VP, Product Marketing and GTM

bswift is a leading benefits administration company that specializes in providing tailored solutions for clients. They are seeking a talented and experienced individual to join their team as the Product Marketing & GTM Leader, responsible for owning the enterprise go-to-market strategy and ensuring alignment across Sales and Marketing teams.

Responsibilities:

• Own ideal customer profiles (ICPs), buyer personas, and market segmentation
• Define and prioritize GTM motions including new logo acquisition, expansion, cross‐sell, partner, and broker strategies
• Translate business objectives into clear GTM priorities and sequencing
• Maintain focus and clarity across a growing product and solution portfolio
• Own product and solution positioning, differentiation, and value propositions
• Develop messaging frameworks by audience and buying stage
• Ensure a consistent narrative across Brand, Demand, Enablement, and Sales
• Serve as the final authority on messaging and market relevance
• Own launch strategy and prioritization across products and strategic initiatives
• Define launch readiness criteria for Sales, Marketing, and client‐facing teams
• Partner with Sales Enablement on enablement requirements and timing
• Partner with Marketing Operations and Brand on execution plans and resource alignment
• Define sales plays, talk tracks, and proof‐point requirements
• Specify enablement assets and training needs required for GTM success
• Partner with Enablement leadership to ensure plays are operationalized and adopted
• Incorporate field feedback to continuously refine GTM strategy
• Serve as the strategic interface between Product, Sales, Marketing, and Enablement
• Bring market, customer, and competitive insights into roadmap and planning discussions
• Drive alignment and decision‐making across GTM tradeoffs and priorities
• Operate as a trusted thought partner to executive leadership

Requirements:

• Proven experience in product marketing, marketing leadership, or product management (typically 10+ years)
• Demonstrated experience setting GTM strategy and leading through cross‐functional influence
• Strong strategic thinking skills with the ability to translate complex concepts into compelling narratives
• Data‐driven mindset with experience tracking and using KPIs (e.g., CAC, ROI, adoption) to guide decisions
• Exceptional communication, storytelling, and presentation skills for executive and external audiences
• Bachelor's degree (BA/BS) required
• MBA or advanced business degree
• Experience leading and developing high‐performing teams
• Experience managing budgets and prioritizing investments
• Deep understanding of B2B SaaS, benefits administration, or HR technology markets