Role & responsibilities

- Develop and execute product marketing strategy aligned with product, revenue, and business objectives.
- Own Go-to-Market (GTM) strategy and execution for new products, features, markets, and major product releases.
- Define transparent product positioning, messaging, value propositions, and differentiation for target customer segments.
- Conduct market research, customer interviews, competitive analysis, and industry research to identify market opportunities.
- Develop and maintain Ideal Customer Profiles (ICP), buyer personas, customer segments, and buyer journeys.
- Translate complex product capabilities into compelling customer-focused messaging and marketing narratives.
- Partner closely with Product Management, Sales, Customer Success, Engineering, Brand, Content, and Demand Generation teams.
- Create sales-enablement assets including battlecards, pitch decks, product sheets, case studies, FAQs, competitive guides, and demos.
- Lead product launches from planning and positioning through campaign execution, sales readiness, launch measurement, and post-launch optimization.
- Develop product content including website messaging, blogs, whitepapers, customer stories, videos, webinars, presentations, and thought-leadership materials.
- Support pricing, packaging, monetization, and product adoption initiatives through market and customer insights.
- Develop competitive intelligence programs and provide actionable insights to product, sales, and executive teams.
- Track and optimize product-marketing KPIs including pipeline contribution, adoption, engagement, conversion, win rate, revenue, retention, and campaign performance.
- Work with demand-generation teams to develop campaigns that drive qualified leads and pipeline for target products.
- Support analyst relations, PR, events, webinars,



conferences, and other market-facing initiatives.
- Develop customer advocacy programs including testimonials, case studies, reviews, and reference programs.
- Identify customer objections and market barriers and develop strategies to improve adoption and conversion.
- Evaluate emerging technologies such as AI, Generative AI, cloud, SaaS, and automation and translate their business value into effective positioning.
- Manage product-marketing budgets, agencies, vendors, and external partners where required.
- Present product marketing strategy, market insights, launch plans, and performance metrics to senior leadership.
- Mentor junior product marketers and contribute to building scalable product-marketing processes and best practices.

Preferred candidate profile

- 6 to 11 years of experience in Product Marketing, B2B/B2C Marketing, Product Management, Growth Marketing, or related roles.
- Proven experience owning product marketing strategy and end-to-end GTM programs.
- Strong expertise in product positioning, messaging, value proposition development, market segmentation, and competitive differentiation.
- Demonstrated experience launching products, platforms, SaaS solutions, or major product features.
- Strong understanding of customer research, ICP development, buyer personas, customer journeys, and market research.
- Experience working closely with Product, Sales, Customer Success, Demand Generation, Content, Design,



and Engineering teams.
- Proven ability to translate complex technology or product capabilities into simple, compelling customer and business value propositions.
- Strong sales-enablement experience, including creation of battlecards, pitch decks, case studies, competitive guides, demos, and product collateral.
- Strong analytical capabilities with experience tracking pipeline, conversion, adoption, engagement, win rate, revenue, and other marketing/product KPIs.
- Experience with B2B SaaS, enterprise technology, fintech, cloud, cybersecurity, AI/ML, developer tools, or digital products is highly desirable.
- Strong understanding of demand generation, content marketing, digital marketing, marketing automation, and campaign management.
- Experience with tools such as Salesforce, HubSpot, Marketo, Google Analytics, Power BI/Tableau, product analytics platforms, and CRM/marketing automation systems is advantageous.
- Strong storytelling, presentation, copywriting, communication, and executive-influence skills.
- Ability to work effectively in cross-functional and matrix organizations and influence stakeholders without direct authority.
- Strong strategic thinking, commercial awareness, customer orientation, and problem-solving skills.
- Experience managing agencies, vendors, budgets, and external marketing partners is advantageous.
- Leadership experience mentoring or managing product marketing professionals is preferred for senior roles.
- Bachelor's degree in Marketing, Business, Communications, Economics, Engineering, Computer Science, or a related field; MBA/PGDM is advantageous.
- Product Marketing, Product Management, Digital Marketing, Analytics, or relevant industry certifications are an added advantage.

📌 Senior Product Marketing Manager (India)
🏢 Good Co India
📍 India