Senior Product Marketing Manager

The Role

Appfire is looking for a Senior Product Marketing Manager who can turn customer problems, product capabilities, and market opportunities into compelling go-to-market strategies that drive measurable business results.

This is a highly cross-functional and hands-on role. You will own positioning, messaging, go-to-market strategy, product launches, sales enablement, and full-funnel content for a portfolio of B2B SaaS products.

A critical part of this role is translating product strategy into top-, middle-, and bottom-of-funnel marketing programs and content that generate demand, educate prospects, accelerate buying decisions, and create expansion opportunities with existing Appfire customers and app users. You should be equally comfortable developing the strategic narrative for a new SaaS product and turning that narrative into the campaigns, assets, sales plays, and customer journeys needed to take it to market.

You will work closely with Product, Demand Generation, Sales, Customer Success, Channel/Partners, Content, and other Marketing teams to connect product strategy to customer needs and revenue opportunities.

What You'll Own

Positioning, Messaging & Market Strategy

• Develop differentiated positioning, messaging, value propositions, and market narratives grounded in customer needs, competitive dynamics, and product capabilities.
• Translate complex SaaS products and technical capabilities into clear, compelling stories for business, technical, and executive audiences.
• Define and continuously refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys using customer research, competitive intelligence, win/loss insights, product usage signals, Sales feedback, and market data.
• Navigate a complex, multi-product portfolio with overlapping personas, use cases, and customer needs, creating clear product, solution, and portfolio-level positioning that helps customers understand how individual offerings fit together.
• Identify opportunities to move beyond product-by-product marketing by connecting related products to broader customer problems, workflows, and solution narratives—while maintaining clear differentiation between offerings.
• Build messaging frameworks that can be consistently activated across campaigns, digital experiences, sales conversations, partner motions, and customer communications, ensuring the right product, solution, or portfolio story reaches each audience throughout the buying journey.

Full-Funnel Demand & Content

• Partner closely with Demand Generation and Content teams to develop top-, middle-, and bottom-of-funnel strategies and content that create demand, capture interest, nurture prospects, and accelerate pipeline.
• Translate positioning and messaging into high-performing assets such as campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content.
• Develop targeted programs for both net-new prospects and existing Appfire customers and app users, including cross-sell, upsell, adoption, and expansion opportunities.
• Understand how content should evolve throughout the buyer journey—from creating awareness of a customer problem to helping a buyer evaluate alternatives and ultimately make a purchasing decision.
• Partner with Growth and Demand Generation teams to test messaging, offers, audiences, and content and use performance data to continuously improve conversion and pipeline impact.
• Connect PMM activity to measurable outcomes including engagement, lead generation, pipeline creation, trial activity, product adoption, conversion, cross-sell, and revenue.

Product Launches & Go-to-Market

• Lead end-to-end go-to-market strategy and execution for new SaaS products, major product launches, new editions, and strategic product capabilities.
• Define target audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans.
• Coordinate cross-functional launch execution across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing.
• Develop launch assets spanning the full customer journey—from market awareness and demand creation through evaluation, trial, purchase, onboarding, adoption, and expansion.
• Establish measurable launch objectives and use customer and performance data to evaluate results and optimize post-launch programs.
• Balance major launches with ongoing GTM programs that sustain demand and adoption after launch.

Sales & Partner Enablement

• Build sales plays that translate customer problems and product capabilities into repeatable commercial conversations.
• Create practical enablement including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, customer proof points, and sales collateral.
• Partner with Sales to identify opportunities for new-logo acquisition, cross-sell, upsell, and expansion.
• Equip Customer Success teams to identify adoption and expansion opportunities within existing customers.
• Work with Channel and ecosystem partners to adapt positioning, messaging, campaigns, and enablement for partner-led GTM motions.
• Gather structured field feedback and use it to improve messaging, campaigns, enablement, and product strategy.

