Product Marketing Manager

WelcomeHome is an Atlanta-based SaaS startup with the mission to build the best Customer Relationship Management (CRM) platform in the senior living and home care sectors. Since launch in 2019, we have achieved incredibly rapid growth. Profitable from day one, we’ve hit hypergrowth with a team that prioritizes client results over external / VC reporting and internal politics. WelcomeHome’s differentiation extends beyond providing the most technologically advanced, easiest to use software in the space. Clients receive world class support, from the migration from their legacy CRM platform to ongoing day to day training and troubleshooting. About the Role Reporting to the Vice President, Marketing, the Product Marketing Manager is a newly created, high-impact role that serves as the strategic gearbox between Product, Marketing, Sales, Customer Insights (CI), and Customer Success (CX). This person will build and manage the Go To Market (GTM) foundation for WelcomeHome Software from the ground up — establishing the source of truth, systems, assets, and processes that enable every revenue-facing team to operate from a unified and well informed set of information. Key Responsibilities Owns ongoing research and synthesis of the marketplace. Develops and maintains Buyer Personas and Ideal Client Profiles (ICPs) grounded in both quantitative data and qualitative voice-of-customer insights. Partners with Customer Insights and Customer Success to continuously refine understanding of what clients want, need, and value. Translates product capabilities into compelling, audience-specific value narratives. Defines how WelcomeHome Software products solve real client problems, and articulates differentiated value — both quantitative (ROI, outcomes) and qualitative (experience, trust). Ensures consistent messaging across all channels and stakeholders. Owns the GTM Foundation as the single source of truth for all marketing activities. This includes marketplace data (Senior Living and Home Care segments), ICP and persona documentation, product feature/capability briefs, value creation proof points, and competitive positioning. Leads GTM planning for new products, features, and market expansions. Monitors and analyzes the competitive landscape on an ongoing basis. Develops positioning and battle cards that help Sales navigate competitive conversations. Identifies market gaps and opportunities and feeds insights back to Product. Owns the ongoing analysis of sales deal performance, mining HubSpot data to identify win/loss trends, competitive patterns, and product-market gaps. Synthesizes findings into regular, structured readouts for Product, Sales, and Marketing leadership, translating raw deal data into actionable intelligence. Partners with Sales to improve the quality and consistency of deal disposition data captured in HubSpot, ensuring the feedback loop between the field, Product, and Marketing is reliable and continuous. Serves as the connector between what Sales is hearing in the market and what Product needs to make informed roadmap and prioritization decisions. Collaborates with Marketing and Sales leadership to identify, build and manage the sales enablement program — equipping the Sales team with the tools, assets, and knowledge they need to generate leads and close deals. This includes pitch decks, one-pagers, battle cards, objection handling guides, demo frameworks, and onboarding materials for new Sales Business Development Representatives and Account Executives. 7. Cross‑Functional Collaboration & Stakeholder Alignment Acts as the primary liaison between Marketing and its internal stakeholders — Product, Sales, Customer Insights, and Customer Success. Facilitates alignment on priorities, messaging, and timing. Ensures Marketing is building to what Sales needs, and aligned to Product roadmaps. In addition, analyzes Sales. 8. Client Evidence & Proof Points In partnership with Marketing and Customer Success leadership, actively contributes to WelcomeHome Software’s customer advocacy program, to include ecosystem management and the curation of success stories, case studies, ROI data, and champion quotes. Ensures proof points are current, accessible, and activated across Sales and Marketing channels. 9. Content & Asset Management Oversees the Marketing content library — ensuring all GTM assets are accurate, on-message, and actively maintained. Partners with Marketing to brief and guide content creation that supports pipeline and retention goals. Ideal Candidate Profile Experience 5–7 years in Product Marketing, preferably in a B2B SaaS environment Experience building Product Marketing programs from scratch Experience in Healthcare, Senior Living, and/or Home Care industry a plus Ability to operate both strategically and tactically, building/leading a Product Marketing operation and executing day to day Strong strategic thinking with the ability to translate complex product capability into clear buyer value Excellent written and verbal communication — can write a well defined and actionable brief as well as present to stakeholders Data‑driven mindset; comfortable with both quantitative analysis and qualitative research Highly cross‑functional; able to build trust and influence without authority Organized and systems‑oriented — can build and maintain living documentation and asset libraries Experience / expertise with CRM platforms (especially HubSpot), AI tools (ex: Claude, ChatGPT, Perplexity), customer success platforms (ex: ChurnZero) What You’ll Get WelcomeHome strives to provide a competitive compensation package. Benefits include health, vision and dental coverage, 401(k) matching, paid parental leave, and unlimited PTO. But, on top of that, you’ll be surrounded by awesome people who care deeply about what they do and will do whatever it takes to help you succeed. #J-18808-Ljbffr