The Product Marketing Manager – Develop will lead the go-to-market strategy, positioning, and monetization of our
new post-hire product Develop, which focuses on employee onboarding and building high-performing teams and managers. This critical role requires a hands-on approach to understanding customer needs, launchingand scaling an emerging product, and defining market fit.The ideal candidate will have a proven track record in launching and scaling emerging B2B tech products, with a disciplined and structured approach to defining product direction and achieving strong product-market fit. Demonstrated understanding of learning and development / HR technologies, products and buyers is an advantage.This role is pivotal in shaping the future of Develop, working cross-functionally with Criteria’s Product, Sales and Customer Success teams and Marketing colleaguesto ensure market fit, drive adoption and demand, and accelerate revenue growth.ResponsibilitiesSubject Matter Expertise:
- Cultivate a deep understanding of the Develop product, including its features, benefits, use cases, and competitive differentiation.
- Stay informed about industry trends and best practices in employee onboarding and development.
Go-To-Market Strategy & Execution:
- Develop and implement comprehensive go-to-market strategies tailored to an emerging product, ensuring effective market entry and customer acquisition.
- Partner with teams cross-functionallyto align launch activities, messaging, and sales enablement with strategic objectives.
- Lead the product launch process from initial introduction to full-scale commercialization, driving awareness, demand, and revenue growth.
Market Fit Definition & Scalability:
- Conduct thorough market research to identify target segments, buyer personas, and positioning opportunities for Develop including identification of the Ideal Customer Profile for this product.
- Work closely with Product, Customer Success and Sales teams to validate market assumptions and refine value propositions based on customer and market data.
- Develop and implement frameworks for identifying, testing, and scaling product-market fit.
Hands-On Customer Engagement:
- Build direct relationships with customers to gain real-time insights into product usage, challenges, and opportunities.
- Act as the voice of the customer, advocating for their needs and translating feedback into actionable insights for the product team.
- Create and execute customer education programs to enhance product adoption and ensure users maximize the value of Develop.
- Contribute to major customer expansion or new business opportunities for Develop, including active involvement in customer and prospect demonstrations and pitch materials as required.
Product Launch & Monetization:
- Collaborate with Sales, Demand Generation, and Customer Success teams to drive adoption, conversion, and retention.
- Define pricing and packaging strategies that align with customer value based on direct feedback.
- Track and analyze product performance post-launch, identifying areas for optimization and expansion.
Positioning & Messaging:
- Craft compelling, customer-centric messaging that clearly articulates the value of Develop and differentiates it in the market.
- Build a library of case studies, testimonials, positive reviews and other proof points to embed Develop’s value in the minds of customers
- Work with the Demand Generation and content / website teams on campaigns to generate inbound leads and enquiries for Develop.
- Build and implement targeted content strategies that support the customer journey, driving engagement and conversions.
- Work with Enablement team to equip Sales and Customer Success teams with the necessary tools, collateral, and training to effectively position and sell Develop to potential customers.
- Foster cross-functional collaboration to ensure consistent messaging, strategic alignment, and continuous feedback loops across teams.
Requirements To be successful in this role the incumbent will demonstrate the following:
- Bachelor’s degree in Marketing, Business, or a related field.
- 5-8 years of experience in product marketing, preferably in a B2B SaaS environment.
- Prior experience in HR Technology and learning & development will be highly regarded.
- Strong understanding of SaaS product lifecycle and customer journeys.
- Proven track record of successful product launches and sales enablement.
- Exceptional storytelling and writing skills with the ability to translate technical details into customer-centric messaging.
- Experience with marketing automation platforms (e.g., Pardot) and CRM tools (e.g., Salesforce).
- Strong analytical skills and familiarity with analysis and reporting tools
- Exceptional communication and presentation skills.
