Product Marketing Strategist (Go-To-Market Lead)

Position: Product Marketing Strategist (Go-To-Market Lead)

We're seeking a strategic Product Marketing Strategist to lead go-to-market initiatives and serve as the critical bridge between our Product Development team and cross-functional business teams. This role will architect comprehensive GTM strategies that ensure our marketplace innovations achieve maximum market penetration, user adoption, and revenue impact.

As our Product Marketing Strategist and GTM Lead, you'll own the entire journey from product readiness to market success. You'll orchestrate launches, drive adoption strategies, and create the frameworks that transform product capabilities into competitive market advantages across our eCommerce marketplace platform.

Responsilibitlies:

Go-To-Market Strategy & Execution (Primary Focus)

GTM Planning & Architecture

• Design and own end-to-end go-to-market strategies for all product launches, from tier-1 platform releases to feature enhancements
• Develop comprehensive GTM playbooks that define launch tiers, success criteria, timelines, and cross-functional responsibilities
• Create market entry strategies for new customer segments, verticals, or geographic markets
• Build GTM frameworks that can be replicated and scaled across the product portfolio
• Establish launch readiness criteria and gate processes to ensure quality market entry

Launch Orchestration & Coordination

• Lead cross-functional GTM teams including Product, Marketing, Sales, Customer Success, Operations, and Executive stakeholders
• Develop detailed launch plans with clear milestones, dependencies, and accountability structures
• Coordinate pre-launch, launch, and post-launch activities across all business functions
• Manage launch timelines and drive execution against aggressive deadlines
• Facilitate launch readiness meetings and GTM war rooms
• Create contingency plans and risk mitigation strategies for critical launches

Market Positioning & Messaging Strategy

• Develop differentiated positioning strategies that establish competitive advantage in the marketplace landscape
• Craft compelling value propositions tailored to distinct customer segments (buyers, sellers, enterprise partners)
• Create tiered messaging frameworks (executive, practitioner, technical) for diverse stakeholder audiences
• Build competitive battle cards and positioning matrices
• Design messaging that addresses market gaps and customer pain points
• Evolve positioning based on market feedback and competitive dynamics

Adoption & Growth Strategy

• Design comprehensive product adoption strategies that drive user engagement and feature utilization
• Develop customer journey maps and identify key touchpoints for marketing intervention
• Create segmented adoption campaigns for different user cohorts (new users, power users, dormant users)
• Build retention and expansion strategies that maximize customer lifetime value
• Design onboarding programs and activation campaigns in partnership with Marketing and Customer Success
• Establish product-led growth initiatives and viral adoption mechanisms

Market Intelligence & Competitive Strategy

Market Analysis & Insights

• Conduct deep competitive analysis including feature comparisons, pricing strategies, and GTM approaches
• Monitor market trends, emerging technologies, and shifts in eCommerce/marketplace dynamics
• Perform win/loss analysis to understand why customers choose or reject our platform
• Synthesize customer research, user feedback, and behavioral data into actionable GTM insights
• Identify whitespace opportunities and adjacent market expansion possibilities
• Track industry benchmarks and best practices across the eCommerce ecosystem

Customer & Segment Intelligence

• Develop detailed buyer personas and ideal customer profiles (ICPs) for marketplace stakeholders
• Map customer decision-making processes and buying committees
• Identify key objections, barriers to adoption, and competitive threats by segment
• Create segment-specific GTM strategies that address unique needs and pain points
• Conduct voice-of-customer research through interviews, surveys, and advisory boards
• Analyze customer cohort behavior to identify expansion and upsell opportunities

Cross-Functional Collaboration & Enablement

Strategic Partnership & Liaison

• Serve as the primary interface between Product Development and all go-to-market functions
• Translate product roadmaps into marketing campaigns, sales strategies, and customer success programs
• Facilitate alignment meetings to ensure cohesive GTM execution across departments
• Build strong partnerships with Marketing leadership to align on channel strategies and campaign priorities
• Collaborate with Sales leadership on pipeline generation and revenue enablement
• Partner with Customer Success on adoption metrics and expansion strategies

