Talent Partner owning full - cycle GTM recruiting for Cohere, a security - first enterprise AI company. Building recruiting strategies, pipelines, and talent communities for global growth.
About the role
- Senior Product Marketing Manager shaping positioning, launches, demand, and enablement. Driving measurable growth for Appfire’s B2B SaaS product portfolio.
Responsibilities
- Develop differentiated positioning, messaging, value propositions, and market narratives
- Translate complex SaaS products and technical capabilities into compelling stories for business, technical, and executive audiences
- Define and refine ideal customer profiles, personas, use cases, buying triggers, pain points, and customer journeys
- Create product, solution, and portfolio-level positioning across a complex multi-product portfolio
- Build messaging frameworks for campaigns, digital experiences, sales conversations, partner motions, and customer communications
- Develop full-funnel demand and content strategies with Demand Generation and Content teams
- Create campaign concepts, landing pages, solution content, webinars, customer stories, comparison content, product videos, nurture programs, sales plays, and conversion-focused content
- Develop programs for net-new prospects and existing customers and app users, including cross-sell, upsell, adoption, and expansion
- Test messaging, offers, audiences, and content using performance data to improve conversion and pipeline impact
- Lead end-to-end go-to-market strategy and execution for new SaaS products, major launches, new editions, and strategic capabilities
- Define launch audiences, customer problems, positioning, messaging, launch tiers, channels, success criteria, and GTM plans
- Coordinate launches across Product, Sales, Demand Generation, Customer Success, Channel/Partners, and Marketing
- Develop launch assets across awareness, demand creation, evaluation, trial, purchase, onboarding, adoption, and expansion
- Build sales plays and enablement materials including discovery questions, qualification criteria, competitive positioning, objection handling, talk tracks, use cases, demos, proof points, and collateral
- Partner with Sales, Customer Success, and Channel/ecosystem partners on acquisition, adoption, cross-sell, upsell, and expansion
- Conduct customer interviews and analyze conversations, win/loss data, product usage, NPS, competitive intelligence, and market research
- Turn customer and market intelligence into recommendations for Product, Marketing, Sales, and GTM leadership
- Use AI and automation for research, customer intelligence, content development, competitive analysis, personalization, and GTM execution
- Establish repeatable Product Marketing frameworks and best practices
- Improve awareness, demand, qualified leads, trials, pipeline, conversion, product launches, adoption, expansion, and Sales/Partner effectiveness
Requirements
- 7–10+ years of B2B product marketing experience, preferably in SaaS, enterprise software, developer tools, workflow software, or another technology environment
- Demonstrated experience owning positioning, messaging, go-to-market strategy, launches, demand programs, and sales enablement
- Strong experience launching new SaaS products or significant new product offerings from early market validation through launch and post-launch growth
- Proven ability to develop full-funnel product marketing strategies and content across awareness, consideration, evaluation, conversion, adoption, and expansion
- Experience partnering with Demand Generation to develop campaigns generating leads, pipeline, product trials, and revenue
- Experience marketing to new prospects and an existing customer or user base, including cross-sell, upsell, adoption, and expansion motions
- Strong understanding of B2B SaaS buying journeys and funnel-stage content, messaging, and offers
- Ability to translate technical product capabilities into customer value and business outcomes
- Strong sales enablement experience, including sales plays, discovery and qualification frameworks, competitive positioning, objection handling, and customer proof
- Experience using customer research, market intelligence, competitive analysis, win/loss insights, and performance data for GTM decisions
- Strong analytical skills and focus on measuring business impact
- Excellent written, verbal, and presentation skills for technical, business, Sales, and executive audiences
- Ability to operate independently, manage multiple priorities, and lead complex cross-functional initiatives without direct authority
- Hands-on experience using AI tools to improve Product Marketing work
- Experience with platform, marketplace, or partner-led ecosystems is especially valuable
- Experience with SLG & PLG or marketplace-driven SaaS customer journeys is especially valuable
- Experience marketing a product portfolio, cross-sell and expansion programs, and technical audiences is especially valuable
Benefits
- Every Appfire team member is eligible for company equity
- 25 days of paid time off per year; after 5 years of employment, 30 days per year
- Comprehensive medical, dental, and vision insurance through Empire Health
- Life insurance, critical illness coverage, accidental death and dismemberment, and long-term disability insurance
- Yearly sport allowance of CAD 600 for fitness or outdoor activities
- 3 fully paid volunteering days each year through Appfire Town, its Corporate Social Responsibility program
- Work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers
- Meaningful, high-impact work directly influencing product direction and customer success
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Degree requirement
No Education Requirement
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