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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 go-to-market strategies, positioning, messaging, and full-funnel demand generation. Proven ability to translate technical capabilities into customer value and drive product adoption and expansion through effective sales enablement and cross-functional collaboration.
Highest-signal resume keywords
B2B Product Marketing ExperienceGo-To-Market StrategySales EnablementFull-Funnel Demand GenerationCustomer Research and Market Intelligence
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 ProgramsCampaign DevelopmentContent StrategySales PlaysCompetitive PositioningAnalytical SkillsPerformance Data AnalysisTechnical Translation
Soft Skills
Excellent Written CommunicationVerbal CommunicationPresentation SkillsIndependent OperationCross-Functional Leadership
Tools & Technologies
AI ToolsAutomation ToolsMarket Research ToolsCustomer Intelligence ToolsPerformance Measurement Tools
Industry Keywords
SaaSEnterprise SoftwareDeveloper ToolsWorkflow SoftwareB2B Buying JourneysCustomer JourneysCross-SellUpsellProduct LaunchesMarket Validation
About the role
Key responsibilities & impact- Develop differentiated positioning, messaging, value propositions, and market narratives
- Translate complex SaaS products and technical capabilities into clear 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 across top, middle, and bottom of funnel
- 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 new prospects and existing customers, 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, 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, enablement materials, discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, and customer proof points
- Partner with Sales, Customer Success, Channel, and 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 market validation through post-launch growth
- Experience developing full-funnel product marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion
- Experience partnering with Demand Generation to create 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 motions
- Strong understanding of B2B SaaS buying journeys and mapping content, messaging, and offers to funnel stages
- 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
- Valuable: experience with platform, marketplace, or partner-led ecosystems; SLG and PLG or marketplace-driven SaaS journeys; product portfolios; cross-sell and expansion programs; technical audiences
Benefits
Comp & perks- Company equity eligibility for every Appfire team member
- 25 paid days off regardless of tenure, increasing to 30 days annually after 5 years
- 24 hours of paid volunteer time
- Appfire University on-demand learning platform and personal development support
- Private health insurance through UNIQA, fully paid by the company
- Fully covered Multisport Card with access to gyms, studios, and swimming pools across Bulgaria
- Fully paid Sofia City Transport Card for employees in Sofia
- Pre-paid Pluxee lunch card with a monthly budget of 102,26 EURO; funds roll over until expiration
- One-time net Baby Bonus of 511 EURO upon the birth of a child
- 3 fully paid volunteering days each year
- Fully remote within Bulgaria, with the option to work from the Sofia office