CertifID is a company dedicated to fighting cybercrime in the real estate sector by providing a secure platform for transaction verification. They are seeking a Head of Product Marketing to lead the product marketing function, define go-to-market strategies, and ensure alignment between product, sales, and marketing teams.
Responsibilities:
- GTM System of Record
- Be the internal owner of how we go to market and why we win
- Define who we sell to, why they buy, and how they get value
- Own customer segmentation, ICP definitions, buyer personas, and use-case taxonomy
- Create the single source of truth for markets, buyers, and outcomes
- Align product, sales, and marketing around a shared GTM framework
- Turn products into stories, and stories into momentum
- Own product positioning and messaging across all personas (buyers, sellers, agents, title, lenders)
- Translate fraud prevention and escrow workflows into clear value propositions
- Lead launch strategy and execution—create messaging, readiness plans, and activation frameworks
- Partner across teams to drive adoption, not just awareness
- Arm the team to win every deal
- Own sales narratives, pitch decks, talk tracks, and objection handling
- Lead competitive positioning, market monitoring, and win/loss analysis
- Turn competitive insights into action across sales, product, and marketing
- Keep enablement assets fresh as the product and market evolve
- Be the internal expert on the market and competitive landscape
- Help sales tell the right story to the right buyer at the right time
- Own core sales narratives, pitch decks, talk tracks, competitive positioning, and objection handling
- Ensure sales teams understand buyer pain, value realization, and proof points
- Build enablement assets that evolve with the product and market, not static one-offs
- Build and lead the product marketing function, including strategy, systems, and execution
- Define and maintain CertifID’s GTM foundation: ICPs, personas, positioning, and messaging
- Drive product launches from planning through post-launch adoption measurement
- Partner deeply with product, sales, marketing, and leadership to align priorities
- Create clear, compelling narratives that simplify complex fraud concepts
- Present insights, recommendations, and strategies to executive leadership
- Measure impact and continuously refine messaging based on market and customer feedback
Requirements:
- 8+ years of experience in product marketing, ideally in B2B SaaS
- Proven experience owning positioning, messaging, launches, and enablement end-to-end
- Strong strategic thinker with the ability to execute hands-on in a fast-moving environment
- Exceptional written and verbal communication skills
- Experience partnering closely with product and sales teams
- Ability to translate technical or complex products into clear customer value
- Comfort operating at both the 10,000-foot strategy level and the ground-floor execution level
- Experience in cybersecurity or real estate highly preferred
- Experience building or scaling a product marketing function from early to growth stage
- Familiarity with multi-persona, multi-sided marketplaces or platforms