Criteria
Product Marketing Manager (Remote in US)
Criteria, West Hollywood, California, United States, 90069
The Product Marketing Manager - Develop will lead the go-to-market strategy, positioning, and monetization of our new post-hire product Develop, which focuses on employee onboarding and building high-performing teams and managers. This critical role requires a hands-on approach to understanding customer needs, launching and scaling an emerging product, and defining market fit.
The ideal candidate will have a proven track record in launching and scaling emerging B2B tech products, with a disciplined and structured approach to defining product direction and achieving strong product-market fit. Demonstrated understanding of learning and development / HR technologies, products and buyers is an advantage.
This role is pivotal in shaping the future of Develop, working cross-functionally with Criteria's Product, Sales and Customer Success teams and Marketing colleagues to ensure market fit, drive adoption and demand, and accelerate revenue growth.
Responsibilities
Subject Matter Expertise:
Cultivate a deep understanding of the Develop product, including its features, benefits, use cases, and competitive differentiation. Stay informed about industry trends and best practices in employee onboarding and development. Go-To-Market Strategy & Execution:
Develop and implement comprehensive go-to-market strategies tailored to an emerging product, ensuring effective market entry and customer acquisition. Partner with teams cross-functionally to align launch activities, messaging, and sales enablement with strategic objectives. Lead the product launch process from initial introduction to full-scale commercialization, driving awareness, demand, and revenue growth. Market Fit Definition & Scalability:
Conduct thorough market research to identify target segments, buyer personas, and positioning opportunities for Develop including identification of the Ideal Customer Profile for this product. Work closely with Product, Customer Success and Sales teams to validate market assumptions and refine value propositions based on customer and market data. Develop and implement frameworks for identifying, testing, and scaling product-market fit. Hands-On Customer Engagement:
Build direct relationships with customers to gain real-time insights into product usage, challenges, and opportunities. Act as the voice of the customer, advocating for their needs and translating feedback into actionable insights for the product team. Create and execute customer education programs to enhance product adoption and ensure users maximize the value of Develop. Contribute to major customer expansion or new business opportunities for Develop, including active involvement in customer and prospect demonstrations and pitch materials as required. Product Launch & Monetization:
Collaborate with Sales, Demand Generation, and Customer Success teams to drive adoption, conversion, and retention. Define pricing and packaging strategies that align with customer value based on direct feedback. Track and analyze product performance post-launch, identifying areas for optimization and expansion. Positioning & Messaging:
Craft compelling, customer-centric messaging that clearly articulates the value of Develop and differentiates it in the market. Build a library of case studies, testimonials, positive reviews and other proof points to embed Develop's value in the minds of customers Work with the Demand Generation and content / website teams on campaigns to generate inbound leads and enquiries for Develop. Build and implement targeted content strategies that support the customer journey, driving engagement and conversions. Work with Enablement team to equip Sales and Customer Success teams with the necessary tools, collateral, and training to effectively position and sell Develop to potential customers. Foster cross-functional collaboration to ensure consistent messaging, strategic alignment, and continuous feedback loops across teams. Requirements
To be successful in this role the incumbent will demonstrate the following:
Bachelor's degree in Marketing, Business, or a related field. 5-8 years of experience in product marketing, preferably in a B2B SaaS environment. Prior experience in HR Technology and learning & development will be highly regarded. Strong understanding of SaaS product lifecycle and customer journeys. Proven track record of successful product launches and sales enablement. Exceptional storytelling and writing skills with the ability to translate technical details into customer-centric messaging. Experience with marketing automation platforms (e.g., Pardot) and CRM tools (e.g., Salesforce). Strong analytical skills and familiarity with analysis and reporting tools Exceptional communication and presentation skills.
The ideal candidate will have a proven track record in launching and scaling emerging B2B tech products, with a disciplined and structured approach to defining product direction and achieving strong product-market fit. Demonstrated understanding of learning and development / HR technologies, products and buyers is an advantage.
This role is pivotal in shaping the future of Develop, working cross-functionally with Criteria's Product, Sales and Customer Success teams and Marketing colleagues to ensure market fit, drive adoption and demand, and accelerate revenue growth.
Responsibilities
Subject Matter Expertise:
Cultivate a deep understanding of the Develop product, including its features, benefits, use cases, and competitive differentiation. Stay informed about industry trends and best practices in employee onboarding and development. Go-To-Market Strategy & Execution:
Develop and implement comprehensive go-to-market strategies tailored to an emerging product, ensuring effective market entry and customer acquisition. Partner with teams cross-functionally to align launch activities, messaging, and sales enablement with strategic objectives. Lead the product launch process from initial introduction to full-scale commercialization, driving awareness, demand, and revenue growth. Market Fit Definition & Scalability:
Conduct thorough market research to identify target segments, buyer personas, and positioning opportunities for Develop including identification of the Ideal Customer Profile for this product. Work closely with Product, Customer Success and Sales teams to validate market assumptions and refine value propositions based on customer and market data. Develop and implement frameworks for identifying, testing, and scaling product-market fit. Hands-On Customer Engagement:
Build direct relationships with customers to gain real-time insights into product usage, challenges, and opportunities. Act as the voice of the customer, advocating for their needs and translating feedback into actionable insights for the product team. Create and execute customer education programs to enhance product adoption and ensure users maximize the value of Develop. Contribute to major customer expansion or new business opportunities for Develop, including active involvement in customer and prospect demonstrations and pitch materials as required. Product Launch & Monetization:
Collaborate with Sales, Demand Generation, and Customer Success teams to drive adoption, conversion, and retention. Define pricing and packaging strategies that align with customer value based on direct feedback. Track and analyze product performance post-launch, identifying areas for optimization and expansion. Positioning & Messaging:
Craft compelling, customer-centric messaging that clearly articulates the value of Develop and differentiates it in the market. Build a library of case studies, testimonials, positive reviews and other proof points to embed Develop's value in the minds of customers Work with the Demand Generation and content / website teams on campaigns to generate inbound leads and enquiries for Develop. Build and implement targeted content strategies that support the customer journey, driving engagement and conversions. Work with Enablement team to equip Sales and Customer Success teams with the necessary tools, collateral, and training to effectively position and sell Develop to potential customers. Foster cross-functional collaboration to ensure consistent messaging, strategic alignment, and continuous feedback loops across teams. Requirements
To be successful in this role the incumbent will demonstrate the following:
Bachelor's degree in Marketing, Business, or a related field. 5-8 years of experience in product marketing, preferably in a B2B SaaS environment. Prior experience in HR Technology and learning & development will be highly regarded. Strong understanding of SaaS product lifecycle and customer journeys. Proven track record of successful product launches and sales enablement. Exceptional storytelling and writing skills with the ability to translate technical details into customer-centric messaging. Experience with marketing automation platforms (e.g., Pardot) and CRM tools (e.g., Salesforce). Strong analytical skills and familiarity with analysis and reporting tools Exceptional communication and presentation skills.