VP of Product Marketing

At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation. 
 

Everything we do centers around people. That means we obsess over how to make the lives of our customers, and their customers, better. And it means we prioritize a diverse F5 community where each individual can thrive.

We are seeking a dynamic and experienced VP of Product Marketing to lead the strategy, positioning, and execution of product and technical marketing across F5’s diverse portfolio—including BIG-IP, NGINX, and Distributed Cloud Services. This role is pivotal in translating complex technologies into clear, differentiated customer value and real-world business solutions, while enabling global sales teams and partners to consistently communicate and deliver that value.

The VP will work cross-functionally with Product Management, Sales Leadership, Engineering, and Marketing teams to align go-to-market strategies with business goals. This includes orchestrating product launches, managing end-of-life transitions, and ensuring that messaging, enablement tools, and technical content are tailored to meet the needs of customers and sellers across all regions.

The ideal candidate brings deep expertise in product marketing, strong leadership capabilities, and a proven track record of driving revenue growth through impactful go-to-market strategies. This is a high-visibility role that requires strategic thinking, operational excellence, and the ability to influence across a matrixed organization.

Key Responsibilities

Product Positioning & Strategy Development

• Lead Product Messaging & Positioning: Own the development and evolution of clear, simplified, and differentiated product positioning that aligns with our brand, customer needs, and market trends. Ensure messaging is compelling, consistent, and impactful across all customer touchpoints and sales channels.
• Strategic Market Insights: Use deep customer insights, competitive intelligence, and market trends to shape and refine product strategy and positioning. Collaborate with Product Management and cross-functional teams to develop messaging that speaks to customer pain points and highlights unique value propositions.
• Alignment with Product Roadmap: Partner closely with the Product Management team to align product marketing efforts with the product roadmap, ensuring that product features and enhancements are effectively communicated to the market and sales teams.

Sales Enablement & Revenue Growth

• Empower Sales Teams: Develop and deliver training, sales tools, and resources that enable the sales organization to effectively communicate product value, overcome objections, and close deals. Equip the sales team with the knowledge to position products with precision and confidence in diverse customer segments.
• Market Segmentation & Targeting: Lead market research and competitive analysis to identify new market segments, refine target audience strategies, and ensure precise positioning. Utilize customer feedback to refine targeting strategies and ensure product relevance in all markets.
• Drive Revenue through Product Marketing: Work directly with sales leadership to create and execute strategies that drive revenue growth. Ensure product marketing is fully aligned with sales goals, providing the necessary resources and support to convert opportunities into business results.

Thought Leadership & Market Presence

• Third-Party Analyst Relations: Lead relationships with key industry analysts, coordinating briefings, responses, and positioning efforts to ensure positive product and brand representation in analyst reports and market evaluations.
• Product Content Creation: Oversee the creation of high-quality, mid- and bottom-funnel content that showcases the company’s innovation and expertise in the industry. Position the company and its products as thought leaders through white papers, blogs, videos, webinars, and industry presentations.

Team Leadership & Development

• Lead, Develop, and Inspire a World-Class Product Marketing Team: Build, mentor, and lead a high-performing product marketing team. Prioritize and provide clear direction for impactful work that will move the needle. Foster a culture of collaboration, innovation, and accountability. Provide ongoing professional development opportunities to ensure the team is equipped with the skills and resources needed to excel in a high-growth environment.
• Cross-Functional Collaboration: Act as a tru