Senior Product Marketing Manager, GTM Strategy

AvidXchange, Inc. is a leading provider of accounts payable automation software and payment solutions for middle-market businesses. They are looking for a Senior Product Marketing Manager to develop and execute go-to-market strategies for their invoice and payment solutions, focusing on market strategy, positioning, pricing, and cross-functional leadership.

Responsibilities:

• Define and maintain TAM/SOM/SAM models to size market opportunity across middle market and upmarket segments
• Develop and continuously refine Ideal Customer Profiles (ICPs) — identifying new buying personas, verticals, and whitespace opportunities
• Lead competitive intelligence efforts to identify differentiation strategies and market positioning advantages
• Own the core positioning and messaging architecture for the specific market segments
• Craft compelling narratives tailored to CFOs, Controllers, and finance leaders that emphasize efficiency, control, and visibility
• Develop differentiated messaging frameworks for new ICPs as the company expands upmarket
• Partner with Product and Finance to develop pricing and packaging strategies that drive adoption and expansion revenue
• Design promotional offers and competitive win-back programs in collaboration with Sales
• Establish with Product and Revenue Operations guardrails and approval frameworks for field-level discounting and custom deal terms
• Lead end-to-end GTM planning and launch execution for new products, features, and market entries
• Develop launch playbooks that coordinate across marketing, sales, product, and rev ops
• Define success metrics, track performance, and iterate GTM strategy based on pipeline and win/loss data
• Develop segment-specific pitch narratives and ROI tools that help reps close faster in competitive deals
• Partner with Sales Enablement to operationalize content in Salesforce, Marketo or equivalent platforms
• Serve as the GTM quarterback across Marketing, Demand Gen, Sales, Finance, Product, and Rev Ops
• Align stakeholders on GTM strategy, prioritization, and readiness before every launch or campaign
• Present GTM plans and performance to executive leadership and influence resource allocation decisions

Requirements:

• 5–8+ years of experience in product marketing, GTM strategy, or a hybrid strategy/marketing role at a B2B SaaS company
• Demonstrated experience owning positioning, messaging, and launch execution — not just contributing to them
• Strong analytical skills: comfortable with TAM modeling, cohort analysis, win/loss analysis, and pipeline metrics
• Experience developing sales enablement materials that are actually used by reps (scripts, battle cards, ROI tools)
• Proven cross-functional leadership: you've aligned sales, product, and finance behind a GTM plan
• Fintech, payments, AP automation, or CFO-persona experience is a strong plus
• MBA from a top-tier program preferred; exceptional candidates without an MBA will be considered
• MBA preferred; highly analytical and comfortable in spreadsheets as much as slide decks