Senior Product Marketing Manager

At Appfire, we believe that great work happens when people get to choose how they work. After 20 years of creating software that empowers teams to break silos and collaborate seamlessly, we've learned that one size does not fit all. We’re a team of 800+ employees, working remotely across 28 countries. Our flagship products include: JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture.

Here you can read some of our customer stories: https://appfire.com/resources/resource-library/customer-stories

Senior Product Marketing Manager

The Role

Appfire is looking for a Senior Product Marketing Manager who can turn customer problems, product capabilities, and market opportunities into compelling go-to-market strategies that drive measurable business results.

This is a highly cross-functional and hands-on role. You will own positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content for a portfolio of B2B SaaS products.

A critical part of this role is translating product strategy into top-, middle-, and bottom-of-funnel marketing programs and content that generate demand, educate prospects, accelerate buying decisions, and create expansion opportunities with existing Appfire customers and app users. You should be equally comfortable developing the strategic narrative for a new SaaS product and turning that narrative into the campaigns, assets, sales plays, and customer journeys needed to take it to market.

You will work closely with Product, Demand Generation, Sales, Customer Success, Channel/Partners, Content, and other Marketing teams to connect product strategy to customer needs and revenue opportunities.

What You'll Own

Positioning, Messaging & Market Strategy

Develop differentiated positioning, messaging, value propositions, and market narratives grounded in customer needs, competitive dynamics, and product capabilities.

Translate complex SaaS products and technical capabilities into clear, compelling stories for business, technical, and executive audiences.

Define and continuously refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys using customer research, competitive intelligence, win/loss insights, product usage signals, Sales feedback, and market data.

Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs, creating clear product, solution, and portfolio-level positioning that helps customers understand how individual offerings fit together.

Identify opportunities to move beyond product-by-product marketing by connecting related products to broader customer problems, workflows, and solution narratives—while maintaining clear differentiation between offerings.

Build messaging frameworks that can be consistently activated across campaigns, digital experiences, sales conversations, partner motions, and customer communications, ensuring the right product, solution, or portfolio story reaches each audience throughout the buying journey.

Full-Funnel Demand & Content

Partner closely with Demand Generation and Content teams to develop top-, middle-, and bottom-of-funnel strategies and content that create demand, capture interest, nurture prospects, and accelerate pipeline.

Translate positioning and messaging into high-performing assets such as campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content.

Develop targeted programs for both net-new prospects and existing Appfire customers and app users , including cross-sell, upsell, adoption, and expansion opportunities.

Understand how content should evolve throughout the buyer journey—from creating awareness of a customer problem to helping a buyer evaluate alternatives and ultimately make a purchasing decision.

Partner with Growth and Demand Generation teams to test messaging, offers, audiences, and content and use performance data to continuously improve conversion and pipeline impact.

Connect PMM activity to measurable outcomes including engagement, lead generation, pipeline creation, trial activity, product adoption, conversion, cross-sell, and revenue.

Product Launches & Go-to-Market

Lead end-to-end go-to-market strategy and execution for new SaaS products, major product launches, new editions, and strategic product capabilities.

Define target audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans.

Coordinate cross-functional launch execution across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing.

Develop launch assets spanning the full customer journey—from market awareness and demand creation through evaluation, trial, purchase, onboarding, adoption, and expansion.

Establish measurable launch objectives and use customer and performance data to evaluate results and optimize post-launch programs.

Balance major launches with ongoing GTM programs that sustain demand and adoption after launch.

Sales & Partner Enablement

Build sales plays that translate customer problems and product capabilities into repeatable commercial conversations.

Create practical enablement including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, customer proof points, and sales collateral.

Partner with Sales to identify opportunities for new-logo acquisition, cross-sell, upsell, and expansion.

Equip Customer Success teams to identify adoption and expansion opportunities within existing customers.

Work with Channel and ecosystem partners to adapt positioning, messaging, campaigns, and enablement for partner-led GTM motions.

Gather structured field feedback and use it to improve messaging, campaigns, enablement, and product strategy.

Customer, Market & Competitive Intelligence

Develop a deep understanding of our customers, users, prospects, competitors, partners, and broader market.

Conduct customer interviews and analyze customer conversations, win/loss data, product usage, NPS, competitive intelligence, and market research.

Identify emerging customer problems, buying triggers, objections, competitive threats, and growth opportunities.

Turn customer and market intelligence into actionable recommendations for Product, Marketing, Sales, and GTM leadership.

Build strong feedback loops between customers, the field, Product, and Marketing so that market insights continuously improve our strategy and execution.

AI-Enabled Product Marketing

Use AI and automation to accelerate research, customer intelligence, content development, competitive analysis, personalization, and GTM execution.

Experiment with new approaches that allow Product Marketing to operate faster and at greater scale without sacrificing quality.

Help establish repeatable frameworks and best practices that can be leveraged across Appfire's broader Product Marketing organization.

What We're Looking For

7–10+ years of B2B product marketing experience, preferably in SaaS, enterprise software, developer tools, workflow software, or another technology environment.

Demonstrated experience owning positioning, messaging, go-to-market strategy, launches, demand programs, and sales enablement.

Strong experience launching new SaaS products or significant new product offerings, from early market validation through launch and post-launch growth.

Proven ability to develop full-funnel product marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion.

Experience partnering closely with Demand Generation to turn positioning and customer insights into campaigns that generate leads, pipeline, product trials, and revenue.

Experi