Product Marketing Manager

Location: Lakeland, FL, 3 days onsite per week. The company plans to relocate to Tampa, FL, with the same 3-day onsite requirement.

GENERAL OVERVIEW

The Product Marketing Manager is responsible for understanding markets and buyers to support the development and execution of product go-to-market strategies. This role serves as the bridge between product, sales, and customers, owning messaging, positioning, and go-to-market strategy for the company’s solutions and services.

The ideal candidate has an expert understanding of customer audiences and their needs and serves as a subject matter expert on markets, buyers, and end users.

KEY RESPONSIBILITIES

• Collaborate with product management, sales, customer success, marketing, support, and regulatory teams to align priorities and ensure consistent messaging. Define market opportunities and identify customer segments with the highest likelihood of adoption.
• Conduct market research, customer interviews, and competitive analysis to understand target personas, buyer needs, purchasing decisions, key buyer roles, and competitor positioning.
• Develop differentiated product positioning and messaging that clearly communicates value to customers, operators, and stakeholders.
• Support go-to-market planning and lead execution for new product launches, feature releases, and market expansions.
• Develop product-level marketing plans, sales enablement plans, and solution playbooks.
• Provide market and buyer insights to guide campaign strategies, demand generation, and reputation building.
• Partner with marketing to create content across web, email, events, and thought leadership channels to drive awareness and adoption.
• Develop customer references, testimonials, and case studies for internal and external use, or support an established customer marketing function.
• Serve as a thought leader for supported products through external speaking engagements and written content.
• Support sales enablement by developing pitch decks, competitive battle cards, product collateral, talk tracks, playbooks, and training materials.
• Define and measure product marketing success metrics, optimize performance, and communicate recommended changes to the business.

QUALIFICATIONS, KNOWLEDGE, SKILLS, AND ABILITIES

• 4+ years of product marketing experience, preferably in SaaS, GovTech, or regulated industries.
• Bachelor’s degree in business or marketing.
• Strong leadership skills and the ability to work effectively with colleagues, cross-functional teams, and third parties.
• Proven track record of launching products and driving adoption.
• Excellent storytelling, written, and verbal communication skills, with the ability to simplify complex topics.
• Strong analytical and metrics-oriented mindset, including goal setting, project management, and performance analysis.
• Ability to translate technical information into clear, customer-facing content and messaging.
• Proficiency in Microsoft Office.
• Familiarity with marketing automation and business intelligence tools.
• Experience in B2G (business-to-government) or B2B SaaS environments preferred.