Senior Principal, Product Marketing — AI & Emerging Products

Role Description

This is a high-impact opportunity for a senior product marketer who thrives in ambiguity and enjoys building strategy from the ground up. You’ll help define emerging categories, uncover customer problems worth solving, craft compelling narrative, and guide products from early marketing validation through scaled GTM execution.

As the Senior Principal Product Marketing lead for this portfolio, you'll partner closely with Product, Marketing, Sales, Customer Success, and executive stakeholders to define target audiences, sharpen positioning, influence roadmap decisions, and bring new products to market with clarity and impact.

You will own product marketing across the full lifecycle:

• Market research
• Segmentation
• Customer insight
• Positioning
• Pricing
• Launch strategy
• Enablement
• Adoption
• Growth

What You’ll Do

• Define the market and customer:
  • Develop a deep understanding of customer needs, buyer segments, market dynamics, and competitive alternatives.
  • Translate customer and market insight into actionable recommendations for Product, Marketing, Sales, Customer Success, and leadership.
  • Identify priority segments, use cases, buyer journeys, and adoption paths for new and existing products.
  • Partner with Product Management to bring the voice of the customer into roadmap discussions.
• Shape the narrative:
  • Own messaging, positioning, and narrative development for complex technical products.
  • Distill sophisticated product capabilities into clear, differentiated value propositions.
  • Build messaging frameworks that support brand, demand generation, sales, customer success, executive communications, and customer education.
  • Craft compelling launch narratives, product stories, and proof points.
• Lead go-to-market strategy:
  • Drive go-to-market planning and execution for new products, major launches, and feature releases.
  • Define launch tiers, readiness criteria, success metrics, and post-launch optimization plans.
  • Align cross-functional stakeholders around launch strategy, enablement, campaigns, and customer adoption.
  • Develop sales enablement, customer-facing content, campaign inputs, launch assets, and internal communications.
• Drive commercial impact:
  • Lead pricing and packaging recommendations in partnership with Product, Finance, Sales, and leadership.
  • Track product performance, adoption, pipeline influence, conversion, retention, and customer outcomes.
  • Use data, customer feedback, and market insight to refine positioning, improve adoption, and identify growth opportunities.
  • Own competitive intelligence and translate market signals into actionable recommendations.
• Build scalable product marketing practices:
  • Establish repeatable frameworks, operating rhythms, and launch practices.
  • Serve as a strategic thought partner across Product and GTM teams.
  • Collaborate effectively with senior stakeholders across various departments.
  • Partner closely with other product marketers supporting the portfolio.
• Embrace modern ways of working:
  • Leverage AI tools and emerging technologies to streamline workflows.
  • Model curiosity and experimentation while maintaining strong judgment, quality, and customer empathy.

Requirements

• 7+ years of experience in product marketing, including significant ownership of go-to-market strategy for complex products or portfolios.
• Deep expertise in positioning, segmentation, personas, buyer journeys, messaging architecture, launch planning, and product lifecycle marketing.
• Exceptional storytelling skills with the ability to distill complexity into clarity.
• Strong experience with pricing, packaging, monetization strategy, and commercial recommendations.
• Demonstrated success positioning products in emerging or evolving categories.
• Proven ability to influence cross-functional stakeholders and drive alignment.
• Strong experience using customer research, market insights, competitive intelligence, and data to inform strategy.
• Experience supporting both self-serve/product-led and sales-assisted go-to-market motions.
• Excellent executive communication skills.
• Track record of building credibility through influence rather than authority.
• Curiosity and proficiency with AI tools.
• Ability to thrive in fast-paced environments, balancing multiple priorities.

Preferred Qualifications

• Experience in B2B SaaS, developer tools, WordPress, martech, or AI-enabled products.
• Experience bringing new products or new categories to market.
• Experience working with technical buyers, developers, agencies, marketers, or digital experience teams.
• Experience building product marketing practices, frameworks, or operating rhythms in a high-growth or evolving business.

Benefits

• Company Stock Options (Every employee is an owner in the company)
• Health Benefits (100% Paid Employee Medical, Dental, and Vision)
• Pension Scheme with a match
• Life Insurance and Income Protection (100% Paid)
• Supplemental Maternity & Paternity Pay
• Employee Assistance Program
• Generous Holiday Time (Who doesn’t like time off)
• One-time £375 Home Office Stipend
• Company Wellness Days
• Cycle 2 Work Scheme
• TELUS Health Perks