Product Marketing Director (Workday) - Remote
In OfficeDirectorNAArtificial IntelligenceSoftwareProduct Marketing ManagerDirector of Customer SuccessProduct MarketingPerformance ManagementWorkdayB2BContent Creation
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Requirements
- 10+ years of B2B technology experience, ideally within Sales Performance Management, Revenue Operations, or enterprise SaaS.
- 5-7+ years in product marketing leadership roles.
- Demonstrated track record of driving successful enterprise GTM strategies with measurable revenue impact.
- Knowledge of or direct experience with SPM technologies (Varicent and competitors).
- Experience within the Workday ecosystem (Workday partners, marketplace, integrations, or adjacent HR/Finance technology ecosystems) strongly preferred.
- Familiarity with enterprise sales motions, platform selling, and value-based selling models.
- Generative AI & Modern Marketing Capabilities
- Strong proficiency using generative AI tools (e.g., ChatGPT, Claude, Gemini, Copilot, AI research tools) to accelerate:
- Messaging development
- Competitive analysis
- Persona research
- Content creation
- Enablement development
- Ability to design AI-assisted workflows to improve productivity, scalability, and content quality
- Experience evaluating AI outputs critically for accuracy, brand alignment, and differentiation
- Curiosity and experimentation mindset around emerging AI tools and GTM innovation
- Core Competencies
- Core Competencies
- Exceptional storyteller with strong messaging framework expertise
- Ability to create bold, differentiated positioning that elevates category narrative
- Clear, compelling written and verbal communication skills
- Strong analytical mindset; able to interpret disparate datasets and adjust strategy based on insights
- Collaborative, consensus-building leadership style with executive presence
- Established relationships with analysts, influencers, and industry associations preferred
- Education
- Bachelor’s degree in Marketing, Business, Computer Science, Engineering, or related field
- PERFORMANCE BASED SUCCESS CRITERIA
- What is the candidate expected to own, teach, learn and improve once they're on the job? What should a candidate accomplish by when? How will the candidate's career progress throughout the year?
- 1-3 Months: Foundation & Strategic Alignment
- Develop deep understanding of Varicent’s portfolio, ICP, GTM motions, and competitive landscape.
- Audit and refine positioning, messaging, personas, and enablement for assigned product(s).
- Establish baseline GTM KPIs/OKRs tied to pipeline influence, win rates, and enablement adoption.
- Work with product leadership to align on 12-month product marketing roadmap aligned to revenue and growth priorities.
- Support existing GTM motions and marketing campaigns, events.
- 4-6 Months: GTM Execution & Revenue Impact
- Lead at least one major product or feature GTM rollout with measurable pipeline and revenue potential.
- Enable sales and partners with differentiated positioning, competitive intelligence, and value-based narratives.
- Drive adoption of AI-assisted workflows to increase messaging/content adoption.
- Improve campaign performance, competitive win rates, or sales effectiveness related to assigned product(s).
- Strengthen external narrative through thought leadership, events, or analyst engagement.
- Establish positive, reliable internal brand.
- 7 Months & beyond: Strategic GTM influence and impact
- Provide strategic insights to product and executive leadership on market and/or product expansion.
- Establish repeatable, high-impact GTM roll outs and enablement frameworks.
- Deliver sustained, measurable GTM impact contributing to revenue growth and long-term differentiation.
Responsibilities
- Guide, create, and deliver differentiated positioning, messaging, and buyer personas that communicate compelling value throughout the buyer journey.
- Lead development of AI-informed messaging frameworks and leverage generative AI tools to enhance speed, personalization, and quality of content creation.
- Support and influence GTM strategy and execution aligned to product/domain ownership.
- Perform market, customer, and competitive research (primary and secondary), leveraging AI-powered research and analysis tools to extract actionable insights and identify new product opportunities.
- Lead new product and feature launches, partnering with product management on roadmap prioritization and narrative development.
- Support marketing programs that drive awareness, engagement, and pipeline growth.
- Collaborate with demand teams to build and execute high-response campaigns informed by performance analytics and AI-driven insights.
- Enable sales, GTM teams, and strategic partners with differentiated messaging and positioning, competitive intelligence, and value frameworks.
- Develop AI-enhanced enablement assets (e.g., dynamic talk tracks, persona-based messaging variants, objection-handling frameworks).
- Provide thought leadership and category narrative development within the Sales Performance Management and broader Revenue Performance ecosystem.
- Foster customer advocacy programs (CABs, user groups, events, field engagement).
- Lead cross-functional initiatives aligned to corporate objectives with defined KPIs and measurable outcomes.
- Champion adoption of generative AI tools and workflows within product marketing to increase efficiency, insight quality, and scale.
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