Senior Director - Product Marketing

Granicus is a leading company in the Govtech industry, focused on building technology that connects governments with their constituents. The Senior Director of Product Marketing will lead the product marketing efforts, creating a customer-centric narrative that drives adoption and value realization across various markets, while collaborating closely with Product, Sales, and Customer Success teams.

Responsibilities:

• Serve as the primary voice of the customer inside Granicus, grounding product positioning, messaging, launches, and enablement in deep understanding of public-sector buyer needs, procurement realities, compliance constraints, citizen engagement use cases, and desired outcomes
• Establish a durable customer and market insight engine, including win/loss analysis, competitive intelligence, buyer research, and field feedback loops to inform roadmap influence, GTM strategy, and commercial execution
• Translate complex capabilities and market insight into buyer-relevant portfolio-level outcomes and positioning, value propositions, and narrative architecture that articulates why Granicus wins at the platform level—beyond features and individual products
• Own the end-to-end positioning and values framework across the Granicus platform and cloud portfolio
• Define personas, buyer journeys, and articulate ROI tailored to Federal, State & Local, PCL, Destinations, Short-term rental, and international markets
• Ensure technical product capabilities (security, compliance, scalability, interoperability) are translated into buyer-relevant business outcomes that resonate with both technical and non-technical stakeholders
• Design, implement, and operate a product launch framework (Tier 1 / Tier 2 / Tier 3) from R&D to GA aligned to business impact, with clear success metrics for pipeline, adoption, and retention
• Act as the launch quarterback, orchestrating Product, Sales, Customer Success, Demand, Comms, and Enablement to ensure launches are well-planned, market-relevant, and fully activated
• Define launch strategy across introduction, readiness, and post-launch growth phases—not just announcement moments
• Function as a kingpin to the Sales organization, equipping sellers to sell on value (not features and discounts) while supporting with discovery frameworks, talk tracks, proof points, competitive intelligence, objection handling, demos, and ROI/TCO tools
• Align product marketing outputs tightly to enterprise sales methodologies (e.g., MEDDPICC, Challenger), improving opportunity quality, pipeline velocity, usage of product marketing assets, and ultimately Sales & Customer Success confidence in pitching the product ecosystem
• Partner with Sales Leadership and RevOps to measure and optimize impact of product marketing on pipeline creation, deal progression, and win-rates
• Extend product marketing ownership beyond launch into adoption, onboarding, expansion, and advocacy, ensuring products are successfully implemented and value is realized
• Partner with Customer Success to drive adoption narratives, customer proof, reference programs, and lifecycle messaging that fuel retention and expansion
• Continuously optimize messaging, packaging & pricing strategy, and GTM motions based on performance and sales and customer feedback
• Support in the career development and professional growth of your team
• You think in systems, not assets or functions
• Lead, coach, and scale a high-performing team of product marketing leaders across platform, solutions, competitive, and launch disciplines
• Establish clear product marketing operating rhythms, including portfolio councils, launch governance, cross-functional alignment, and metrics reporting
• Elevate product marketing maturity across the organization from reactive, product-led execution to strategic, customer-led growth leadership while expanding recognition of product marketing's value and role within the organization

Requirements:

• 10–15 years of experience in Product Marketing within B2G SaaS or technology platforms, with 7+ years in people leadership roles
• Proven success evolving product marketing from feature- or solution-centric execution to platform and portfolio-level positioning
• Demonstrated ownership of product marketing strategy that materially impacted pipeline creation, win rates, adoption, and growth
• Experience with determining product-market fit and delivering products to market
• Deep experience supporting complex, multi-stakeholder sales motions, including enterprise and public-sector buying environments
• Strong track record partnering with Product Management, Sales, Customer Success, and Executive Leadership to drive GTM alignment
• Experience designing and executing product launch frameworks at scale
• Exceptional executive communication skills; ability to influence at the C-suite and board level
• Strong analytical, organizational, and operational rigor in fast-paced, complex environments
• Direct experience in public sector, GovTech, or regulated markets, including Federal, State, and Local government
• Familiarity with Permitting, Compliance & Licensing (PCL), digital government services, or citizen engagement platforms
• Experience incorporating security, privacy, accessibility, and compliance (e.g., FedRAMP or international equivalents) into market-winning narratives
• Experience supporting international GTM motions across distributed, geographically diverse teams