Senior Product Marketing Manager

Job Description

Are you a product marketing professional with proven expertise in Product-Led Growth (PLG) and financial software? Do you excel at converting free users to paid customers and executing competitive displacement strategies? If so, you could be the Senior Product Marketing Manager we're looking for to drive the launch and growth of insightsoftware's revolutionary agentic AI reconciliation solution.

Overview

The Senior Product Marketing Manager for insightsoftware's reconciliation solution is a pivotal role where your PLG expertise will directly impact our success in disrupting the multi-billion dollar financial reconciliation market. This is a rare opportunity to shape a category-defining product from day one, taking it from initial launch through rapid market expansion. You'll be the strategic architect behind positioning, messaging, and market penetration. As the voice of both the customer and the product, you'll own the go-to-market strategy for our reconciliation solution, building market awareness and driving conversion from our free tier to paid customers while executing a competitive displacement strategy against established reconciliation management solutions. This role combines deep financial software domain knowledge with modern PLG tactics to achieve ambitious growth targets in a rapidly evolving market.

Your work will directly influence product strategy and development, sales strategy, and market adoptions, making you a key driver of our product's success and growth.

You'll work within our EPM business unit, reporting to the Director of Product Marketing, and collaborate closely with Product, Growth Marketing, Customer Success, and Sales teams to optimize every aspect of the customer journey from initial trial through expansion.

What Makes This Role Unique

insightsoftware's reconciliation solution represents a rare opportunity to apply PLG expertise to disrupt a traditional B2B market with truly differentiated AI technology. You'll be launching an autonomous reconciliation solution while executing a sophisticated freemium model in an industry dominated by complex enterprise sales cycles. This role combines the strategic thinking of competitive displacement with the tactical execution of PLG optimization, all within the context of revolutionary AI technology that genuinely transforms how finance teams work.

If you're passionate about PLG strategies and energized by the opportunity to drive growth in financial automation, we'd love to meet you. Join us and be the strategic force behind insightsoftware's market disruption in financial reconciliation!

Key Responsibilities

Product-Led Growth Strategy & Execution

• Design and optimize PLG conversion funnel from free signup through paid conversion, targeting strong conversion rates from free to paid users
• Provide strategic guidance for usage-based nurture campaigns by analyzing reconciliation volume patterns and engagement metrics to inform Growth Marketing's campaign development
• Develop in-product messaging and onboarding flows that drive activation within the free tier experience
• A/B test pricing strategies, trial experiences, and upgrade prompts to maximize conversion rates and revenue per customer
• Build PLG metrics dashboards tracking activation rates, time-to-value, product-qualified leads (PQLs), and trial-to-paid conversion
• Collaborate with Product team to instrument product analytics and identify friction points in the user journey

Competitive Displacement & Market Positioning

• Design and execute targeted competitive strategy against incumbent reconciliation management solutions, positioning agentic AI as the next evolution in financial automation
• Develop messaging frameworks highlighting autonomous reconciliation capabilities and consumption-based value versus traditional per-user pricing models
• Create ROI calculators and battle cards demonstrating significant cost reduction versus manual processes and competitive solutions
• Build competitive intelligence program to track market positioning, pricing changes, and product developments
• Advocate for customers by building case studies, reference programs, and customer success stories that fuel organic growth and market credibility.

Financial Software Domain Expertise

• Leverage deep understanding of reconciliation workflows and financial close processes to craft compelling messaging for Controllers, CFOs, and Staff Accountants
• Translate technical agentic AI capabilities into business benefits that resonate with finance decision-makers
• Create content addressing specific reconciliation pain points: bank reconciliation, intercompany eliminations, balance sheet reconciliation
• Develop Excel-native positioning that reduces switching friction and addresses audit workflow requirements

Growth Marketing Collaboration & Customer Intelligence

• Partner with Growth Marketing team to provide customer insights, messaging, and conversion optimization recommendations
• Lead customer journey mapping from awareness through expansion, identifying key messaging and positioning needs at each stage
• Provide strategic input on customer segmentation based on usage patterns, company size, and reconciliation complexity
• Deliver market intelligence and competitive insights to inform Growth Marketing's campaign strategy and channel optimization

Sales Enablement Partnership & Revenue Support

• Collaborate with Sales Enablement team to develop compelling messaging frameworks and value propositions for different customer segments
• Provide product positioning and competitive intelligence to support sales enablement program development
• Partner on customer case study creation by identifying success stories and providing strategic messaging guidance
• Support Sales Enablement's partner channel initiatives with ERP vendor and accounting firm positioning materials

Cross-Functional Collaboration & Project Management

• Product Partnership: Serve as the voice of the market within Product Management to influence roadmap based on customer feedback and competitive analysis
• Sales Collaboration: Work directly with Sales teams to refine targeting, improve win rates, and accelerate sales cycles.
• Coordinate with User Enablement team to create onboarding experiences that drive product adoption
• Work with Customer Success to understand adoption patterns, identify expansion opportunities and reduce churn
• Manage complex product launches and positioning updates across multiple channels and customer segments

Qualifications

Required Experience

• Education: Bachelor's degree in Marketing, Business, or related field
• Overall Experience: 5-10 years of marketing experience, with 3-5 years focused on product marketing
• PLG Expertise: 3+ years hands-on experience with Product-Led Growth strategies, including freemium/trial models and usage-based pricing
• B2B SaaS Background: Proven track record in B2B SaaS, preferably in financial software, ERP systems, or business applications

Domain Knowledge

• Financial Software Experience: Understanding of financial close processes, reconciliation workflows, and accounting automation challenges
• Competitive Landscape: Knowledge of reconciliation management solutions and their limitations in the current market
• Enterprise Software: Experience marketing to finance personas including CFOs, Controllers, and Staff Accountants

Core Competencies

• Executive Storytelling: Exceptional ability to create compelling narratives that resonate with senior executives and technical decision-makers.
• Analytical Skills: Proficiency with product analytics tools (Mixpanel, Amplitude, Pendo) to drive data-driven marketing decisions
• Conversion Optimization: Proven ability to optimize trial-to-paid conversion rates and reduce time-to-value
• Pricing Strategy: Experience with consumption-based and usage-based pricing models
• Cross-Functional Influence: Proven ability to drive alignment and action across Product, Sales, Marketing, and Customer Success teams.
• Project Management: Strong organizational skills with ability to manage multiple complex initiatives simultaneously

Technical Skills

• Marketing Technology: Experience with marketing automation, CRM systems, and product analytics platforms
• Content Creation: Ability to create compelling content for various stages of the buyer journey
• A/B Testing: Hands-on experience designing and analyzing conversion experiments

Success Metrics

In this role, you will be measured on:

• PLG Conversion: Achieve strong conversion rates from free to paid customers through optimized funnel performance
• Revenue Growth: Drive significant ARR through combined PLG and direct sales motions
• Customer Acquisition Cost: Maintain efficient CAC through PLG optimization and channel effectiveness
• Product Adoption: Achieve high customer satisfaction scores while scaling user base
• Competitive Wins: Demonstrate measurable displacement of incumbent solutions in target market segments
• User Engagement: Drive activation rates and feature adoption within free tier to increase conversion likelihood