Director, Product Marketing (Gym Segment)

What You’ll Do Own Ignite’s Positioning and Message Architecture Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows. Make clear choices about what Ignite is for, who it’s for, and why it wins, not just describing features. Develop segment- and persona‑based messaging for SMB and MML buyers and customers, and ensure that messaging is actually used—not just documented. Translate product complexity into differentiated value propositions that Sales can use, prospects can understand, and customers find credible. Lead Go‑to‑Market for Ignite Launches Build and lead a tiered launch process that allows Ignite to move fast on minor releases and bring full organizational readiness to high‑impact ones. Own launch readiness across Product, Sales, CS, and Onboarding—not just asset delivery, but genuine cross‑functional preparedness. Set and hold the quality bar for launch communications, internal enablement, and customer‑facing content. Drive Customer Adoption and Lifecycle Outcomes Establish a customer communications rhythm tied to roadmap milestones and customer needs, including product updates, adoption content, and best‑practice education. Collaborate with CS and Onboarding to develop messaging and content that accelerates adoption, deepens product usage, and reduces churn risk. Use customer insight, usage data, and win‑loss signals to understand where the product story is landing and where it isn’t. Build Competitive Intelligence Into the Fabric of GTM Develop and maintain a competitive intelligence capability that is systematic, not reactive—giving Sales, Product, and leadership an ongoing picture of where Ignite wins, where it doesn’t, and why. Translate competitive insight into positioning adjustments, battlecard updates, and Product input that influences roadmap prioritization. Ensure the field is never caught flat‑footed by a competitor move. Be a Strategic Partner to Product Bring customer, market, and competitive context into roadmap discussions with enough rigor and specificity to influence prioritization—not just observe it. Represent market reality, not just internal alignment needs. Productive tension with Product is a feature, not a bug. Build the kind of PMM‑Product relationship where product decisions are made with market consequences in mind from the start. Develop the Ignite PMM Team Lead as a player‑coach Set a high standard for the quality of thinking and output, and raise the team toward it—not just by reviewing work, but by modeling it. Create clarity on what excellent product marketing looks like in this context, and hold that line consistently. Help define the future state of the Ignite PMM team as the business evolves. What Success Looks Like in 12 Months Ignite has a clearly articulated, differentiated positioning and message architecture that Sales actually uses, demand gen reflects, and customers recognize. Launch quality has improved measurably—internal teams are better prepared, communications are more consistent, and launch readiness is no longer a reactive exercise. Ignite has an embedded competitive intelligence capability that informs Product, Sales, and GTM decisions on an ongoing basis. PMM has a visible, credible seat at the Product table—contributing to roadmap discussions with market and customer insight that influences decisions, not just documenting them after the fact. Customer adoption and lifecycle communications have improved in ways that show up in engagement, retention, and CS team confidence. The Ignite PMM team is operating at a higher level of strategic clarity and execution quality than it was at hire. What You’ll Need 12+ years of B2B SaaS product marketing experience, with meaningful ownership of positioning and go‑to‑market strategy for complex products or multi‑audience platforms. Demonstrated ability to build positioning from the ground up—not just refresh or extend existing narratives, but construct the foundational market logic that everything else flows from. Experience in SLG environments where Sales is a primary GTM motion and PMM’s relationship with Sales and CS is a critical success factor. A track record of building credible, influential relationships with Product leadership—not just alignment, but genuine strategic partnership. Strong competitive intelligence instincts: ability to synthesize market signals into actionable positioning and enablement, not just produce competitive teardowns. People leadership experience with a clear point of view on what excellent PMM looks like and the coaching ability to bring a team toward it. High standards for written communication and executive storytelling; able to simplify complex product concepts into narratives that actually move people. Fluency with AI as a thinking and research accelerator—not just a content production tool; ability to use AI to pressure‑test positioning, synthesize market signals, and move faster without sacrificing quality of thought. Analytical mindset: comfortable with GTM performance data, customer insight, and win‑loss analysis, and able to use that information to make better strategic decisions. Ability to operate as both a strategic leader and a hands‑on builder in an environment that requires both at the same time. Why This Role Matters Ignite is where ABC Fitness competes hardest and where the quality of product marketing has the most direct impact on revenue outcomes. The right leader won’t just improve our launches—they will make Ignite harder to beat in market, more confident in how it shows up to buyers, and clearer in the value it delivers to customers. This is a role for someone who believes positioning is strategy, who earns influence by doing excellent work, and who wants to build something durable. Equal Opportunity Employment ABC is an equal opportunity employer committed to diversity, equity, and inclusion. We strive to create a workplace where every employee, client, and partner feels valued, inspired, and empowered to reach their full potential. #J-18808-Ljbffr ABC Financial