Director of Product Marketing

Instead•San Francisco, CA

3h•Onsite

About The Position

Instead is where tax work gets done. Our AI agent orchestrates the entirety of how work gets done in tax, from preparation and compliance to filing and advisory. It's a fundamentally new way of doing tax work, and it's why top 500 firms, Big Four teams, and enterprise corporate tax departments are choosing Instead. What makes us unique: we hold full government approvals with the IRS, 48 states, and all cities to e-file 1040, 1041, 1120, 1120S, and 1065, with 706, 709, 990, 5500, 2290, and PPT coming for tax year 2026. Instead is a full replacement for CCH Axcess, GoSystem, UltraTax, OneSource, CorpTax, Lacerte, ProConnect, Drake, and more. No other tax startup will be able to offer these capabilities for years as we are two to three years ahead of everyone else in government approvals. This lets us build product experiences that are simply unmatched in the market. Instead is backed by Conviction, IRIS (the largest tax software provider in the UK), Skylark, Aprio, and many of our partners and customers. Our team includes leaders from Intuit, Gusto, Zenefits, Thomson Reuters, Wolters Kluwer, PwC, BDO, RSM, and KPMG. The Role We're looking for a Director of Product Marketing to build this function from the ground up. This is a rare opportunity to define how our product story is told, how we position ourselves in the market, and how we enable our go-to-market teams to win. You'll start as a hands-on practitioner, owning strategy and execution in equal measure, and growing the function as the business scales. You're comfortable using AI tools and agents as a force multiplier, moving at a pace that would be impossible otherwise. You don't wait for a team to get things done.

Requirements

7+ years of marketing experience, with at least 3 to 4 years in a product marketing role at a B2B SaaS company
Proven track record of owning positioning, messaging, and go-to-market for software products
Experience working closely with Product, Sales, and Executive leadership in a fast-moving environment
Demonstrated ability to produce high-quality work independently without a large supporting team
Hands-on experience using AI tools to accelerate marketing workflows
Excellent written and verbal communication skills with strong presentation and storytelling ability
Experience in accounting, tax, or professional services technology is a strong plus

Nice To Haves

You've been the first or founding product marketer at a company and know what it takes to build the function from scratch
You can hold a long-term vision in one hand and a content brief in the other. You're just as comfortable in a strategy session as you are shipping a one-pager
You actively use AI to amplify your output. Prompt engineering, AI agents, and automation are a natural part of how you work, not a novelty
You can align a room, move a sales team, and write copy that converts
Fast-moving environments don't rattle you. You manage competing priorities with clarity and a bias for action

Responsibilities

Develop sharp, differentiated positioning and messaging that resonates with accounting firm buyers at every stage of the journey. Translate complex product capabilities into clear, compelling value narratives
Partner closely with Product, Sales, and Demand Gen to plan and execute product launches, feature releases, and campaign narratives that drive pipeline and revenue
Build and maintain a deep understanding of the competitive landscape, customer segments, and industry trends. Arm the sales team with the intelligence they need to win
Create high-impact sales collateral, pitch decks, battlecards, and playbooks. Deliver training and enablement sessions that get reps telling the right story
Drive content strategy for bottom-of-funnel and product-focused content: solution briefs, case studies, webinars, analyst materials, and more
Leverage AI agents and automation tools to operate with the leverage of a team, moving faster and smarter across research, content, and analysis workflows
As we grow, hire and develop a high-performing product marketing team. Set the bar for craft, speed, and business impact