Senior Product Marketing Manager

Appfire

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

Posted 11/1/2026full-timeRemote • PolandSeniorWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in B2B Product Marketing with a focus on SaaS, including developing positioning, messaging, and go-to-market strategies. Proven ability to create full-funnel marketing strategies and leverage customer insights for effective demand generation and sales enablement.

Highest-signal resume keywords

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

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Positioning DevelopmentMessaging CreationCampaign StrategyContent DevelopmentSales PlaysCompetitive PositioningAnalytical SkillsFull-Funnel Marketing StrategiesTechnical Product TranslationCross-Sell and Upsell Programs

Soft Skills

Excellent Written CommunicationPresentation SkillsAbility to Operate IndependentlyProject ManagementCross-Functional Leadership

Tools & Technologies

AI ToolsMarketing Automation SoftwareCustomer Relationship Management (CRM) SystemsData Analytics ToolsContent Management Systems

Industry Keywords

SaaSEnterprise SoftwareDeveloper ToolsWorkflow SoftwareB2B Buying JourneysMarket ResearchCustomer JourneysProduct LaunchesDemand ProgramsMulti-Product Portfolios

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
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
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 and Customer Success on acquisition, adoption, cross-sell, upsell, and expansion opportunities
Adapt positioning, messaging, campaigns, and enablement for partner-led GTM motions
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
Measure and optimize awareness, demand, leads, trials, pipeline, conversion, 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 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; multi-product portfolios; cross-sell and expansion programs; marketing to technical audiences

Benefits

Comp & perks

Company equity eligibility
26 paid vacation days annually, regardless of tenure
One fully paid Wellness Day each month for an unplanned emergency, rest, or recovery needs
Appfire University custom, on-demand learning platform
Fully covered Luxmed private healthcare plan
Option to extend healthcare coverage to a partner or add upgrades
Life insurance provided by UNUM and fully paid by Appfire
150 PLN per month MyBenefit allowance for a Multisport card or shopping, restaurants, and entertainment
200 PLN net per month home office allowance for electricity and internet costs
300 PLN monthly Lunch Card for groceries or dining out via virtual pre-paid Pluxee card
3 fully paid volunteering days each year
Fully remote work within Poland, with the option to work from the Warsaw office
Flexible work arrangement
Equal opportunity employment