The Head of Product Marketing / Go-to-Market Director / Portfolio Positioning Lead leads the strategy, positioning, commercialisation, and market adoption of a company's products and product portfolio. This role translates customer insight, market intelligence, and product capabilities into clear value propositions, differentiated messaging, and coordinated go-to-market programmes that drive demand, adoption, retention, and revenue growth.
The position works closely with Product, Sales, Customer Success, Growth, Brand, Digital Marketing, Research, Finance, Operations, and executive leadership. Responsibilities include defining market segments, customer personas, portfolio architecture, product positioning, launch plans, pricing and packaging input, sales enablement, competitive analysis, and campaign strategies across the product lifecycle.
At leadership level, the role establishes product-marketing frameworks, portfolio-positioning standards, go-to-market processes, and performance metrics. It develops high-performing teams, aligns stakeholders on market priorities, and provides senior leadership with clear insight into customer demand, product-market fit, commercial risks, launch readiness, and portfolio-growth opportunities.
Qualifications
- Bachelor's degree in Marketing, Business, Communications, Product Management, Economics, Technology, or a related field.
- MBA, master's degree, or relevant product-marketing qualification is an advantage.
- Significant experience in product marketing, go-to-market strategy, portfolio marketing, commercial strategy, growth marketing, or product management.
- Proven experience developing and executing product launches, market-entry plans, product-commercialisation programmes, or customer-adoption initiatives.
- Strong ability to define market segments, buyer personas, value propositions, product positioning, messaging architecture, and competitive differentiation.
- Experience managing product portfolios, brand or product architecture, product line positioning, and cross-sell or upsell strategies.
- Experience conducting market research, customer interviews, competitor analysis, win-loss analysis, and product-market-fit assessments.
- Strong understanding of the product lifecycle, including discovery, launch, adoption, retention, expansion, repositioning, and retirement.
- Experience creating go-to-market plans covering pricing, packaging, channel strategy, sales enablement, demand generation, customer communication, and performance measurement.
- Ability to translate technical or complex product features into clear, customer-focused benefits, narratives, campaigns, and sales materials.
- Experience collaborating closely with product, engineering, sales, customer success, digital marketing, brand, and external agencies or partners.
- Strong commercial and analytical skills, with the ability to assess revenue performance, pipeline contribution, conversion, adoption, retention, and portfolio profitability.
- Experience developing launch playbooks, sales enablement tools, product training, case studies, presentations, website content, and customer communications.
- Proficiency in CRM, marketing-automation, product-analytics, market-research, and reporting platforms such as Salesforce, HubSpot, Marketo, Google Analytics, or comparable tools.
- Excellent strategic-thinking, stakeholder-management, communication, presentation, influencing, leadership, and problem-solving skills.
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