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Product Marketing Manager, Competitive Insights

Remote (United States) Santa Barbara, CA

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves. 

The Product Marketing Manager, Competitive Insights will lead the competitive function at AppFolio, building a central hub of competitive insights to further increase Appfolio’s competitive edge in displacing legacy competitors. This role will collaborate closely with and be able to rely on research, analytics, UX/CX and sales to collect, analyze, summarize, and distribute competitive insights.

Your impact  

  • Build out a robust, durable competitive insights function at AppFolio 

  • Conduct detailed competitive research and analysis to identify competitor strengths and weaknesses to uncover competitive threats and opportunities. 

  • Engage with customers, partners, as well as internal and external experts to gather competitive insights. 

  • Solidify our frameworks and processes for competitive analysis and establish competitive insights as a strength of AppFolio. 

  • Build a central hub of competitive insights and optimize the intake, distribution, and usage of competitive information by our go-to-market teams. 

  • Arm our product, marketing, communications, and sales teams with compelling competitive assets and enablement, allowing us to better build, position, and sell the AppFolio platform. 

  • Work closely with the product management team to illuminate how Appfolio compares to competitive solutions.  

  • Analyze competitive win rates and win/loss reasons, generate insights, and turn them into recommendations for action. 

  • Monitor competitive news and contextualize market trends for the organization. 

  • Create competitive enablement materials like battle cards, comparison grids, and other artifacts to illustrate competitive insights and make them consumable. 



  • Bachelor's degree in Marketing, Business, Communications, or a related field. 

  • Experience building a competitive insights function.  

  • Analytical mindset with the ability to generate insights from customer, market, and performance data. 

  • Proven ability to lead through influence and execute complex projects through cross-functional teams.  

  • Excellent writing style and command of language to create a broad array of written communication. 

  • Great stage presence and presentation skills to lead both internal and external presentations. 

  • Strategic thinker who can spot patterns and frame insights in a way that makes it easy for the broader organization to understand the implications and take action. 

  • Hands-on experience in performing analysis using Tableau or similar BI tools. 

  • Experience with competitive analysis software is a plus. 

  • Experience in property management or PropTech software is a plus. 

  • Proficiency with SQL , Python and/or R is a plus. 


Must have 

  • Deep curiosity, especially about our customers, our product, our industry, and the players in the market.  

  • A contagious positive attitude that makes team members across the business want to share their insights and collaborate on competitive intel. 

  • The ability to hold your own in discussions with senior leaders, never shy to speak up and advocate for your perspective. 

  • Being a self-starter who feels empowered to lead and acts rather than waiting for perfect data.  

  • Deep capacity to deal with ambiguity and chart a path in new and unknown territory. 


Compensation & Benefits         

The base salary/hourly wage that we reasonably expect to pay for this role is: $98,000-$140,000   

The actual base salary/hourly wage for this role will be determined by a variety of factors, including but not limited to: the candidate’s skills, education, experience, etc.          

Please note that base pay is one important aspect of a compelling Total Rewards package. The base pay range indicated here does not include any additional benefits or bonuses/commissions that you may be eligible for based on your role and/or employment type.

Regular full-time employees are eligible for benefits - see here     




Why AppFolio

Grow | We enable a culture of high performance, where delivering results is recognized by opportunities for growth and compelling total rewards. Our challenging and meaningful work drive the growth of our business, and ourselves.

Learn | We partner with you to realize your potential by investing in you from the start. We're cultivating a team of big thinkers through coaching and mentorship with our best-in-class leaders, and giving you the time and tools to develop your skills.

Impact | We are creating a world where living in, investing in, managing, and supporting communities feels magical and effortless, freeing people to thrive. We do this by innovating with purpose while cultivating a culture of impact. We learn as much from each other as we do our customers and our communities.

Connect | We excel at hybrid work by fostering an environment that feels flexible, personal and connected, no matter where we are. We create space to fuel innovation and collaboration, and we come together to celebrate, connect, and succeed.

Paddle as One.

Learn more at

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.

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