Product Marketing Manager (USA, UK or Canada)

Panopto is a customer-centric learning technology company that leads in visual and audio-based learning. They are seeking a Product Marketing Manager to become the primary domain expert on how enterprise organizations train and scale knowledge, driving customer adoption and business growth through strategic positioning and hands-on content building.

Responsibilities:

• Own Corporate Market Expertise: Build deep, current intelligence on how Operations, Safety, Compliance, and Risk leaders think, buy, and measure success. Know how L&D enters the deal and how to move past them to the economic buyer
• Map Buyer Personas: Decode the core metrics and personal drivers of our buyer personas to shape narratives that immediately click with prospects
• Drive Product-Market Fit & Value Architecture: Continually refine our value proposition for enterprise use cases (such as onboarding, continuous training, moment-in-time learning, and AI-driven learning) to expand into new verticals
• Fuel the Revenue Engine: Partner directly with the Demand Generation team to launch targeted, high-performing campaigns that generate high-quality pipeline and revenue
• Equip Sales to Win: Arm our field teams with competitive battlecards, use-case playbooks, and clear narratives that increase win rates against market alternatives
• Champion Cross-Functional Alignment: Collaborate with Product teams to influence the roadmap using verified customer feedback, and partner with Customer Experience to unearth expansion opportunities
• Complete a comprehensive audit of Panopto’s existing corporate messaging assets, identifying core gaps in current materials compared to actual customer pain points
• Establish formal feedback loops with Sales and Customer Success to track which messaging frameworks yield the highest pipeline velocity
• Absorb deep domain knowledge of our platform’s capabilities, ecosystem integrations, and AI functionality
• Deliver fully refreshed, scalable industry-specific and use-case message source documents and campaign strategies implemented across all active corporate campaigns
• Direct corporate-focused product launches, hitting or exceeding set pipeline goals for new feature adoption
• Measure and report a quantifiable lift in mid-funnel sales conversion rates resulting from rewritten sales enablement collateral
• Build the blueprint for how Panopto enters, commands, and scales inside the broader enterprise learning technology ecosystem
• Establish an authoritative, trusted brand voice that shifts Panopto from a software utility to an indispensable operational layer for enterprise knowledge infrastructure

Requirements:

• Domain Fluency: You possess a clear understanding of enterprise learning ecosystems, business workflows, and buyer motivations within corporate environments
• Strategic Positioning Mastery: You possess a demonstrated ability to turn technical product updates or complex features into clear, benefit-driven value statements
• Commercial Metrics Orientation: You naturally connect your daily output back to downstream business health—tracking performance via pipeline influence, win rates, and content utilization
• Cross-Functional Orchestration: You have a history of working successfully with cross-functional partners like Product, Sales, and Customer Success to mobilize unified go-to-market motions
• Direct marketing or strategic experience inside the enterprise software ecosystem, particularly within Learning Management Systems (LMS), LXPs, or knowledge systems
• Hands-on experience positioning AI capabilities or working within hybrid Product-Led Growth (PLG) business models
• A portfolio demonstrating successful entry tactics into entirely new corporate verticals or heavily regulated industrial segments