Director of Product Marketing

Summary

The Director of Product Marketing defines and drives the go-to-market (GTM) strategy for Greenshades’ suite of payroll, HR, and tax compliance solutions. You’ll be responsible for translating product capabilities into compelling market narratives, enabling our sales teams with the tools to win, and ensuring every launch, message, and program drives measurable business growth.

This is a highly strategic and cross-functional role — sitting at the intersection of Product, Sales, and Marketing. You’ll partner with leaders across Demand Generation, Content Strategy, Campaigns, and Partner Marketing to ensure our messaging resonates, our launches land, and our market presence reflects our innovation and customer value.

The ideal candidate is both a strategist and storyteller — analytical, creative, and deeply curious about customer needs and market dynamics.

Key Responsibilities

Go-to-Market Strategy & Leadership

• Lead GTM planning for new product launches, feature enhancements, and key initiatives — defining target markets, positioning, and messaging that drive awareness, adoption, and revenue.
• Collaborate with Demand Generation and Campaign Management to translate GTM priorities into integrated marketing programs that build pipeline and accelerate growth.
• Partner with Sales and Customer Success to ensure readiness and alignment ahead of launches — equipping teams with the right tools, competitive intelligence, and messaging to drive results.
• Define success metrics for each launch and measure impact across adoption, pipeline, and revenue contribution.
• Engage early in planning cycles with Content Strategy and Digital Marketing to ensure GTM strategy informs creative direction, content priorities, and audience targeting.
  
  

Market Positioning & Messaging

• Own the development of core messaging frameworks, value propositions, and differentiators for Greenshades’ products and solutions.
• Partner with Content Strategy to ensure all external content (web, campaigns, thought leadership) reflects consistent positioning while maintaining the brand’s voice and tone.
• Maintain the division of ownership: Product Marketing defines what we say — the product’s strategic message, positioning, and proof points — while Content Strategy defines how we say it, ensuring storytelling consistency.
• Continuously evolve Greenshades’ market narrative based on customer insights, competitive trends, and emerging industry shifts.
• Align with Demand Generation and Campaigns to ensure all activation programs accurately reflect product value propositions and audience pain points.
  
  

Sales Enablement & Revenue Support

• Develop and maintain sales enablement materials — pitch decks, playbooks, battlecards, objection handling guides, and ROI calculators.
• Collaborate with Sales Leadership to train teams on positioning, competitive differentiation, and value-based selling.
• Partner with Revenue Operations and Sales Enablement to track asset utilization, win/loss outcomes, and content engagement to inform ongoing enablement improvement.
• Use AI-driven analytics to identify patterns in sales performance, buyer objections, and deal velocity — informing content and messaging updates.
• Partner with Demand Generation to align marketing programs and enablement content around shared buyer journeys.
  
  

Market Intelligence & Customer Insights

• Lead competitive and market intelligence to identify trends, new entrants, and customer challenges that shape marketing and product strategy.
• Partner with Product Management to translate customer and market insights into roadmap recommendations.
• Build deep understanding of buyer personas, purchasing behavior, and decision dynamics to ensure messaging is anchored in market reality.
• Maintain voice-of-the-customer feedback loops with Sales, Marketing, and Customer Success to capture evolving customer needs and use cases.
• Partner with Digital & AI Marketing Strategy to integrate predictive analytics and AI-driven insight into segmentation, messaging, and campaign planning.
  
  

Cross-Functional Collaboration

• Collaborate with Demand Generation and Campaign Management to ensure product launches and solution narratives are reflected in integrated programs.
• Partner with Digital & AI Marketing to optimize product messaging across digital channels and paid media.
• Align with Content Strategy to develop supporting assets (e.g., ebooks, case studies, solution pages) that bring product stories to life.
• Work with Partner Marketing to develop and promote joint value propositions and co-marketing campaigns that expand Greenshades’ reach and relevance.
• Participate proactively in quarterly planning with Marketing and Product Leadership to ensure messaging, campaigns, and roadmap initiatives are synchronized.
  
  

Team Leadership

• Lead and mentor product marketing professionals (and agency partners as needed) to deliver high-impact work with clarity, creativity, and accountability.
• Build scalable frameworks for messaging, enablement, and market intelligence that empower the broader marketing organization.
• Foster a collaborative, insights-driven culture that values storytelling, data, and customer empathy.
  
  

Success Metrics

• Growth in product-specific and overall marketing-sourced pipeline.
• Successful, timely product launches with measurable adoption and revenue impact.
• Increased win rates and improved sales productivity through effective enablement.
• Consistent and differentiated product positioning across all touchpoints.
• Clear alignment between Product, Sales, and Marketing on GTM priorities.
• Positive feedback from Sales and Product leadership on marketing partnership and impact.
  
  

Qualifications

• 8–10 years of experience in B2B SaaS marketing, with at least 5 years in product marketing roles.
• Proven success leading go-to-market strategy, messaging, and launch programs that drive revenue.
• Deep understanding of B2B buyer journeys and personas — particularly in HR, payroll, or compliance markets.
• Exceptional written, verbal, and presentation skills — able to translate complex ideas into simple, compelling narratives.
• Demonstrated experience in sales enablement and competitive positioning.
• Skilled at partnering cross-functionally with Product, Sales, and Marketing teams.
• Analytical mindset — comfortable defining metrics, interpreting performance data, and leveraging AI-driven insights.
• Leadership experience managing people or external contributors in a fast-paced, collaborative environment.
  
  

This is a remote position.

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