Head of Product Marketing

Drive the strategic positioning and commercial success of our product portfolio through compelling storytelling, data-led go-to-market strategy, and leadership of a high-performing, scalable product marketing function. Operating as a core driver of ARR growth, market expansion, and commercial strategy, you will work closely with senior leaders to shape business direction and lead product marketing initiatives that grow awareness, accelerate adoption, and build enduring audience engagement across Mindtools Kineo’s solution lines, whilst building and scaling the product marketing organisation.

Key Responsibilities

Strategic product marketing leadership

• Own and evolve the product marketing strategy across the portfolio of product, SaaS solutions and services, aligning with ARR growth, revenue strategy, and broader business goals.
• Define pricing, packaging, and monetisation strategies aligned to growth objectives.
• Define go-to-market frameworks, ensuring consistency, scalability, and measurable impact across launches, releases, and lifecycle campaigns.
• Act as the voice of the market, bringing together customer insight, product usage data, market trends, and commercial performance to shape product and business strategy.
• Define and implement the product marketing operating model, including processes, tooling, and ways of working across the organisation.

Team leadership and development

• Build, scale, and lead a high-performing product marketing function, including organisational design, hiring strategy, and capability development.
• Provide coaching on messaging, campaign planning, GTM strategy, and stakeholder management to elevate team capability.
• Manage resourcing, prioritisation, and workload planning across the team, ensuring alignment to strategic growth priorities.
• Foster a high-performance, data-driven culture aligned to business growth outcomes.

Go-to-market leadership

• Lead cross-functional go-to-market strategy, aligning Product, Sales, Marketing, Customer Success, and RevOps around shared growth goals.
• Oversee the planning and execution of tiered product launches, feature releases, and integrated campaigns, ensuring alignment across channels and regions.
• Drive digital-first and product-led growth motions alongside sales-led go-to-market strategies.
• Establish best practices for go-to-market execution and continuously optimise processes for efficiency and effectiveness.

Messaging and positioning

• Define ICP-driven messaging frameworks and differentiated value propositions rooted in customer use cases, product capabilities, and competitor positioning.
• Partner with product leadership to translate product strategy into compelling, customer-centric narratives and value-based positioning.

Audience and growth strategy

• Lead audience segmentation and targeting strategies, identifying growth opportunities and new market segments across the funnel, including acquisition, activation, retention, and expansion.
• Oversee programmes that build, engage, and retain audiences across the customer lifecycle, with a focus on conversion, retention, and expansion revenue.

Market, customer, and competitor insights

• Combine market research with product usage analytics, win/loss insights, and customer feedback loops to inform roadmap and GTM strategy.
• Anticipate market shifts, competitive dynamics, and emerging SaaS trends to inform long-term strategy.

Content and asset strategy

• Oversee the development of high-impact marketing and sales content, including product-led assets such as demos, onboarding journeys, feature launches, and sales enablement materials.
• Set standards and frameworks for scalable, multi-channel content production aligned to strategic messaging.

Customer advocacy and thought leadership

• Collaborate with brand and solution line teams to position the company as a thought leader through high-value, insight-driven content.
• Champion customer storytelling, developing case studies and advocacy programmes that demonstrate measurable business outcomes including ROI, adoption, and expansion.

Performance and commercial impact

• Define and report on core metrics, including MRR, LTV/CAC, churn, and pipeline velocity, for senior stakeholders.
• Use data and insights to refine strategy, inform senior stakeholders, and demonstrate ROI.

Cross-functional leadership

• Partner closely with Product, Sales, Customer Success, and RevOps to align go-to-market strategies with product roadmap, revenue goals, and customer lifecycle performance.
• Lead cross-functional initiatives and drive accountability for shared outcomes across the organisation.
• Act as a key member of the marketing leadership team, influencing company-wide strategy and decision-making.

Skills & Attributes

• Strategic thinker with strong commercial acumen and a track record of driving SaaS growth and revenue outcomes.
• Experienced leader with the ability to build, scale, and inspire high-performing teams.
• Exceptional storyteller with advanced communication and presentation skills, able to influence at executive level.
• Experience in SaaS or technology businesses with recurring revenue models.
• Familiarity with CRM and marketing automation ecosystems generally or HubSpot specifically.
• Strong understanding of product-led growth and sales-led go-to-market models.
• Strong stakeholder management and influencing skills at senior and executive levels.
• Organised and outcome-focused, with the ability to balance strategic priorities and execution in a fast-paced SaaS environment.
• Passion for marketing, communication, and product innovation.