Senior Product Marketing Manager

Appfire

11h•Remote

About The Position

Appfire is seeking a Senior Product Marketing Manager to turn customer problems, product capabilities, and market opportunities into go-to-market strategies that drive measurable business results. This hands-on, cross-functional role owns positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content for a portfolio of B2B SaaS products. The role translates product strategy into marketing programs and content across the buyer journey, generating demand, educating prospects, accelerating purchasing decisions, and creating adoption and expansion opportunities among existing customers and app users. The Senior Product Marketing Manager partners with Product, Demand Generation, Sales, Customer Success, Channel/Partners, Content, and other Marketing teams to connect customer needs and product strategy to revenue opportunities. The position is fully based in the United States and may be performed remotely or from Appfire's Boston, Burlington, or New York offices.

Requirements

7–10+ years of B2B product marketing experience, preferably in SaaS, enterprise software, developer tools, workflow software, or another technology environment.
Demonstrated experience owning positioning, messaging, go-to-market strategy, launches, demand programs, and sales enablement.
Strong experience launching new SaaS products or significant product offerings, from early market validation through launch and post-launch growth.
Proven ability to develop full-funnel Product Marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion.
Experience partnering closely with Demand Generation to turn positioning and customer insights into campaigns that generate leads, pipeline, product trials, and revenue.
Experience marketing to new prospects and an existing customer or user base, including cross-sell, upsell, adoption, and expansion motions.
Strong understanding of B2B SaaS buying journeys and ability to map content, messaging, and offers to funnel stages.
Demonstrated ability to translate technical product capabilities into compelling customer value and business outcomes.
Strong sales enablement experience, including sales plays, discovery and qualification frameworks, competitive positioning, objection handling, and customer proof.
Experience using customer research, market intelligence, competitive analysis, win/loss insights, and performance data to make go-to-market decisions.
Strong analytical skills and a bias toward measuring the business impact of Product Marketing programs.
Excellent written, verbal, and presentation skills, with the ability to communicate effectively with technical, business, Sales, and executive audiences.
Ability to operate independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority.
Hands-on experience using AI tools to improve the speed, scale, or quality of Product Marketing work.

Nice To Haves

Experience within a platform, marketplace, or partner-led ecosystem such as Atlassian, ServiceNow, Salesforce, Workday, Microsoft, or a comparable B2B technology ecosystem.
Experience with SLG and PLG or marketplace-driven SaaS customer journeys.
Experience marketing a portfolio of products rather than a single standalone SaaS offering.
Experience developing cross-sell and expansion programs using an established customer or user base.
Experience marketing to technical audiences such as software development, DevOps, IT, security, project management, or enterprise technology teams.

Responsibilities

Develop differentiated positioning, messaging, value propositions, and market narratives grounded in customer needs, competitive dynamics, and product capabilities.
Translate complex SaaS products and technical capabilities into clear stories for business, technical, and executive audiences.
Define and refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys using research, competitive intelligence, win/loss insights, product usage signals, Sales feedback, and market data.
Create clear product-, solution-, and portfolio-level positioning across a complex multi-product portfolio, maintaining differentiation while connecting related products to broader customer problems and workflows.
Build messaging frameworks for campaigns, digital experiences, sales conversations, partner motions, and customer communications.
Partner with Demand Generation and Content to develop full-funnel strategies and content that create demand, capture interest, nurture prospects, and accelerate pipeline.
Turn positioning and messaging into assets such as campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content.
Develop programs for new prospects and existing customers and app users, including cross-sell, upsell, adoption, and expansion programs.
Partner with Growth and Demand Generation to test messaging, offers, audiences, and content, using performance data to improve conversion and pipeline impact.
Connect Product Marketing activity to measurable outcomes such as engagement, lead generation, pipeline creation, trial activity, product adoption, conversion, cross-sell, and revenue.
Lead end-to-end go-to-market strategy and execution for new SaaS products, major launches, new editions, and strategic product capabilities.
Define launch audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and go-to-market plans.
Coordinate launch execution across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing.
Develop launch assets covering awareness, demand creation, evaluation, trial, purchase, onboarding, adoption, and expansion.
Set measurable launch objectives, evaluate results using customer and performance data, and optimize post-launch programs while sustaining ongoing demand and adoption.
Build repeatable sales plays and practical enablement, including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, customer proof points, and sales collateral.
Partner with Sales on new-logo acquisition, cross-sell, upsell, and expansion opportunities, and equip Customer Success to identify adoption and expansion opportunities.
Adapt positioning, messaging, campaigns, and enablement for channel and ecosystem partner go-to-market motions.
Gather structured field feedback and use it to improve messaging, campaigns, enablement, and product strategy.
Conduct customer interviews and analyze customer conversations, win/loss data, product usage, NPS, competitive intelligence, and market research.
Identify emerging customer problems, buying triggers, objections, competitive threats, and growth opportunities, and provide actionable recommendations to Product, Marketing, Sales, and GTM leadership.
Build feedback loops between customers, the field, Product, and Marketing so insights improve strategy and execution.
Use AI and automation to accelerate research, customer intelligence, content development, competitive analysis, personalization, and go-to-market execution.
Experiment with ways to scale Product Marketing work while maintaining quality and help establish reusable frameworks and best practices across Appfire's Product Marketing organization.

Benefits

Company equity for every team member.
Unlimited PTO and 10 paid holidays each year.
Health insurance that is 100% company-paid.
Dental coverage with costs split 50/50.
Vision insurance.
Group Term Life Insurance and Voluntary Life.
Critical Illness and Accident coverage.
Long-Term Disability coverage.
Employee Assistance Program.
Appfire University, a custom on-demand learning platform.
Three fully paid days each year for participation in the Corporate Social Responsibility program.
Flexible Spending Accounts (FSA).
Monthly stipend for remote-work setup and an Amazon account for necessary equipment and peripherals.
Fitness and wellness reimbursements through the benefits provider.
401(k) plan with company matching.