Product Marketing Director

3 days ago

Toronto, Canada Varicent Full time

A named leader by Forrester in the sales performance management space, Varicent was founded in 2005 when we pioneered sales performance management software. Evolving quickly to become the fastest growing software company in North America according to Deloitte's Fast 50 in 2010, Varicent was acquired by IBM in 2012 and has since been re-founded as an independent global business serving mid-size and enterprise clients with our full suite of solutions to assist in smarter territory and quota planning, efficient lead to revenue operations, and the fastest and most flexible way to pay sellers accurately and on-time. We are looking for talented, driven people that can make an impact across our organization.

The Director of Product Marketing position plays a critical role in furthering key go-to-market initiatives, with the ideal candidate working to support product, marketing, and sales effectiveness. This role serves as a critical connection point between product, sales, marketing, customer, partner, and business development teams. The Director role will influence go-to-market strategy, including helping to identify market opportunities, influencing product strategy, lead sales and GTM product enablement, supporting pipeline development, and supporting revenue generation. This role requires strengths in value-based messaging, cross-functional collaboration, leadership, and domain expertise.

What You'll Do:
  • Guiding, creating, and delivering differentiated positioning, messaging, and buyer personas to impact the development of compelling content to communicate value and support sales cycles (throughout the buyer journey)
  • Supporting GTM strategy and execution, as it specifically relates to product/domain responsibilities
  • Performing market, customer, and competitive research (primary and secondary) to segment the market, produce buyer insights, and identify new product opportunities
  • Leading new product/feature messaging and supporting product management teams in roadmap development
  • Supporting marketing programs that drive awareness, engagement, and pipeline
  • Collaborating with demand teams to build and execute high-response campaigns
  • Helping field sales, customer success, and partner teams land new prospects and further penetrate existing customers
  • Enabling sales teams, GTM teams, and strategic partners on how to position Varicent products
  • Providing broader marketplace with thought leadership and innovative ideas in the Sales Performance Management space
  • Fostering relationship growth through customer advocacy (CABs, RUGs, corporate events, field activities)
  • Build and execute cross-functional projects that align to corporate objectives and deliver clear, defined goals and outcomes
What You'll Bring:
  • Experience:
  • Ten or more years of B2B technology experience, ideally sales performance management space
  • A minimum of five to seven years in product marketing roles
  • Track record:
  • Ability to provide examples of go-to-market strategies and programs for prior roles in enterprise technology or service providers, with the corresponding impact to revenue contribution
  • Education:
  • Bachelor's degree in marketing or business, or bachelor's degree in computer science or engineering
  • Master of Business Administration is ideal
  • Skills:
  • Must be a natural, authentic storyteller
  • Must be very strong at creating new, impactful positioning and messaging
  • Highly familiar with messaging frameworks and storytelling methodologies
  • Must be able to deliver clear, compelling written and verbal communications
  • Must be collaborative, enjoy autonomous work, and be a supportive team member
  • Knowledge or direct experience with SPM technologies (Varicent and competitors)
  • Has a good eye for evaluating creative designs that will resonate with target buyers
  • Open to experimenting with new approaches, testing hypothesis and establishing KPIs that can help determine effectiveness
  • Able to balance innovation against known and effective approaches
  • Ability to analyze and interpret disparate datasets to derive insights; willingness to change direction based on results illustrated through analytics
  • Significant project planning and management experience for cross-functional, metrics-driven projects
  • Build relationships with functions outside of product marketing, including marketing, product management, engineering, sales, customer success, services, and ops teams
  • Consensus building leadership style, decisive decision-maker, persuasive influencer
  • Established relationships with analyst community and other influencers (associations, thought leaders, partners, etc.
Success Outcomes:
  • 1-3 Months
  • Create/update product positioning and messaging for assigned offering(s)
  • Create and communicate project plans for aligning work to OKRs and key objectives (for FY25, this will be aligning to revenue goals and pipeline progression (Stage 2+) for respective product area
  • 4-6 Months
  • Execution and demonstration of progress on top projects
  • 7 Months & beyond
  • At least one major initiative complete with metrics to demonstrate outcomes and impact
  • Clear progress towards FY25 targets and goals for respective product responsibilities

Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. If you require accommodation at any time during the recruitment process please email

Varicent is also committed to compliance with all fair employment practices regarding citizenship and immigration status. By applying for a position at Varicent and/or by using this portal, you declare and confirm that you have read and agree to our Job Applicant Privacy Notice and that the information provided by you as part of your application is true and complete and includes no misrepresentation or material omission of fact

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