Principal Product Marketing Manager, Category Creation & Strategic Positioning

Apollo GraphQL; Remote (OR); Remote; USD 212,000 - 250,000; Full time

Job summary

An established industry player is seeking a strategic Product Marketer to lead the narrative around API orchestration. This role involves defining the category, crafting compelling messaging, and driving market conversations that resonate with a diverse audience. You will collaborate with cross-functional teams to ensure alignment and execute strategic launches. If you thrive in a fast-paced environment and have a passion for storytelling in the tech space, this opportunity offers a chance to make a significant impact in a growing market. Join a company that values diversity and innovation, and help shape the future of API orchestration.

Qualifications

• 5–7+ years of experience in product marketing, especially in B2B tech.
• Strong ability to craft compelling narratives and market positioning.

Responsibilities

• Develop and own Apollo’s API orchestration story and messaging.
• Drive strategic launches and shape market conversations through content.

Skills

Product Marketing

B2B Technology

Market Positioning

Technical Communication

Content Creation

Cross-functional Collaboration

Strategic Thinking

Education

Bachelor’s Degree in Marketing or Related Field

Job description

Are you a strategic Product Marketer who gets energized by big, bold storytelling? Do you love the challenge of shaping new categories, building market narratives from scratch, and helping the world understand why it matters?

If you're excited by the idea of putting a category-defining company at the center of a new conversation around API orchestration, we’d love to connect.

Apollo GraphQL already owns the GraphQL category. With over 750 million downloads, we’ve become essential infrastructure for teams building modern APIs. Now, we’re expanding our reach and leading the creation of a broader, more inclusive category - API orchestration - that resonates with a much wider audience, including teams who’ve never touched GraphQL.

This is a unique opportunity to help reposition a category-defining company and put Apollo at the center of a critical new market conversation. You’ll lead the messaging, narrative, and strategy that defines API orchestration, helping internal teams align around it and external audiences believe in it.

A great outcome for this role is simple but ambitious: A year from now, the market is talking about API orchestration, and they’re talking about Apollo in the same breath.

What you'll do

• Develop and Own Apollo’s API orchestration story. Define what this category is, why it matters, and how Apollo leads it. Build foundational messaging that helps internal teams align and gives external audiences something to rally around.
• Craft compelling positioning. Connect the dots between Apollo’s capabilities and the real challenges developers and platform teams face in modern API environments.
• Drive strategic launches. Create PRFAQs and narratives that tie new features to the bigger story we’re telling in the market.
• Shape the market conversation. Write and ghostwrite content - blogs, white papers, executive keynotes - that credibly puts Apollo at the center of modern API strategy, distributed architecture, and trends like Agentic AI.
• Support AR and PR. Partner with our comms team to prepare for analyst briefings, press conversations, and influencer moments that reinforce our category leadership.
• Partner across GTM. Collaborate closely with Product, Sales, and Demand Gen to ensure messaging consistency, enablement success, and integrated campaign execution. Partner with our technical Field readiness and Enablement teams to ensure we are translating our positioning into content that supports sales - battle cards, narratives, and high-impact collateral for both sales-led and product-led growth motions.
• Stay close to the market. Monitor competitive trends, industry language, and evolving needs to keep our story sharp and differentiated.

Who you are

• You have 5–7+ years of experience in product marketing, with a strong track record in B2B technology.
• You’re a category creator or repositioner - you’ve helped define new markets or shifted the perception of a product in a competitive landscape.
• You have deep empathy for technical audiences (engineering leaders, platform teams) and can communicate clearly to both technical and non-technical stakeholders.
• You’ve marketed to technology decision-makers like CTOs, Heads of Engineering, Heads of Platform, or Heads of AI/Data.
• You know how to take a complex, technical idea and turn it into a crisp, value-driven message that people get.
• You write with precision and persuasion. Whether it’s a customer-facing blog, an analyst-facing brief, or an exec-facing script—you can flex tone and depth as needed.
• You’re strategic but scrappy - able to zoom out to big-picture category thinking and zoom in to execute on messaging and content with excellence.
• You’ve led cross-functional GTM work across Product, Sales, and Demand Gen, and know how to build alignment.
• You have experience working in a high-growth startup environment, and you're energized by a fast-paced setting and love creating structure, messaging, and programs from scratch. You thrive in ambiguity, balancing competing priorities and fast iteration. You’re hands-on, curious, and accountable for outcomes.

Nice to have

• Experience in the API Infrastructure space, GraphQL ecosystem, or other developer-forward platforms.
• Experience enabling sales for both PLG and SLG motions.
• Experience building messaging that speaks to both technical and business stakeholders.

$212,500 - $250,000 a year

Location: This is a remote position that can be done from anywhere in the US.

Equal Opportunity: Apollo is proud to be an equal-opportunity workplace dedicated to pursuing and hiring a talented and diverse workforce.

Privacy: California residents applying for positions at Apollo can see our privacy policy here.

E-Verify: Apollo is an E-Verify employer and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S. For more information please visit E-Verify.