Product Marketing Director

Workiva is seeking a visionary and results-driven Product Marketing Director to lead the go-to-market (GTM) strategy for one of our industry platforms: banking, insurance, or investments. This is a high-impact individual contributor role, ideal for a strategic builder who thrives in a dynamic environment and is energized by the opportunity to shape vertical-specific offerings, accelerate market momentum, and elevate Workiva’s industry presence. As a senior-level independent contributor, you’ll play a pivotal role within a high-performing, strategically aligned marketing organization, serving as the go-to expert for industry platform strategy. You’ll collaborate closely with teams across Product, Sales, Partnerships, Sales Enablement, and Revenue Marketing to deliver differentiated solutions to the market. Responsibilities include leading vertical launches, enabling seller success, engaging global customers, and presenting to executive stakeholders, all to ensure GTM execution is tightly aligned to both customer needs and enterprise priorities.

What You’ll Do

• Create and execute GTM strategies for Workiva’s industry-specific platforms tailored to the unique needs of sectors like banking, insurance, and investments that drive awareness, adoption, and revenue growth

• Lead industry platform launches, defining sector-specific messaging and coordinating cross-functional alignment to maximize market impact
  Craft differentiated positioning and messaging based on industry, buyer, and competitive insights

• Consult with customers, alongside Product Management and Sales, to explore product and market opportunities within key industries, ensuring solutions reflect real-world challenges

• Own and influence pricing and packaging strategies for industry solutions, aligning offers to customer value, market demand, and growth goals

• Drive thought leadership through blogs, webinars, white papers, and speaking engagements that elevate Workiva’s credibility and visibility in the market

• Support and consult global sellers directly, providing messaging, enablement tools, and guidance to accelerate deal cycles

• Collaborate with cross-functional leaders and their teams across Product, Sales, Partnerships, Sales Enablement, and Field Readiness to align strategy, shape GTM  plans, and drive consistent execution across the business

• Influence and shape industry-focused offerings, using customer insights to inform roadmap and solution development

• Measure and refine GTM performance, using data to improve messaging, content, and launch effectiveness

• Present to executive leaders, providing regular insights and strategic recommendations that support platform and revenue growth

What You'll Need

Minimum Qualifications

• Bachelor’s Degree in marketing or related field

• 10+ years of experience in product marketing or closely related roles that could include: product management, industry or corporate marketing, and sales

Preferred Qualifications

• B2B marketing or product marketing experience in the SaaS industry; experience supporting sales channels strongly preferred

• MBA preferred

• Proficiency in implementing product-led growth (PLG) GTM strategies, tactics, and frameworks

• Industry experience in the financial services sector, such as banking, insurance, or investment management

• Demonstrated success influencing and collaborating with cross-functional leadership teams, including Sales, Marketing, Product, Sales Operations, Enablement, and Customer Success

• Strong communication skills with the ability to tailor messaging for diverse audiences, from end users and buyers to senior executives

• Experience analyzing pipeline, bookings, and revenue performance data to identify GTM opportunities and areas for optimization

• Proven ability to innovate and optimize marketing strategies to deliver measurable business results

• Exceptional communication, storytelling, and program management skills to drive initiatives forward with clarity and impact

Travel Requirements & Working Conditions

• Up to 40% travel

• Reliable internet access for any period working remotely, not in a Workiva office

How You’ll Be Rewarded

✅ Salary range in the US: