As a Principal Product Marketing Manager, you are a senior strategic leader within Product Marketing, setting the direction for how KnowBe4 positions, launches, and grows a major portfolio or platform pillar. You bring deep market and customer expertise to shape company-wide go-to-market strategy, influence product and pricing decisions, and elevate the craft of the broader Product Marketing team.

We are looking for a highly strategic, experienced product marketer who can operate with significant autonomy, translate ambiguous market signals into clear strategy, and represent Product Marketing in front of senior leadership, industry analysts, and top customers. This role partners closely with Product Marketing leader, Marketing, Sales, Customer Success, Product Management, Engineering and Executive leadership to define how KnowBe4 wins in the market, and mentors other product marketers to raise the bar across the function.

Responsibilities:

• Drive product and portfolio positioning and messaging strategy across a major product line or platform pillar, ensuring differentiation and consistency across all customer-facing channels
• Set the go-to-market strategy and narrative for major product launches, new market entries, and platform-level initiatives, coordinating execution across Marketing, Sales, Product, Competitive Intelligence, and Customer Success
• Serve as a strategic advisor to Product Management on roadmap and pricing/packaging decisions, bringing market, competitive, and customer insight to influence what KnowBe4 builds
• Drive and elevate KnowBe4's competitive strategy, translating competitive and market intelligence into actionable positioning, sales plays, and executive briefings
• Represent Product Marketing in industry-analyst forums and support research/reports (e.g., Gartner, Forrester); build and maintain relationships with key analysts and influencers
• Drive thought leadership initiatives (speaking engagements, bylines, executive content) that establish KnowBe4 and its leaders as category authorities
• Mentor and coach Senior and Product Marketing Managers, providing guidance on positioning, messaging, and go-to- market craft, and helping to scale best practices across the team
• Partner cross-functionally to support integrated marketing campaigns, sales plays, and ABM motions that drive measurable pipeline, revenue, and brand impact across all go- to-market channels
• Conduct advanced market research, competitive analysis, and buyer/persona development to inform long-range GTM and product strategy
• Assist and evolve sales enablement strategy for the portfolio (battlecards, feature comparisons, datasheets), ensuring sales is equipped to win against evolving competitive threats
• Leverage AI tools for research, content creation, and data analysis to increase speed and quality of strategic output

Qualifications:

• BA/BS or equivalent working experience
• 8+ years of experience in product marketing, with a track record of leading GTM strategy for major product launches or portfolios
• 8+ years of experience in product marketing, product positioning, messaging, and market research & analysis, including experience operating at a strategic/portfolio level
• Extensive experience in the cybersecurity industry and B2B SaaS is required
• Proven ability to independently set and drive GTM strategy with minimal oversight, and to influence senior stakeholders and executives
• Demonstrated experience advising Product Management on roadmap and pricing/packaging strategy
• Experience building and maintaining relationships with industry analysts (Gartner, Forrester, etc.) and representing a company in analyst or executive briefings
• Track record of mentoring or informally leading other product marketers, with strong coaching and influence skills
• Thorough understanding of the KnowBe4 platform and the broader human risk management / security awareness market
• Comfortable delivering executive-level presentations and demonstrations, highlighting strategic value beyond individual product features
• Experience using Salesforce or other CRM platforms is a plus
• Experience with Marketing software such as Highspot, Monday.com, Crayon, HubSpot, or similar is a plus
• Exceptional written and verbal communication, storytelling, and executive presence
• Proven experience creating and executing product launch programs that drive customer engagement, advocacy, and measurable revenue outcomes
• Deep familiarity with enterprise sales processes and culture, including the tools and assets needed by a high-volume, high- complexity sales organization