Director of Product Marketing

Your mission

As part of deskbird, a fast-growing workplace tech company backed by a $23M Series B and trusted by leading global brands, you’ll work alongside an ambitious, high-performing teams with a proven product and a clear strategy.

We are building a revenue-driven GTM organization with clear ownership of pipeline and ARR across regions and segments.

The Director of Product Marketing will own the core messaging, positioning, and monetization strategy of the company, ensuring that:

• We deeply understand our ICPs, personas, and buying behavior
• Our value proposition is clear, differentiated, and compelling
• Marketing, sales, and product speak the same language
• We maximize conversion across both sales-led and PLG (SMB) motions

This role connects product, market, and revenue, and plays a critical role in improving conversion, expansion, and overall GTM efficiency.

In this role you will

1. Define ICP, Personas & Market Segmentation

• Own and continuously refine: Ideal Customer Profiles, buyer personas and decision-making units, pain/gain frameworks & use cases by segment (SMB vs Mid-Market).
• Ensure all GTM teams operate with a shared understanding of the customer.

2. Own Messaging & Positioning

• Define and evolve: Core value proposition, product positioning, competitive differentiation, narrative by segment and market.
• Translate product features into: Clear business value, tangible outcomes & compelling storytelling.
• Ensure consistency across: Marketing campaigns, sales conversations, website and product surfaces.

3. Own Sales Messaging & Enablement Content

• Own the content and frameworks behind enablement: Pitch narratives and talk tracks, objection handling frameworks, competitive battlecards & value-based selling frameworks.
• Partner with GTM Ops Enablement to: Translate content into structured enablement programs & ensure consistent rollout and adoption.

4. Own SMB PLG Conversion (Website-Led Motion)

• Own the direct conversion strategy for small SMBs (e.g. <100 employees)
• Define: Value proposition for self-serve users, messaging and packaging for PLG motion, key conversion flows on website and product entry points.
• Optimize: Website → signup → activation → conversion. Free-to-paid (if applicable) & self-serve funnel efficiency.

5. Own Customer Marketing & Expansion Strategy

• Define and lead: Customer segmentation and targeting, expansion messaging (upsell, cross-sell), retention and engagement narratives.
• Partner with: Demand Gen, GTM Ops & CS.
• Ensure we: Maximize NRR, activate existing customers as a growth lever & build strong customer advocacy and references.

6. Partner with Demand Gen & Brand

• Work closely with Demand Gen to: Ensure campaigns are grounded in strong messaging & improve conversion across the funnel.
• Partner with Brand to: Translate positioning into scalable narratives & ensure consistency across all external communication.

7. Drive Product Launches & GTM Strategy

• Own end-to-end go-to-market for: New features, major releases & strategic initiatives.
• Define: Target segments, messaging, launch plans & sales and marketing alignment.

8. Own Market, Customer & Competitive Insights

• Lead: Customer research, win/loss analysis (with GTM Ops), competitive intelligence.
• Continuously refine: Positioning, messaging & targeting.
• Act as the voice of the market inside the company.

What you need to be successful

• 8–12+ years in Product Marketing in B2B SaaS.
• Proven experience owning: Positioning and messaging, sales enablement & G\TM strategy.
• Experience with: PLG or self-serve motions (strong plus) & customer marketing / expansion.
• Deep customer empathy and curiosity.
• Strong strategic thinking and storytelling ability.
• Ability to simplify complex products into clear value.
• Strong cross-functional collaborator.
• High ownership — accountable for business outcome

Bonus

• Experience in multi-region GTM environments.
• Experience with SMB + Mid-Market segmentation.
• Familiarity with lifecycle marketing and funnel dynamics.

What’s in it for you?

• Grow fast: Join Europe’s leading workplace management software company and accelerate your career development.
• Annual company summit: Meet the whole team at our yearly summit in inspiring locations across Europe (check out the video from our last summit).
• Team “Bursts”: Unlimited opportunities to collaborate with your team in person.
• Home office support: Financial contribution to set up a comfortable, productive home office.
• Learning & development: Annual budget for coaching, certifications, and conferences.
• Hub visit: Yearly sponsored trip to one of our hubs.
• Generous annual leave: Plenty of time off to recharge.
• Joy budget: Annual budget to spend on activities that spark joy, connection, and shared energy.