Product Marketing Manager

Product Marketing Manager

Over 600 employees strong, Asure sees Human Capital Management (HCM) through the lens of entrepreneurs and executives with an owner's mentality. We help businesses develop their "Human Capital" to get to the next level, stay compliant, and allocate their time, money and technology toward growth. Our HCM platform empowers more than 80,000 clients to build great teams and better manage their people while staying compliant in an ever-changing HR legislative landscape. Asure's HCM offering includes Payroll & Tax, HR, and Time & Attendance software and HR Services ranging from online compliance tools to a fully outsourced HR department.

This position can be based near any of Asure's hub office locations. Flexibility for hybrid arrangements may be considered.

The Product Marketing Manager owns the go-to-market story for Asure's core product suite — reporting directly to the Director of Product Marketing. This is a full-ownership role, not a support function. You'll be the person who knows these products inside and out, can articulate their value to a skeptical prospect and a busy sales rep alike, and ensures that everyone who sells, supports, or uses them is equipped to do so with confidence.

What makes this role different from a typical product marketing job is two things. First, the audience. Yes, you'll work directly with sales teams to build pipeline and close deals. But Asure is also a service company — meaning our own employees are among the most important consumers of the products you'll be marketing. Org readiness, internal enablement, and change management aren't secondary responsibilities here. They're core to the job.

Second, the operating model. This isn't a role where you produce content and collateral manually, one asset at a time. You'll build and maintain a structured product knowledge infrastructure — buyer personas, competitive narratives, positioning frameworks, and use cases codified as markdown documents and JSON files — that powers AI-assisted production of content, collateral, training materials, and sales enablement tools at scale. You're not just a product marketer. You're the architect of how Asure's product knowledge travels through the organization and reaches the people who need it, when they need it.

The ideal candidate is a skilled communicator and storyteller who understands that great product marketing isn't about features — it's about outcomes. They embrace AI as a force multiplier, not a shortcut, and they bring the judgment to know the difference.

What You'll Do

Positioning & Messaging

• Own the positioning and messaging for Asure's core product suite — developing clear, differentiated narratives that resonate with buyers, users, and internal stakeholders.
• Translate product capabilities into outcome-driven language that works across every channel: web copy, sales decks, email campaigns, one-pagers, and more.
• Codify buyer personas, use cases, jobs-to-be-done, and competitive positioning as structured markdown documents and JSON files — building a living product knowledge infrastructure that AI tools can draw from to generate content, collateral, and enablement materials at scale.
• Partner with the Director of Product Marketing to ensure consistency and alignment across the full product narrative, and keep the knowledge infrastructure current as products and markets evolve.

Sales Enablement

• Work directly with sales teams to build the tools and resources they need to have great conversations and win more deals — battlecards, competitive intelligence, objection handling guides, demo scripts, pitch decks, and product one-pagers.
• Build prompt-driven workflows that generate, update, and personalize enablement materials from the structured product knowledge base — so when a product changes, the downstream materials can refresh from a single source of truth rather than requiring manual rework across every asset.
• Stay close to the sales floor: join calls, listen to objections, track win/loss patterns, and feed what you learn back into messaging and the knowledge infrastructure.
• Partner with Learning & Development to institutionalize product training and sales readiness at scale, so enablement doesn't depend on you being in every room.

Internal Org Readiness & Enablement

• Own internal readiness for the products in your portfolio — ensuring that Asure's own employees, including customer support reps and internal operations teams, understand and can confidently use the products they work with every day.
• Leverage the structured product knowledge infrastructure to generate internal-facing training materials, FAQs, change management communications, and onboarding content — using AI to produce at a pace and scale that manual content creation can't match.
• Treat internal enablement with the same rigor as external go-to-market — because at Asure, our people are among our most important product stakeholders.
• Partner cross-functionally with Operations, Customer Support, and L&D to coordinate rollouts and ensure product changes land smoothly across the business.

Product Launches & Go-to-Market

• Own the go-to-market execution for product launches, updates, and feature releases within your portfolio — coordinating across marketing, sales, product, and operations to ensure launches land with impact.
• Use AI-assisted workflows to accelerate launch asset production — generating first drafts of launch copy, internal announcements, sales briefs, and enablement materials from structured product knowledge, then editing to final rather than writing from scratch.
• Develop launch plans that cover both external market activation and internal readiness, so no team is caught off guard when something ships.
• Measure launch performance and feed learnings back into the knowledge infrastructure to continuously sharpen future positioning and campaigns.

Competitive & Market Intelligence

• Monitor the competitive landscape across your product areas and maintain current competitive positioning and battlecard content as part of the living product knowledge infrastructure.
• Use AI-powered tools to track competitor moves, aggregate market signals, and surface insights faster than manual research allows — then synthesize those signals into actionable recommendations for messaging, positioning, and product direction.
• Synthesize customer feedback and win/loss data into structured insights that sharpen how Asure sells and how the product evolves.
• Be the team's resident expert on how Asure's products compare — and how to win.

Qualifications

• Bachelor's degree preferred; equivalent experience considered.
• 3+ years of experience in product marketing, preferably in a B2B SaaS or technology environment.
• Strong writing and communication skills — you can take a complex product and make it sound essential, not complicated.
• Experience producing sales enablement materials that sales teams actually use: battlecards, one-pagers, pitch decks, and competitive guides.
• Comfortable working directly with sales teams — you don't need a layer of management between you and the people you're enabling.
• Fluency with AI tools for content production, research, and workflow automation — and a genuine enthusiasm for building AI-native product marketing systems, not just using AI as a drafting shortcut.
• Familiarity with structured content formats (markdown, JSON) and an understanding of how structured knowledge enables AI-assisted production at scale.
• Experience with or strong aptitude for internal enablement and org readiness — understanding that great product marketing serves internal audiences as much as external ones.
• Ability to manage multiple products and workstreams simultaneously without losing quality or attention to detail.
• Collaborative and cross-functional by nature — you build trust quickly and know how to get things done through influence.
• HCM, HR tech, or payroll industry experience is a strong plus.
• Familiarity with HubSpot, Salesforce, or similar platforms preferred.

Compensation

The base salary range for this role is $115,000 - $130,000 based on relevant experience, skills, and industry knowledge. Asure Software offers a variety of employee benefits. Salary information is determined by market location and is provided in accordance with state and local pay-transparency laws. Applicants should apply via

Benefits

• Medical, Dental, Vision, HSA, FSA- All effective on day 1!
• Company paid Basic Life Insurance, A+D, Long-Term Disability, and Short-Term Disability
• 401K Program with 3% safe harbor contribution
• Employee Stock Purchase Program
• Fitness Reimbursement Program
• Self-Managed PTO

Our Mission

To provide Human Capital Management (HCM) software and