Product Marketing Manager (Remote in US)

The Product Marketing Manager – Develop will lead the go-to-market strategy, positioning, and monetization of our new post-hire product Develop, which focuses on employee onboarding and building high-performing teams and managers. This critical role requires a hands-on approach to understanding customer needs, launching and scaling an emerging product, and defining market fit. 

The ideal candidate will have a proven track record in launching and scaling emerging B2B tech products, with a disciplined and structured approach to defining product direction and achieving strong product-market fit.  Demonstrated understanding of learning and development / HR technologies, products and buyers is an advantage. 

This role is pivotal in shaping the future of Develop, working cross-functionally with Criteria’s Product, Sales and Customer Success teams and Marketing colleagues to ensure market fit, drive adoption and demand, and accelerate revenue growth. 

Responsibilities 

Subject Matter Expertise:  

• Cultivate a deep understanding of the Develop product, including its features, benefits, use cases, and competitive differentiation.  

• Stay informed about industry trends and best practices in employee onboarding and development.  

Go-To-Market Strategy & Execution: 

• Develop and implement comprehensive go-to-market strategies tailored to an emerging product, ensuring effective market entry and customer acquisition. 

• Partner with teams cross-functionally to align launch activities, messaging, and sales enablement with strategic objectives. 

• Lead the product launch process from initial introduction to full-scale commercialization, driving awareness, demand, and revenue growth. 

Market Fit Definition & Scalability: 

• Conduct thorough market research to identify target segments, buyer personas, and positioning opportunities for Develop including identification of the Ideal Customer Profile for this product. 

• Work closely with Product, Customer Success and Sales teams to validate market assumptions and refine value propositions based on customer and market data. 

• Develop and implement frameworks for identifying, testing, and scaling product-market fit. 

Hands-On Customer Engagement: 

• Build direct relationships with customers to gain real-time insights into product usage, challenges, and opportunities. 

• Act as the voice of the customer, advocating for their needs and translating feedback into actionable insights for the product team. 

• Create and execute customer education programs to enhance product adoption and ensure users maximize the value of Develop. 

• Contribute to major customer expansion or new business opportunities for Develop, including active involvement in customer and prospect demonstrations and pitch materials as .  

Product Launch & Monetization: 

• Collaborate with Sales, Demand Generation, and Customer Success teams to drive adoption, conversion, and retention. 

• Define pricing and packaging strategies that align with customer value based on direct feedback.  

• Track and analyze product performance post-launch, identifying areas for optimization and expansion. 

Positioning & Messaging: 

• Craft compelling, customer-centric messaging that clearly articulates the value of Develop and differentiates it in the market. 

• Build a library of case studies, testimonials, positive reviews and other proof points to embed Develop’s value in the minds of customers 

• Work with the Demand Generation and content / website teams on campaigns to generate inbound leads and enquiries for Develop. 

• Build and implement targeted content strategies that support the customer journey, driving engagement and conversions. 

• Work with Enablement team to equip Sales and Customer Success teams with the necessary tools, collateral, and training to effectively position and sell Develop to potential customers. 

• Foster cross-functional collaboration to ensure consistent messaging, strategic alignment, and continuous feedback loops across teams. 

Requirements 

To be successful in this role the incumbent will demonstrate the following: 

• Bachelor’s degree in Marketing, Business, or a related field.
• 5-8 years of experience in product marketing, preferably in a B2B SaaS environment. 

• Prior experience in HR Technology and learning & development will be highly regarded. 

• Strong understanding of SaaS product lifecycle and customer journeys. 

• Proven track record of successful product launches and sales enablement. 

• Exceptional storytelling and writing skills with the ability to translate technical details into customer-centric messaging. 

• Experience with marketing automation platforms (e.g., Pardot) and CRM tools (e.g., Salesforce). 

• Strong analytical skills and familiarity with analysis and reporting tools  

• Exceptional communication and presentation skills.