Director, Product Marketing — GTM, Competitive & Product-led Growth Leader

iBase-t is a company focused on providing innovative solutions in the product marketing domain. They are seeking a Director of Product Marketing who will be responsible for developing the market narrative, competitive strategy, and growth initiatives to drive revenue and enhance customer engagement.

Responsibilities:

• Own the end-to-end GTM narrative for iBase-t Solumina: market narrative & buying criteria, value proposition, differentiation, proof points, and message hierarchy
• Establish credibility with Sales leadership, SEs, and top reps through regular engagement (field listening, QBR participation, enablement) and by delivering assets that materially improve deal outcomes
• Define and operationalize sales plays and talk tracks for priority personas, segments, and use cases—enabling consistent “what to say / why it matters / how we win.”
• Own competitive strategy: competitor narrative analysis “how they sell”, battlecards, objection handling, “why we win” frameworks, and deal-stage competitive guidance
• Drive ongoing competitive readiness: updates, enablement sessions, competitive drills, and sales feedback loops that increase sales confidence and consistency
• Lead win/loss programs and convert findings into changes in messaging, enablement, packaging guidance, and (when needed) product recommendations
• Establish and run a competitive intelligence operating cadence: field intel intake loop, monitoring, monthly/quarterly updates, and rapid-response briefs for major competitive moves
• Create lightweight CI governance: what changes trigger updates, how battlecards are versioned, and how insights are pushed into sales plays, enablement, and Pricing Committee discussions
• Build and maintain direct relationships with customers and prospects across complex manufacturing personas (manufacturing engineering, quality, operations, supply chain, sustainment/MRO, IT, program leadership)
• Establish and run a VoC system (interviews, advisory input, deal debriefs, field listening, win/loss) and translate insights into: messaging and proof points, sales plays and enablement priorities, roadmap and packaging recommendations
• Ensure VoC insight is consistently reflected in GTM strategy, competitive posture, and adoption/expansion initiatives
• Establish a repeatable “proof engine” to capture and operationalize customer outcomes: quantified value/ROI, before-and-after stories, benchmarks, and credible proof points by persona/use case
• Partner with Customer Success and Sales to build a scalable customer reference and advocacy motion that supports both new-logo validation and expansion/adoption
• Maintain proof-point governance (approved claims, supporting evidence, source-of-truth repository) so Sales uses consistent, defensible messaging
• Lead the Pricing Committee and drive the agenda, cadence, and decision-quality of pricing/packaging discussions
• Bring market truth to pricing: competitive structures, buyer value drivers, segmentation, end-user requirements, and willingness-to-pay signals
• Partner with Product, Finance, and Revenue leadership to inform pricing and packaging decisions; provide sales-ready pricing narrative and value justification to support both new-logo and expansion motions
• Define enablement strategy, standards, and governance for field-facing tools (pitch story, POVs, ROI/value frameworks, competitive tools, deal-stage assets)
• Personally create and/or co-create the highest-impact assets; orchestrate production and scale through shared MarCom resources and contractors as appropriate
• Maintain alignment across channels so messaging is consistent from first call to proposal to renewal/expansion
• Build and operationalize GTM motions for both new logo acquisition (ICP clarity, evaluation criteria, competitive displacement, proof points) and enterprise expansion (adoption-led growth, cross-product/platform expansion, value realization, renewal/upsell support)
• Partner tightly with Customer Success on adoption narratives, value realization frameworks, and customer outcome proof that fuels expansion selling and advocacy
• Lead GTM readiness for product/major release launches: positioning, narrative, packaging guidance, enablement plan, and rollout
• Ensure launches translate into field behavior: clear plays, proof points, competitive guidance, and measurable adoption
• Serve as a GTM leader and partner to User Group and Executive Advisory Council (EAC) programs
• Shape agendas and content to drive product-based growth: adoption, expansion use cases, peer proof points, and customer advocacy
• Partner with Customer Success and Product to convert community insights into GTM and product strategy changes
• In partnership with corporate and product leadership, contribute to analyst and influencer narratives (briefings, messaging alignment, competitive positioning) to strengthen category credibility and support enterprise sales cycles
• Provide market and competitive inputs and proof points to improve external perception and internal alignment of iBase-t’s category story and differentiation
• Establish the product marketing operating cadence (VoC, competitive updates, win/loss, messaging governance, enablement rhythms)
• Create the resourcing plan to scale capability (contractors/agencies initially; hiring plan and org design as justified)

Requirements:

• Proven ability to earn high credibility with enterprise software Sales teams and materially influence deal outcomes
• Expert-level positioning and differentiation skills; strong executive storytelling and presentation presence
• Demonstrated experience owning competitive strategy (battlecards, win themes, objection handling, enablement) and running CI as an operating cadence (intake, updates, governance)
• Demonstrated ability to lead or heavily influence pricing and packaging through market insight and competitive perspective; experience leading cross-functional pricing discussions strongly preferred
• Demonstrated experience building direct customer relationships and running VoC programs that change GTM strategy and/or product direction; experience standing up a proof engine (outcomes/proof points/references) preferred
• Strong understanding of enterprise platform selling, multi-stakeholder buying, and complex deal dynamics
• Proven ability to balance and lead GTM strategy for both new-logo growth and installed-base expansion through adoption and customer success
• High ownership; strong cross-functional leadership and ability to influence without formal authority
• High familiarity with Aerospace & Defense and/or complex manufacturing environments including common personas, buying dynamics, compliance/quality realities, and the operational pains of regulated, high-mix, high-complexity production and sustainment environments
• Bachelor's degree required (MBA a plus)
• 10–15+ years in enterprise B2B product marketing and/or adjacent GTM roles (Solutions Consulting/SE leadership, GTM strategy) with demonstrated ownership of competitive and enablement outcomes
• Experience supporting platform or suite selling in complex enterprise environments
• Experience partnering with Customer Success and Sales leadership on adoption, value realization, and expansion strategies within enterprise accounts