Company Overview

The organisation operates in a competitive market where successful products depend on a clear value proposition, strong market positioning, and effective communication with target customers. Its product, marketing, sales, and customer success teams work together to understand customer needs, identify market opportunities, and communicate the benefits of its products throughout the customer journey.

The organisation is seeking a Senior Product Marketing Manager to strengthen its product marketing strategy, improve market differentiation, and support the commercial success of its product portfolio. The successful candidate will connect product capabilities with customer needs, ensuring that product messaging, go-to-market plans, and marketing initiatives are grounded in market research and measurable business objectives.

Role Summary

The Senior Product Marketing Manager will lead product positioning, messaging, market intelligence, launch planning, and sales enablement initiatives. The role requires a combination of strategic thinking, customer research, commercial awareness, and cross-functional coordination to ensure that products are effectively introduced, communicated, and positioned in the market.

Working remotely from Estonia, the successful candidate will collaborate with product management, demand generation, sales, customer success, and leadership teams. The role will involve translating complex product features into clear customer benefits, developing differentiated messaging, and measuring the effectiveness of product marketing initiatives across relevant customer segments.

Key Responsibilities

• Develop and execute product marketing strategies aligned with product objectives, commercial priorities, customer needs, and broader business goals.

• Define product positioning and value propositions that clearly communicate the organisation’s competitive advantages and customer benefits.

• Conduct market research to understand customer expectations, industry developments, competitor offerings, purchasing behaviour, and emerging market opportunities.

• Develop customer personas, audience segmentation frameworks, and buyer journey insights to guide marketing decisions.

• Translate product features, technical capabilities, and service benefits into clear, persuasive messaging for different customer groups.

• Lead go-to-market planning for new product launches, major feature releases, and significant product improvements.

• Coordinate launch activities across product, marketing, sales, customer success, and other relevant departments.

• Develop product messaging frameworks, positioning documents, website copy briefs, product presentations, and other core marketing resources.

• Create sales enablement materials, including product one-pagers, competitive comparison guides, pitch decks, objection-handling resources, and frequently asked questions.

• Partner with demand generation teams to develop campaigns that communicate product value and support lead generation, acquisition, and customer engagement.

• Work with product management to understand the product roadmap, prioritise customer use cases, and communicate upcoming capabilities accurately.

• Gather feedback from customers, sales teams, customer success specialists, and market research to refine product messaging and identify adoption barriers.

• Monitor competitor positioning, pricing approaches, feature developments, and marketing activities to identify opportunities for differentiation.

• Establish product marketing performance indicators and evaluate launch results, campaign effectiveness, customer engagement, and sales enablement impact.

• Use customer and market insights to recommend improvements to product communication, launch strategy, and marketing investment.

• Maintain consistency in product messaging across digital channels, presentations, sales materials, and customer-facing communications.

• Support internal product education by helping commercial teams understand product capabilities, target audiences, competitive advantages, and appropriate use cases.

• Present product marketing insights and performance updates to relevant stakeholders, highlighting opportunities, risks, and recommended actions.

Requirements and Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, Economics, or a related discipline; a relevant postgraduate qualification is an advantage.

• Demonstrated experience in product marketing, go-to-market strategy, product positioning, or a closely related marketing function.

• Strong understanding of customer segmentation, market research, competitive analysis, and value proposition development.

• Experience planning product launches and coordinating cross-functional marketing activities.

• Ability to translate complex product information into clear, compelling, customer-focused messaging.

• Experience developing sales enablement materials, marketing briefs, product presentations, and positioning documents.

• Familiarity with marketing analytics, campaign measurement, customer research methods, and performance reporting.

• Ability to interpret customer feedback and market data to make practical marketing recommendations.

• Strong written communication, presentation, and stakeholder management skills.

• Understanding of digital marketing channels and how product marketing supports acquisition, conversion, retention, and expansion.

• Experience working with product managers, sales teams, and customer success functions.

• Familiarity with CRM platforms, marketing automation tools, and analytics solutions is beneficial.

• Strong project management skills, including the ability to coordinate multiple launches and deliverables.

• Professional English proficiency and the ability to collaborate effectively across distributed teams.

Benefits

• Remote working opportunity within Estonia.

• Opportunity to influence product positioning and go-to-market strategy.

• Cross-functional collaboration with product, sales, marketing, and customer success teams.

• Professional development in market intelligence, product strategy, launch management, and commercial marketing.

• Opportunities to work on product launches, customer research, and competitive differentiation initiatives.

• A collaborative environment that values customer insight, clear communication, measurable outcomes, and continuous improvement.

Application Instructions

Candidates should submit an up-to-date CV outlining their product marketing experience, market research capabilities, and go-to-market achievements. Applications should highlight examples of product positioning, launch planning, customer segmentation, sales enablement, or competitive analysis. Applicants may also describe how their work improved product awareness, customer engagement, sales effectiveness, or adoption, without disclosing confidential information from previous employers. Candidates should demonstrate strategic thinking, strong communication skills, and the ability to manage cross-functional initiatives in a remote environment.

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