Director of Product Marketing

Job Description

Job Description

Description:

Director of Product Marketing

Guideline | Toronto, New York, or Chicago

Full-Time | On-Site / Hybrid

About Guideline

Guideline is a global provider of ad intelligence and media plan management technology, powering the strategy, planning, and management of advertising buying and selling for the world’s leading enterprises. Our solutions deliver the industry’s most comprehensive and timely insights, enabling publishers, agencies, brands, investors, and consulting firms to optimize media performance and drive superior business outcomes.

Guideline’s proprietary spend and pricing data represents approximately $200 billion in annual media investment across 65 countries, providing the most complete and transparent view of the global advertising marketplace available today. In 2026 we are accelerating our investment in analytics and AI-powered solutions for the advertising and capital markets industries.

The Role

We’re looking for a Director of Product Marketing to be the strategic bridge between our product organization, go-to-market teams, and the market. You’ll shape how Guideline positions, launches, and communicates its ad intelligence, analytics, and media planning products to prospects, customers, and partners across the global advertising ecosystem. This role requires deep market empathy, razor-sharp positioning skills, and the ability to translate complex data and analytics products, utilizing AI, into clear compelling narratives for audiences ranging from media agency planners to institutional investors. You’ll report to the CMO and partner closely with Product, Sales, and Customer Success.

What You’ll Do

• Own product positioning, messaging frameworks, and value propositions across Guideline’s entire product portfolio—including ad spend intelligence, media plan management, and KPI forecasting solutions.

• Leverage AI or agent-based workflows to scale product marketing (e.g., content, competitive intel, enablement, messaging iteration).

• Lead go-to-market strategy and execution for new product launches, feature releases, and pricing/packaging changes (e.g., the recent KPI Forecast 2.0 launch for capital markets).

• Develop deep buyer and user personas grounded in qualitative research, win/loss analysis, and market data across key segments: agencies, brands, publishers, and institutional investors.

• Create and maintain sales enablement assets: battlecards, one-pagers, pitch decks, demo scripts, ROI calculators, and competitive comparisons.

• Conduct ongoing competitive intelligence—track competitor moves across the ad intelligence and alternative data landscape, synthesize insights, and arm the sales team with differentiated talk tracks.

• Partner with Content and Demand Gen to ensure campaign messaging is rooted in positioning strategy and resonates with target segments in the advertising and capital markets industries.

• Collaborate with Product Management to influence roadmap priorities based on market and customer insights.

• Design and run customer evidence programs: case studies, testimonials, references, and customer advisory boards.

• Build, mentor, and manage a product marketing team as the function scales.

• Present market insights, launch results, and strategic recommendations to executive leadership.

What We’re Looking For

• 8–12+ years of B2B product marketing experience, with at least 3 years in a leadership role.

• Proven success launching data, analytics, or SaaS products and driving adoption—ideally in the advertising, media, or information-services sector.

• Exceptional positioning and storytelling skills—you can take a complex data product and make it simple, memorable, and differentiated for diverse buyer segments.

• Deep experience with sales enablement: you’ve built materials that reps actually use and that measurably improve win rates.

• Strong competitive analysis chops and a structured approach to market intelligence, particularly in the ad-tech or alternative data space.

• Comfort with both qualitative research (interviews, focus groups) and quantitative data (usage analytics, win/loss metrics).

• Experience working closely with Product Management to shape roadmap and release strategy.

• Excellent cross-functional collaboration skills—you thrive at the intersection of Product, Sales, and Marketing.

• Outstanding written and verbal communication; you can present confidently to executives and customers alike.

• Experience in the advertising, media, publishing, or ad-tech industry is strongly preferred.

Benefits

Guideline offers full-time employees a comprehensive benefits package based on location. Some benefits may include, but are not limited to:

· Health, dental, life, and disability insurance

· RRSP with company match

· Paid time off and parental leave

· Teledoc Health services

· Employee recognition and referral bonuses

Equal Opportunity

Guideline is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.