Director, Product Marketing

About this role

At Roofr, we’re obsessed with our customers. We constantly gather feedback to shape, prioritize, and launch the products they truly need. That’s what makes Roofr’s CRM special. We started by building essential sales tools like aerial roof measurements and digital sales proposals. But when our customers asked for a simple, affordable way to manage and scale their entire businesses, we listened. So, we created a CRM that connects these solutions—along with payments, material ordering, and more—into a seamless, powerful platform. With a clear roadmap ahead, we’re excited to continue expanding and leading the market with innovative products.

We have an amazing culture, strong financials, and best-in-class company metrics. It’s an exciting time to be part of an extraordinary startup that is already successful, yet still early enough to offer its team significant growth, equity, and the opportunity to make a real impact.

This position is for an existing vacancy.

As the Director, Product Marketing, you will lead the strategy and execution of Roofr’s product marketing function, helping us scale our go-to-market engine and position Roofr as the leading software platform for roofing businesses.

You’ll lead a team of three product marketers and serve as the connective tissue between Product, Sales, Customer Success, and Marketing. You’ll own how we bring products to market, translate product capabilities into compelling customer value, and create the positioning, messaging, and enablement that drive adoption and revenue.

This is a highly cross-functional leadership role for a product marketing leader who can operate strategically while staying close to execution. You’ll develop the team, establish scalable PMM processes, and build differentiated GTM strategies across both Product-Led Growth (PLG) and Sales-Led (PLS/SLG) motions.

Most importantly, you’ll bring a deep understanding of B2B SaaS and SMB customers and know how to translate complex products into simple, compelling value propositions that resonate with customers and drive business outcomes.

What you’ll get to do

• Lead and develop a team of product marketers, establishing clear priorities, ownership, goals, and development plans

• Own Roofr’s product marketing strategy across PLG and sales-led motions, ensuring both motions are aligned to broader company and revenue goals

• Partner closely with Product leadership to translate roadmap priorities into compelling positioning, messaging, launch strategies, and customer value propositions

• Lead the end-to-end GTM strategy for major product launches, from market insight and positioning through launch execution, enablement, adoption, and post-launch analysis

• Develop differentiated positioning and messaging that clearly communicates Roofr’s value to SMB customers in a B2B SaaS environment

• Build and continuously improve product marketing frameworks, processes, and playbooks that enable the team to scale

• Partner with Sales and Customer Success leadership to identify customer needs, improve enablement, and strengthen how we communicate product value throughout the customer lifecycle

• Oversee the development of sales collateral, product messaging, onboarding content, lifecycle campaigns, competitive intelligence, and other GTM assets

• Develop strategies to increase product adoption, engagement, expansion, and customer retention across the product portfolio

• Establish feedback loops between Product, Marketing, Sales, and Customer Success to ensure customer insights influence roadmap and GTM decisions

• Use market research, customer insights, competitive intelligence, and product data to inform positioning and GTM strategy

• Define and monitor product marketing KPIs, including launch performance, adoption, engagement, pipeline influence, and revenue impact

• Identify opportunities to leverage PLG, lifecycle marketing, automation, and digital experiences to improve the customer journey and scale GTM execution

• Serve as a senior product marketing voice across the organization and represent the customer perspective in strategic planning

• Partner with the broader Marketing leadership team on company positioning, campaigns, content strategy, and demand generation

What you bring to the role

• 7+ years of product marketing experience, including experience leading product launches and cross-functional GTM initiatives in a high-growth B2B SaaS environment

• Demonstrated experience managing and developing product marketing teams

• Strong understanding of SMB SaaS buyers and customer journeys, including the unique challenges of acquiring, onboarding, activating, and retaining SMB customers

• Hands-on experience supporting both Product-Led Growth (PLG) and Sales-Led/PLS motions

• Proven ability to develop product positioning, messaging, segmentation, personas, competitive differentiation, and GTM strategies

• Experience translating complex SaaS products and capabilities into simple, compelling customer value propositions

• Strong understanding of the full product lifecycle, from discovery and roadmap planning through launch, adoption, expansion, and retention

• Experience building scalable product marketing processes, frameworks, and operating rhythms

• Strong analytical skills with the ability to connect product marketing initiatives to measurable business outcomes

• Exceptional cross-functional leadership and stakeholder management skills, with the ability to influence without direct authority

• Excellent written and verbal communication skills and the ability to tailor messaging for executives, sales teams, customers, and prospects

• Experience with product marketing and GTM tools such as Pendo, Appcues, Navattic, HubSpot, Figma, or similar platforms

• Experience in vertical SaaS, construction technology, or SMB-focused software is a strong plus

• Product Marketing Core Certification or similar professional certification is a plus

What success looks like

In…