Sr. Director, Product Marketing

Varicent; Toronto; On-site; CAD 150,000 - 210,000; Full time

Benefits offered by this job

Health & Wellness

Time Off

Flexible Work

Tuition Assistance

Job summary

Varicent, a leader in Sales Performance Management, is seeking a Senior Director of Product Marketing to shape the company’s go-to-market strategy, market positioning, category narrative, and revenue growth initiatives across global markets.

You will lead a Product Marketing team, translate market insights into differentiated messaging, drive launches and enablement, partner with Product, Sales, Customer Success, and Analytics, and champion AI-enabled workflows to improve research, content

Qualifications

• 12+ years in B2B tech, esp. SaaS, RevOps, or related software markets.
• 7+ years Product Marketing experience, owning positioning and launches.
• 3+ years leading Product Marketing teams.
• Experience shaping GTM strategy with cross-functional partners.
• Bachelor’s degree or equivalent experience.

Responsibilities

• Lead and develop the Product Marketing organization with aligned goals and metrics.
• Define positioning, messaging, personas, value propositions, and market narratives.
• Partner with Product leadership to influence roadmap, packaging, and market readiness.
• Lead product launches and GTM initiatives across Product, Sales, CS, Demand Gen, Enablement, and Partners.
• Drive enablement and competitive intelligence to improve seller impact.
• Conduct market, customer, analyst, and competitive research to identify growth opportunities.

Skills

B2B Tech

Product Marketing

Leadership

AI in Marketing

Go-to-market

Education

Bachelor’s in Marketing/Business

Job description

At Varicent, we’re not just transforming the Sales Performance Management (SPM) market— we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM, 2023 Ventana Research Revenue Performance Management (RPM) Value Index, Gartner Peer Insights, 2024 Gartner SPM Market Guide, and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more.

• Innovate with Purpose: Build impactful solutions for customers worldwide.
• Join Excellence: Work in a diverse, collaborative, and innovative team.
• Shape the Future: Lead in redefining revenue optimization.
• Grow Together: Unlock your potential in a supportive environment.

Join us at Varicent—where your talent and ambition meet limitless opportunities for success!

Summary of the Role and Team

As the Senior Director, Product Marketing, you will lead Varicent’s Product Marketing function and play a critical role in shaping the company’s go-to-market strategy, market positioning, category narrative, commercialization approach, and revenue growth initiatives.

Reporting as a senior marketing leader, you will lead and develop a team of Product Marketing professionals responsible for translating market insights, customer needs, competitive intelligence, and product innovation into differentiated messaging, sales enablement, launch execution, and measurable business results.

This role partners closely with Product, Sales, Customer Success, Revenue Operations, Alliances, Marketing, and Executive Leadership to strengthen Varicent’s market position, accelerate growth, and support the successful adoption and expansion of Varicent’s solutions.

What You Will Be Doing

• Lead and develop the Product Marketing organization, establishing priorities, operating rhythms, team goals, and performance measures aligned to business objectives

• Define and evolve product positioning, messaging frameworks, buyer personas, value propositions, and market narratives across Varicent’s solution portfolio

• Partner with Product leadership to influence roadmap priorities, commercialization strategies, packaging decisions, and market readiness activities

• Lead product launches and go-to-market initiatives, ensuring alignment across Product, Sales, Customer Success, Demand Generation, Enablement, and Partner organizations

• Drive sales enablement programs, competitive intelligence initiatives, and value-based messaging that improve seller effectiveness and customer engagement

• Lead market, customer, analyst, and competitive research efforts to identify growth opportunities, market trends, and differentiation strategies

• Champion the strategic use of AI-enabled workflows and modern marketing technologies to improve research, content creation, enablement, and operational effectiveness

• Provide strategic market insights and recommendations to executive leadership regarding category evolution, competitive dynamics, growth opportunities, and go-to-market performance

What You Bring

• 12+ years of experience in B2B technology organizations, with significant experience in enterprise SaaS, Revenue Operations, Sales Performance Management, sales technology, HR technology, financial planning technology, or related enterprise software markets
• 7+ years of Product Marketing experience, including ownership of positioning, messaging, go-to-market strategy, commercialization, or product launches
• 3+ years of experience leading and developing Product Marketing teams, including managing senior individual contributors, people leaders, or Product Marketing managers
• Demonstrated success influencing go-to-market strategy and driving measurable business outcomes such as pipeline growth, revenue impact, customer adoption, retention, expansion, or market differentiation
• Experience partnering with Product, Sales, Marketing, Customer Success, and Executive teams on commercialization and growth initiatives
• Ability to transform market insights, customer challenges, and product capabilities into compelling business narratives and positioning strategies
• Experience leveraging generative AI technologies and AI-enabled workflows to improve marketing effectiveness, scalability, and insight generation
• Bachelor's degree in Marketing, Business, Communications, Computer Science, Engineering, or a related field, or equivalent experience

Nice to Have

• Experience within Sales Performance Management, Revenue Operations, Incentive Compensation, Sales Planning, Financial Planning, or related enterprise software categories

• Experience with value-based selling, platform selling, account-based marketing, and enterprise sales motions

• Experience engaging industry analysts, strategic partners, customer communities, or industry associations

• MBA or advanced business degree

• Experience working with partner ecosystems, marketplaces, integrations, or adjacent enterprise technology platforms

Success Outcomes

First 90 Days

• Develop a comprehensive understanding of Varicent’s products, customers, competitive landscape, and go-to-market strategy

• Build relationships with Product, Sales, Customer Success, Marketing, Alliances, and Executive stakeholders

• Assess existing positioning, messaging, launch processes, enablement programs, competitive intelligence, and Product Marketing operations

• Establish clear team priorities, objectives, and success measures aligned to business goals

Within 6 Months

• Deliver updated messaging and positioning frameworks that improve alignment across customer-facing teams

• Strengthen product launch and go-to-market processes through improved cross-functional coordination and execution

• Implement scalable product marketing frameworks for enablement, competitive intelligence, market research, and commercialization activities

• Demonstrate measurable adoption of AI-enabled workflows that improve team efficiency and content development processes

• Support pipeline growth and sales effectiveness through targeted enablement and market-facing initiatives

Within 12 Months

• Establish Product Marketing as a strategic driver of revenue growth, market differentiation, and product adoption

• Demonstrate measurable impact on pipeline generation, sales effectiveness, customer engagement, and business growth initiatives

• Strengthen Varicent’s category leadership through differentiated positioning, thought leadership, analyst engagement, and market presence

• Build a scalable, high-performing Product Marketing organization with strong operational discipline and clear business impact

• Enable consistent go-to-market execution across products, solutions, and strategic growth initiatives

This posting is for an existing vacancy.

This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement — not replace — human decision-making.

Overview of Benefits:

• Health & Wellness — Comprehensive medical, dental, and vision coverage tailored to your local needs
• Time Off — PTO and public holidays to rest, recharge, and do what matters most
• Volunteer Days — Dedicated time to give back and support the communities that matter to you
• Ignite Days — Dedicated learning days to support continuous growth, skill development, and professional learning
• Financial — Compensation that reflects your market and your value
• Retirement — Retirement plans designed to help you build long-term financial security
• Tuition Assistance — Invest in your growth with support for continuing education and professional development
• Flexibility — Work where you thrive, with remote and hybrid options available across most regions

Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

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