Product Marketer (B2B)

Our Values:

Dream big
- Be visionary, strategic, and open to innovation
Build great things
- Work in service of our users, always improving and pushing higher
Operate like an owner
- Take responsibility with bold decision-making and bias for action
Win like a sports team
- Be trusting and collaborative while empowering others
Learn and grow fast
- Never stop learning and iterate fast
Share our passion
- Share ideas and practice enthusiasm and joy
Be user obsessed
- Empathetic, inquisitive, practical

About the team:

Our B2B team is building the foundation for how organizations use Goodnotes at scale. Goodnotes is no longer just for students. We're seizing a massive market opportunity: the B2B sector. Think knowledge workers – that's a market 10-20 times larger than the student market, with bigger budgets and even bigger potential. We're talking about changing how professionals work, collaborate, and create.

The team is distributed across Europe and Asia and works with an asynchronous-first culture grounded in documentation and shared ownership. You are welcome to work remotely from anywhere, with at least four hours of overlap with your closest collaborators, or you can join us in our Hong Kong or London office. Time zone differences will not affect your work-life balance thanks to the async nature of our ways of working.

About the role:

We’re not just adding features; we’re crafting solutions. We’re talking about transforming how sales teams manage leads, how marketing teams brainstorm campaigns, and how consultants deliver insights. This B2B Product Marketing Lead will transform and scale our B2B marketing and lead generation. You’ll have the agency to build and scale our B2B marketing engine from the ground up, drive multi-channel campaigns, optimize our website and conversion funnels, and shape the Goodnotes B2B brand. As a key leader, you’ll hire and manage a team, work cross-functionally, and directly impact our go-to-market and revenue growth.

This is the role for you, if you’re excited to work on the things listed below:

• End-to-End Product Marketing across all B2B initiatives: Lead marketing efforts for key product areas, focusing on our core client apps and platform technologies. This involves crafting compelling messaging, positioning products effectively, and ensuring successful launches.
• Lifecycle Marketing and Product-Led Growth: Collaborate across marketing, product, and design to enable, accelerate, and optimize lifecycle marketing and drive product-led growth strategies.
• Sales Enablement: Equip our sales teams and resellers with sales enablement material and support that support them in effectively communicate the value of our products and convert leads.
• Identify and attract new customer segments in the SMB and mid-market space
• Optimize the B2B website experience and conversion funnel
• Capacity Building: As key member in our revamped approach to product marketing, help to establish the function within the marketing team and across the company, delivering measurable impact.
• Hire and develop a high-performing B2B marketing team
• Own and deliver on pipeline volume, conversion rates, and B2B self-service revenue growth targets
• Manage agency and content partner relationships

The skills you will need to be successful in the above:

• Senior-level experience in B2B product marketing, ideally as a Senior Manager or Director
• Proven track record marketing PLG (product-led growth) software to B2B customers
• Deep understanding of solution marketing, lead generation, and channel management
• Experience collaborating effectively with product managers and technical stakeholders
• Demonstrated ability to hire and build teams, leveraging your network to accelerate execution
• Self-starter with a high bar for excellence and an entrepreneurial mindset
• Working knowledge of leveraging marketing and product analytics to drive experimentation, optimization, and measurable results
• Ability to navigate ambiguity in a fast-changing org, with strong cross-functional problem-solving skills
• Effective, clear, precise communication skills, oral and written
• Experience in the US market is essential

The interview process:

• An introductory call with someone from our talent acquisition team. They want to hear more about your background, what you are looking for, and why you’d like to join Goodnotes
• A role-specific call to discuss your background and skillset for this role more in detail
• A live exercise to showcase your PMM skills
• A call with your hiring manager. This is the person who will be managing you day to day, working on your growth and development with you, as well as support you throughout your career at Goodnotes
• A cross-functional call with our B2B team lead 
• A meet-the-team call with 2 or 3 Goodpeople you’d be working closely with at Goodnotes

What’s in it for you:

• Meaningful equity in a profitable tech-startup
• Budget for things like noise-cancelling headphones, setting up your home office, personal development, professional training, and health & wellness
• Sponsored visits to our Hong Kong or London office 
• Company-wide annual offsite 
• Flexible working hours and location
• Medical insurance for you and your dependents