[Hiring] Senior Product Marketing Manager @12twenty

Role Description

12twenty is seeking a Senior Product Marketing Manager to own product marketing for a dedicated line of business. You’ll connect Product, Sales, Customer Success, and Marketing, building a deep understanding of our products and turning that knowledge into clear value propositions, effective sales enablement, and thoughtful go-to-market plans.

You’ll operate at both strategic and executional levels, helping us sharpen our positioning, prepare our teams, and bring products to market with a clear understanding of who they’re for and why they matter.

We’re looking for someone who asks good questions, gets close to customers, and can turn complex capabilities into a compelling answer to “Why should I care?”

What You’ll Do

• Product Understanding, Positioning & Value Propositions
  • Build deep knowledge of the products within your line of business, including their capabilities, use cases, limitations, and customer outcomes.
  • Work closely with Product to understand what’s available today, what’s coming next, and what those developments mean for customers.
  • Own product positioning and value propositions grounded in customer needs, buying behavior, and competitive differentiation.
  • Translate product capabilities into clear benefits tailored to specific ICPs, personas, and use cases.
  • Partner with Marketing to develop clear, compelling go-to-market messaging grounded in product value, customer insights, and the broader 12twenty narrative.
  • Validate product claims and develop the customer evidence and proof points that support them.
• Go-to-Market Strategy & Launch Planning
  • Own the go-to-market plan and launch calendar for your line of business, aligning timing and priorities with Product and go-to-market partners.
  • Determine the appropriate launch approach for new products and features based on customer relevance, business opportunity, and team readiness.
  • Partner with Product, CS, Sales, and Marketing to define target audiences, launch goals, packaging considerations, responsibilities, and success metrics.
  • Coordinate launch readiness, including value propositions, enablement, customer communications, and the information teams need to sell and support the offering.
  • Evaluate performance after launch and use customer feedback, adoption signals, and sales findings to improve the approach.
• Sales & Customer Enablement
  • In partnership with Marketing create and maintain practical enablement materials, including sales guides, decks, battlecards, use cases, objection handling, and competitive talking points.
  • Partner with Sales and BDRs to understand where conversations stall and what would help buyers move forward.
  • Deliver training that helps teams confidently explain product value, demonstrate relevant capabilities, and address customer questions.
  • Equip CS with the information needed to communicate new capabilities and help customers understand their value.
  • Gather feedback on enablement materials, track their use, and improve them based on what teams need in real conversations.
• Market & Customer Intelligence
  • Maintain a strong understanding of customer needs, buying behavior, decision criteria, and alternatives within your line of business.
  • Conduct customer and buyer interviews, review sales conversations, and lead win/loss research to uncover what influences purchasing decisions.
  • Refine ICPs, personas, and priority use cases based on evidence.
  • Monitor competitive offerings, positioning, and market developments, translating findings into actionable guidance.
  • Bring customer and market insights into product planning, positioning, and launch decisions.

What Success Looks Like

• Clear, differentiated value propositions help buyers understand why 12twenty is relevant to their needs.
• Sales and CS use the materials you build and confidently communicate product value.
• An agreed launch calendar keeps Product and go-to-market teams aligned on priorities, timing, and readiness.
• Launches have defined goals, measurable results, and follow-through after the announcement.
• Customer and competitive insights consistently inform product and go-to-market decisions.
• Your work contributes to stronger sales conversations, product adoption, and customer value.

Qualifications

• 5+ years of experience in B2B SaaS product marketing, ideally in multi-sided platforms or HR/edtech.
• A proven track record of developing value propositions, launching products, and enabling sales.
• Curious and thorough, with the ability to learn complex products and explain their value clearly.
• A strategic thinker and strong communicator who can influence cross-functional partners and move work forward.
• Comfortable using customer research and performance data to make decisions, test assumptions, and adjust your approach.
• Equally comfortable building a launch plan, writing a sales guide, and delivering a training session.
• Able to bring structure to ambiguity and prioritize the work that will have the greatest impact.
• Someone who cares whether teams use what you build and whether customers understand the value.
• Passionate about helping students, universities, and employers succeed.

Benefits

• Competitive salary
• Generous PTO policy
• Full benefits, including 401(k)
• Regular team happy hours and activities
• Remote work flexibility