Head of Product Marketing

With upcoming product launches, 2025 is an exciting year for Guideline. We’re looking for a seasoned Head of Product Marketing at Guideline to lead the PMM function and manage a team of product marketers. In this role, you’ll be responsible for elevating our messaging, positioning, and GTM foundation.    Working closely with sales and product, you’ll have a strong voice in shaping roadmap, GTM strategy, and overall competitive positioning. You’ll also build an arsenal of competitive materials to enable the sales team and improve overall win rates for all of the buyer segments we serve. And, as a champion of our buyers and participants, you’ll bring the voice of our customer into everything that we do.

This role requires a strategic thinker with a deep understanding of the fintech landscape, strong leadership skills, and the ability to work cross-functionally to drive results.
 
Key Responsibilities

• Go-to-Market Strategy: Develop and execute comprehensive GTM strategies for new product launches, feature enhancements, and market expansion initiatives.
• Product Positioning & Messaging: Help establish Guideline as the leader by crafting messaging that resonates with target audiences, including small to mid-sized businesses, HR professionals, and participants
• Market Research & Competitive Analysis: Conduct market research and engage with our customers to understand the needs of our ICP, market trends, and the competitive landscape. Develop insights to inform product development, marketing strategies, and sales enablement.
• Cross-functional Collaboration: Work closely with Product, Sales, Customer Success, and other teams to ensure alignment on product offerings, messaging, and customer experience.
• Sales Enablement: Develop and deliver sales enablement tools, including presentations, product demos, and training materials, to empower the sales team to effectively communicate the value of Guideline’s products.
• Content Development: Identify content gaps and lead the creation of high-impact marketing content that enables, educates, and inspires our customer-facing teams with the “so what.” Create an arsenal of compelling, competitive materials that include case studies, blog posts, webinars, videos, sales decks and one-pagers, and more.
• Metrics & Analysis: Establish KPIs to measure the effectiveness of product marketing initiatives. Regularly analyze performance data to refine strategies and optimize outcomes.                                                                  

What success looks like in this role

• Successfully executing on Product launches in a way that drives traffic, leads, and ultimately credibility
• Achieving strong product market fit in our positioning and messaging, ultimately measured by successful pull-through messaging in press, and pick up organically around our messaging
• Strong revenue organization adoption of our collateral and material, which will be measured through enablement engagement and collateral success metrics

Qualifications

• Minimum of 10+ years of experience in product marketing in B2B SaaS, with at least 3 years in a leadership role, ideally within B2B fintech or benefits spaces.
• Proven track record of successfully launching complex products or features that evolve and uplevel the overall product story
• Excellent collaboration and leadership skills, with the ability to mentor a team or product marketers, drive alignment with cross-functional stakeholders, and drive buy-in on marketing plans.
• Ability to develop and execute strategic plans — especially leveraging data — and drilling down to the details to ensure executional excellence
• Experience in research and segmentation, as well as customer advocacy, with the ability to develop an arsenal of compelling content materials
• Strong writing and editorial skills with hands-on experience creating a wide range of content, including blogs, product demos, sales presentations, and more, designed for both external and internal audiences.
• Experience building an arsenal of competitive materials — comparison charts, social proof, case studies, stats and claims, and more — to show why Guideline is the leader in its industry
• Nice to have: Experience in the fintech or retirement benefits space, with an understanding of the retirement vehicles like 401(k)s, IRAs, and more.
• Bachelor’s degree in Marketing, Business, or a related field. An MBA is a plus.

Why Guideline?
Our values serve as a compass that guides our decisions and are considered non-negotiable, especial