Director, Product Marketing

Description

The company needs a leader for product marketing to drive product and revenue growth across its portfolio. The role covers market and customer understanding, ideal customer profile strategy, positioning and messaging, go-to-market strategy and execution, and adoption, renewal and expansion.

You will work with product management to test willingness to pay and business opportunity, supporting product-market fit and launch strategy. You will lead across functions, build agreement, influence decisions and keep work aligned toward business growth. The role is a commercial leadership position with shared accountability for results.

The company provides workforce enablement solutions to 13,000 healthcare organizations and 4.5 million caregivers through a platform covering learning, performance, compliance, quality and recruiting. Its brands serve the full healthcare continuum.

Responsibilities

• Apply market, customer and product knowledge from the full portfolio to set the product marketing focus, carry out the product expansion strategy and keep the company's positioning and growth distinct.
• Track industry and competitor changes, and direct how ideal customer and product data are used.
• Check your views with client-facing colleagues, industry events and internal data.
• Monitor internal and external data to forecast effects on the business and commercial results.
• Recommend new products or enhancements that protect retention and support growth.
• Combine organic and acquired product expansion into one company narrative, positioning and enablement materials for the product marketing team.
• Set high standards for product marketing collaboration, processes and deliverables so product planning and launches are effective and go-to-market strategy stays current.
• Set strict standards for ideal customer profiles, willingness to pay and product opportunity sizing to achieve product-market fit.
• Use data at key decisions and in communications across strategy, planning and launch, and hold others to the same practice.
• Build strong working relationships for yourself and your team with product management and front-facing partners during planning, scoping and launch.
• Make sure business and launch plans have informed, achievable commercial targets.
• Monitor launch KPIs, including adoption and renewal, and act on them to improve results or spot new team needs.
• Find and implement automation and better ways of working.
• Lead and coach a team of product marketers who understand customer needs, test willingness to pay, and build go-to-market strategies, launch plans and sales plays.
• Lead open debate when needed on whether a product idea is ready to move into build.
• Give coaching and feedback to direct reports and project team members.
• Hold the team accountable for performance and build skills where needed.
• Foster a culture of continuous learning and professional development.
• Take on other duties assigned as a senior leader in marketing.

Requirements

• 10+ years of product marketing or related experience.
• 5+ years of leading a product marketing team.
• A record of delivering commercial go-to-market results while leading at a B2B SaaS company with several products.
• Understanding of B2B SaaS product marketing and portfolio strategy. You connect market, customer, product and revenue evidence across the portfolio to set priorities, and explain how positioning and portfolio choices support retention, expansion and sustainable growth.
• Experience defining ideal customer profiles, market segments, differentiated positioning and messaging. You set clear criteria for ideal customers, buyer needs, value propositions and differentiation, and turn organic and acquired expansion into one narrative and repeatable enablement for the team.
• Skill applying market, customer, competitive and product insight to strategy and go-to-market decisions. You find opportunities, risks and differentiation areas, and turn them into recommendations on positioning, investment, launch and growth.
• Ability to judge willingness to pay, product-market fit and commercial opportunity. You work with product management to assess customer value, opportunity size, readiness and pricing evidence, and push back on ideas without enough validation.
• Ability to design and lead go-to-market strategy and launches. You build integrated plans with audiences, value propositions, sales plays, owners, milestones and achievable commercial targets, and keep product, sales, client care and marketing aligned from planning through post-launch optimization.
• Ability to define, interpret and act on product and launch metrics. You use adoption, renewal, expansion, pipeline and other relevant KPIs at key decisions, find gaps, recommend corrective action and hold partners to evidence-based follow-through.
• Executive-level written, verbal and presentation skills. You explain complex market and product issues with clear implications, recommendations and needed decisions, and adjust depth and framing for executives, product teams, front-facing partners and direct reports.
• Ability to lead, coach and develop product marketers. You set role clarity and performance expectations, give timely feedback, address capability gaps, and build team capacity through prioritization, delegation, development planning and healthy debate.
• Ability to improve product marketing operations through automation and scalable ways of working, including responsible use of agentic tools. You find repeatable processes and automation opportunities, set practical standards, measure impact and adjust workflows for speed, quality and consistency.
• Bachelor's degree.

Conditions

Hybrid role based in Morrisville, NC, near the Raleigh/Durham airport. You must live in North Carolina within about a one-hour commute of the office.

Expect to be in the office about 40 days per quarter.

Equal opportunity employer. Applicant information is kept confidential under EEO guidelines.

Benefits

• Health and wellness package with a 401k match, flexible PTO, and generous, inclusive parental leave. The company pays the employee share of the monthly healthcare premium.
• Choice of onsite or work-from-home days.
• Employee resource groups open to all staff.
• Onboarding program covering the company, customers and culture.
• Growth and career advancement opportunities.
• Development programs, including leadership, professional development curricula, and Nanodegree options in technology and data science.
• Professional development through conference attendance and organizations such as NC Tech.
• Free coffee and pastries at the onsite coffee shop.