Director, Product Marketing

The Mission

As Director of Product Marketing, you define how Sales Rabbit wins in the market. You translate a complex, multi-product portfolio across SalesRabbit, Roofle, RoofLink, RoofRabbit, financing, billing, and future platform capabilities into clear positioning and a differentiated commercial story. You establish who each product serves, why customers should choose it, and how the portfolio supports customer acquisition, adoption, and expansion.

You sit at the center of Product, Sales, Customer Success, and Marketing, translating product strategy into commercial execution. You own positioning, messaging, product launch strategy, sales enablement and training, competitive intelligence, and customer adoption and expansion marketing. You lead Product Marketing’s contribution to pricing and packaging, bringing customer insight, value articulation, and commercial recommendations into decisions with Product, Finance, and go-to-market leadership.

You build the continuous launch and commercialization discipline required to bring an evolving portfolio to market. That includes defining the audience and value proposition, establishing go-to-market readiness, preparing sellers and customer-facing teams, coordinating launch execution, and measuring adoption after release. You also own the marketing strategy for upsell and cross-sell, identifying the customer needs, segments, use cases, and offers that create credible expansion opportunities.

You partner closely with Growth Marketing, which translates positioning and customer insight into acquisition campaigns, prospect lifecycle programs, ABM, and events. You work with Brand and Content to ensure storytelling and creative execution reflect the product’s value and differentiation. You partner deeply with Product to turn roadmap and product vision into commercialization plans that the broader organization can execute, while ensuring market feedback informs future decisions.

This is a highly hands-on leadership role. You will personally own critical Product Marketing work while building the team, processes, operating rhythms, and capabilities that allow the function to scale. You are responsible for ensuring customer, competitive, and market intelligence continuously informs how we position, launch, sell, and expand the portfolio. You must be able to challenge assumptions, resolve competing priorities, and align teams around a clear commercial direction.

You use AI to accelerate customer and market research, competitive intelligence, message testing, enablement, and execution while maintaining accuracy and sound judgment. Your success is measured by launch effectiveness, seller readiness, win rates, sales velocity, product adoption, competitive performance, and the conversion and revenue contribution of customer expansion programs.

Who We Are 

Sales Rabbit is a software company built for roofing and field sales. It builds the tools contractors and reps use at the door, in the office, and on the job: to generate demand, sell, operate, and get paid. Those tools run from the first lead to the final payment, so the job doesn't get lost in between. They're designed to help contractors maximize their efficiency. We build software solutions that propel our customers' businesses forward: Roof Rabbit for roofing and Field Rabbit for everything else sold door-to-door.

Everything runs as one unified, AI-native platform, in a single flow from lead to cash. Our solution brings together AI canvassing, online estimates, instant quotes, territory mapping, scheduling, communication, weather data, proposals, financing, measurements, project management, material ordering, inspections, and payments.

We believe speed decides who wins in the field, and that belief changes how we build and operate. As a distributed team, we focus on moving faster, operating with greater agility, and using AI and automation as practical force multipliers. Our goal is simple: help contractors grow more efficiently while building a company that can learn, innovate, and deliver value faster.

What You’ll Own 

Portfolio Positioning and Commercial Strategy

• Own positioning and messaging across products, bundles, audiences, and lifecycle stages.
• Define the relationship between individual product value propositions and the broader platform story, ensuring claims reflect actual capabilities and integration readiness.
• Establish who should buy each product, why it is differentiated, and when an upgrade, cross-sell, or migration creates value.
• Own Product Marketing’s commercialization strategy and contribute to the integrated company go-to-market plan.
• Develop a clear market point of view that helps buyers understand the problems we solve and why our approach is different.
• Partner on pricing and packaging through customer research, value insights, packaging recommendations, and ROI narratives.

Customer and Competitive Intelligence

• Own Voice of Customer and market intelligence across customer discovery, win/loss analysis, buyer sentiment, competitive movement, adoption data, and field feedback.
• Translate research into specific recommendations that influence positioning, product decisions, launches, and commercial priorities.
• Establish a repeatable competitive intelligence program that equips customer-facing teams and informs leadership.
• Partner with Product throughout the lifecycle to validate customer value, positioning, and commercial readiness.
• Identify gaps between what customers need, what the product delivers, and how the company describes its value.

Product Launches and Commercialization

• Own launch strategy and go-to-market readiness across new products, significant releases, and portfolio changes.
• Define launch audiences, value propositions, messaging, offers, enablement requirements, adoption plans, and success measures.
• Build a repeatable launch discipline with clear responsibilities, dependencies, milestones, and post-launch reviews.
• Coordinate execution across Product, Growth Marketing, Brand and Content, Sales, and Customer Success.
• Surface readiness gaps early and recommend changes to scope, sequencing, or launch plans.
• Measure adoption and commercial performance after launch and use the findings to improve subsequent execution.

Product owns product and release readiness. Product Marketing owns the commercial readiness required to introduce, sell, and support the offering.

Sales Enablement and Training

• Build the enablement system that gives Sales clear messaging, demos, tools, competitive intelligence, and launch support.
• Own product and sales training, including value articulation, discovery support, use cases, objection handling, and competitive positioning.
• Establish seller proficiency expectations and assess whether training improves readiness and effectiveness.
• Keep enablement current as products, customer needs, and competitive conditions change.
• Partner with Sales leadership to reinforce adoption, coaching, and use of materials in live opportunities.

