Director, Product Marketing Manager (Gym)

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

Our Values

Best Life

We believe great work begins with great people. That’s why our culture is built on respect, trust, and belonging. We create an inclusive environment where every team member can bring their authentic self to work—because diverse perspectives drive innovation and meaningful impact.

Growth Mindset

We are doers, thinkers, and dreamers. At ABC Fitness, your growth is our investment. Through continuous learning, mentorship, and professional development opportunities, we empower you to reach new heights—personally and professionally.

One Team

From day one, you’ll be part of a team that collaborates, celebrates, and cares. We move fast, support one another, and have fun along the way. Because when you thrive, we all thrive.

What You’ll Do

• Own Ignite’s Positioning and Message Architecture
• Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows. This means making clear choices about what Ignite is for, who it’s for, and why it wins, not just describing features.
• Develop segment- and persona-based messaging for SMB and MML buyers and customers, and ensure that messaging is actually used—not just documented.
• Translate product complexity into differentiated value propositions that Sales can use, prospects can understand, and customers find credible.

Lead Go-to-Market for Ignite Launches

• Build and lead a tiered launch process that allows Ignite to move fast on minor releases and bring full organizational readiness to high-impact ones.
• Own launch readiness across Product, Sales, CS, and Onboarding—not just asset delivery, but genuine cross-functional preparedness.
• Set and hold the quality bar for launch communications, internal enablement, and customer-facing content.

Drive Customer Adoption and Lifecycle Outcomes

• Establish a customer communications rhythm tied to roadmap milestones and customer needs, including product updates, adoption content, and best-practice education.
• Collaborate with CS and Onboarding to develop messaging and content that accelerates adoption, deepens product usage, and reduces churn risk.
• Use customer insight, usage data, and win-loss signals to understand where the product story is landing and where it isn’t.

Build Competitive Intelligence Into the Fabric of GTM

• Develop and maintain a competitive intelligence capability that is systematic, not reactive—giving Sales, Product, and leadership an ongoing picture of where Ignite wins, where it doesn’t, and why.
• Translate competitive insight into positioning adjustments, battlecard updates, and Product input that influences roadmap prioritization.
• Ensure the field is never caught flat-footed by a competitor move.

Be a Strategic Partner to Product

• Bring customer, market, and competitive context into roadmap discussions with enough rigor and specificity to influence prioritization—not just observe it.
• Represent market reality, not just internal alignment needs. Productive tension with Product is a feature, not a bug.
• Build the kind of PMM-Product relationship where product decisions are made with market consequences in mind from the start.

Develop the Ignite PMM Team

• Lead as a player-coach: set a high standard for the quality of thinking and output, and raise the team toward it—not just by reviewing work, but by modeling it.
• Create clarity on what excellent product marketing looks like in this context, and hold that line consistently.
• Help define the future state of the Ignite PMM team as the business evolves.

What Success Looks Like in 12 Months

Success is measured by outcomes, not activity. The right leader will be judged on whether the business is better positioned, better enabled, and winning more as a result of their work—not on the volume of assets produced.

• Ignite has a clearly articulated, differentiated positioning and message architecture that Sales actually uses, demand gen reflects, and customers recognize.
• Launch quality has improved measurably—internal teams are better prepared, communications are more consistent, and launch readiness is no longer a reactive exercise.
• Ignite has an embedded competitive intelligence capability that informs Product, Sales, and GTM decision