligned to corporate objectives with defined KPIs and measurable outcomes.
• Champion adoption of generative AI tools and workflows within product marketing to increase efficiency, insight quality, and scale.

SKILLS & EXPERIENCE

• 10+ years of B2B technology experience, ideally within Sales Performance Management, Revenue Operations, or enterprise SaaS.
• 5-7+ years in product marketing leadership roles.
• Demonstrated track record of driving successful enterprise GTM strategies with measurable revenue impact.

Domain & Ecosystem Experience

• Knowledge of or direct experience with SPM technologies (Varicent and competitors).
• Experience within the Workday ecosystem (Workday partners, marketplace, integrations, or adjacent HR/Finance technology ecosystems) strongly preferred.
• Familiarity with enterprise sales motions, platform selling, and value-based selling models.

Generative AI & Modern Marketing Capabilities

• Strong proficiency using generative AI tools (e.g., ChatGPT, Claude, Gemini, Copilot, AI research tools) to accelerate:
• Messaging development
• Competitive analysis
• Persona research
• Content creation
• Enablement development
• Ability to design AI-assisted workflows to improve productivity, scalability, and content quality
• Experience evaluating AI outputs critically for accuracy, brand alignment, and differentiation
• Curiosity and experimentation mindset around emerging AI tools and GTM innovation

Core Competencies

• Exceptional storyteller with strong messaging framework expertise
• Ability to create bold, differentiated positioning that elevates category narrative
• Clear, compelling written and verbal communication skills
• Strong analytical mindset; able to interpret disparate datasets and adjust strategy based on insights
• Significant cross-functional project planning and leadership experience
• Collaborative, consensus-building leadership style with executive presence
• Established relationships with analysts, influencers, and industry associations preferred

Education

• Bachelor’s degree in Marketing, Business, Computer Science, Engineering, or related field
• MBA preferred

PERFORMANCE BASED SUCCESS CRITERIA

What is the candidate expected to own, teach, learn and improve once they're on the job? What should a candidate accomplish by when? How will the candidate's career progress throughout the year?

1-3 Months: Foundation & Strategic Alignment

• Develop deep understanding of Varicent’s portfolio, ICP, GTM motions, and competitive landscape.
• Audit and refine positioning, messaging, personas, and enablement for assigned product(s).
• Establish baseline GTM KPIs/OKRs tied to pipeline influence, win rates, and enablement adoption.
• Work with product leadership to align on 12-month product marketing roadmap aligned to revenue and growth priorities.
• Support existing GTM motions and marketing campaigns, events.

4-6 Months: GTM Execution & Revenue Impact

• Lead at least one major product or feature GTM rollout with measurable pipeline and revenue potential.
• Enable sales and partners with differentiated positioning, competitive intelligence, and value-based narratives.
• Drive adoption of AI-assisted workflows to increase messaging/content adoption.
• Improve campaign performance, competitive win rates, or sales effectiveness related to assigned product(s).
• Strengthen external narrative through thought leadership, events, or analyst engagement.
• Establish positive, reliable internal brand.
• Support RKO.

7 Months & beyond: Strategic GTM influence and impact

• Provide strategic insights to product and executive leadership on market and/or product expansion.
• Establish repeatable, high-impact GTM roll outs and enablement frameworks.
• Deliver sustained, measurable GTM impact contributing to revenue growth and long-term differentiation.