Senior Director, Product Marketing
CPA.com · Dexter, MI · 3 wk ago
MarketingFull-time
Key Responsibilities
- Market Positioning & Messaging
- Define and lead CPA.com's product and solution positioning across Tax, Advisory/CAS, and Audit
- Develop clear, differentiated “why change / why us” messaging grounded in market trends, buyer needs, and competitive dynamics
- Translate complex product capabilities and transformation strategies into compelling, client-facing narratives
- Ensure consistency and alignment of messaging across all solution areas, channels, and touchpoints
- Transformation Narrative Development
- Shape and evolve CPA.com's point of view on firm transformation across key practice areas
- Build structured messaging frameworks that connect market drivers (AI, talent, standards evolution, business model change) to CPA.com solutions
- Partner with internal SMEs to convert domain expertise into scalable, repeatable messaging assets
- Go-to-Market Leadership
- Own the product marketing lifecycle from positioning through enablement and launch
- Develop segment-specific messaging for Top 100, Top 500, and growth-oriented firms
- Support go-to-market initiatives including campaigns, events, executive briefings, and sales pursuits
- Cross-Functional Collaboration
- Partner closely with Product Management, Professional Services, Growth and Transformation leaders to align product direction with market messaging
- Collaborate with CPA.com Communications to ensure alignment with corporate voice, tone, and brand standards
- Cook up with partner product and marketing teams (e.g., technology providers) to align joint messaging and positioning
- Support Sales and Account Management teams with messaging, content, and strategic deal support
- Content & Enablement
- Lead development of high-impact content including executive briefs, solution overviews, thought leadership, and sales enablement materials
- Equip internal teams with clear, consistent messaging and positioning frameworks
- Ensure messaging supports both enterprise-level conversations and practitioner-level adoption
- Team Leadership & Build-Out
- Operate as a senior individual contributor while establishing the foundation for a scalable product marketing function
- Define future team structure, priorities, and capabilities as the function grows
- Mentor and guide cross-functional contributors to elevate overall messaging quality and consistency
- 8+ years of experience in product marketing within SaaS, AI, or technology-driven environments
- Proven ability to develop and execute value propositions, positioning, and go-to-market strategies for complex solutions
- Experience translating technical capabilities and professional services offerings into clear business value narratives
- Strong understanding of enterprise buying dynamics, including executive stakeholders and decision-making processes
- Experience working cross-functionally with Product, Sales, Marketing, and Services organizations
- Demonstrated ability to operate both strategically and hands-on in a high-growth, evolving environment
- Excellent communication and storytelling skills, particularly in executive-facing contexts
- Experience in fintech, accounting, or financial services technology
- Familiarity with professional services, consulting-led sales, or transformation-oriented offerings
- Exposure to AI-driven solutions and their impact on business processes and operating models
- CPA.com brings innovative solutions to the accounting profession, either in partnership with leading providers or directly through its own development.
- The company has established itself as a thought leader on emerging technologies and as the trusted business advisor to practitioners in the United States, with a growing global focus.
- Our company’s core mission is to drive the transformation of practice areas, advance the technology ecosystem for the profession, and lead technology research and innovation efforts for practitioners.
- CPA.com is a subsidiary of the American Institute of CPAs (AICPA).