Product Marketing Manager

About the role

The Product Marketing Manager owns the go-to-market story for Asure’s core product suite, reporting directly to the Director of Product Marketing. This is a full-ownership role, not a support function.

Responsibilities

• Own the positioning and messaging for Asure’s core product suite — developing clear, differentiated narratives that resonate with buyers, users, and internal stakeholders.

• Translate product capabilities into outcome-driven language that works across every channel: web copy, sales decks, email campaigns, one-pagers, and more.

• Codify buyer personas, use cases, jobs-to-be-done, and competitive positioning as structured markdown documents and JSON files — building a living product knowledge infrastructure that AI tools can draw from to generate content, collateral, and enablement materials at scale.

• Partner with the Director of Product Marketing to ensure consistency and alignment across the full product narrative, and keep the knowledge infrastructure current as products and markets evolve.

• Work directly with sales teams to build the tools and resources they need to have great conversations and win more deals — battlecards, competitive intelligence, objection handling guides, demo scripts, pitch decks, and product one-pagers.

• Build prompt-driven workflows that generate, update, and personalize enablement materials from the structured product knowledge base — so when a product changes, the downstream materials can refresh from a single source of truth rather than requiring manual rework across every asset.

• Stay close to the sales floor: join calls, listen to objections, track win/loss patterns, and feed what you learn back into messaging and the knowledge infrastructure.

• Partner cross-functionally with Operations, Customer Support, and L&D to coordinate rollouts and ensure product changes land smoothly across the business.

• Own internal readiness for the products in your portfolio — ensuring that Asure’s own employees, including customer support reps and internal operations teams, understand and can confidently use the products they work with every day.

• Leverage the structured product knowledge infrastructure to generate internal-facing training materials, FAQs, change management communications, and onboarding content — using AI to produce at a pace and scale that manual content creation can’t match.

• Treat internal enablement with the same rigor as external go-to-market — because at Asure, our people are among our most important product stakeholders.

• Develop launch plans that cover both external market activation and internal readiness, so no team is caught off guard when something ships.

• Measure launch performance and feed learnings back into the knowledge infrastructure to continuously sharpen future positioning and campaigns.

• Monitor the competitive landscape across your product areas and maintain current competitive positioning and battlecard content as part of the living product knowledge infrastructure.

• Use AI-powered tools to track competitor moves, aggregate market signals, and surface insights faster than manual research allows — then synthesize those signals into actionable recommendations for messaging, positioning, and product direction.

• Synthesize customer feedback and win/loss data into structured insights that sharpen how Asure sells and how the product evolves.

• Be the team’s resident expert on how Asure’s products compare — and how to win.

Qualifications

• Bachelor’s degree preferred; equivalent experience considered.
• 3+ years of experience in product marketing, preferably in a B2B SaaS or technology environment.
• Strong writing and communication skills — you can take a complex product and make it sound essential, not complicated.
• Experience producing sales enablement materials that sales teams actually use: battlecards, one-pagers, pitch decks, and competitive guides.
• Comfortable working directly with sales teams — you don’t need a layer of management between you and the people you’re enabling.
• Fluency with AI tools for content production, research, and workflow automation — and a genuine enthusiasm for building AI-native product marketing systems, not just using AI as a drafting shortcut.
• Familiarity with structured content formats (markdown, JSON) and an understanding of how structured knowledge enables AI-assisted production at scale.
• Experience with or strong aptitude for internal enablement and org readiness — understanding that great product marketing serves internal audiences as much as external ones.
• Able to manage multiple products and workstreams simultaneously without losing quality or attention to detail.
• Collaborative and cross-functional by nature — you build trust quickly and know how to get things done through influence.
• HCM, HR tech, or payroll industry experience is a strong plus.
• Familiarity with HubSpot, Salesforce, or similar platforms preferred.