Customer, Market & Competitive Intelligence

• Develop a deep understanding of our customers, users, prospects, competitors, partners, and broader market.
• Conduct customer interviews and analyze customer conversations, win/loss data, product usage, NPS, competitive intelligence, and market research.
• Identify emerging customer problems, buying triggers, objections, competitive threats, and growth opportunities.
• Turn customer and market intelligence into actionable recommendations for Product, Marketing, Sales, and GTM leadership.
• Build strong feedback loops between customers, the field, Product, and Marketing so that market insights continuously improve our strategy and execution.

AI-Enabled Product Marketing

• Use AI and automation to accelerate research, customer intelligence, content development, competitive analysis, personalization, and GTM execution.
• Experiment with new approaches that allow Product Marketing to operate faster and at greater scale without sacrificing quality.
• Help establish repeatable frameworks and best practices that can be leveraged across Appfire's broader Product Marketing organization.

What We're Looking For

• 7–10+ years of B2B product marketing experience, preferably in SaaS, enterprise software, developer tools, workflow software, or another technology environment.
• Demonstrated experience owning positioning, messaging, go-to-market strategy, launches, demand programs, and sales enablement.
• Strong experience launching new SaaS products or significant new product offerings, from early market validation through launch and post-launch growth.
• Proven ability to develop full-funnel product marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion.
• Experience partnering closely with Demand Generation to turn positioning and customer insights into campaigns that generate leads, pipeline, product trials, and revenue.
• Experience marketing to both new prospects and an existing customer or user base, including cross-sell, upsell, adoption, and expansion motions.
• Strong understanding of B2B SaaS buying journeys and the ability to map content, messaging, and offers to different stages of the funnel.
• Demonstrated ability to translate technical product capabilities into compelling customer value and business outcomes.
• Strong sales enablement experience, including sales plays, discovery and qualification frameworks, competitive positioning, objection handling, and customer proof.
• Experience using customer research, market intelligence, competitive analysis, win/loss insights, and performance data to make GTM decisions.
• Strong analytical skills and a bias toward measuring the business impact of Product Marketing programs.
• Excellent written, verbal, and presentation skills, with the ability to communicate effectively with technical, business, Sales, and executive audiences.
• Demonstrated ability to operate independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority.
• Hands-on experience using AI tools to improve the speed, scale, or quality of Product Marketing work.

Especially Valuable

• Experience working within a platform, marketplace, or partner-led ecosystem such as Atlassian, ServiceNow, Salesforce, Workday, Microsoft, or a comparable B2B technology ecosystem.
• Experience with SLG & PLG or marketplace-driven SaaS customer journeys.
• Experience marketing a portfolio of products rather than a single standalone SaaS offering.
• Experience developing cross-sell and expansion programs using an established customer or user base.
• Experience marketing to technical audiences such as software development, DevOps, IT, security, project management, or enterprise technology teams.

How Success Will Be Measured

Success in this role means more than producing great messaging and content. You will be expected to demonstrate how Product Marketing contributes to measurable GTM outcomes.

You will help Appfire:

• Increase awareness and demand within priority markets and customer segments.
• Generate qualified leads, trials, and pipeline through full-funnel GTM programs.
• Improve conversion by giving prospects the right message and content at each stage of their buying journey.
• Successfully launch and scale new SaaS products and product offerings.
• Increase adoption, cross-sell, upsell, and expansion within Appfire's existing customer base.
• Improve Sales and Partner effectiveness through stronger positioning, enablement, and repeatable sales plays.
• Use customer and market intelligence to continuously improve GTM strategy and execution.

What do we offer:

• Work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers
• Deliver meaningful, high-impact work that directly influences product direction and customer success
• Every Appfire team member is eligible for company equity, fostering a true sense of ownership and connection to our growth.
• Employees receive 25 days of paid time off per year. After 5 years of employment, employees receive 30 days per year.
• Appfire provides comprehensive coverage through Empire Health, including medical, dental, and vision insurance. Additional protection includes life insurance, critical illness coverage, accidental death and dismemberment, and long-term disability insurance.
• To promote health and well-being, Appfire offers a yearly sport allowance of CAD 600, which can be used to cover the cost of various fitness or outdoor activities from gym memberships to sports equipment.
• Volunteering - Every employee receives 3 fully paid days each year to participate in Appfire Town, our Corporate Social Responsibility (CSR) program supporting local communities.