Brand & Product Marketing Lead

Brand & Product Marketing Lead

We're seeking a dynamic Brand & Product Marketing Lead to own and drive our complete marketing strategy — from market research to sales enablement. In this high-impact, cross-functional role, you'll help reshape the Digital Adoption Platform (DAP) category while directly enabling revenue growth. You'll lead the brand narrative, deliver sharp competitive positioning, and arm the sales team with tools to win.

Key Responsibilities

Market Research & Intelligence (25%)

• Conduct buyer persona research across L&D, IT, and business leaders.
• Track competitive intelligence and monitor key players like WalkMe, Whatfix, etc.
• Drive win/loss analysis and identify emerging industry trends.

Brand Marketing (35%)

• Build and execute a differentiated brand strategy to disrupt existing DAP assumptions.
• Lead thought leadership around the "Software ROI Revolution."
• Build brand presence through community initiatives, events, and media influence.

Product Marketing (40%)

• Create and maintain sales enablement assets: battlecards, demo narratives, ROI calculators.
• Develop and refine competitive positioning and messaging.
• Launch and scale a customer evidence program including case studies and testimonials.

Success Metrics

• Market Intelligence: Deliver quarterly insights that influence GTM strategy.
• Brand Impact: Grow share of voice from 1.9% → 20%, brand recognition from 0% → 10%.
• Sales Enablement: Improve win rates and sales productivity via positioning tools.
• Pipeline Influence: 30%+ of pipeline influenced by brand + messaging.
• Message Consistency: 90%+ alignment across all marketing touchpoints.
• Competitive Displacement: Track wins attributed to messaging and enablement.
• Customer Evidence: 10+ new case studies/testimonials annually with ROI outcomes.
• Content Performance: Demonstrate MQL growth via thought leadership and community content.

Requirements

Ideal Candidate Profile

• Experience: 6+ years combining market research, brand marketing, product marketing
• Skills: Category positioning, competitive intelligence, sales enablement, research

Mindset: Strategic thinker, challenger brand expert, cross-functional leader