Senior Product Marketing Manager

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

📋 Description

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

• Transform complex SaaS products and technical features into engaging stories for business, technical, and executive audiences.

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

• Develop product, solution, and portfolio-level positioning within a complex multi-product portfolio.

• Construct messaging frameworks for campaigns, digital experiences, sales discussions, partner strategies, and customer communications.

• Formulate comprehensive demand and content strategies in collaboration with Demand Generation and Content teams.

• Generate campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-centric content.

• Create initiatives for new prospects and existing customers, including cross-sell, upsell, adoption, and expansion strategies.

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

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

• Establish launch audiences, customer challenges, positioning, messaging, launch tiers, channels, success metrics, and GTM plans.

• Synchronize launches across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing teams.

• Generate launch materials across awareness, demand creation, evaluation, trial, purchase, onboarding, adoption, and expansion phases.

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

• Collaborate with Sales, Customer Success, and Channel/ecosystem partners on 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 consistent Product Marketing frameworks and best practices.

• Enhance awareness, demand, qualified leads, trials, pipeline, conversion rates, product launches, adoption, expansion, and Sales/Partner effectiveness.

⛳️ Requirements

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

• Proven track record in owning positioning, messaging, go-to-market strategies, launches, demand programs, and sales enablement.

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

• Demonstrated ability to create full-funnel product marketing strategies and content spanning awareness, consideration, evaluation, conversion, adoption, and expansion.

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

• Background in marketing to both new prospects and existing customer/user bases, including cross-sell, upsell, adoption, and expansion efforts.

• In-depth 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 skills, including the development of 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 strong focus on measuring business impact.

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

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

• Practical experience with AI tools to enhance Product Marketing efforts.

• Familiarity with platform, marketplace, or partner-led ecosystems is particularly valuable.

• Experience with SLG & PLG or marketplace-driven SaaS customer journeys is especially beneficial.

• Background in marketing a product portfolio, cross-sell, and expansion programs, and engaging technical audiences is particularly valuable.

🏝️ Benefits

• All Appfire team members are eligible for company equity.

• 25 days of paid time off annually; after 5 years of service, this increases to 30 days per year.

• Comprehensive medical, dental, and vision insurance provided through Empire Health.

• Life insurance, critical illness coverage, accidental death and dismemberment, and long-term disability insurance included.

• An annual sports allowance of CAD 600 for fitness or outdoor pursuits.

• Three fully paid volunteering days each year through Appfire Town, the Corporate Social Responsibility program.

• Opportunity to work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers.

• Engage in meaningful, high-impact work that directly influences product direction and customer success.