Senior Product Marketing Manager

🔥 14 minutes ago

🇨🇦 Canada – Remote

⏰ Full Time

🟠 Senior

🎁 Product Marketing

👻 Ghost score 15%

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Appfire

WebsiteLinkedInAll Job Openings

501 - 1000 employees

Founded 2005

💼 Consulting

📣 Marketing

☁️ SaaS

💰 $100M Private Equity Round on 2021-03

Consulting • Marketing • SaaS

Appfire is a company that specializes in providing a wide range of solutions and tools for improving productivity and workflow management, particularly within the Atlassian ecosystem. They offer products and services focused on IT service management, workflow and automation, and agile work management, tailored to enhance the capabilities of agile teams. Appfire provides cloud-ready applications and integrations with platforms like Jira, Confluence, Microsoft, and Salesforce, aiming to optimize processes and improve collaboration within organizations. With over 20,000 customers, including many Fortune 500 companies, Appfire is dedicated to helping teams enhance productivity and governance across various platforms.

📋 Description

• Develop differentiated positioning, messaging, value propositions, and market narratives • Translate complex SaaS products and technical capabilities into compelling stories for business, technical, and executive audiences • Define and refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys • Create product, solution, and portfolio-level positioning across a complex multi-product portfolio • Build messaging frameworks for campaigns, digital experiences, sales conversations, partner motions, and customer communications • Develop full-funnel demand and content strategies with Demand Generation and Content teams • Create campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content • Develop programs for net-new prospects and existing customers and app users, including cross-sell, upsell, adoption, and expansion • Test messaging, offers, audiences, and content using performance data to improve conversion and pipeline impact • Lead end-to-end go-to-market strategy and execution for new SaaS products, major launches, new editions, and strategic capabilities • Define launch audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans • Coordinate launches across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing • Develop launch assets across awareness, demand creation, evaluation, trial, purchase, onboarding, adoption, and expansion • Build sales plays and enablement materials including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, proof points, and collateral • Partner with Sales, Customer Success, and Channel/ecosystem partners on acquisition, adoption, cross-sell, upsell, and expansion • Conduct customer interviews and analyze conversations, win/loss data, product usage, NPS, competitive intelligence, and market research • Turn customer and market intelligence into recommendations for Product, Marketing, Sales, and GTM leadership • Use AI and automation for research, customer intelligence, content development, competitive analysis, personalization, and GTM execution • Establish repeatable Product Marketing frameworks and best practices • Improve awareness, demand, qualified leads, trials, pipeline, conversion, product launches, adoption, expansion, and Sales/Partner effectiveness

🎯 Requirements

• 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 with Demand Generation to develop campaigns generating leads, pipeline, product trials, and revenue • Experience marketing to 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 funnel-stage content, messaging, and offers • Ability to translate technical product capabilities into 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 for GTM decisions • Strong analytical skills and focus on measuring business impact • Excellent written, verbal, and presentation skills for technical, business, Sales, and executive audiences • Ability to operate independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority • Hands-on experience using AI tools to improve Product Marketing work • Experience with platform, marketplace, or partner-led ecosystems is especially valuable • Experience with SLG & PLG or marketplace-driven SaaS customer journeys is especially valuable • Experience marketing a product portfolio, cross-sell and expansion programs, and technical audiences is especially valuable

🏖️ Benefits

• Every Appfire team member is eligible for company equity • 25 days of paid time off per year; after 5 years of employment, 30 days per year • Comprehensive medical, dental, and vision insurance through Empire Health • Life insurance, critical illness coverage, accidental death and dismemberment, and long-term disability insurance • Yearly sport allowance of CAD 600 for fitness or outdoor activities • 3 fully paid volunteering days each year through Appfire Town, its Corporate Social Responsibility program • Work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers • Meaningful, high-impact work directly influencing product direction and customer success

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