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Pendo is seeking a Lead Product Marketing Manager to own the go-to-market strategy for Novus, a new product category helping fast-moving teams understand product behavior and prioritize improvements in AI-native software environments. This is a 0-to-1 role where you will be the marketing lead and GTM owner end-to-end.
Key responsibilities include:
**Narrative & Positioning**: Own messaging, positioning, and talk tracks for Novus, including breakthrough narrative and category story. Keep product, sales, marketing, and leadership aligned as the product and market evolve.
**End-to-End GTM Ownership**: Build and execute the full go-to-market plan across audience targeting, channel strategy, campaign strategy, sales readiness, launch moments, and success metrics. Own outcomes rather than handing strategy off.
**Demand Generation & Conversion**: Partner with revenue marketing to define acquisition channels, run campaigns, drive early-access signups, and connect demand activity to free-to-paid conversion and commercial signals.
**Community Building**: Build Novus presence where builders spend time—developer forums, social channels, influencer relationships, and event-driven activation. Earn trust with audiences skeptical of traditional marketing.
**Product-Led Growth (PLG)**: Partner with product and growth teams to design self-serve onboarding, activation flows, and freemium-to-paid conversion paths. Use data and feedback to improve discovery, trial, activation, and expansion.
**Positioning Strategy**: Define how Novus and Pendo coexist in the market. Shape the path for customers moving from AI-native teams into complex product organizations.
**Sales & Partner Enablement**: Build materials, messaging, and proof points for sales and partner teams to have credible conversations with product engineers. Translate the product for a buyer meaningfully different from Pendo's traditional PM audience.
**Metrics & Commercial Impact**: Work with revenue marketing to define and track metrics connecting Novus activity to pipeline and early revenue. Focus on activation, free-to-paid conversion, marketing-sourced ARR, and other signals of motion effectiveness.
**Required Experience**:
- 7+ years of marketing with real ownership of positioning and narrative at the individual contributor level
- Proven ability to drive launches, repositioning, or category stories end-to-end
- Strong content instincts and ability to create crisp narratives and positioning documents
- Active, practical fluency with AI tools (Claude, ChatGPT, etc.) with evidence AI has meaningfully changed your work
- High bias to action with track record of shipping, iterating, and filling gaps
- Ability to translate technical depth into clear, compelling messaging
- Strong cross-functional influence with product, sales, marketing, and leadership
- Experience with PLG motions including self-serve acquisition and freemium conversion
- Credibility with developer or builder audiences
The ideal candidate is a builder energized by undefined paths who can shape solutions and drive them forward. You see AI as a multiplier, not a shortcut, and you rewire how you work around AI tools to be faster, sharper, and more prolific.
