Product Marketing Lead

The Role 

In this role, you’ll own how our product portfolio is positioned, launched and sold. You’ll turn complex AI and governance technology into clear, outcome-led stories that resonate with senior buyers, equip our commercial teams to win, and drive adoption and growth across our Enterprise and Mid-Market customers. You’ll lead a small team comprising of a Product Marketing Manager and a Product Marketing contractor as you build the operating rhythm of the function, working closely with Product, Sales, Customer Success and the Director of Growth.

Main Responsibilities 

Go-to-market and launches

• Implement a release marketing framework, ranging from the latest single-point feature to complete new products, focused on driving engagement and pipeline

• Plan and run launches for new products, features and enhancements, across both software and advisory services.

• Design and improve our launch framework: tiers, timelines, owners and readiness criteria.

• Partner with Product on the roadmap, beta programmes and customer research, bringing the voice of the market into product decisions.

• Lead the go-to-market messaging for any products or services we integrate through acquisition.

• You’re strategic and an executor – you’re great at planning, creating repeatable playbooks, and getting work done to exacting standards then shipped

Positioning and messaging

• Own positioning, messaging and value propositions for our product portfolio, and make sure each product ladders up to the platform story.

• Tailor messaging by ideal customer profile (ICP), segment (Enterprise and Mid-Market), geography, vertical and persona.

• Translate complex AI capabilities into clear, outcome-led narratives that neither over- nor under-sell.

• Write and sign off high-impact copy yourself: product pages, launch announcements, sales narratives and in-product messages.

• Build and maintain a messaging house and style guide so everyone who writes about our products uses the same words.

Sales enablement and competitive insight

• Equip commercial teams to sell outcomes, not features: pitch decks, demo narratives, battlecards, objection handling, product sheets and FAQs.

• Run product training for Sales and Customer Success, and keep enablement material current. Leverage Gong Enable to do this in a scalable way.

• Own competitive intelligence and run win/loss analysis, feeding findings back into messaging and pricing conversations.

• Source proof points and customer stories that back up every claim we make.

Adoption and growth

• Work with Product and Digital Customer Success on in-product and lifecycle marketing that drives feature adoption, retention and expansion.

• Own product content on our website with our digital team and agencies, and test new tactics such as interactive demos.

Leadership and operating discipline

• Line manage, coach and develop the product marketing team, setting clear priorities and high standards of craft.

• Build the function’s operating rhythm: planning, briefs, review cycles, and a single backlog shared with Product and Commercial.

• Set and report on product marketing metrics: adoption, pipeline and bookings by product, win rate and launch performance.

• Represent product marketing in growth planning with the Director of Growth and senior leaders across Product and Commercial.

Person Specification 

Required Skills and Experience 

• 8+ years in B2B SaaS marketing, including at least 4 years in dedicated product marketing, with a track record of measurable revenue impact.

• Experience managing or mentoring product marketers, or a clear readiness to step into line management.

• A portfolio of launches across segments, geographies or verticals that shows both the strategy and the execution.

• Experience selling to senior buyers in long, multi-stakeholder Enterprise and Mid-Market sales cycles.

• Enablement work that measurably improved win rates, deal velocity or sales confidence.

• Market research, market intelligence, voice of customer, acquire deep technical understanding of our product, and pricing and packaging.

Strategic and commercial

• You can turn complex technology, including AI, into a sharp value proposition a board director understands in one read.

• You use competitive intelligence and win/loss data to make decisions, not decks.

• You’re analytical: you set metrics, read the data and tie your work back to pipeline, revenue and adoption.

Craft

• You write exceptionally well. Your copy is clear, precise and persuasive, and you can explain why every word is there.

• You have an eye for quality across copy, layout and design, and you give feedback that makes other people’s work better.

• You’re meticulous: claims are accurate, product names are right, and nothing ships with a typo.

Ways of working

• Strategic but hands-on: as comfortable writing a battlecard as presenting a positioning recommendation to the leadership team.

• Strong operating discipline: you plan, prioritise ruthlessly, hit deadlines and keep stakeholders informed without being chased.

• You work with Product, Sales, Customer Success and Marketing, not around them, and you earn the trust of sales teams.

• Resilient and adaptable: you change course when priorities shift without losing momentum.

Tools

• Confident with HubSpot, Salesforce, Confluence, Jira and a website CMS.

• Familiarity with product analytics (Pendo or similar), reporting tools (Power BI or similar) and AI writing and research tools.

Nice to haves

• You’ve helped build a product marketing function at a scale-up: the frameworks, the rituals and the relationships.

• You’ve marketed AI-powered products in a way that felt credible and specific, not hyped.

• You’ve worked in a PE-backed or high-growth SaaS business.

• You know governance, board technology or an adjacent space such as legal tech, compliance or corporate services.

What good looks like in this role

• You become the default go-to for the product story, enablement materials, and how we position our products in the market.

• Every product has clear, consistent positioning that ladders up to the platform story, captured in a messaging house the whole business uses.

• Launches run to a repeatable framework with clear tiers, owners and readiness criteria, and their performance is measured.

• Sales and Customer Success sell outcomes with confidence, and enablement shows up in win rates and deal velocity.

• Competitive and win/loss insight regularly shapes messaging, pricing and product decisions.

• Adoption, pipeline and bookings by product are reported regularly and moving in the right direction.

• Your product marketers are growing, with clear priorities and a high bar for craft.