Product Marketing Director (Workday)

Varicent•Richmond, VA

About The Position

At Varicent, we’re not just transforming the Sales Performance Management (SPM) market—we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM , 2023 Ventana Research Revenue Performance Management (RPM) Value Index , Gartner Peer Insights , 2024 Gartner SPM Market Guide , and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more. Here’s why you’ll thrive at Varicent: Innovate with Purpose: Build impactful solutions for customers worldwide. Join Excellence: Work in a diverse, collaborative, and innovative team. Shape the Future: Lead in redefining revenue optimization. Grow Together: Unlock your potential in a supportive environment. Join us at Varicent—where your talent and ambition meet limitless opportunities for success! The Product Marketing Director plays a critical role in advancing key go-to-market initiatives, serving as a strategic partner to product, marketing, sales, and executive leadership. This role is a central connection point between product, sales, marketing, customer success, partners, and business development teams. The Director will influence go-to-market strategy by identifying market opportunities, shaping product strategy, leading sales and GTM enablement, supporting pipeline development, and driving measurable revenue impact. This role requires strengths in value-based messaging, cross-functional leadership, domain expertise, and the strategic application of modern AI tools to accelerate insight generation, messaging development, and go-to-market execution.

Requirements

10+ years of B2B technology experience, ideally within Sales Performance Management, Revenue Operations, or enterprise SaaS.
5-7+ years in product marketing leadership roles.
Demonstrated track record of driving successful enterprise GTM strategies with measurable revenue impact.
Knowledge of or direct experience with SPM technologies (Varicent and competitors).
Familiarity with enterprise sales motions, platform selling, and value-based selling models.
Strong proficiency using generative AI tools (e.g., ChatGPT, Claude, Gemini, Copilot, AI research tools) to accelerate: Messaging development Competitive analysis Persona research Content creation Enablement development
Ability to design AI-assisted workflows to improve productivity, scalability, and content quality
Experience evaluating AI outputs critically for accuracy, brand alignment, and differentiation
Exceptional storyteller with strong messaging framework expertise
Ability to create bold, differentiated positioning that elevates category narrative
Clear, compelling written and verbal communication skills
Strong analytical mindset; able to interpret disparate datasets and adjust strategy based on insights
Significant cross-functional project planning and leadership experience
Collaborative, consensus-building leadership style with executive presence
Bachelor’s degree in Marketing, Business, Computer Science, Engineering, or related field

Nice To Haves

Experience within the Workday ecosystem (Workday partners, marketplace, integrations, or adjacent HR/Finance technology ecosystems) strongly preferred.
Curiosity and experimentation mindset around emerging AI tools and GTM innovation
Established relationships with analysts, influencers, and industry associations preferred
MBA preferred

Responsibilities

Guide, create, and deliver differentiated positioning, messaging, and buyer personas that communicate compelling value throughout the buyer journey.
Lead development of AI-informed messaging frameworks and leverage generative AI tools to enhance speed, personalization, and quality of content creation.
Support and influence GTM strategy and execution aligned to product/domain ownership.
Perform market, customer, and competitive research (primary and secondary), leveraging AI-powered research and analysis tools to extract actionable insights and identify new product opportunities.
Lead new product and feature launches, partnering with product management on roadmap prioritization and narrative development.
Support marketing programs that drive awareness, engagement, and pipeline growth.
Collaborate with demand teams to build and execute high-response campaigns informed by performance analytics and AI-driven insights.
Enable sales, GTM teams, and strategic partners with differentiated messaging and positioning, competitive intelligence, and value frameworks.
Develop AI-enhanced enablement assets (e.g., dynamic talk tracks, persona-based messaging variants, objection-handling frameworks).
Provide thought leadership and category narrative development within the Sales Performance Management and broader Revenue Performance ecosystem.
Foster customer advocacy programs (CABs, user groups, events, field engagement).
Lead cross-functional initiatives aligned to corporate objectives with defined KPIs and measurable outcomes.
Champion adoption of generative AI tools and workflows within product marketing to increase efficiency, insight quality, and scale.