Product marketing manager

At Appfire, we believe that great work happens when people get to choose how they work. After 20 years of creating software that empowers teams to break silos and collaborate seamlessly, we've learned that one size does not fit all. We're a team of 800+ employees, working remotely across 28 countries. Our flagship products include: JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture.

• 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.
• 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.
• 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.
• 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.
• Develop a deep understanding of our customers, users, prospects, competitors, partners, and broader market.

• 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.
• Будет плюсом: 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

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