Director, Product Marketing - GovTech and Procurement SaaS

About the position

We are seeking a strategic and execution-oriented Director of Product Marketing to lead and scale our go-to-market efforts across a rapidly growing product portfolio in the public sector. This high-impact role sits at the intersection of Product, Sales, Marketing, and Customer Success, with both strategic responsibilities and team leadership expectations. As a player-coach, you will balance direct contributions-developing product positioning, messaging, and sales enablement content-with overseeing a team responsible for product launches, market research, and customer-facing communications. You will play a leading role in communicating our product strategy externally, partnering with analysts, collaborators, and public sector stakeholders to articulate value and build market credibility.

Responsibilities

• Own the go-to-market strategy for product launches and platform initiatives, ensuring cross-functional alignment with Sales, Marketing, Product, and Customer Success.
• Develop differentiated product positioning and messaging tailored to public sector agencies and suppliers.
• Represent the product narrative in external engagements-with customers, partners, industry analysts, and at events and conferences.
• Conduct and synthesize competitive intelligence, win/loss analysis, and buyer research to shape strategy and GTM plans.
• Build sales tools (e.g., pitch decks, battle cards, one-pagers) that shorten cycles and boost win rates.
• Collaborate with Product Management to influence roadmap prioritization using market and customer insights.
• Lead development of marketing assets: case studies, whitepapers, solution briefs, and product landing pages.
• Partner with Customer Success to drive adoption and engagement post-sale with onboarding guides, videos, and success stories.
• Directly manage and mentor a small but high-performing Product Marketing team.
• Set clear goals and standards for launch readiness, messaging consistency, and content delivery.
• Establish a metrics-driven approach to evaluate launch success, content effectiveness, and sales enablement performance.
• Build scalable processes for GTM planning, messaging reviews, and internal product training.
• Foster a collaborative and accountable culture between Product, Marketing, Sales, and Customer Success.
• Develop compelling product positioning and messaging that resonates with public sector buyers and aligns with our value proposition.
• Own the product narrative and ensure consistency across all internal and external communications.
• Define and manage buyer personas, market segments, and competitive intelligence to inform campaigns, sales tools, and product direction.
• Enable the sales team with content, pitch decks, battle cards, and training to improve close rates and reduce sales cycles.
• Create product marketing collateral, including case studies, whitepapers, solution briefs, and landing pages.
• Partner with Product Management to influence roadmap prioritization based on market signals and customer feedback.
• Drive product adoption and usage, working closely with Customer Success to create onboarding materials, feature education, and success stories.
• Track and report KPIs related to launch success, content effectiveness, and campaign performance.

Requirements

• 10+ years in Product Marketing, with at least 4 years managing direct reports and leading GTM initiatives.
• Demonstrated success launching SaaS products, preferably in GovTech, procurement, or regulated verticals.
• Strong executive presence with experience engaging stakeholders at all levels-from front-line teams to C-level buyers and analysts like Gartner.
• Outstanding storytelling and communication skills; able to distill complex technical ideas into value-focused messaging.
• Experience in sales enablement, persona definition, product-led growth, and content strategy.
• Familiarity with tools such as Salesforce, HubSpot, Gong, Highspot, or equivalent.
• Bachelor's degree required; MBA or advanced degree preferred.
• Authorized to work in Canada or the US - unfortunately we are not able to sponsor work visas or transfers at this time.
• Must be physically located in one of the following Canada's provinces or USA states: Quebec, Ontario, AL, AZ, AR, CA, CO, DE, FL, GA, KS, MD, MA, MI, MT, NV, NJ, NY, OR, PA, SC, TN, TX, UT.

Nice-to-haves

• A strategic operator with a bias for execution and a passion for public impact.
• A collaborative leader who earns trust, builds consensus, and drives results.
• A customer-obsessed storyteller who can balance creativity with data-driven decision-making.
• An organized, systems thinker who can lead through ambiguity and scale a growing function.