Director of Product Marketing

CertifID•Grand Rapids, MI

21d

About The Position

Cybercrime is rising, reaching record highs in 2024. According to the FBI's IC3 report , total losses exceeded $16 billion. With investment fraud and BEC scams at the forefront, the message is clear: the real estate sector remains a lucrative target for cybercriminals. At CertifID, we take this threat seriously and provide a secure platform that verifies the identities of parties involved in transactions, authenticates wire transfer instructions, and detects potential fraud attempts. Our technology is designed to mitigate risks and ensure that every transaction is conducted with confidence and peace of mind. We know we couldn’t take on this challenge without our incredible team. We have been recognized as one of the Best Startups to Work for in Austin, made the Inc. 5000 list , and won Best Culture by Purpose Jobs three years in a row. We are guided by our core values and our vision of a world without wire fraud. We offer a dynamic work environment where you can contribute to meaningful impact and be part of a team dedicated to enhancing security and fighting fraud. CertifID is seeking a Head of Product Marketing to define how we go to market, clarify our story, and ensure we win in a rapidly evolving, high-stakes category. This leader will own the product marketing function end-to-end , serving as the connective tissue between product, sales, marketing, and the market. Reporting to CMO , you will set strategy, build systems, and roll up your sleeves to deliver the narratives, launches, enablement, and insights that fuel growth. What You Will Own and Deliver GTM System of Record Be the internal owner of how we go to market and why we win. Define who we sell to, why they buy, and how they get value. Own customer segmentation, ICP definitions, buyer personas, and use-case taxonomy Create the single source of truth for markets, buyers, and outcomes Align product, sales, and marketing around a shared GTM framework Positioning, Messaging & Launches Turn products into stories, and stories into momentum. Own product positioning and messaging across all personas (buyers, sellers, agents, title, lenders) Translate fraud prevention and escrow workflows into clear value propositions Lead launch strategy and execution—create messaging, readiness plans, and activation frameworks Partner across teams to drive adoption, not just awareness Sales Enablement & Competitive Advantage Arm the team to win every deal. Own sales narratives, pitch decks, talk tracks, and objection handling Lead competitive positioning, market monitoring, and win/loss analysis Turn competitive insights into action across sales, product, and marketing Keep enablement assets fresh as the product and market evolve Customer Voice & Market Influence Be the internal expert on the market and competitive landscape. Help sales tell the right story to the right buyer at the right time. Own core sales narratives, pitch decks, talk tracks, competitive positioning, and objection handling Ensure sales teams understand buyer pain, value realization, and proof points Build enablement assets that evolve with the product and market, not static one-offs

Requirements

8+ years of experience in product marketing, ideally in B2B SaaS
Proven experience owning positioning, messaging, launches, and enablement end-to-end
Strong strategic thinker with the ability to execute hands-on in a fast-moving environment
Exceptional written and verbal communication skills
Experience partnering closely with product and sales teams
Ability to translate technical or complex products into clear customer value
Comfort operating at both the 10,000-foot strategy level and the ground-floor execution level

Nice To Haves

Experience in cybersecurity or real estate highly preferred
Experience building or scaling a product marketing function from early to growth stage
Familiarity with multi-persona, multi-sided marketplaces or platforms

Responsibilities

Build and lead the product marketing function, including strategy, systems, and execution
Define and maintain CertifID’s GTM foundation: ICPs, personas, positioning, and messaging
Drive product launches from planning through post-launch adoption measurement
Partner deeply with product, sales, marketing, and leadership to align priorities
Create clear, compelling narratives that simplify complex fraud concepts
Present insights, recommendations, and strategies to executive leadership
Measure impact and continuously refine messaging based on market and customer feedback