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Director of Product Marketing
2 weeks ago
Why N-able:
N-able is searching for a strategic, results-oriented Director of Product Marketing & GTM for Cove, our high-growth, differentiated Disaster Recovery as a Service (DRaaS) product. We’re looking for a seasoned product marketing leader who is ready to own the growth trajectory of Cove, maximizing its potential in the market. You’ll be a hands-on leader, guiding Cove's go-to-market (GTM) and product marketing strategies with a focus on audience insights, impactful messaging, and optimal channel mix. Your expertise will help us become smarter about who we target, where we reach them, and the messages that resonate. This role also involves managing a team and collaborating cross-functionally to drive Cove’s continued growth and market differentiation.
What You'll Do:
**Product Marketing Strategy**:
- Define and own Cove’s product marketing strategy, developing effective positioning, messaging, and differentiation based on target audience segments.
- Identify and articulate stories that generate curiosity, build trust, and drive conversion for each market segment, focusing on topics of interest, product value, and credibility.
- Develop content plans that align with strategic goals, including sales assets, customer-facing materials, and educational resources.
- Measure and analyze the impact of product marketing efforts on demand generation and customer engagement.
**Go-to-Market (GTM) Strategy and Execution**:
- Build and execute strategic GTM plans to drive demand, incorporating both paid and earned channels.
- Increase awareness of Cove among target audiences and communicate its unique value, building a strong product presence in the market.
- Construct a cohesive, high-ROI GTM strategy, balancing paid media (for scale and return) with earned channels (to expand presence in “dark funnel” channels).
- Continuously measure performance and effectiveness of GTM tactics, optimizing for scale and repeatability to enhance ROI.
- Develop and implement innovative, scalable ideas to improve brand awareness and drive Cove’s adoption across target segments.
**Sales Enablement**:
- Collaborate with Sales Enablement (SE), Product Management (PM), and sales teams to deliver impactful training, ensuring sales teams are “audible-ready” with the right stories and assets.
- Serve as a close ally to Cove’s sales leaders, constantly refining messaging based on insights from sales calls and customer feedback, and evolving stories to increase conversion rates.
- Equip the sales team with competitive insights, enabling them to effectively address objections and position Cove’s unique advantages to win against competitors.
**Cross-Functional Leadership**:
- Partner with Product Management, Sales, SDRs, AEs, and PSMs to align on product goals and GTM strategy, ensuring consistent execution and messaging.
**Market Intelligence & Customer Insights**:
- Maintain a deep understanding of the competitive landscape, including competitors’ GTM activities, positioning, and successes.
- Use customer insights and market research to inform messaging, targeting, and strategic adjustments in marketing and GTM approaches.
**Content & Messaging Development**:
- Create and oversee the development of compelling content and messaging, including sales decks, white papers, product demos, and other resources that clearly communicate Cove’s value for each audience segment.
**Product Launches**:
- Lead product launches from start to finish, coordinating stakeholders, setting clear objectives, and ensuring timely execution of all deliverables.
**Performance Metrics & Reporting**:
- Drive and track awareness and favorability of Cove, as assessed through annual brand studies and market research.
- Meet demand generation goals, tracking bookings, qualified opportunities, conversion rates, and average selling prices.
- Increase feature adoption and drive meaningful utilization of sales assets, constantly iterating for optimal performance.
What You'll Bring:
- 8+ years of experience in Director of Product Marketing & GTM roles
- Experience with PM Strategy, GTM, Sales Enablement, Digital Marketing, Distribution of Message
Purple Perks:
**What do we offer you?**
- Medical, dental and vision - for employee, partner, and children
- Generous PTO and observed holidays
- 2 Paid VoluNteer Days per year
- Pension Plan with company-contribution
- Employee Stock Purchase Program
- Discounted gym access at several local facilities
- FuN-raising opportunities as part of our giving program
- N-ablite Learning - custom learning experience as part of our investment in you
- The Way We Work - our hybrid working model based on trust and flexibility
About N-able:
At N-able, Inc. (NYSE: NABL), we are a global software company that turns IT possibilities into capabilities. That means we partner with technology leaders who support companies around the world by offering secure infrastructure and tools to navigate their evolvin
