Director, Go-To-Market & Product Marketing
About The Position
The American Arbitration Association is seeking a Director of GTM & Product Marketing to drive revenue-focused sales enablement and advance the go-to-market success of its AI-enabled products. This newly created role within Marketing collaborates with Sales/Business Development, Product, and Partners/Alliances to increase product consideration, trial, and adoption. The Director will help the organization build a customer-focused go-to-market culture and advance awareness and adoption of solutions including the AI Arbitrator and the forthcoming Resolution Simulator. The role ensures business development and product teams have the materials needed to engage prospective customers and generate interest and demand. It also brings buyer-persona needs, customer perspectives, and market opportunities into product road mapping and outreach campaigns. The position owns product positioning and messaging, sales and business development enablement, market readiness for launches, buyer insight and personas, competitive intelligence, customer advocacy, and partner storytelling. It also gathers field and customer feedback and shares it with Product, while measuring and optimizing programs using performance data.
Requirements
- 8–12+ years of experience in B2B product marketing, GTM/field marketing, partner marketing, or business development roles in AI, SaaS, legal tech, or professional services organizations.
- Proven experience building positioning, messaging, and enablement programs that improved how teams sell.
- Hands-on experience working cross-functionally and fostering collaboration across marketing, revenue, product, and partner teams.
- Experience driving enablement that influences pipeline, deal velocity, and win rates.
- Ability to translate technical and product-focused messages into customer-first narratives and buyer-ready language, and to help business development and sales teams do the same.
- Comfort spending time with customers and in the field.
- Demonstrated ability to define KPIs, analyze performance, and optimize programs based on data.
- Strong leadership presence and ability to influence stakeholders and bring structure to complex environments.
- Excellent strategic thinking, writing, communication, and problem-solving skills.
Responsibilities
- Develop positioning, value propositions, and messaging frameworks for AAA products and solutions.
- Translate complex legal, technology, and AI topics into clear, buyer-ready language, and partner with Communications to align offering-level messaging with the corporate story.
- Build and maintain an enablement library containing pitch decks, talk tracks, one-pagers, battlecards, FAQs, and objection-handling materials.
- Design and deliver programs that help business development teams engage customers and prospects, identify opportunities, and advance conversations.
- Develop demand-generation and lead-capture programs based on thought leadership, along with lead-nurture programs for interested prospects.
- Map lead conversation pathways across product and service offerings to support AI product consideration and adoption.
- Work alongside business development by joining customer calls and pipeline reviews, identifying where conversations stall and what teams need to progress.
- Serve as Marketing’s partner to Product by bringing market and customer insight into product planning.
- Coordinate market readiness for new and updated offerings, including messaging, enablement, and launch communications.
- Share field and customer feedback with Product after launches.
- Build and maintain evidence-based buyer personas for users, influencers, and decision makers, drawing on customer conversations, sales calls, and win/loss analysis.
- Align content, education, and events with the needs of each buyer persona, and identify new prospects and opportunities for team engagement.
- Track competitive landscape and market trends, maintain competitive positioning, and equip teams to explain how AAA offerings compare with alternatives.
- Develop case studies, success stories, and reference programs to support business development.
- Identify joint storytelling, co-marketing, and co-branding opportunities with partners and alliances.
- Create partner enablement materials, including joint positioning, pitch decks, one-pagers, and solution briefs.
- Define KPIs, analyze performance, and optimize programs based on data.
- Build collaboration across marketing, revenue, product, and partner teams, and influence stakeholders in complex environments.
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
