Director of Product Marketing (Hybrid)

Homebase•San Francisco, CA

8d•$200,000 - $260,000•Hybrid

About The Position

Homebase is seeking a Director of Product Marketing to lead how the company wins small business owners. The role owns the company narrative, pricing and packaging, industry go-to-market strategy, and the materials used by Sales and Support. Homebase serves more than 150,000 businesses and is evolving from a suite of tools for hourly teams into AI that takes care of business owners’ least favorite work. The Director reports to the CMO, leads the Product Marketing team, and works closely with Growth, Creative, Product, Sales, and Support. This is a hands-on leadership role: the Director is expected to write initial narrative drafts, run frequent in-market message tests, and build AI into the team’s research, briefs, testing, and analysis. The role also establishes customer-insight practices and decides how the team is organized and what it prioritizes each quarter. Success includes launching a new narrative and initial industry kits in the first 90 days; identifying winning messages and launching measured pricing and packaging changes by month six; and having Sales and Support use the team’s plays while revenue per customer grows by month 12.

Requirements

At least 8 years of experience in Product Marketing or go-to-market roles.
Experience leading a team of Product Marketers and developing team members into larger roles.
Experience building a company narrative from customer insight, gaining leadership alignment, and demonstrating its effect on growth after launch.
Experience owning data-backed pricing and packaging decisions with measurable revenue or conversion results.
Experience working closely with growth teams in a self-serve or high-velocity business and evaluating messaging by conversion.
Experience building industry or segment go-to-market programs used by marketing and sales.
Uses AI in day-to-day work and can explain how AI-generated output is checked.

Nice To Haves

Experience marketing to small businesses or hourly teams.
Background in HR, payroll, or fintech software.
Pricing experience in freemium-to-paid models.

Responsibilities

Own the company narrative and the message-testing system, using conversion to evaluate new messages.
Align Growth, Creative, Sales, Support, Product, and PR around a consistent story that leads with outcomes for business owners and supports claims with the product.
Own Homebase’s pricing and packaging, making it easy for owners to understand and focused on growing revenue per customer.
Launch pricing and packaging changes and measure their effects on conversion and revenue.
Use data to select target industries and lead cross-functional teams executing vertical growth campaigns.
Create go-to-market materials for channels, including owner insights, competitor maps, advertising and landing-page messaging, creator briefs, and Sales and Support scripts.
Equip Sales and Support with scripts, plays, bundles, and offers; refresh these based on representative feedback and reasons for lost deals.
Partner with Product to position Team App, Payroll, Cash Out, and Hiring throughout sign-up, trial, and an owner’s first 30 days.
Build a customer-insight engine using regular owner conversations, a panel that can provide feedback quickly, and ongoing market monitoring.
Set the Product Marketing team’s organization and quarterly priorities, and decline work that does not advance revenue.
Develop team members into larger roles and operate the team on a weekly cadence aligned with Growth, incorporating AI into research, briefs, testing, and analysis.
Personally draft the initial company narrative and use AI in day-to-day work while checking its output.

Benefits

Stock options.
401(k) with 4% match (United States); TFSA/RRSP with 4% company match (Canada).
Medical, dental, and vision coverage; FSA options in the United States.
Unlimited PTO for salaried employees and company holidays in the United States; flexible time off, company holidays, and designated focus periods in Canada.
Access to paid AI tools with minimal restrictions.
Up to 12 weeks of paid parental leave after six months of service in the United States; maternity/parental leave EI top-up support after six months of service in Canada.
Life insurance and short- and long-term disability coverage.
Work From Anywhere Month and yearly meeting-free weeks.
Meals provided; commuter benefits, team offsites, and Customer Days in the United States; team offsites and Customer Days in Canada.
Hybrid work arrangement with required in-office days on Tuesdays and Wednesdays.