[Hiring] Senior Product Marketing Manager @Appfire

Role Description

Appfire is looking for a Senior Product Marketing Manager who can turn customer problems, product capabilities, and market opportunities into compelling go-to-market strategies that drive measurable business results. This is a highly cross-functional and hands-on role. You will own positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content for a portfolio of B2B SaaS products.

A critical part of this role is translating product strategy into marketing programs and content that generate demand, educate prospects, accelerate buying decisions, and create expansion opportunities with existing Appfire customers and app users.

• Positioning, Messaging & Market Strategy
  • Develop differentiated positioning, messaging, value propositions, and market narratives grounded in customer needs, competitive dynamics, and product capabilities.
  • Translate complex SaaS products and technical capabilities into clear, compelling stories for business, technical, and executive audiences.
  • Define and continuously refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys using customer research, competitive intelligence, win/loss insights, product usage signals, Sales feedback, and market data.
  • Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs.
  • Identify opportunities to connect related products to broader customer problems, workflows, and solution narratives.
  • Build messaging frameworks that can be consistently activated across campaigns, digital experiences, sales conversations, partner motions, and customer communications.
• Full-Funnel Demand & Content
  • Partner closely with Demand Generation and Content teams to develop strategies and content that create demand, capture interest, nurture prospects, and accelerate pipeline.
  • Translate positioning and messaging into high-performing assets such as campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content.
  • Develop targeted programs for both net-new prospects and existing Appfire customers and app users.
  • Understand how content should evolve throughout the buyer journey.
  • Partner with Growth and Demand Generation teams to test messaging, offers, audiences, and content.
  • Connect PMM activity to measurable outcomes including engagement, lead generation, pipeline creation, trial activity, product adoption, conversion, cross-sell, and revenue.
• Product Launches & Go-to-Market
  • Lead end-to-end go-to-market strategy and execution for new SaaS products, major product launches, new editions, and strategic product capabilities.
  • Define target audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans.
  • Coordinate cross-functional launch execution across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing.
  • Develop launch assets spanning the full customer journey.
  • Establish measurable launch objectives and use customer and performance data to evaluate results.
  • Balance major launches with ongoing GTM programs that sustain demand and adoption after launch.
• Sales & Partner Enablement
  • Build sales plays that translate customer problems and product capabilities into repeatable commercial conversations.
  • Create practical enablement including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, customer proof points, and sales collateral.
  • Partner with Sales to identify opportunities for new-logo acquisition, cross-sell, upsell, and expansion.
  • Equip Customer Success teams to identify adoption and expansion opportunities within existing customers.
  • Work with Channel and ecosystem partners to adapt positioning, messaging, campaigns, and enablement for partner-led GTM motions.
  • Gather structured field feedback and use it to improve messaging, campaigns, enablement, and product strategy.
• Customer, Market & Competitive Intelligence
  • Develop a deep understanding of our customers, users, prospects, competitors, partners, and broader market.
  • Conduct customer interviews and analyze customer conversations, win/loss data, product usage, NPS, competitive intelligence, and market research.
  • Identify emerging customer problems, buying triggers, objections, competitive threats, and growth opportunities.
  • Turn customer and market intelligence into actionable recommendations for Product, Marketing, Sales, and GTM leadership.
  • Build strong feedback loops between customers, the field, Product, and Marketing.
• AI-Enabled Product Marketing
  • Use AI and automation to accelerate research, customer intelligence, content development, competitive analysis, personalization, and GTM execution.
  • Experiment with new approaches that allow Product Marketing to operate faster and at greater scale without sacrificing quality.
  • Help establish repeatable frameworks and best practices that can be leveraged across Appfire's broader Product Marketing organization.

Qualifications

• 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.
• 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.
• Demonstrated ability to translate technical product capabilities into compelling customer value.
• Strong sales enablement experience.
• Experience using customer research, market intelligence, competitive analysis, win/loss insights, and performance data.
• Strong analytical skills and a bias toward measuring the business impact of Product Marketing programs.
• Excellent written, verbal, and presentation skills.
• Demonstrated ability to operate independently and manage multiple priorities.
• Hands-on experience using AI tools to improve the speed, scale, or quality of Product Marketing work.

Benefits

• Work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers.
• Deliver meaningful, high-impact work that directly influences product direction and customer success.
• Every Appfire team member is eligible for company equity.
• Employees receive 25 days of paid time off per year; after 5 years, this increases to 30 days per year.
• Comprehensive coverage through Empire Health, including medical, dental, and vision insurance.
• Yearly sport allowance of CAD 600 for fitness or outdoor activities.
• 3 fully paid days each year to participate in Appfire Town, our Corporate Social Responsibility (CSR) program.

Company Description

Appfire has been consistently recognized for company growth, culture, corporate social responsibility, and product excellence.

Learn more about our accomplishments: Appfire Awards .