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AppDirect is a subscription commerce platform enabling digital entrepreneurs and organizations to sell and manage technology subscriptions globally. As Product Marketing Manager, you will own go-to-market strategy for the procurement suite, a platform serving two distinct audiences: technology advisors (sellers) and companies (buyers/managers).
Key responsibilities include:
- Develop and execute comprehensive go-to-market plans for product launches, from positioning through cross-functional execution
- Become the expert on both buyer personas: how companies purchase and manage technology, and how advisors sell and close deals
- Partner with sales, marketing, product, PR, and executives to build and execute GTM initiatives
- Conduct market research, competitive analysis, and win/loss analysis to inform product roadmap prioritization and launch strategies
- Create compelling sales enablement content and positioning that resonates with both audiences
- Manage new product launches and cross-functional implementation
- Develop pricing strategies supporting bundling, cross-sell, and upsell motions
- Define success metrics tied to pipeline and revenue targets; track and report performance
- Translate sales, market, and customer data into actionable insights for adoption and retention improvements
- Work with sales enablement to identify and drive expansion within existing customer base
You will thrive in a fast-paced environment, working across multiple functions with minimal guidance, and leveraging AI tools to accelerate research, data synthesis, and content creation.
Requirements:
- 3+ years of consulting, channel/partner, or product marketing experience with demonstrated ownership of go-to-market strategy
- B2B SaaS experience strongly preferred
- Proven ability to conduct market research, competitive analysis, or win/loss research and translate findings into positioning, pricing, or roadmap recommendations
- Comfort using AI tools to shape GTM strategy and accelerate work (data synthesis, market intelligence, content drafting, positioning)
- Exceptional written and oral communication skills with ability to craft compelling narratives for diverse audiences; work samples and live presentation required
- Detail-oriented with ability to translate data into sales enablement insights and roadmap input
- Self-starter who thrives with autonomy and takes true ownership in fast-paced environments
- Fast learner capable of mastering new market segments quickly and picking up new technologies rapidly
- Strong cross-functional collaboration skills across sales, product, engineering, PR, marketing, and leadership
- Plus: B2B software background, product-led growth (PLG) experience, or experience with sales/sales enablement expansion motions (cross-sell, upsell)
