Senior Product Marketing Manager
Appfire · Miami, FL · 1 mo ago
RemoteRemoteMarketingFull-time
We need to output HTML fragment with sections for headings: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. Only include sections where there is real specific content. We must not repeat job title. No Job ID etc. Remove boilerplate. Must preserve all substantive info.
We need to parse the posting.
Key sections:
- About the role: description of role, what they will own, etc. Could be a paragraph summarizing.
- Responsibilities: list of duties (what you'll own). Could be bullet list.
- Requirements: maybe "What We're Looking For" includes experience requirements.
- Qualifications: maybe similar to requirements? Might combine.
- Skills: maybe list of skills.
- Benefits: they have a "What do we offer:" section with equity, PTO, health insurance, etc.
- Pay: not mentioned. No salary info. So we should NOT include Pay section.
- Schedule: they mention flexibility: "Flexibility that fits how you work best The role is fully from within the US, with the option to work from our offices in Boston, Burlington, or New York if you prefer an on-site setting or simply enjoy stopping by the office from time to time." That's schedule/location info. Could be considered Schedule section. It's specific: fully remote within US, option to work from offices. So we can include Schedule.
We must not include placeholder like "commensurate with experience". Not present.
We need to output only HTML fragment, no markdown fences.
We'll create sections:
.
List items:
- Positioning, Messaging & Market Strategy: 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, compelling stories for business, technical, and executive audiences.
- Define and continuously refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys using customer research, competitive intelligence, win/loss insights, product usage signals, Sales feedback, and market data.
- Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs, creating clear product, solution, and portfolio-level positioning that helps customers understand how individual offerings fit together.
- Identify opportunities to move beyond product-by-product marketing by connecting related products to broader customer problems, workflows, and solution narratives—while maintaining clear differentiation between offerings.
- Build messaging frameworks that can be consistently activated across campaigns, digital experiences, sales conversations, partner motions, and customer communications, ensuring the right product, solution, or portfolio story reaches each audience throughout the buying journey.
- Full-Funnel Demand & Content: Partner closely with Demand Generation and Content teams to develop top-, middle-, and bottom-of-funnel strategies and content that create demand, capture interest, nurture prospects, and accelerate pipeline.
- Translate positioning and messaging into high-performing 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 targeted programs for both net-new prospects and existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion opportunities.
- Understand how content should evolve throughout the buyer journey—from creating awareness of a customer problem to helping a buyer evaluate alternatives and ultimately make a purchasing decision.
- Partner with Growth and Demand Generation teams to test messaging, offers, audiences, and content and use performance data to continuously improve conversion and pipeline impact.
- Connect PMM activity to measurable outcomes including engagement, lead generation, pipeline creation, trial activity, product adoption, conversion, cross-sell, and revenue.
- Product Launches & Go-to-Market: Lead end-to-end go-to-market strategy and execution for new SaaS products, major product launches, new editions, and strategic product capabilities.
- Define target audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans.
- Coordinate cross-functional launch execution across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing.
- Develop launch assets spanning the full customer journey—from market awareness and demand creation through evaluation, trial, purchase, onboarding, adoption, and expansion.
- Establish measurable launch objectives and use customer and performance data to evaluate results and optimize post-launch programs.
- Balance major launches with ongoing GTM programs that sustain demand and adoption after launch.
- Sales & Partner Enablement: Build sales plays that translate customer problems and product capabilities into repeatable commercial conversations.
- Create 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 to identify opportunities for new-logo acquisition, cross-sell, upsell, and expansion.
- Equip Customer Success teams to identify adoption and expansion opportunities within existing customers.
- Work with Channel and ecosystem partners to adapt positioning, messaging, campaigns, and enablement for partner-led GTM motions.
- Gather structured field feedback and use it to improve messaging, campaigns, enablement, and product strategy.
- Customer, Market & Competitive Intelligence: Develop a deep understanding of our customers, users, prospects, competitors, partners, and broader market.
- 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.
- Turn customer and market intelligence into actionable recommendations for Product, Marketing, Sales, and GTM leadership.
- Build strong feedback loops between customers, the field, Product, and Marketing so that market insights continuously improve our strategy and execution.
- AI-Enabled Product Marketing: Use AI and automation to accelerate research, customer intelligence, content development, competitive analysis, personalization, and GTM execution.
- Experiment with new approaches that allow Product Marketing to operate faster and at greater scale without sacrificing quality.
- Help establish repeatable frameworks and best practices that can be leveraged across Appfire's broader Product Marketing organization.
That's many items; okay.
Requirements: "What We're Looking For" bullet list.
Extract each bullet:
- 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 new 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 both 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 the ability to map content, messaging, and offers to different stages of the funnel.
- 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 GTM 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.
- Demonstrated 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.
We could also include "Especially Valuable Experience" as additional qualifications/skills but maybe treat as Skills.
Skills: "Especially Valuable Experience" list:
- Experience working within a platform, marketplace, or partner-led ecosystem such as Atlassian, ServiceNow, Salesforce, Workday, Microsoft, or a comparable B2B technology ecosystem.
- Experience with SLG & 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.
Also maybe "How Success Will Be Measured" could be considered but not a section; could be part of Responsibilities? But we can ignore or include as part of Responsibilities? Probably not needed.
Benefits: "What do we offer:" paragraph.
Extract:
- Equity: Every Appfire team member is eligible for company equity, fostering a true sense of ownership and connection to our growth.
- Paid time off: Appfire provides unlimited PTO plus 10 paid holidays each year.
- Health insurance is 100% company-paid, with dental covered 50/50.
- Additional benefits include Vision, Group Term Life Insurance, Voluntary Life, Critical Illness, Accident, Long-Term Disability, and access to an Employee Assistance Program.
- Training and personal development: Grow with Appfire University — our custom, on-demand learning platform designed to support your continuous development.
- Volunteering: Every employee receives 3 fully paid days each year to participate in our Corporate Social Responsibility (CSR) program supporting local communities.
- Other benefits: Employees can take advantage of Flexible Spending Accounts (FSA). They also receive a monthly stipend to support their remote-work setup, along with an Amazon account for ordering necessary equipment and peripherals. Through our benefits provider, employees are additionally eligible for fitness and wellness reimbursements.
- Appfire offers a competitive 401(k) plan with a company-matching component to help employees build long-term financial security.
We can list as
About the role
...
Responsibilities
- ... ...
Requirements
- ... ...
- ... ...
...
under Schedule heading. We must not include Pay section. Now produce HTML fragment. We need to ensure we don't include any extra text outside HTML. Let's craft. We'll start withAbout the role
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