Senior Product Marketing Manager

The role

The Senior Product Marketing Manager will develop go-to-market strategies, positioning, and messaging for a portfolio of B2B SaaS products. This role involves creating full-funnel content, leading product launches, and providing sales and partner enablement.

What you will do

• Develop differentiated positioning, messaging, value propositions, and market narratives.
• Translate complex SaaS products into stories for business, technical, and executive audiences.
• Define ideal customer profiles, personas, use cases, and customer journeys.
• Develop top-, middle-, and bottom-of-funnel strategies and content.
• Lead end-to-end go-to-market strategy and execution for new SaaS products and launches.
• Build sales plays including discovery questions, qualification criteria, and competitive positioning.
• Equip Customer Success teams to identify adoption and expansion opportunities.
• Conduct customer interviews and analyze win/loss data and market research.
• Use AI and automation to accelerate research, content development, and GTM execution.
• Partner with Demand Generation to turn insights into campaigns that generate leads and revenue.

Required qualifications

• 7–10+ years of B2B product marketing experience
• 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 closely with Demand Generation
• Experience marketing to both new prospects and an existing customer or user base
• 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

Nice to have

• Experience working within a platform, marketplace, or partner-led ecosystem such as Atlassian, ServiceNow, Salesforce, Workday, Microsoft, or a comparable B2B technology ecosystem
• Experience with SLG & PLG or marketplace-driven SaaS customer journeys
• Experience marketing a portfolio of products rather than a single standalone SaaS offering
• Experience developing cross-sell and expansion programs using an established customer or user base
• Experience marketing to technical audiences such as software development, DevOps, IT, security, project management, or enterprise technology teams

Benefits

• Company equity
• 25 days of paid time off per year
• 30 days of paid time off per year after 5 years of employment
• Empire Health coverage including medical, dental, and vision insurance
• Life insurance
• Critical illness coverage
• Accidental death and dismemberment insurance
• Long-term disability insurance
• Yearly sport allowance of CAD 600
• 3 fully paid days each year for volunteering

About the company

Appfire is a team of 800+ employees working remotely across 28 countries. They create software that empowers teams to break silos and collaborate seamlessly, with flagship products including JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture.