Senior Product Marketing Manager

This is a fully remote position, open to applicants in Bulgaria.

📋 Description

• Develop unique positioning, messaging, value propositions, and market narratives.

• Simplify complex SaaS products and technical features into understandable stories for business, technical, and executive audiences.

• Identify and refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys.

• Establish product-, solution-, and portfolio-level positioning across a diverse multi-product portfolio.

• Create messaging frameworks for campaigns, digital experiences, sales discussions, partner interactions, and customer communications.

• Formulate comprehensive demand and content strategies throughout the top, middle, and bottom of the funnel.

• Develop campaign concepts, landing pages, solution content, webinars, customer testimonials, comparison content, product videos, nurture programs, sales plays, and conversion-focused content.

• Initiate programs for new prospects and current customers, including cross-sell, upsell, adoption, and expansion strategies.

• Analyze messaging, offers, audiences, and content using performance data to enhance conversion rates and pipeline effectiveness.

• Oversee the complete go-to-market strategy and execution for new SaaS products, major launches, new editions, and strategic capabilities.

• Define target audiences, customer challenges, positioning, messaging, tiers, channels, success metrics, and GTM plans.

• Collaborate on launches with Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing teams.

• Create launch assets covering awareness, demand creation, evaluation, trial, purchase, onboarding, adoption, and expansion.

• Develop sales plays, enablement materials, discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, and customer proof points.

• Partner with Sales, Customer Success, Channel, and ecosystem partners to drive acquisition, adoption, cross-sell, upsell, and expansion efforts.

• Conduct customer interviews and analyze conversations, win/loss data, product usage, NPS, competitive intelligence, and market research.

• Transform customer and market insights into actionable recommendations for Product, Marketing, Sales, and GTM leadership.

• Leverage AI and automation for research, customer intelligence, content creation, competitive analysis, personalization, and GTM execution.

• Establish repeatable Product Marketing frameworks and best practices.

• Enhance awareness, demand, qualified leads, trials, pipeline, conversion, product launches, adoption, expansion, and sales/partner effectiveness.

⛳️ Requirements

• 7–10+ years of experience in B2B product marketing, ideally within SaaS, enterprise software, developer tools, workflow software, or similar technological environments.

• Proven track record of managing positioning, messaging, go-to-market strategy, launches, demand programs, and sales enablement.

• Strong experience in launching new SaaS products or significant new offerings from market validation to post-launch growth.

• Experience in developing comprehensive product marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion stages.

• Experience collaborating with Demand Generation to design campaigns that generate leads, pipeline, product trials, and revenue.

• Experience in marketing to both new prospects and existing customers or users, including cross-sell, upsell, adoption, and expansion initiatives.

• Deep understanding of B2B SaaS buying journeys and aligning content, messaging, and offers with funnel stages.

• Ability to convert 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 utilizing customer research, market intelligence, competitive analysis, win/loss insights, and performance data for GTM decision-making.

• Excellent analytical skills with a focus on measuring business impact.

• Outstanding written, verbal, and presentation skills tailored for technical, business, Sales, and executive audiences.

• Capability to work independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority.

• Hands-on experience with AI tools to enhance Product Marketing efforts.

• Preferred: experience with platform, marketplace, or partner-led ecosystems; SLG and PLG or marketplace-driven SaaS journeys; product portfolios; cross-sell and expansion programs; technical audiences.

🏝️ Benefits

• Eligibility for company equity for all Appfire team members.

• 25 paid days off regardless of tenure, increasing to 30 days annually after 5 years.

• 24 hours of paid volunteer time.

• Access to Appfire University on-demand learning platform and personal development support.

• Private health insurance through UNIQA, fully covered by the company.

• Fully covered Multisport Card providing access to gyms, studios, and swimming pools throughout Bulgaria.

• Fully paid Sofia City Transport Card for employees based in Sofia.

• Pre-paid Pluxee lunch card with a monthly budget of 102.26 EURO; funds roll over until expiration.

• One-time net Baby Bonus of 511 EURO upon the birth of a child.

• Three fully paid volunteering days each year.

• Fully remote work within Bulgaria, with the option to work from the Sofia office.