Product Marketing Lead, GTM Strategy - Claude for Knowledge Work

Anthropic•San Francisco, CA

15h•Hybrid

About The Position

Anthropic is seeking a Product Marketing Lead to own the Go-To-Market (GTM) Strategy and integrated growth motion for Claude for Knowledge Work. The goal is to make Claude the default AI collaborator for knowledge workers. This role involves defining marketing and growth strategies by segment, coordinating work streams for user and account acquisition, activation, and success. The position requires deep understanding of messaging and product truth, expressed through narrative content, campaigns, activation programs, and community engagement. The lead will build and run programs, coordinate across various internal teams (Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success), and operate as an individual contributor initially, with potential to grow a team. The role also involves tracking and reporting on key performance indicators related to awareness, preference, growth, and revenue contribution.

Requirements

Experience creating marketing programs for functional personas (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.
Strong storytelling and content instincts, with a track record of flagship narrative content (e.g., executive series, 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.

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.
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.
Experience reading and responding to competitive dynamics in a fast-moving market.

Responsibilities

Define the Marketing and growth strategy, segment by segment, building a marketing plan per priority segment or function.
Set the content direction for Claude for Knowledge Work, shaping flagship narrative content based on the plan and campaign needs.
Turn activation into a flywheel inside enterprise accounts by identifying champions, coordinating workshops and webinars, and running lifecycle programs.
Own the flagship acquisition and activation campaigns, defining and running integrated programs like "Hand off your tasks to Claude."
Inform the digital, social, and field motions, shaping the Knowledge Work digital, social, and influencer motion.
Provide direction, coordination, and fuel across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success.
Operate as an individual contributor in year one, writing plans, building campaigns, and shipping content directly.
Track and share progress against awareness and preference, growth (WAUs and enterprise account depth), revenue contribution, and campaign efficiency.