Senior Product Marketing Manager

The Sage Group plc; Newcastle upon Tyne; Hybrid; GBP 90,000 - 120,000; Full time

Benefits offered by this job

Up to 8% pension contribution

5 days volunteering per year

Hybrid working

Health, dental and vision coverage

Holiday entitlement 25 days + 5 to buy

Bank holidays

Work away scheme

Training and professional development

Wellbeing memberships

Job summary

The Sage Group plc is seeking a Senior Product Marketing Manager to lead the proposition for its AI-powered accounting solution. This hybrid role supports the London or Newcastle offices with a mix of in-office and home working.

You will shape ICP-specific value, drive market insights, and own the end-to-end GTM strategy for tier-1 launches. You will partner with product, commercial and growth teams to influence pricing, packaging and customer experience, turning innovation into measurable

Qualifications

• Own ICP-specific value propositions, positioning and messaging translating AI capabilities into value.
• Lead customer, market and competitor insights to guide product decisions and GTM investment.
• Influence roadmap, pricing and packaging to drive differentiation in market.
• Create integrated launch strategies from early adopters to GA with target audiences and channels.
• Own end-to-end lifecycle for each ICP from acquisition to in-life management.

Responsibilities

• Define ICP messaging and positioning for the AI accounting proposition.
• Collaborate with Product, Commercial and Growth to drive GTM plans.
• Lead cross-functional readiness with Marketing, Sales, Partners and Support.
• Identify new use cases and monetisation opportunities to grow ARPU.

Skills

ICP positioning

Market insight

GTM planning

Lifecycle strategy

Stakeholder management

AI in products

B2B SaaS

Strategic thinking

Communication

Adaptability

Job description

At Sage, we're building the next generation of AI-powered accounting to radically simplify how small businesses manage their finances. We're looking for a Senior Product Marketing Manager to lead the proposition. Reporting to the Director of Product Marketing for Small Business, this role is ideal for someone who can turn complex innovation into clear customer value, challenge the status quo with bold thinking and bring deep empathy for the needs of small businesses and accountants. You'll own the PMM strategy for Sage's AI accounting proposition, influencing and collaborating with product teams you'll turn product vision into a clear, compelling and commercially successful proposition. You'll define how the proposition meets the distinct needs of ICPs, shaping the positioning, messaging and customer experience. Working across Product, Commercial, Growth and regional teams, you'll define the messaging and positioning of the proposition and lead the GTM strategy for tier 1 launches. You'll connect customer insight with pricing, packaging, go-to-market and in-life customer decisions, helping Sage unlock new growth opportunities. Location - Hybrid, 3 days per week in our London or Newcastle offices and 2 days from home.

• Own the ICP-specific value propositions, positioning and messaging, translating complex AI capabilities into clear customer and commercial value.
• Lead customer, market and competitor insight, testing assumptions and creating the evidence bank needed to guide product decisions, strengthen claims and support GTM investment.
• Partner with Product and Commercial teams to influence the roadmap, customer experience, pricing and packaging to drive disruption and differentiation in market.
• Partner with growth teams to create integrated launch strategies from early adopter programmes through to generally available releases, setting target audiences, market sequencing, channel plans, success measures and launch phase gates.
• Own the end-to-end lifecycle strategy for each ICP, from acquisition through in-life management, driving engagement, retention and ARPU growth.
• Drive cross-functional readiness across Marketing, Sales, Partners, Support and Customer Success, ensuring teams have the messaging, enablement, assets and customer communications required to execute.
• Drive commercial performance, turning customer and commercial feedback into action, and identify new use cases, segments and monetisation opportunities that expand the propositions long-term potential.
• Experience in Product Marketing, ideally in B2B SaaS
• Proven track record in proposition development that deliver commercial outcomes.
• Track record applying AI capabilities within products and propositions to deliver better customer outcomes.
• Strong grasp of AI tools and processes, using them effectively to work faster and improve productivity.
• A strategic thinker who's customer-obsessed and passionate about elevating the small business experience.
• Excellent communicator with strong stakeholder management skills and a bias for action.
• Curious, adaptable, and excited by the challenge of building and scaling products in a fast-paced environment.
• Working at Sage means you're supporting millions of small and mid-sized businesses globally with technology to work smarter and move faster. We build software that reduces busywork so customers can spend less time on admin and more time building their business. Our colleagues are high-performers who prioritise growth, make bold choices, and focus and galvanise to get things done. They work on meaningful, market-shaping initiatives that stretch their skills, sharpen their craft, and create real customer impact.
• Generous bonuses and pension scheme: Up to 8% matched pension contribution plus 2% top-up by Sage
• 25 days of paid annual leave with the option to buy up to another 5 days
• 8 bank holiday days
• Paid 5 days yearly to volunteer through our Sage Foundation
• 50% income protection
• Holiday buy + sell
• Comprehensive health, dental, and vision coverage
• Work away scheme for up to 10 weeks a year
• Ongoing training and professional development
• Hybrid working
• Healthy Mind app membership
• Access to various helpful memberships for finances, health and wellbeing