Sr. Product Marketing Manager – Vertical GTM Strategy

Highspot • Seattle, WA

12d • $146,000 - $220,000

About The Position

In this highly strategic and visible role, you will lead the development and execution of Highspot’s vertical go-to-market (GTM) strategy. You will define how we win in key industries by creating differentiated messaging, positioning, and sales plays tailored to the unique needs of each vertical. You’ll work closely with Sales, Enablement, and the broader Marketing organization to create high-impact playbooks, thought leadership, and campaign strategies that drive pipeline and revenue growth. You will also work closely with the Product team to drive vertical-specific requirements that will unlock customer value and business growth.
This role will primarily focus on the Financial Services & Insurance vertical, but expand to other verticals as our strategy and priorities evolve.
This role is ideal for a seasoned marketing leader who thrives on turning insights into action and delivering measurable business outcomes. You will report to the Senior Director of Portfolio Marketing and be a key driver in shaping the future of how Highspot shows up across industries.

Requirements

• 6-8+ years of product marketing or related experience, including leading GTM strategy for vertical markets in B2B SaaS (specifically Financial Services & Insurance).
• Proven success building Financial Services & Insurance and other vertical-specific GTM programs that drive revenue.
• Strong understanding of enterprise sales motions and buyer behavior.
• Exceptional storytelling, communication, and positioning skills.
• Track record of working cross-functionally to align stakeholders and deliver results.
• Strategic thinker who’s also execution-oriented and data-driven.
• Experience influencing product roadmaps based on market needs and trends.
• Comfortable operating in a high-growth, fast-paced environment.

Responsibilities

• Build and own the vertical GTM strategy: Define the vision, strategy, and roadmap for how we target and win in key industries, beginning with Financial Services & Insurance.
• Execute analysis to prioritize verticals and measure impact: Go deep on market insights, CRM data, and product truths to identify key opportunities, drive alignment across GTM and Product teams, and assess impact of the strategies.
• Develop vertical playbooks: Partner with Sales and Enablement to build compelling, repeatable sales plays—including personas, pain points, competitive insights, and objection handling.
• Create differentiated messaging and positioning: Craft vertical-specific narratives that resonate with buyers and clearly communicate our value proposition.
• Influence product strategy to win in key verticals: Work closely with the Product team to influence the roadmap, drive specific product requirements, and launch capabilities as appropriate to the market.
• Support full-funnel marketing: Work with campaign, content, and demand teams to translate vertical strategy into high-performing programs and assets.
• Establish thought leadership initiatives: Drive the creation of industry-specific content—blogs, reports, whitepapers, and webinars—to elevate our presence in the market.
• Enable the field: Ensure Sales and Customer Success are equipped with the messaging, training, and tools they need to execute effectively.

Benefits

• Comprehensive medical, dental, vision, disability, and life benefits
• Health Savings Account (HSA) with employer contribution
• 401(k) Matching with immediate vesting on employer match
• Flexible PTO
• 8 paid holidays and 5 paid days for Annual Holiday Week
• Quarterly Recharge Fridays (paid days off for mental health recharge)
• 18 weeks paid parental leave
• Access to Coaches and Therapists through Modern Health
• 2 volunteer days per year
• Commuting benefits

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed
• Number of Employees: 1,001-5,000 employees