Product Marketing Director

About the Role

Key Responsibilities

• Create and execute GTM strategies for Workiva's industry-specific platforms tailored to the unique needs of sectors like banking, insurance, and investments that drive awareness, adoption, and revenue growth.
• Lead industry platform launches, defining sector-specific messaging and coordinating cross-functional alignment to maximize market impact.
• Craft differentiated positioning and messaging based on industry, buyer, and competitive insights.
• Consult with customers, alongside Product Management and Sales, to explore product and market opportunities within key industries, ensuring solutions reflect real-world challenges.
• Own and influence pricing and packaging strategies for industry solutions, aligning offers to customer value, market demand, and growth goals.
• Drive thought leadership through blogs, webinars, white papers, and speaking engagements that elevate Workiva's credibility and visibility in the market.
• Support and consult global sellers directly, providing messaging, enablement tools, and guidance to accelerate deal cycles.
• Collaborate with cross-functional leaders and their teams across Product, Sales, Partnerships, Sales Enablement, and Field Readiness to align strategy, shape GTM plans, and drive consistent execution across the business.
• Influence and shape industry-focused offerings, using customer insights to inform roadmap and solution development.
• Measure and refine GTM performance, using data to improve messaging, content, and launch effectiveness.
• Present to executive leaders, providing regular insights and strategic recommendations that support platform and revenue growth.

Requirements

• Bachelor's Degree in marketing or related field.
• 10+ years of experience in product marketing or closely related roles, including product management, industry or corporate marketing, and sales.
• Proficiency in implementing product-led growth (PLG) GTM strategies, tactics, and frameworks.
• Strong collaboration skills with cross-functional leadership teams including Sales, Marketing, Product, Sales Operations, Enablement, and Customer Success.
• Excellent communication skills with the ability to tailor messaging for diverse audiences, from end users and buyers to senior executives.
• Experience analyzing pipeline, bookings, and revenue performance data to identify GTM opportunities and areas for optimization.

Nice to Have

• B2B marketing or product marketing experience in the SaaS industry; experience supporting sales channels strongly preferred.
• MBA preferred.
• Industry experience in the financial services sector, such as banking, insurance, or investment management.
• Experience in developing and executing product-led growth (PLG) strategies.

Qualifications

• Minimum of a Bachelor's Degree in marketing or related field.
• 10+ years of experience in product marketing or closely related roles.

Benefits & Perks

• Salary range in the US: $154,000.00 - $250,000.00.
• A discretionary bonus typically paid annually.
• Restricted Stock Units granted at time of hire.
• 401(k) match and comprehensive employee benefits package.