Director, Product Marketing

Handshake•San Francisco, CA

1d•$196,000 - $245,000•Onsite

About The Position

Handshake is hiring a Director, Product Marketing to lead how the company is positioned to employers, reframing it from a college job board to a career network employers rely on to find and hire talent in the AI economy. The Director will define the employer narrative and category strategy, build awareness among CHROs and talent leaders, and lead product marketing across employer-side launches and channels. The role reports to the VP, Marketing and inherits a team of 3–4 product marketers. It partners closely with the EDU-side product marketing lead, Product, Sales, Marketing leadership, and the executive team to translate roadmap and customer insight into launches and messaging that drive adoption and revenue, while maintaining a unified Handshake story across audiences and offerings. The position is based in the San Francisco Bay Area and requires working from Handshake’s SF office.

Requirements

8+ years of experience in B2B product marketing, including leading a team of product marketers.
Track record of creating or evolving a category, with the vision to reposition a company or product in the market.
Experience elevating a narrative beyond the product rather than selling primarily on features and specifications.
Experience marketing a marketplace or employment-related product whose value comes from connecting both sides.
Experience creating executive-level content and thought leadership for senior buyers such as CHROs.
Strong cross-functional partnership with Product, Sales, and executive leadership on launches and go-to-market.
Exceptional strategic storytelling and writing, with a high bar for craft in personal work and across the team.
Based in the San Francisco Bay Area and able to work from the SF office.

Nice To Haves

Background in HR tech or recruiting technology, or existing relationships with talent and HR leaders.
Experience marketing to both the supply and demand sides of a two-sided network.

Responsibilities

Define and own Handshake’s employer narrative and positioning, establishing the company as a strategic hiring partner rather than a college job board.
Create and evolve the employer-buyer category story, elevating messaging beyond product features to build mindshare in the HR tech landscape.
Build thought leadership and content channels that raise executive awareness and influence pipeline among CHROs and senior talent decision-makers.
Lead, coach, and grow a team of 3–4 product marketers, setting a high bar for craft and strategic thinking across employer-side launches.
Partner with Product, Sales, and Marketing leadership to translate roadmap and customer insight into launches and messaging that drive adoption and revenue.
Align with EDU-side product marketing and adjacent teams, including Handshake AI and learning offerings, to maintain a unified story across audiences.