Director of Product Marketing

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