Product Marketing - Sr Manager /Director

The old playbook for automotive retail is broken. At Impel, we’re fixing it by delivering the industry’s most advanced and complete AI Operating System (AIOS)—a foundational activation layer that unifies fragmented data and disjointed tech stacks into a seamless customer journey that maximizes customer lifetime value, OEM and dealer business performance, and reinvents the automotive customer experience.

 

As our Senior Manager / Director of Product Marketing, you will help shape and drive the go-to-market strategy, positioning, and narrative for our product portfolio. Reporting to the VP of Marketing, you'll set the product marketing vision across our suite of AI products and serve as a senior, cross-functional partner, shaping how the market, our customers, and our own teams understand and articulate the value of each product and how they work together. You will be the connective tissue between Product, Product Readiness, and the Go-To-Market (GTM) commercial functions, translating complex, fast-evolving products into clear, differentiated stories that drive adoption and revenue growth.

 

This is a player-coach role. You'll operate at the altitude of strategy, influencing product roadmap, positioning, pricing, and packaging across the portfolio; but you’ll remain deeply hands-on, willing and able to get in the trenches to personally craft the messaging, build the assets and collateral, and lead the enablement and training that brings each product to market. You'll set the standard for product marketing excellence at Impel and, over time, help build and mentor the function as it scales.

 

• Shape the product portfolio narrative. Define and evolve the positioning and messaging for our portfolio of AI products in partnership with Product Leadership, ensuring each product's value (and how the products work together) is clearly and consistently articulated across every launch and customer touchpoint.
• Set go-to-market strategy. Lead the development of cross-functional GTM strategies for new products and product capabilities in partnership with Sales, Performance Management, and Product, owning the strategic timeline from concept and code freeze through launch, adoption, and growth.
• Influence the roadmap. Partner with Product Management to translate market intelligence, competitive analysis, and Voice of Customer insights into roadmap influence. You won't just market what's built; you'll help define what comes next based on customer pain points, the Jobs to be Done framework, and market opportunities.
• Drive positioning, messaging, and differentiation. Develop and own clear, differentiated value propositions for each product in the portfolio, establishing the messaging that aligns Brand, Content, Demand Gen, Sales, and Performance Management around a consistent story.
• Shape pricing and packaging. Partner with Product, GTM functions, and Finance leadership to inform pricing and packaging strategy that balances market competitiveness, customer value, and portfolio health, supporting commercial goals without cannibalizing adjacent offerings.
• Turn data into proof. Work with the Business Intelligence and Product teams to extract proof of value from our products, transforming performance data into the compelling success stories and ROI narratives that power our GTM efforts.
• Drive enablement at scale. Orchestrate the internal charge to make the organization fluent in our products, helping to deliver enablement programs and training for Sales, Marketing, and Performance Management so every team can confidently demo, position, and sell new features and capabilities.
• Build the assets that win. Take a hands-on approach to developing high-impact assets—playbooks, battle cards, pitch decks, one-pagers, and immersive product demos—and coach teams to handle objections, demonstrate value, and drive the change management required for dealer success.
• Partner with Brand, Content, and Demand Gen. Provide the strategic and technical depth behind white papers, blogs, campaigns, and immersive assets to help maximize creative impact.
• Close the feedback loop. Consistently gather field and customer feedback to identify messaging gaps, then partner with Product and Marketing to address them.
• Tie messaging to retention. Analyze adoption data and GRR trends in partnership with Performance Management and Business Intelligence to pinpoint where messaging can reduce friction, accelerate adoption, and improve long-term stickiness.
• Build the function. Set the bar for product marketing excellence at Impel and help scale the discipline over time, establishing repeatable frameworks, processes, and (as the team grows) mentoring and developing product marketing talent.
• Scale with AI. Champion the use of AI tools and workflows to automate and accelerate product marketing—scaling content creation, a