Customer Adoption and Expansion

• Own the marketing strategy for customer adoption, upsell, cross-sell, and advocacy.
• Define eligible customer segments, expansion use cases, triggers, offers, messaging, and campaign plans.
• Partner with Customer Success to identify needs and opportunities and with Sales or account management to support assisted expansion.
• Build customer education, communications, references, and advocacy programs that strengthen adoption and commercial credibility.
• Evaluate total portfolio performance so growth in one product does not obscure lost value elsewhere.

Sales or account management owns assisted closing. Product and Customer Success share responsibility for adoption and retention.

Team Leadership and Operating Discipline

• Establish the function before the full team is in place, then sequence the hiring of a Product Marketing Manager and a Customer Marketing Manager.
• Set priorities and standards for research, messaging, launches, enablement, and expansion programs.
• Personally lead the most consequential work while developing the team’s judgment and execution capabilities.
• Use specialist support deliberately where it adds expertise or capacity.
• Embed practical AI workflows across research, competitive intelligence, analysis, message development, and enablement.
• Communicate recommendations clearly and hold cross-functional teams to agreed launch and commercial commitments.

What We Are Looking For

Required

• 8+ years in B2B SaaS Product Marketing, with deep hands-on ownership of positioning, launches, enablement, customer insight, and commercialization.
• Experience building or significantly transforming Product Marketing in a high-growth environment.
• Demonstrated success establishing a repeatable launch and release discipline across multiple products or a rapidly evolving platform.
• A record of measurable impact on launch adoption, seller effectiveness, win rates, sales velocity, expansion, or revenue growth.
• Exceptional ability to translate complex products and technical capabilities into simple, differentiated customer value.
• Meaningful pricing and packaging experience, including research, value articulation, ROI narratives, and commercial recommendations.
• Experience positioning multiple products within a coherent portfolio or platform story.
• Demonstrated ownership of customer discovery, competitive research, win/loss analysis, and market validation.
• Experience designing and delivering product or sales training, with evidence that sellers used the work and improved their readiness or effectiveness.
• Experience developing upsell or cross-sell plays through customer segmentation, usage insights, and partnership with Sales and Customer Success.
• Proven ability to influence senior Product, Sales, Marketing, Customer Success, and executive stakeholders in ambiguous environments.
• Ability to hire and develop talent, establish operating discipline, and personally execute high-impact work.
• Practical use of AI across research, competitive intelligence, analysis, messaging, enablement, and execution, with repeatable workflows you can demonstrate.

Preferred

• Experience in roofing, home services, construction technology, or field sales.
• Experience integrating acquired products into a coherent portfolio story.
• Experience commercializing products through both sales-led and product-led growth motions.
• Experience in founder-led, private-equity-backed, or significant transformation environments.

What Success Looks Like

Within the first six months:

• Clear positioning defines who each product serves, why it wins, and how it relates to the rest of the portfolio.
• Priority launches have documented audiences, messaging, readiness criteria, enablement, adoption plans, and measurement.
• Sellers have current materials and demonstrate proficiency in the product story, customer value, and priority objections.
• Customer and competitive insights regularly inform product and commercial decisions.
• Expansion audiences and plays are defined, with initial programs launched and measured.
• A phased hiring plan establishes clear responsibilities for Product Marketing and Customer Marketing.

KPIs

• Launch adoption among intended customer segments.
• Launch readiness and milestone delivery.
• Seller readiness and proficiency.
• Enablement usage in relevant opportunities.
• Targeted win-rate and sales-velocity trends.
• Expansion-qualified opportunities.
• Expansion-play conversion and revenue contribution.

Revenue, adoption, and retention are shared business outcomes. Product Marketing is accountable for its contribution, with numerical targets established from the baseline and commercial plan.

Who Thrives Here

At Sales Rabbit, we hire for operating cadence and mindset. The people who do best here share a few things in common:

• Active Curiosity - You seek root causes before proposing solutions and stay ahead of industry trends and tools.
• Grit & Scrappiness - You roll up your sleeves on hard, ambiguous, unglamorous work. You build functions, systems, messaging, and operating models before asking for additional headcount or resources.
• Extreme Ownership - You take accountability for outcomes, proactively communicate blockers, and deliver with minimal oversight.
• Bias Toward Impact - You measure success by business outcome, not effort. You course-correct fast and without ego.
• Team-First Collaboration - You listen to understand, give credit generously, and push back when something is wrong - to protect the outcome, not win the argument. You create clarity where none exists.

Benefits

• 20 days of PTO + 10 paid holidays
• Medical, Vision, Dental, Life Insurance
• 401(k) 100% matching up to 4% of salary
• Company phone plan covering service for employee and spouse/child

Sales Rabbit is proud to be an equal opportunity employer and is committed to providing employment opportunities regardless of race, religious creed, color, national origin, ancestry, physical disability, mental disability, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, pregnancy, childbirth and breastfeeding, age, sexual orientation, military or veteran status, or any other protected classification. We also consider qualified applicants with criminal histories, consistent with applicable federal, state, and local law.