Product Marketing - Sr Manager /Director

Impel is revolutionizing automotive retail with its advanced AI Operating System (AIOS). As the Senior Manager / Director of Product Marketing, you will drive the go-to-market strategy and product positioning for AI products, collaborating with cross-functional teams to enhance customer understanding and product adoption.

Responsibilities:

• Shape the product portfolio narrative. Define and evolve the positioning and messaging for our portfolio of AI products in partnership with Product Leadership, ensuring each product's value (and how the products work together) is clearly and consistently articulated across every launch and customer touchpoint
• Set go-to-market strategy. Lead the development of cross-functional GTM strategies for new products and product capabilities in partnership with Sales, Performance Management, and Product, owning the strategic timeline from concept and code freeze through launch, adoption, and growth
• Influence the roadmap. Partner with Product Management to translate market intelligence, competitive analysis, and Voice of Customer insights into roadmap influence. You won't just market what's built; you'll help define what comes next based on customer pain points, the Jobs to be Done framework, and market opportunities
• Drive positioning, messaging, and differentiation. Develop and own clear, differentiated value propositions for each product in the portfolio, establishing the messaging that aligns Brand, Content, Demand Gen, Sales, and Performance Management around a consistent story
• Shape pricing and packaging. Partner with Product, GTM functions, and Finance leadership to inform pricing and packaging strategy that balances market competitiveness, customer value, and portfolio health, supporting commercial goals without cannibalizing adjacent offerings
• Turn data into proof. Work with the Business Intelligence and Product teams to extract proof of value from our products, transforming performance data into the compelling success stories and ROI narratives that power our GTM efforts
• Drive enablement at scale. Orchestrate the internal charge to make the organization fluent in our products, helping to deliver enablement programs and training for Sales, Marketing, and Performance Management so every team can confidently demo, position, and sell new features and capabilities
• Build the assets that win. Take a hands-on approach to developing high-impact assets—playbooks, battle cards, pitch decks, one-pagers, and immersive product demos—and coach teams to handle objections, demonstrate value, and drive the change management required for dealer success
• Partner with Brand, Content, and Demand Gen. Provide the strategic and technical depth behind white papers, blogs, campaigns, and immersive assets to help maximize creative impact
• Close the feedback loop. Consistently gather field and customer feedback to identify messaging gaps, then partner with Product and Marketing to address them
• Tie messaging to retention. Analyze adoption data and GRR trends in partnership with Performance Management and Business Intelligence to pinpoint where messaging can reduce friction, accelerate adoption, and improve long-term stickiness
• Build the function. Set the bar for product marketing excellence at Impel and help scale the discipline over time, establishing repeatable frameworks, processes, and (as the team grows) mentoring and developing product marketing talent
• Scale with AI. Champion the use of AI tools and workflows to automate and accelerate product marketing—scaling content creation, analytics, competitive research, enablement, and campaign execution to do more, faster, with greater impact

Requirements:

• Experience in product marketing, preferably in the technology or automotive industry
• Strong understanding of go-to-market strategies and product positioning
• Ability to translate complex product features into clear, compelling messaging
• Experience working cross-functionally with Product, Sales, and Marketing teams
• Proven track record of driving product adoption and revenue growth
• Strong analytical skills to interpret market intelligence and customer insights
• Experience in developing pricing and packaging strategies
• Ability to create high-impact marketing assets such as playbooks, pitch decks, and product demos
• Experience in training and enabling sales and marketing teams
• Strong communication and storytelling skills
• Ability to gather and analyze customer feedback to improve messaging and product offerings
• Experience in using AI tools and workflows to enhance marketing efforts