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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in B2B product marketing with a focus on SaaS, including developing positioning, messaging, and go-to-market strategies. Proven ability to leverage customer insights and market intelligence to drive demand and revenue outcomes.
Highest-signal resume keywords
B2B Product Marketing ExperienceGo-To-Market StrategySales EnablementCustomer Research and Market IntelligenceSaaS Product Launch Experience
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
PositioningMessagingDemand GenerationContent StrategyFull-Funnel MarketingCross-Sell and Upsell ProgramsAnalytical SkillsTechnical TranslationCampaign DevelopmentPortfolio Marketing
Soft Skills
Excellent Written CommunicationVerbal CommunicationPresentation SkillsIndependent OperationCross-Functional Leadership
Tools & Technologies
AI ToolsAutomation ToolsMarket Research ToolsCustomer Relationship Management (CRM) SystemsContent Management Systems (CMS)
Industry Keywords
SaaSEnterprise SoftwareDeveloper ToolsWorkflow SoftwareB2B Buying JourneysProduct Marketing FrameworksMarketplace EcosystemsSales PlaysCustomer JourneysNPS
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
- 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 multi-product portfolio
- Develop full-funnel demand and content strategies
- 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 SaaS products, launches, editions, and capabilities
- Coordinate launch execution 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 sales collateral
- Partner with Sales, Customer Success, and ecosystem partners on acquisition, adoption, cross-sell, upsell, and expansion
- 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 to accelerate research, content development, competitive analysis, personalization, and GTM execution
- Establish repeatable Product Marketing frameworks and best practices
- Measure and improve awareness, demand, leads, trials, pipeline, conversion, product launches, adoption, expansion, 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
- Proven ability to develop full-funnel product marketing strategies and content
- Experience partnering with Demand Generation on campaigns generating leads, pipeline, product trials, and revenue
- Experience marketing to new prospects and existing customers or users, including cross-sell, upsell, adoption, and expansion
- Strong understanding of B2B SaaS buying journeys
- Ability to translate technical product capabilities into customer value and business outcomes
- Strong sales enablement experience
- Experience using customer research, market intelligence, competitive analysis, win/loss insights, and performance data
- Strong analytical skills
- Excellent written, verbal, and presentation skills
- Ability to operate independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority
- Hands-on experience using AI tools
- Experience with platform, marketplace, or partner-led ecosystems is especially valuable
- Experience with SLG and PLG or marketplace-driven SaaS customer journeys is especially valuable
- Experience marketing a portfolio of products is especially valuable
- Experience with cross-sell and expansion programs is especially valuable
- Experience marketing to technical audiences is especially valuable
Benefits
Comp & perks- Remote work across 28 countries
- Equal opportunity employment
- Compensation and benefits included among Appfire's equal employment practices