Product Marketing Director (Workday)

• Innovate with Purpose: Build impactful solutions for customers worldwide.
• Join Excellence: Work in a diverse collaborative and innovative team.
• Shape the Future: Lead in redefining revenue optimization.
• Grow Together: Unlock your potential in a supportive environment.

The Product Marketing Director plays a critical role in advancing key go-to-market initiatives serving as a strategic partner to product marketing sales and executive leadership. This role is a central connection point between product sales marketing customer success partners and business development teams.

The Director will influence go-to-market strategy by identifying market opportunities shaping product strategy leading sales and GTM enablement supporting pipeline development and driving measurable revenue impact.

This role requires strengths in value-based messaging cross-functional leadership domain expertise and the strategic application of modern AI tools to accelerate insight generation messaging development and go-to-market execution.

KEY RESPONSIBILITIES

• Guide create and deliver differentiated positioning messaging and buyer personas that communicate compelling value throughout the buyer journey.
• Lead development of AI-informed messaging frameworks and leverage generative AI tools to enhance speed personalization and quality of content creation.
• Support and influence GTM strategy and execution aligned to product/domain ownership.
• Perform market customer and competitive research (primary and secondary) leveraging AI-powered research and analysis tools to extract actionable insights and identify new product opportunities.
• Lead new product and feature launches partnering with product management on roadmap prioritization and narrative development.
• Support marketing programs that drive awareness engagement and pipeline growth.
• Collaborate with demand teams to build and execute high-response campaigns informed by performance analytics and AI-driven insights.
• Enable sales GTM teams and strategic partners with differentiated messaging and positioning competitive intelligence and value frameworks.
• Develop AI-enhanced enablement assets (e.g. dynamic talk tracks persona-based messaging variants objection-handling frameworks).
• Provide thought leadership and category narrative development within the Sales Performance Management and broader Revenue Performance ecosystem.
• Foster customer advocacy programs (CABs user groups events field engagement).
• Lead cross-functional initiatives aligned to corporate objectives with defined KPIs and measurable outcomes.
• Champion adoption of generative AI tools and workflows within product marketing to increase efficiency insight quality and scale.

SKILLS & EXPERIENCE

• 10 years of B2B technology experience ideally within Sales Performance Management Revenue Operations or enterprise SaaS.
• 5-7 years in product marketing leadership roles.
• Demonstrated track record of driving successful enterprise GTM strategies with measurable revenue impact.

Domain & Ecosystem Experience

• Knowledge of or direct experience with SPM technologies (Varicent and competitors).
• Experience within the Workday ecosystem (Workday partners marketplace integrations or adjacent HR/Finance technology ecosystems) strongly preferred.
• Familiarity with enterprise sales motions platform selling and value-based selling models.

Generative AI & Modern Marketing Capabilities

• Strong proficiency using generative AI tools (e.g. ChatGPT Claude Gemini Copilot AI research tools) to accelerate:
• Messaging development
• Competitive analysis
• Persona research
• Content creation
• Enablement development
• Ability to design AI-assisted workflows to improve productivity scalability and content quality
• Experience evaluating AI outputs critically for accuracy brand alignment and differentiation
• Curiosity and experimentation mindset around emerging AI tools and GTM innovation

Core Competencies

• Exceptional storyteller with strong messaging framework expertise
• Ability to create bold differentiated positioning that elevates category narrative
• Clear compelling written and verbal communication skills
• Strong analytical mindset; able to interpret disparate datasets and adjust strategy based on insights
• Significant cross-functional project planning and leadership experience
• Collaborative consensus-building leadership style with executive presence
• Established relationships with analysts influencers and industry associations preferred

Education

• Bachelors degree in Marketing Business Computer Science Engineering or related field
• MBA preferred

PERFORMANCE BASED SUCCESS CRITERIA

What is the candidate expected to own teach learn and improve once theyre on the job What should a candidate accomplish by when How will the candidates career progress throughout the year

1-3 Months: Foundation & Strategic Alignment

• Develop deep understanding of Varicents portfolio ICP GTM motions and competitive landscape.
• Audit and refine positioning messaging personas and enablement for assigned product(s).
• Establish baseline GTM KPIs/OKRs tied to pipeline influence win rates and enablement adoption.
• Work with product leadership to align on 12-month product marketing roadmap aligned to revenue and growth priorities.
• Support existing GTM motions and marketing campaigns events.

4-6 Months: GTM Execution & Revenue Impact

• Lead at least one major product or feature GTM rollout with measurable pipeline and revenue potential.
• Enable sales and partners with differentiated positioning competitive intelligence and value-based narratives.
• Drive adoption of AI-assisted workflows to increase messaging/content adoption.
• Improve campaign performance competitive win rates or sales effectiveness related to assigned product(s).
• Strengthen external narrative through thought leadership events or analyst engagement.
• Establish positive reliable internal brand.
• Support RKO.

7 Months & beyond: Strategic GTM influence and impact

• Provide strategic insights to product and executive leadership on market and/or product expansion.
• Establish repeatable high-impact GTM roll outs and enablement frameworks.
• Deliver sustained measurable GTM impact contributing to revenue growth and long-term differentiation.