What is the role about?

The Director of Product Marketing will build the public face of Accelerate — shaping the product narrative, educating SMB advertisers, driving PLG adoption, and enabling partner-led distribution. This role ensures that Accelerate becomes simple, self-serve, and irresistible for SMBs by creating world-class product content, tutorials, templates, and partner-facing stories.

This person combines deep product storytelling, hands-on content creation, and strategic positioning experience to scale Accelerate across both demand channels (SMBs) and supply ecosystems (Shopify, Wix, WooCommerce, Perplexity, Reddit).

What will you be doing?

1. Build the PLG + Self-Serve Motion for Accelerate

• Create all onboarding and activation materials: interactive walkthroughs, videos, templates, demos, “how-to” guides, webinars, and certification programs.
• Develop a high-quality “Accelerate Academy” that teaches SMBs how to set up campaigns, optimize performance, and use AI agents within the product.
• Collaborate with Product to ensure every release ships with crisp, accessible documentation and in-product education.
• Reduce support queries by 40–60% through intuitive, scalable SMB-friendly content.

2. Drive Product-Led Growth Through Content

• Build the content engine: blog posts, case studies, landing pages, playbooks, and performance marketing assets.
• Own SEO, content strategy, category creation (“AI Agentic Advertising”), and thought leadership.
• Partner with Growth to build top-of-funnel acquisition around key SMB verticals (Shopify merchants, Etsy sellers, D2C eCom, subscription services).

3. Strategic Narrative for Partnerships

• Craft compelling narratives, pitch decks, one-pagers, and demo scripts for conversations with:
  • Supply partners (Reddit, Quora, Perplexity, Pinterest, Bing, Meta, Google)
  • Distribution partners (Shopify, Wix, WooCommerce, BigCommerce, Stripe)
• Build category-level storytelling that positions Accelerate as the default SMB AI advertising platform.
• Ensure partner-integrated features have clear messaging, tutorials, demos, and launch materials.
• Work with the Product Lead to translate partner opportunities and distribution insights into refined product positioning.

4. Go-To-Market Strategy & Launch Ownership

• Own feature launches end-to-end: messaging, positioning, landing pages, videos, webinars, PR (if needed).
• Partner with Product to define GTM readiness, crisp positioning, and the right narrative for each feature module.
• Ensure Accelerate communicates value instantly to a time-strapped SMB audience.

5. Data-Driven Positioning & Market Intelligence

• Understand SMB advertiser behavior deeply; translate insights into messaging.
• Run qualitative and quantitative research: cohort studies, funnel analytics, customer interviews.
• Use competitive intelligence from Shopify ecosystem, Meta, Google, Amazon, and AI agents to refine positioning.

What is expected out of you?

• 8–12+ years in Product Marketing at a SaaS, Ads Tech, SMB SaaS, or eCommerce platform.
• Experience at companies like Shopify, Klaviyo, Mailchimp, HubSpot, Canva, Wix, BigCommerce, Meta, or Google Ads is ideal.
• Strong track record of building PLG motions, product education, narrative building, and go-to-market strategy.
• Experience working with SMB tools, marketplaces, or advertising ecosystems.
• Exceptional storytelling, writing, content creation, and demo-building skills.
• Has partnered closely with product & engineering teams on early-stage 0→1 or 1→10 product builds.

Success indicators (6-12 months)

• Accelerate Self Serve Material launched with >80% onboarding completion.
• PLG funnels (self-onboarding → first campaign launch) drop-off reduced by 50%.
• 20–30 high-quality tutorials, demos, templates, and case studies published.
• Partner pitch decks and narratives become standardized, adopted by VP Partnerships.
• Accelerate becomes “demo-ready” and “self-serve-ready” for Shopify/Wix conversations.
• SMB search traffic grows meaningfully due to content marketing.

Why is this role critical now?

Accelerate’s core product and agentic flow is powerful — but storytelling, education, and product marketing will determine adoption at scale. Without world-class product marketing, even the best AI platform struggles with comprehension and onboarding among SMBs.

This role ensures Accelerate becomes: simple,desirable,well-understood,scalable,partner-ready,SMB-friendly.