Director, Product Marketing Manager (Gym)

ABC Fitness is the leading software provider for fitness businesses worldwide. The Director, Product Marketing Manager will own the positioning and messaging for Ignite, lead go-to-market strategies, and drive customer adoption while collaborating with cross-functional teams to enhance product marketing effectiveness.

Responsibilities:

• Own Ignite’s Positioning and Message Architecture
• Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows. This means making clear choices about what Ignite is for, who it’s for, and why it wins, not just describing features
• Develop segment- and persona-based messaging for SMB and MML buyers and customers, and ensure that messaging is actually used—not just documented
• Translate product complexity into differentiated value propositions that Sales can use, prospects can understand, and customers find credible
• Build and lead a tiered launch process that allows Ignite to move fast on minor releases and bring full organizational readiness to high-impact ones
• Own launch readiness across Product, Sales, CS, and Onboarding—not just asset delivery, but genuine cross-functional preparedness
• Set and hold the quality bar for launch communications, internal enablement, and customer-facing content
• Establish a customer communications rhythm tied to roadmap milestones and customer needs, including product updates, adoption content, and best-practice education
• Collaborate with CS and Onboarding to develop messaging and content that accelerates adoption, deepens product usage, and reduces churn risk
• Use customer insight, usage data, and win-loss signals to understand where the product story is landing and where it isn’t
• Develop and maintain a competitive intelligence capability that is systematic, not reactive—giving Sales, Product, and leadership an ongoing picture of where Ignite wins, where it doesn’t, and why
• Translate competitive insight into positioning adjustments, battlecard updates, and Product input that influences roadmap prioritization
• Ensure the field is never caught flat-footed by a competitor move
• Bring customer, market, and competitive context into roadmap discussions with enough rigor and specificity to influence prioritization—not just observe it
• Represent market reality, not just internal alignment needs. Productive tension with Product is a feature, not a bug
• Build the kind of PMM-Product relationship where product decisions are made with market consequences in mind from the start
• Lead as a player-coach: set a high standard for the quality of thinking and output, and raise the team toward it—not just by reviewing work, but by modeling it
• Create clarity on what excellent product marketing looks like in this context, and hold that line consistently
• Help define the future state of the Ignite PMM team as the business evolves

Requirements:

• 12+ years of B2B SaaS product marketing experience, with meaningful ownership of positioning and go-to-market strategy for complex products or multi-audience platforms
• Demonstrated ability to build positioning from the ground up—not just refresh or extend existing narratives, but construct the foundational market logic that everything else flows from
• Experience in SLG environments where Sales is a primary GTM motion and PMM's relationship with Sales and CS is a critical success factor
• A track record of building credible, influential relationships with Product leadership—not just alignment, but genuine strategic partnership
• Strong competitive intelligence instincts: ability to synthesize market signals into actionable positioning and enablement, not just produce competitive teardowns
• People leadership experience with a clear point of view on what excellent PMM looks like and the coaching ability to bring a team toward it
• High standards for written communication and executive storytelling; able to simplify complex product concepts into narratives that actually move people
• Fluency with AI as a thinking and research accelerator—not just a content production tool. Ability to use AI to pressure-test positioning, synthesize market signals, and move faster without sacrificing quality of thought
• Analytical mindset: comfortable with GTM performance data, customer insight, and win-loss analysis, and able to use that information to make better strategic decisions
• Ability to operate as both a strategic leader and a hands-on builder in an environment that requires both at the same time