Director of Product and Customer Marketing

Job Description

Position Summary:

The Director of Product and Customer Marketing is responsible for shaping and driving Lightbeam’s go-to-market strategy for key solutions and ensuring customers realize maximum value post-purchase. This role bridges product, sales, and customer success to craft compelling messaging, enable revenue teams, and amplify customer advocacy. The ideal candidate blends strategic positioning, customer-centric storytelling, value based consultative selling, and executional excellence to accelerate growth and retention. The Director of Product and Customer Marketing will report to the Chief Marketing Officer (CMO) and work closely with the VP of Demand Generation and Director of Brand Marketing and Communications to accomplish key goals, KPIs and objectives.

Key Responsibilities:

• Product Marketing Strategy
• Develop and execute product positioning, messaging, and value propositions tailored to target personas (CIO, CTO, CMO, Operations leaders, etc.).
• Lead product launch strategies and cross-functional GTM plans.
• Partner with Product Management to translate technical capabilities into market-ready narratives.
• Customer Marketing & Advocacy
• Build programs that nurture customer adoption, retention, and expansion (upsell/cross-sell campaigns, success stories, webinars, case studies).
• Launch and scale customer advocacy initiatives (reference programs, advisory boards, user groups).
• Drive content showcasing measurable business outcomes delivered to customers.
• Sales Enablement
• Create sales playbooks, battle cards, pitch decks, and objection-handling guides.
• Partner with enablement teams to train sales, CS, and partner teams.
• Deliver competitive intelligence to position SaaS solutions against major rivals.
• Value Based Consultative Selling Enablement
• Support the sales team with value/ROI calculators to develop compelling business cases for investment.
• Leverage these business cases to follow up with customers and engage them for customer case studies, webinars, presentation at UGM, press releases and KLAS briefings.
• Support a new Lightbeam Trailblazer Award to recognize customers for their innovation that has delivered tangible value to their organizations.
• Demand Generation & Growth Alignment
• Collaborate with demand generation and digital marketing on campaigns and content to drive pipeline.
• Develop messaging for industry events, webinars, and thought-leadership content.
• Align product marketing with revenue targets, customer journey mapping, and lifecycle marketing.
• Data & Insights
• Conduct competitive analysis, win/loss studies, and market research to inform strategy.
• Track performance metrics (adoption, NPS, retention, expansion revenue, campaign impact).
• Leverage customer feedback and usage analytics to refine positioning.
  

Desired Skills and Experience:

• Make Rapid, Disciplined Decisions – Ability to make timely decisions at the right level with the right data, and support the decisions made.
• Act with Courage & Candor - Speak openly, honestly and with conviction: have the courage to take appropriate risks and make difficult decisions.
• Demonstrate Ethics & Integrity - Adhere to the highest standards of trustworthy and ethical behavior in all interactions and hold others to the same standards; comply with all laws, policies and regulations; identify and address ethical issues without hesitation.
• Foster Collaboration - Actively listen and seek to understand differing perspectives; work together to achieve the common goals.
• Drive Results - Set clear performance standards; overcome obstacles; hold ourselves and others accountable for achieving results.
  
  

Skills, Knowledge, Experience & Qualifications:

Experience & Background

• Bachelor’s degree in marketing with Certification in Product Marketing and/or Product Management from Pragmatic Institute or the Product Marketing Alliance.
• 5-10 years in product marketing, customer marketing, or related B2B SaaS roles (enterprise preferred).
• Proven experience launching SaaS products and driving adoption in cloud, AI, CRM, analytics, or enterprise platforms.
• Strong understanding of buyer journeys, customer success, and SaaS growth levers (ARR, NRR, churn).
  
  

Skills & Competencies

• Strategic Storytelling: Ability to extract compelling narratives from client success stories and turn them into high-impact marketing and sales assets (case studies, videos, testimonials, etc.) that drive buyer confidence and market differentiation.
• Persona-Based Positioning and Messaging: Skill in crafting clear, persuasive messaging tailored to buyer personas and use cases — connecting client proof points to product value propositions.
• Go-to-Market (GTM) Alignment: Understanding of how to support product launches and campaigns with messaging, proof, and enablement content that align with GTM strategy and sales motions.
• Cross-Functional Collaboration: Strong collaboration with Sales, Product, Client Success, and Demand Gen to gather insights, align messaging, and ensure content supports pipeline goals and client retention, new product releases etc.
• Content Planning & Execution: Ability to manage multiple content projects with quality and speed — from planning to interviewing, writing, editing, and publishing across formats and channels.
• Voice of the Customer (VoC) Development: Proficiency in identifying client advocates, gathering qualitative insights, and turning those into marketing assets or product feedback loops.
• Market & Competitive Awareness: Ability to identify what makes our client outcomes unique or differentiated in the market and translate that into messaging that supports brand positioning.
• ROI, Metrics & Impact Orientation: Comfort with tracking content usage, engagement, and influence on pipeline to guide prioritization and demonstrate ROI on efforts. Lead/support value discovery with reference customers with buy-in and documentation.
• Ongoing Market Research Initiatives: Ongoing effort to learn about the provider market, gathering and analyzing data related to market trends, customer preferences, and competitive landscapes. These efforts will help you to remain informed, adaptable, and responsive to changing market dynamics, enabling you to make data-driven decisions and maintain a competitive edge.
• Cross-Functional Influence: Comfortable working across Product, Sales, Customer Success, and Marketing leadership.
• Data-Driven Marketer: Skilled in analyzing metrics (pipeline, retention, adoption) to optimize GTM programs.
• Competitive Edge: Sharp awareness of the competitive landscape (e.g., Salesforce vs. Workday vs. ServiceNow).
  
  

Personal Qualities

• Customer-obsessed with a passion for driving measurable impact.
• Agile and adaptable in a fast-paced SaaS environment.
• Strong executive presence with the ability to present to C-suite stakeholders.
• Collaborative, yet decisive, with proven leadership and team-building skills.
  
  

Position Security Classification

CRITERIA: POSITION RISK LEVEL

High Risk (if any of these are true)

Access to Restricted information, including PHI and PII

Elevated access privileges

Access to the Security Infrastructure

Medium Risk

Access to Confidential, but not to Restricted information

Low Risk

Access to Unclassified information only

Director of Product and Customer Marketing: Low

CRITERIA: SECURITY ROLES & RESPONIBILITIES

Security Roles & Responsibilities:

• Approve security-related changes
• Execute security-related changes
• Not applicable
  
  

Policy/procedures for Lightbeam

Cyber Security Incident Response (CSIRT) team

Director of Product and Customer Marketing: Not Applicable (Security Related Changes)

SECURITY ROLE-SPECIFIC TRAINING

Annual Incident Response Exercises