Director, Product Marketing - SmartSale

At Auction.com, we’re transforming real estate. As the nation’s leading online platform for buying and selling residential bank-owned and foreclosure properties, we connect buyers, sellers, and investors with innovative technology. With over $63 billion in assets, our success is driven by a culture of innovation, collaboration, and impact. We go beyond the bid—empowering our people to thrive and shape the future of the industry.


Job Description:

We are seeking a strategic, analytically driven Director of Product Marketing to join our team and take ownership of key areas that drive our product's success in the market. You'll shape the value proposition, drive audience segmentation, and develop comprehensive go-to-market strategies. Collaborating closely with cross-functional teams, you'll influence product direction, user experience, and optimize the sales funnel to drive growth. The ideal candidate has real estate marketing experience, a strong analytical mindset for audience segmentation, and proven expertise in lead and demand generation, nurture strategies and online funnel optimization.

Key Responsibilities

Value Proposition Ownership:
• Define, articulate, and continuously refine SmartSale’s value proposition for sellers, buyers, and agents based on market trends and customer insights.
• Develop compelling messaging and positioning that resonates with target audiences.
Market Segmentation:
• Conduct thorough market research to identify and segment target customer groups.
• Develop deep insights into customer behavior, pain points, and purchasing decisions to ensure the product's messaging and features align with their needs.
Data, Reporting & Funnel Optimization:
• Build and manage reporting dashboards that track campaign effectiveness, funnel progression, and audience behavior across lifecycle stages.
• Partner with data science and sales team to develop and monitor key performance indicators (KPIs) to optimize the lead to listing and sales funnels and drive continuous improvement in conversion rates.
• Pull and interpret performance data regularly to guide strategy and campaign iteration.
Seller & Buyer Persona Development:
• Collaborate with the sales and product teams to create and refine detailed seller, buyer, and agent personas.
• Integrate these personas effectively into product strategy, content development, and sales enablement tools.
Lead & Demand Generation and Nurturing:
• Develop strategic, highly segmented lead and demand generation strategy.
• Partner closely with marketing and sales teams to ensure marketing nurture campaigns are seamlessly aligned and integrated with their sales activities, maximizing lead conversion and effectiveness.
Content Strategy:
• Direct the development of high-quality content that communicates the product's value and engages the target audience across all stages of the funnel (e.g., blogs, case studies, whitepapers, videos, etc.).
• Ensure content resonates strongly with segmented audiences, enhancing engagement and conversion.

Marketing Strategy:
• Develop and execute marketing strategies that amplify product awareness, adoption, and retention.
• Lead the go-to-market strategy for product launches and ongoing campaigns.
Product Design & User Experience Influence:
• Collaborate closely with the product design and UX teams to ensure the product experience aligns with customer expectations and enhances the value proposition.
• Provide insights based on customer feedback and market trends to influence product enhancements.
Cross-functional Collaboration:
• Collaborate effectively with product, UX, analytics, sales, and customer success teams to align product strategy with market and customer needs.
• Serve as the liaison between product development and marketing execution teams, ensuring cohesive messaging and strategic alignment.


Skills & Qualifications:
• 5 - 7 years of experience in product marketing, preferably within real estate, property technology (PropTech), or related industries.
• Preferred education is equivalent to graduation from a four-year college or university with a bachelor’s degree in applicable field to sales and marketing. Years of experience in a related field may be substituted for the required education.
• Proven experience in developing and executing product positioning, messaging, and go-to-market strategies.
• Strong knowledge of market research, segmentation, and buyer persona development.
• Expertise in lead generation, demand generation, and nurturing strategies.
• Excellent written and verbal communication skills, with the ability to create impactful content and messaging.
• Ability to collaborate effectively with cross-functional teams, incl