Principal Product Marketing Manager — Vertical Industries

Smartsheet is a company that has empowered teams to manage work seamlessly for over 20 years, and they are seeking a Principal Product Marketing Manager for Vertical Industries. In this role, you will lead the strategic development of industry-specific value narratives and sales-ready content, ensuring Smartsheet maintains its competitive edge in the market.

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

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
• 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
• Legally eligible to work in the U.S. on an ongoing basis
• Direct experience developing value positioning for complex enterprise buyers in one or more priority verticals (Life Sciences and Manufacturing strongly preferred)
• MBA or advanced degree preferred