Senior Product Marketing Manager

Appfire

. Develop differentiated positioning, messaging, value propositions, and market narratives .

Posted 11/1/2026full-timeRemote • CanadaSeniorWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates extensive experience in B2B Product Marketing, particularly in SaaS, with a strong focus on developing go-to-market strategies, positioning, and messaging frameworks. Proven ability to leverage customer insights and performance data to drive demand generation and sales enablement initiatives.

Highest-signal resume keywords

B2B Product Marketing ExperienceGo-To-Market Strategy DevelopmentDemand Generation CollaborationSales Enablement ExperienceCustomer Research and Market Intelligence

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

PositioningMessagingCampaign DevelopmentContent StrategySales PlaysCustomer Journey MappingPerformance Data AnalysisSaaS Product LaunchFull-Funnel Marketing StrategiesCompetitive Analysis

Soft Skills

Excellent Written CommunicationVerbal CommunicationPresentation SkillsAnalytical SkillsIndependent Operation

Tools & Technologies

AI ToolsAutomation ToolsMarket Research ToolsCustomer Intelligence PlatformsContent Development Tools

Industry Keywords

SaaSEnterprise SoftwareDeveloper ToolsWorkflow SoftwareB2B Buying JourneysCross-SellUpsellProduct Portfolio MarketingMarketplace EcosystemsSLG & PLG

About the role

Key responsibilities & impact

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

What you’ll need

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

Comp & perks

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