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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates extensive experience in B2B SaaS product marketing, including ownership of go-to-market strategies, demand generation, and sales enablement. Proficient in developing full-funnel marketing strategies and leveraging customer insights to drive engagement and revenue outcomes.
Highest-signal resume keywords
B2B Product Marketing ExperienceGo-To-Market StrategySales EnablementDemand GenerationCustomer Insights Analysis
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
PositioningMessagingCampaign DevelopmentContent StrategyMarket ResearchCustomer Journey MappingSales PlaysCompetitive AnalysisPerformance MeasurementAI Tools Utilization
Soft Skills
Analytical SkillsExcellent CommunicationIndependent OperationCross-Functional LeadershipPresentation Skills
Industry Keywords
SaaSEnterprise SoftwareDeveloper ToolsWorkflow SoftwareCustomer SuccessCross-SellUpsellMarket IntelligenceProduct AdoptionPartner-Led Ecosystems
About the role
Key responsibilities & impact- Own positioning, messaging, value propositions, and market narratives for a portfolio of B2B SaaS products
- Define and refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys
- Develop full-funnel demand and content strategies across awareness, consideration, evaluation, conversion, adoption, and expansion
- Create campaigns, 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
- Lead end-to-end go-to-market strategy and execution for new SaaS products, major launches, new editions, and strategic capabilities
- Define launch audiences, problems, positioning, messaging, tiers, channels, success criteria, and GTM plans
- Coordinate launches across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing
- Build sales plays, enablement materials, discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, demos, and collateral
- Partner with Sales and Customer Success on acquisition, adoption, cross-sell, upsell, and expansion opportunities
- Adapt messaging, campaigns, and enablement for partner-led GTM motions
- Conduct customer interviews and analyze customer 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
- Measure and optimize engagement, lead generation, pipeline, trials, product adoption, conversion, cross-sell, and revenue outcomes
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 closely with Demand Generation to turn positioning and customer insights into campaigns that generate leads, pipeline, product trials, and revenue
- Experience marketing to both 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 ability to map content, messaging, and offers to different funnel stages
- Ability to translate technical product capabilities into compelling 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 to make GTM decisions
- Strong analytical skills and a bias toward 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
- Especially valuable: experience in platform, marketplace, or partner-led ecosystems; SLG and PLG or marketplace-driven SaaS journeys; portfolio marketing; cross-sell and expansion programs; marketing to technical audiences
Benefits
Comp & perks- Every Appfire team member is eligible for company equity
- Unlimited PTO plus 10 paid holidays each year
- Health insurance is 100% company-paid
- Dental covered 50/50
- Vision insurance
- Group Term Life Insurance
- Voluntary Life insurance
- Critical Illness insurance
- Accident insurance
- Long-Term Disability insurance
- Employee Assistance Program
- Appfire University custom, on-demand learning platform
- 3 fully paid days each year for Corporate Social Responsibility activities
- Flexible Spending Accounts (FSA)
- Monthly stipend for remote-work setup
- Amazon account for necessary equipment and peripherals
- Fitness and wellness reimbursements
- Competitive 401(k) plan with company matching
- Option to work from offices in Boston, Burlington, or New York