Director, Product Marketing

Accountabilities: As Director, Product Marketing, you will own go-to-market strategy across the product portfolio while developing the capabilities, partnerships, and measurement practices needed to drive sustainable adoption. Your responsibilities will include: Define product positioning and messaging: Develop clear, differentiated positioning and messaging for products at different stages of maturity, adapting communications for government and institutional partners as well as the individuals who directly use the services. Lead go-to-market strategy: Build and own go-to-market plans for each product, defining target audiences, channels, messaging, launch sequencing, and distribution strategies according to product maturity and organizational priorities. Coordinate product launches: Align product readiness, communications, and distribution activities to ensure launches are coordinated, timely, and effective. Develop accessible communications: Create and guide plain-language messaging for people navigating complex systems, ensuring communications are clear, inclusive, and appropriate for audiences who may face barriers to accessing services. Prioritize audiences and adoption opportunities: Identify target segments, understand barriers to adoption, and develop strategies that improve engagement and increase product reach. Build partner enablement resources: Create messaging frameworks, toolkits, templates, and other resources that Outreach and frontline teams can adapt across channels and partner types. Prioritize investments toward the partnerships and channels with the greatest potential impact. Establish measurement and experimentation: Define success metrics for go-to-market initiatives, design experiments involving messaging, channels, and audience segmentation, and use adoption, engagement, and conversion data to improve strategy. Guide acquisition and demand generation: Apply working knowledge of paid media, search, and SEO to brief specialists, oversee contractors, and evaluate the effectiveness of channel execution. Develop evidence of impact: Build case studies, usage insights, client stories, and partner testimonials that demonstrate product value, strengthen broader communications, and showcase reach and outcomes. Lead cross-functional collaboration: Partner with Product, Outreach, Program, Marketing & Communications, Philanthropy, Client Success, and Data Science to translate strategy into measurable results. Build and scale product marketing capabilities: Identify where additional support, processes, assets, and expertise are needed, sequencing investments to develop a high-impact go-to-market function. Manage external partners: Oversee contractors and agencies supporting demand generation and specialized marketing activities, setting clear expectations and ensuring quality and strategic alignment. Promote responsible innovation: Explore emerging AI tools and apply them thoughtfully to improve productivity, marketing execution, and team capabilities. Support organizational priorities: Contribute to additional projects and initiatives as needed, adapting to evolving business and program requirements. Requirements: Professional experience: At least 8 years of experience in product marketing or a closely related function, including senior-level responsibilities and the ability to operate independently. Go-to-market leadership: Demonstrated experience developing and executing go-to-market strategies across the product lifecycle, from early-stage validation to scaled adoption and growth. Function building: A proven ability to establish, prioritize, and grow go-to-market capabilities, making deliberate decisions about where to invest resources, processes, and expertise. Execution and measurable results: Experience translating strategic plans into delivered initiatives with measurable outcomes and clear evidence of impact. People and partner management: Experience managing direct reports and/or leading contractors and agency partners, with the ability to build and manage a team as organizational needs evolve. Positioning and messaging: Excellent writing skills and demonstrated ability to develop compelling product narratives for different audiences, including government or institutional partners and individual service users. Accessible communications: Experience creating or guiding plain-language messaging for people navigating complex systems or for under-resourced communities. Acquisition channel knowledge: Working knowledge of paid media, search, and SEO sufficient to direct, brief, and evaluate specialist execution. Analytics and experimentation: Experience defining success metrics, designing experiments, interpreting performance data, and translating findings into strategic recommendations. Cross-functional influence: Strong judgment in ambiguous, matrixed environments, with the ability to build credibility, align stakeholders, and influence senior decision-makers. Communication and collaboration: Exceptional written and verbal communication skills, with the ability to build trust and establish shared context across diverse teams. Technology and AI: Curiosity about emerging AI tools and a commitment to using them responsibly and effectively. Mission alignment: A strong commitment to improving government services and ensuring they work effectively for the people who need them most. Additional experience that would be an advantage includes: Experience in nonprofit organizations, government, or sensitive and highly regulated consumer sectors such as healthcare, financial services, or public benefits. Familiarity with privacy and consent requirements that influence marketing strategies and audience engagement. Experience with CRM and partner-tracking tools such as HubSpot or Airtable, along with an interest in improving how these systems are used. Spanish-language fluency or experience overseeing multilingual campaign materials. Benefits: Salary: Annual compensation ranging from $143,884 to $176,138 , depending on geographic market and other relevant factors. Remote work: Fully remote position open to candidates residing full-time in the United States. Healthcare: At least one no-cost health insurance option for full-time employees covering employee-only premiums, with at least 80% of dependent coverage costs covered. Retirement plan: 100% employer match on the first 3% of employee contributions. Employees with at least three years of service receive an additional 50% match on contributions between 3% and 5%, allowing for a maximum employer contribution of 5%. Flexible time off: Open personal time off, subject to manager approval. Paid holidays: At least 14 paid holidays annually, plus an organization-wide closure from Christmas Day through New Year's Day. Paid sick leave: Up to 96 hours annually. Paid parental and family leave: 17 weeks of paid leave. Sabbatical: Three weeks of paid sabbatical after five years of service. Remote-work equipment: A company-provided laptop and a one-time $700 remote setup benefit, consisting of a $200 stipend and up to $500 in reimbursement under the equipment policy. Internet and phone reimbursement: $50 per month. Professional development: $500 annual professional development stipend, prorated at the time of hire. Up to $500 in unused funds may roll over each year, up to a maximum of $1,000. AI learning and development: Training and guidance for employees required to use AI in their roles, along with opportunities to build AI-related skills for career growth. Collaborative culture: A supportive, cross-functional environment focused on meaningful work, professional growth, shared values, and positive team relationships. Work schedule: Full-time employment at 40 hours per week, Monday through Friday, with internal meetings generally scheduled between 10 a.m. and 3 p.m. Pacific Time. Travel: Travel of no more than 10% of working time is expected. #J-18808-Ljbffr