Principal Product Marketing Manager — Vertical Industries

Smartsheet is a company that empowers teams to automate manual processes and scale smarter. They are seeking a Principal Product Marketing Manager for Vertical Industries to lead the strategic development of industry-specific value narratives and sales-ready content for key verticals like Life Sciences and Manufacturing. The role involves managing multiple complex workstreams to maintain Smartsheet’s competitive edge and requires deep industry knowledge and marketing expertise.

Responsibilities:

• Lead the team's execution of the Smartsheet Value Strategy process for priority verticals
• Define positioning scope, including target segments, industry-specific buyer roles, KPIs, and competitor sets
• Validate buyer value levers and map them to Smartsheet's capabilities to demonstrate differentiated, quantified benefits
• Build vertical Value Impact Models and define the problem Smartsheet owns within each industry
• Develop cross-functional Adoption Plans and validate position hypotheses through direct buyer sessions
• Own ICP definition and target account prioritization for each priority vertical
• Ensure each vertical ICP specifies target industry, company profile, buyer role, KPIs, use case triggers, and compliance context
• Maintain a current CAPDB to provide Sales, SDRs, and ABM teams with precise industry-specific targeting inputs
• Update targeting strategies based on win/loss data, market sizing, and field feedback
• Ensure the pod maintains a living, industry-grounded intelligence base for each vertical, including win/loss analysis tied to target segments, buyers, competitors, and solutions
• Develop and maintain industry-specific buyer journey maps and TAM/SAM sizing by vertical
• Analyze the competitive landscape against category-specific alternatives
• Execute ecosystem mapping of vertical events, associations, analyst communities, specialist partners, and adjacent vendors
• Ensure each priority vertical is supported by a quantified Value Impact Model
• Capture productivity, risk reduction, cost savings, and compliance efficiency drivers meaningful to industry economic buyers
• Anchor C-suite conversations in recognizable industry terms such as clinical trial timeline compression or capital project governance
• Validate models with Customer Success and Professional Services by capturing before-and-after customer data
• Drive marketing adoption for each vertical value strategy
• Test position hypotheses through 1:1 sessions with industry buyers in target segments
• Conduct or commission competitive benchmarking studies specific to each vertical
• Produce messaging guides with copy blocks connecting industry-specific value statements to capabilities and customer proof points
• Integrate messaging into vertical campaign and launch planning
• Manage IC output to ensure each priority vertical has a complete, Highspot-ready sales play package, including industry pitch decks and Customer Outcome Journey (COJ) POVs
• Develop use case messaging guides and battle cards with discovery questions and talking points
• Create discovery slides, value-based proposal templates, and ROI calculators built from vertical Value Impact Models
• Oversee productized PS overlays and ensure all deliverables meet the Sales Ready quality bar
• Partner with Customer Success to validate vertical Value Impact Models through before-and-after customer stories
• Incorporate industry-specific benefits as KPIs within success plans and develop case studies using vertical messaging guides
• Synthesize win/loss analysis and competitive benchmarking to inform Product roadmap prioritization for vertical capabilities
• Define how Smartsheet orients to each priority vertical from a GTM architecture standpoint, including lead-track versus secondary-track use case entry points
• Develop channel and coverage strategies across vertical events, associations, industry media, and specialist partners
• Lead PS and implementation overlays to reduce time-to-value within regulated environments
• Provide critical vertical segment inputs to the Annual Operating Plan (AOP)
• Translate new product capabilities with vertical relevance into industry-specific outcome narratives
• Ensure field activation content is available on a predictable cadence
• Serve as the primary Product Marketing Manager (PMM) voice for assigned verticals during launch planning and go/no-go readiness reviews
• Lead and develop PMMs aligned to vertical clusters
• Establish rigorous value strategy review rhythms, coaching cadences, and GTM readiness tracking
• Build a team culture where industry depth, methodology discipline, and commercial accountability coexist

Requirements:

• 10 + years of experience in product marketing, industry marketing, or GTM strategy in B2B SaaS, with at least 2 years managing or mentoring other marketers
• Direct experience developing value positioning for complex enterprise buyers in one or more priority verticals (Life Sciences, Healthcare, Manufacturing, Government, or Professional Services strongly preferred)
• Hands-on experience building industry-specific value propositions, ROI models, and use-case-level messaging grounded in buyer research
• Strong instinct for competitive differentiation — able to identify where Smartsheet has a genuine right to win and sharpen positioning around that claim
• Operational discipline to manage multiple vertical workstreams simultaneously and hold ICs accountable to quality, speed, and measurable impact
• Bachelor's degree required; MBA or advanced degree preferred
• Legally eligible to work in the U.S. on an ongoing basis
• MBA or advanced degree preferred