Senior Director, Product Marketing

About this role

At Appfire, we believe that great work happens when people get to choose how they work. After 20 years of creating software that empowers teams to break silos and collaborate seamlessly, we've learned that one size does not fit all. We’re a team of 800+ employees, working remotely across 28 countries. Our flagship products include: JXL, Comala Document Management, 7Pace Time Tracker, Jira Misc Workflow Extensions, and BigPicture.

Here you can read some of our customer stories: https://appfire.com/resources/resource-library/customer-stories

The Senior Director of Product Marketing is responsible for defining and scaling the company's Product Marketing strategy, operating model, and enterprise go-to-market (GTM) framework. This role leads the evolution from product-centric marketing to theme-based GTM strategies that shape market narratives, connect customer challenges with Appfire's portfolio of solutions, and accelerate revenue growth. Working across Product, Sales, Customer Success, Channel, Demand Generation, and Executive Leadership, this leader establishes scalable processes, modern ways of working, and high-performing Product Marketing capabilities that improve execution quality, organizational effectiveness, and business impact.

What you will do:

• Lead Appfire's enterprise Product Marketing strategy, evolving the organization from product-level marketing to theme-based GTM programs that create differentiated market narratives and portfolio positioning.

• Own the Product Marketing operating model, including GTM launch frameworks, planning cadences, execution governance, prioritization processes, and quality standards that enable scalable, predictable delivery.

• Drive cross-functional GTM leadership, partnering with Product, Sales, Customer Success, Channel, Demand Generation, and Executive Leadership to develop and execute integrated market strategies and enterprise launch programs.

• Develop and coach a high-performing Product Marketing organization, establishing strategic standards, coaching capabilities, and execution excellence while building organizational capacity to support business growth.

• Champion AI-enabled and modern marketing practices, leveraging automation, standardized frameworks, and scalable processes to increase execution speed, improve organizational productivity, and deliver greater business impact.

• Represent Product Marketing as a strategic business leader, influencing executive planning, portfolio priorities, GTM investment decisions, and organizational direction through data-driven recommendations and market insights.

• Lead the development of scalable product-led sales plays that translate market strategy into repeatable sales motions, enabling sales teams to consistently identify customer needs, position differentiated solutions, and increase win rates across the portfolio.

What you will need:

• 10–12+ years of progressive experience in product marketing, with at least 7 years in leadership roles.

• Proven success overseeing teams of managers and marketers in a B2B SaaS or technology environment.

• Experience evolving Product Marketing from product-centric messaging to solution-, portfolio-, or theme-based go-to-market strategies that shape market narratives and support integrated commercial motions.

• Strong track record of developing portfolio-wide frameworks and strategies that scale.

• Demonstrated success building enterprise GTM strategies, integrated launch frameworks, and scalable Product Marketing operating models.

• Experience leading organizational transformation, cross-functional executive alignment, and strategic business planning.

• Demonstrated experience partnering closely with Sales leadership to build product-led sales plays, commercial messaging frameworks, sales enablement strategies, and repeatable revenue motions that improve pipeline creation, cross-sell, upsell, and win rates.

• Strong executive communication, commercial acumen, and experience leveraging AI and modern marketing technologies to improve organizational effectiveness.

• Experience working with partner ecosystems (e.g., Atlassian, Microsoft, Salesforce) strongly preferred.

What do we offer:

• Work in a product-first SaaS B2B environment focused on building and scaling solutions for large enterprise customers

• Deliver meaningful, high-impact work that directly influences product direction and customer success

• Every Appfire team member is eligible for company equity, fostering a true sense of ownership and connection to our growth.

• Employees receive 25 days of paid time off per…