Director, Product Marketing
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 your first year, you will have:
Built and developed a high-performing team of three product marketers with clear ownership and accountability
Established a scalable product marketing operating model across PLG and sales-led motions
Improved the consistency and effectiveness of Roofr’s product launches and internal GTM readiness
Strengthened Roofr’s product positioning and differentiation within the SMB SaaS market
Built stronger alignment between Product, Marketing, Sales, and Customer Success
Established measurable product marketing KPIs tied to adoption, engagement, pipeline, and revenue
Created repeatable GTM playbooks that allow Roofr to launch and scale products more efficiently
Increased customer understanding and adoption of Roofr’s products and capabilities
Compensation Range: $150,000.00–$175,000.00 CAD