Naming and Messaging Lead - Product Marketing

NetApp, Inc.•Durham, CO

17h•$160,000 - $175,000

About The Position

We are looking for a strategic Marketing expert to lead naming and messaging workstreams across our portfolio. This is an individual contributor role designed for someone who operates with deep subject-matter expertise and has a unique combination of strategic and executional naming and messaging expertise along with world-class, hands-on writing abilities. You’ll need to be able to both formulate the strategy behind naming and messaging through thoughtful strategic documents, as well as be able to generate names and write compelling customer-facing copy. Reporting to the Head of Messaging, Product Marketing, you will drive naming, positioning, and messaging workstreams, partnering closely with Product Marketing leaders and managers across businesses to ensure consistent, differentiated, and customer-driven narratives that scale across the company. This role is central to supporting the development of naming and messaging deliverables for solutions and products, down to launches, sales motions, and copy used across customer touchpoints.

Requirements

7+ years experience in Brand, Product or other Marketing or related strategic marketing roles.
Proven expertise in naming, positioning, and messaging for complex technology portfolios.
Operate comfortably as a peer to Product Marketing leaders, influencing without authority.
Exceptional storyteller who can distill complex technical concepts into clear, compelling copy.
Highly collaborative, with strong executive communication skills and sound judgment.
Hands-on, detail-oriented, and comfortable owning critical messaging artifacts end-to-end.

Nice To Haves

Experience working across multi-product or platform-based portfolios.
Familiarity with brand architecture, naming and messaging governance, and trademark considerations.
Background in enterprise infrastructure, cloud, data, or SaaS markets.

Responsibilities

Lead individual workflows for naming strategy and governance for products, platforms, solutions, and capabilities, including frameworks, criteria, and decision processes.
Define differentiated positioning and messaging grounded in customer needs, market context, and competitive dynamics.
Brainstorm names that align to the strategy with clearly articulated rationale for recommendations through strategic documents.
Partner with Brand and Legal to ensure alignment with brand architecture and naming requirements.
Guide PMM teams on framing products, solutions, and launches through strong point-of-view, data-driven guidance, and hands-on collaboration.
Help raise the overall bar for messaging quality, clarity, and consistency across Product Marketing.
Write customer-facing naming and messaging. Be deeply hands-on in writing.
Develop positioning statements and value propositions.
Create messaging frameworks and guides.
Develop launch narratives and key messages.
Write executive-level storytelling and talking points.
Create foundational copy used across web, sales, and GTM assets.
Translate complex technical concepts into clear, compelling, customer-centric language.
Partner closely with Product Management and Product Marketing managers to translate roadmap priorities and innovation into crisp, outcome-oriented messaging.
Collaborate with Corporate Marketing and Brand to ensure alignment between product messaging, brand narrative, campaigns, events, and thought leadership.
Work with Sales, Enablement, and GTM teams to ensure messaging is usable, differentiated, and effective in the field.
Incorporate customer insights, competitive intelligence, and market feedback to continuously refine messaging.