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Handshake is the career network for the AI economy, serving 20 million knowledge workers, 1,600 educational institutions, and 1 million employers (including 100% of the Fortune 50). The company tripled ARR in 2025 and is building a massive, fast-growing business.
As Director, Product Marketing, you will own the employer-side narrative and positioning for Handshake, repositioning the company from a college job board to a strategic career network for AI economy hiring. You will set category strategy and narrative that reaches CHROs and talent leaders, and lead a team of 3-4 product marketers across launches and channels.
Key responsibilities:
- Define and own employer narrative and positioning to shift market perception from college job board to strategic hiring partner
- Create and evolve category story for employer buyers, elevating messaging beyond product features to win mindshare in HR tech
- Build thought leadership and content channels that position Handshake leaders in front of CHROs and senior talent decision-makers
- Lead, coach, and grow a team of 3-4 product marketers, setting high standards for craft and strategic thinking
- Partner with Product, Sales, and Marketing leadership to translate roadmap and customer insights into launches and messaging that drive adoption and revenue
- Align with EDU-side product marketing and adjacent teams to maintain unified Handshake story across audiences
You report to the VP, Marketing and will work closely with Product, Sales, and the executive team.
REQUIREMENTS:
- 8+ years in B2B product marketing, including leading a team of product marketers
- Track record of creating or evolving a category, with vision to reposition a company or product in the market
- Experience elevating narrative beyond product, rather than selling primarily on features and specs
- Experience marketing a marketplace or employment-related product where value comes from connecting both sides
- Experience building executive-level content and thought leadership reaching senior buyers such as CHROs
- Strong cross-functional partnership with Product, Sales, and executive leadership on launches and go-to-market
- Exceptional strategic storytelling and writing, with high bar for craft in own work and team's work
- Based in San Francisco Bay Area and able to work from SF office
BONUS:
- HR tech or recruiting technology background, or existing relationships with talent and HR leaders
- Experience marketing to both supply side and demand side of two-sided network
