Senior Product Marketing Lead, B2B SaaS (End-to-End)

Firstbase; Toronto; On-site; CAD 121,000 - 142,000; Full time

Job summary

AppDirect is seeking a product marketing lead who will own the Business Unit's go-to-market strategy from positioning to cross-functional execution. You will translate competitive intelligence, win/loss data, and customer insights into clear plans that sales and product teams can act on.

Working alongside two other product marketing managers and a director of product management, you will shape the BU roadmap, build advocacy programs, and collaborate with sales, customer success, and marketing to

Qualifications

• 3–5 years of product marketing experience in a B2B SaaS environment with ownership of go-to-market strategy.
• Experience conducting competitive analysis, win/loss research, or market intelligence to influence product/positioning decisions.
• Familiarity with analyst relations processes, including briefings and research inquiries.
• Experience developing customer marketing or expansion-stage programs (advocacy, upsell, cross-sell).
• Ability to work autonomously across multiple initiatives as the primary product marketing owner.
• Clear, structured communication across written and verbal formats for executives and sales leaders.
• Experience with product-led growth is a plus.

Responsibilities

• Own the full go-to-market strategy for Business Unit’s product launches, including positioning, success criteria, and cross-functional execution.
• Define product marketing outcomes and success metrics tied to the BU pipeline and new revenue targets, and track performance.
• Partner with the Director of Product Management to shape the product roadmap using competitive intelligence and market research.
• Build and execute BU customer marketing strategy, focusing on advocacy programs and expansion-stage motions to support cross-sell across AppDirect.
• Own analyst relations for the BU, including briefings and research inquiries.
• Represent the product marketing perspective in cross-functional planning with sales, CS, and marketing leadership.
• Contribute to pricing analysis and provide recommendations to inform packaging and positioning decisions.

Skills

GTM ownership

Competitive analysis

Analyst relations

Customer marketing

Autonomy

Communication

PLG awareness

Job description

AppDirect is seeking a product marketing lead who will own the Business Unit's go-to-market strategy from positioning to cross-functional execution. You will translate competitive intelligence, win/loss data, and customer insights into clear plans that sales and product teams can act on.

Working alongside two other product marketing managers and a director of product management, you will shape the BU roadmap, build advocacy programs, and collaborate with sales, customer success, and marketing to