Product Marketing Lead, GTM Strategy - Claude for Knowledge Work

Anthropic•San Francisco, NY

16h•Hybrid

About The Position

This role is responsible for owning the Go-To-Market (GTM) Strategy and integrated growth motion for Claude for Knowledge Work, aiming to make it the default AI collaborator for knowledge workers. The position involves defining marketing and growth strategies by segment, coordinating work streams for user and account acquisition, activation, and success. The role provides direction and coordination across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success. It requires a GTM-oriented product marketer who is adept at translating product truths into compelling narratives, content, and campaigns for various segments and personas. The individual will build and run programs, acting as an individual contributor initially, with the potential to grow a team as the motion matures. The role also involves tracking and reporting on key metrics related to awareness, preference, growth, revenue contribution, and campaign efficiency.

Requirements

Experience creating marketing programs for functional personas, whether users or buyers (e.g., Operations, Finance, Legal, Sales)
Excel at cross-functional collaboration, with a track record of driving work through influence across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success, without direct authority over any of them
Possess strong storytelling and content instincts, with a track record of flagship narrative content such as executive series or customer story programs
Demonstrate grit and leadership, with a track record of driving results in ambitious, high-scale, high-velocity environments
Comfortable operating autonomously as an IC in year one, building and shipping plans, campaigns, and content directly rather than through a team
Bachelor’s degree or an equivalent combination of education, training, and/or experience
Years of experience required will correlate with the internal job level requirements for the position

Nice To Haves

10+ years of growth and product marketing and/or demand gen experience for portfolio or product-line scope
Experience marketing a productivity, collaboration, or AI-powered enterprise product to knowledge workers, as distinct from developers
A background running community, influencer, or creator programs for a B2B audience
Experience building unaided awareness and preference for a specific product name or term within a category where the parent brand already has strong general awareness — building a name, not a category, from scratch
Experience reading and responding to competitive dynamics in a fast-moving market

Responsibilities

Define the Marketing and growth strategy, segment by segment.
Build a marketing plan per priority segment or function, prioritizing where to lead first and what to deliberately not do yet.
Set the content direction for Claude for Knowledge Work.
Shape flagship narrative content based on the plan and campaign needs, building on the messaging and launch foundations owned by Core PMM.
Turn activation into a flywheel inside enterprise accounts.
Identify and activate champions, coordinate workshops and webinars, and run lifecycle programs for various personas inside top accounts, inspiring knowledge workers to raise their ambitions and deliver more impact with Claude.
Own the flagship acquisition and activation campaigns.
Define and run the "Hand off your tasks to Claude" integrated programs, choosing channels and activations that fit the audience.
Inform the digital, social, and field motions.
Shape the Knowledge Work digital, social, and influencer motion — ops, finance, legal, marketing, and productivity creators — and our social presence in this space.
Provide direction, coordination, and fuel across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success, so the growth motion moves as one program without duplicating any team's mandate.
Operate as an individual contributor in year one — write the plans, build the campaigns, and ship the content directly, with room to grow a team as the motion matures.
Track and share progress against awareness and preference, growth (WAUs and enterprise account depth), revenue contribution, and campaign efficiency.