Product & GTM Marketing Manager

Sitting between customers, Sales, Product, Product Marketing, Compliance, and Solutions Engineering, this role ensures the US commercial team has the product knowledge, positioning, market intelligence, and customer-facing support needed to develop the region without depending on HQ for routine requirements.

Responsibilities

• Product & Opportunity Support
  • Join customer discovery, product, and strategic sales conversations to understand business problems, use cases, regulatory requirements, and product needs.
  • Help Sales identify and position the right Shufti products and capabilities against each opportunity.
  • Support proposals, RFPs, RFI responses, demonstrations, POCs, and other strategic evaluations from a product and market perspective.
  • Identify product, regulatory, competitive, or operational blockers affecting opportunities and drive them toward resolution.
  • Ensure Sales understands what Shufti can and cannot deliver before commitments are made.
  • Own product-related follow-ups for US opportunities and coordinate specialist input from Product, Compliance, Engineering, or other HQ teams where required.
  • Help translate complex product capabilities into clear commercial value for different buyers, industries, and use cases.
• Product Marketing & Sales Enablement
  • Develop and continuously improve Shufti’s US-specific positioning and messaging.
  • Define priority industries, buyer personas, use cases, pain points, and value propositions for the US market.
  • Translate Shufti’s underlying technology into industry-specific propositions rather than positioning products generically.
  • Build and maintain sales decks, solution briefs, one-pagers, discovery guides, FAQs, battlecards, objection-handling material, and competitive talk tracks.
  • Equip Sales with the context needed to sell against specific competitors, regulations, customer problems, and industry trends.
  • Brief Sales before strategic opportunities and support customer-facing conversations where deeper product or market expertise is required.
  • Localise global product launches and ensure the US commercial team is enabled immediately when new capabilities become available.
  • Work with Regional Marketing on campaign propositions, messaging, webinars, events, and industry-specific initiatives.
• Market & Competitive Intelligence
  • Build a continuous understanding of how identity verification, KYC, KYB, AML, fraud, and adjacent markets are evolving in the US.
  • Capture structured intelligence from prospects, customers, Sales, partners, lost opportunities, and industry activity.
  • Track competitor products, positioning, pricing approaches, strengths, weaknesses, and market movements.
  • Analyse win/loss patterns and identify recurring reasons Shufti wins, loses, or becomes blocked in opportunities.
  • Monitor regulatory, fraud, procurement, technology, and customer-behaviour changes that may create new product requirements or commercial opportunities.
  • Convert market observations into actionable recommendations rather than simply reporting information.
  • Deliver structured regional intelligence back to Product and Product Marketing leadership.
• Regional Product Discovery
  • Maintain a structured view of product gaps and unmet requirements emerging from the US market.
  • Distinguish one-off customer requests from requirements that represent wider industry demand.
  • Investigate important gaps through customer conversations, competitive research, regulatory analysis, and commercial evidence.
  • Develop business cases for relevant product enhancements, new capabilities, integrations, or market-specific solutions.
  • Provide Product teams with clear context around the customer problem, target industry, commercial opportunity, competitive landscape, and expected impact.
  • Participate in product discovery for US-relevant initiatives and represent the regional customer and commercial perspective.
  • Support validation and market adoption of new products or features once developed.
• Existing Customer Growth
  • Work with Sales and Customer Success to understand product adoption across existing US customers.
  • Identify products, features, geographies, or use cases customers could adopt beyond their current implementation.
  • Surface credible cross-sell and upsell opportunities with a clear use case and product rationale.
  • Identify product-related renewal risks, adoption gaps, or competitive threats before they become commercial issues.
  • Support strategic account reviews and QBRs where product, market, regulatory, or roadmap discussions are required.
  • Capture customer feedback and ensure recurring themes reach the appropriate Product teams.
  • Help customers understand relevant new Shufti capabilities and how they apply to their business.
• Regional Product Ownership
  • Act as the first point of contact for routine product and product-positioning questions from the US commercial team.
  • Reduce unnecessary dependency on HQ teams during US working hours while maintaining alignment with Shufti’s global strategy.
  • Coordinate effectively across US Sales, Solutions Engineering, Regional Marketing, Customer Success, Product, Product Marketing, Compliance, Engineering, Partnerships, and Commercial teams.
  • Escalate specialist questions with sufficient context and ownership rather than simply forwarding requests.
  • Maintain clear visibility of outstanding product blockers, market requirements, competitive threats, and commercial opportunities.
  • Ensure insights from the US market systematically flow back into Shufti’s global Product and Product Marketing organisation.

Requirements

• 4+ years of experience across Product Marketing, Product Management, Solutions Consulting, Product Strategy, or another customer-facing product role, ideally within B2B SaaS, fintech, RegTech, identity, fraud, payments, or compliance technology.
• Strong ability to understand a customer problem and translate it into the appropriate product, use case, value proposition, and commercial narrative.
• Experience working directly with Sales, customers, and Product teams rather than operating solely as a central marketing function.
• Strong product orientation — able to understand workflows, capabilities, limitations, integrations, and competitive differentiation in sufficient depth to support customer conversations.
• Strong commercial judgement and understanding of how product positioning affects pipeline, win rates, expansion, and retention.
• Excellent research and analytical skills, with the ability to turn market signals into structured recommendations.
• Strong understanding of positioning, messaging, personas, ICPs, competitive intelligence, and sales enablement.
• Excellent written and verbal communication skills, including the ability to communicate with executives, compliance teams, commercial stakeholders, and technical audiences.
• Ability to work independently as the regional product representative while knowing when specialist involvement from HQ is required.
• Strong ownership mindset — problems remain yours until the appropriate outcome or owner is established.

Nice to Have

• Experience with KYC, KYB, AML, identity verification, fraud prevention, payments, or financial crime technology.
• Understanding of US financial-services, fintech, gaming, crypto, marketplace, or other regulated-industry environments.
• Familiarity with US regulatory developments affecting identity, financial crime, fraud, privacy, or digital onboarding.
• Experience supporting enterprise RFPs, POCs, customer discovery, or complex B2B sales cycles.
• Experience conducting competitive and win/loss analysis.
• Experience influencing product roadmaps through market and customer evidence.
• Familiarity with HubSpot, Salesforce, ClickUp, product analytics, competitive-intelligence, or similar commercial/product tooling.

How Success Is Measured

Success in this role is measured by the commercial and product impact created in the US market — not by the number of decks, documents, or meetings produced.

• Commercial Support: Quality and value of opportunities supported, product blockers resolved, and progression of opportunities following product involvement.
• Regional Independence: Ability of the US team to obtain accurate product and positioning support during local working hours without unnecessary dependency on HQ.
• Product & Market Intelligence: Quality of customer, competitive, regulatory, win/loss, and industry insights provided to global Product and Product Marketing teams.
• Product Influence: Identification and validation of meaningful US product gaps and the quality of business cases provided for roadmap consideration.
• Positioning & Enablement: Effectiveness of US-specific messaging, industry/use-case positioning, competitor differentiation, and sales enablement in live opportunities.
• Existing Customer Growth: Product adoption gaps, expansion opportunities, and product-related renewal risks identified and supported.
• Business Outcomes: Influence on pipeline progression, win rates, product adoption, account expansion, and revenue across opportunities where the role is materially involved.