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Product Marketing Manager

2 weeks ago

Waterloo ON NL Z, Canada Planitar Inc. Full time

Planitar + REA Group

Planitar recently joined REA Group, one of the world's leading digital property companies. REA operates Australia's largest residential and commercial property websites— and —as well as property platforms across Asia. With operations spanning Australia, India, and now North America through Planitar, REA Group is transforming how people experience property globally.

As part of the REA family, Planitar is accelerating growth in new markets while continuing our commitment to innovation and customer value. This acquisition brings together iGUIDE's industry-leading 3D capture technology with REA Group's extensive property platform expertise and market reach, enabling us to deliver more immersive, data-rich property experiences for consumers across Australia.

Job Summary

Reporting to the VP, Marketing, the Product Marketing Manager will drive innovation and growth for the iGUIDE brand into our target verticals. You'll serve as the voice of the market, help define product and feature strategy, own the go-to-market strategy, drive successful product launches that deliver top-of-funnel results and support with sales enablement.

Job Duties

  • Serve as the voice of the market and customer internally—translate insights into actionable recommendations that shape product strategy and roadmap.

  • Understand each of our target industries and Ideal Customer Profiles (ICPs) and deliver insights to inform product development. These insights will be driven by market trends, research, and competitive analysis.

  • Maintain a competitive intelligence program to monitor market shifts, competitor positioning, and emerging trends.

  • Own positioning and messaging throughout the product lifecycle—from launch to adoption and retention—to ensure clear differentiation and customer value.

  • Develop the strategy and lead execution of cross-functional go-to-market (GTM) plans for each new product or feature launch.

  • Collaborate with marketing to develop assets, campaigns, and sales enablement tools to support product awareness, growth, and engagement. This includes (but is not limited to) GTM activities/assets, customer stories, sales enablement material, training videos, competitor content, and thought leadership pieces.

  • Partner with Customer Success to identify advocates and develop case studies, testimonials, and reference programs.

  • Drive thought leadership initiatives, including analyst briefings, industry reports, and speaking opportunities.

  • Work with the Product team to define and measure iGUIDE product performance and usage metrics, translating data into actionable insights.

  • Perform win/loss analysis by conducting customer interviews post-sale to identify patterns and inform future strategy.

  • Support pricing strategy by analyzing market fit and recommending adjustments based on competitive analysis and value delivered.

  • Comfortable representing Planitar in webinars, conferences, and customer-facing events as a product expert.

Qualifications

  • 5+ years of experience in product marketing, digital marketing, or demand generation—comfortable working with both hardware and software.

  • Ability to quickly develop expertise in target industries and customer segments; familiarity with market trends, customer needs, pain points, and competitive landscape.

  • Proven ability to influence senior stakeholders and drive alignment across product, sales, and marketing.

  • Experience developing and executing comprehensive GTM plans that include sales, marketing, and communication strategies.

  • Strong strategic mindset to develop and execute product positioning and messaging that resonates with target audiences and addresses their pain points effectively.

  • Proven ability to conduct thorough market research using qualitative and quantitative methods to extract meaningful insights.

  • Proficiency in collaborating with marketing teams to create assets such as customer stories, blog posts, training videos, and sales presentations. Excellent written and verbal communication skills.

  • Adept at defining and measuring product performance metrics and reporting on ROI for GTM initiatives.

  • Experience developing sales enablement tools to empower the sales team with resources and knowledge to effectively sell the product.

  • Strong customer orientation with the ability to conduct customer interviews post-sale to gather feedback and insights for refining product offerings.

  • Able to analyze market pricing and recommend appropriate pricing changes based on competitive analysis and value delivered.

  • Bachelor's degree in business management, marketing, engineering, or equivalent relevant experience.

  • Hands-on experience using marketing tools, including one or more of the following: Google Analytics, WordPress/SilverStripe, Pardot/Salesforce or HubSpot, , ZoomInfo. Familiarity with BI tools (e.g., Tableau, Power BI) and product analytics platforms.