Senior Director, Product & Customer Marketing

Accountabilities

• • Own the long-term strategy, operating model, and performance of Product & Customer Marketing, translating executive priorities into clear roadmaps and measurable outcomes.

  • Define product positioning, messaging, narratives, and category strategy across the platform, products, and target industries.

  • Develop and defend a differentiated category point of view, validating messaging with customers, prospects, and sales teams.

  • Lead go-to-market strategy and execution for major product and feature launches, building repeatable launch processes and playbooks in partnership with Product, Sales, Demand Generation, and Customer Success.

  • Identify opportunities to increase product adoption and revenue through positioning, packaging, feature launches, and expansion programs.

  • Build and manage a competitive intelligence and win/loss program, translating deal insights into stronger positioning, sales strategies, and enablement.

  • Develop scalable sales enablement resources, including battlecards, pitch materials, objection handling, training, and competitive guidance, while measuring their impact on ramp time and win rates.

  • Establish and grow an Analyst Relations program, including analyst relationships, briefings, RFI/RFP responses, evaluations, and feedback loops that inform product and go-to-market strategy.

  • Own customer marketing and advocacy programs covering references, case studies, testimonials, customer advisory initiatives, and programs supporting sales, demand generation, channels, retention, and expansion.

  • Partner with Customer Success and Demand Generation to drive adoption, customer engagement, advocacy, and expansion among the existing customer base.

  • Build, coach, and develop a high-performing team of product and customer marketers, creating organizational capability and developing future leaders.

  • Establish scalable operating rhythms, systems, and playbooks across launches, enablement, competitive intelligence, analyst relations, and customer advocacy.

  • Serve as the senior internal authority on positioning, category strategy, and product and customer marketing, influencing company-wide go-to-market priorities.

  Requirements

  • 10+ years of experience in product marketing, with meaningful experience spanning customer marketing, competitive intelligence, analyst relations, or related disciplines.

  • Proven track record developing category positioning and differentiated messaging in competitive B2B technology markets.

  • Significant experience leading end-to-end go-to-market strategy and execution for major product or feature launches.

  • Experience building or scaling sales enablement programs with measurable influence on metrics such as win rate, sales productivity, or ramp time.

  • Demonstrated ability to build new functions or programs from the ground up, particularly Analyst Relations, customer advocacy, or similar strategic capabilities.

  • Strong executive communication and presentation skills, including experience influencing C-suite, executive, and board-level audiences.

  • Experience managing, coaching, and developing product marketing and/or customer marketing teams.

  • Strong strategic and commercial judgment, with the ability to connect market insights and marketing initiatives to revenue, adoption, retention, and expansion outcomes.

  • Comfortable operating in an environment that requires both strategic direction and hands-on execution.

  • Ability to establish structure, processes, and operating models while navigating ambiguity and rapid growth.

  • Experience working cross-functionally with Sales, Product, Customer Success, Demand Generation, and Revenue Operations.

  • Familiarity with marketing and enablement platforms such as HubSpot, Salesforce, Highspot, Seismic, or Gainsight is an asset.

  • Experience in physical security, video surveillance, IoT, or related B2B technology markets is an asset.

  • Experience scaling a product or customer marketing function in a business exceeding $100M in ARR is an asset.

  • Candidates must be eligible to work in Canada and willing to comply with applicable security policies and standards.

  • Candidates will be required to undergo a criminal records check upon hire.

  Benefits

  • On-target earnings of CA$275,000–CA$335,000, with an 80/20 base-to-variable compensation structure.

  • Equity participation for eligible employees.

  • Fully paid health and dental benefits with no waiting period.

  • $500 health spending account.

  • Monthly reimbursement for fitness, wellness, or mental health programs.

  • Flexible working arrangements where the role permits.

  • Meaningful equity for full-time, permanent employees.

  • Growth and advancement opportunities based on contribution, initiative, and impact.

  • A candid culture built around clear expectations, honest feedback, and collaboration.

  • Team-building activities, learning sessions, social events, and opportunities to connect with colleagues.

  • Opportunity to shape a major marketing function and build scalable capabilities within a growing B2B technology organization.