Sales & Revenue Enablement

• Create comprehensive sales enablement materials including pitch decks, demo scripts, objection handlers, and ROI calculators
• Develop training programs that equip Sales teams to effectively communicate product value
• Build sales plays and account-based marketing strategies for target accounts
• Create qualification criteria and discovery frameworks for sales conversations
• Design proof-of-concept and pilot program frameworks
• Provide win/loss insights and competitive intelligence to Sales teams

Content Strategy & Development

• Architect content strategies that support each phase of the GTM lifecycle (awareness, consideration, decision, adoption)
• Develop high-impact collateral including product one-pagers, solution briefs, case studies, ROI studies, and whitepapers
• Create launch announcement strategies across owned, earned, and paid channels
• Partner with Marketing on content calendar alignment and campaign integration
• Develop thought leadership content that positions the company as a marketplace innovator
• Build product storytelling frameworks that humanize technical capabilities

Internal Communication & Change Management

• Design and execute internal communication plans for major product launches
• Enable customer-facing teams with product knowledge, positioning, and objection handling
• Create internal champions and advocates who can drive adoption across the organization
• Facilitate product training sessions and launch kickoffs
• Develop self-service resources and knowledge bases for internal stakeholders

Performance Measurement & Optimization

Metrics & Analytics

• Define GTM success metrics including launch KPIs, adoption rates, engagement metrics, and revenue impact
• Build dashboards to track product performance, campaign effectiveness, and market penetration
• Conduct post-launch retrospectives to identify lessons learned and optimization opportunities
• Analyze funnel metrics to identify conversion bottlenecks and improvement areas
• Track competitive win rates and market share trends
• Report GTM outcomes to leadership with actionable recommendations

GTM Process Optimization

• Continuously refine GTM frameworks based on launch performance and market feedback
• Identify process inefficiencies and implement improvements in launch execution
• Build a library of reusable GTM assets and templates
• Establish best practices and institutional knowledge for future launches
• Scale successful GTM motions across the product portfolio

Qualifications

• 7+ years of product marketing experience with at least 3 years focused on go-to-market strategy and launch execution
• Proven GTM track record with multiple successful product launches demonstrating measurable business impact
• eCommerce or marketplace platform experience, preferably in two-sided marketplace environments
• Strategic planning expertise with ability to architect comprehensive GTM frameworks from scratch
• Cross-functional leadership skills with proven ability to influence without authority and drive alignment across diverse teams
• Exceptional communication abilities including executive presentations, stakeholder management, and persuasive writing
• Data-driven decision making with proficiency in analytics platforms, A/B testing, and performance measurement
• Project management excellence with ability to manage complex, multi-stakeholder initiatives with competing priorities
• Bachelor's degree in Marketing, Business, Communications, or related field

Preferred Qualifications

• MBA or advanced degree with focus on Marketing, Strategy, or Business
• B2B GTM experience with understanding of different sales cycles and customer acquisition models
• Agile/Scrum methodology familiarity and experience working in fast-paced product development environments
• Experience with PLG (Product-Led Growth) strategies and viral adoption mechanisms
• SaaS or subscription business model expertise with understanding of recurring revenue dynamics
• International or multi-market launch experience with sensitivity to regional differences
• Marketing automation and CRM platforms (HubSpot, Salesforce, etc.)
• Product analytics tools (Google Analytics, Tableau)
• Competitive intelligence platforms and market research methodologies

Strategic & Analytical

• Systems thinking with ability to see connections across business functions
• Market intuition balanced with data-driven decision making
• Competitive mindset with focus on winning in the marketplace
• Ability to synthesize complex information into clear strategic direction

Execution & Delivery

• Bias for action with ability to move from strategy to execution rapidly
• Attention to detail while maintaining big-picture perspective
• Adaptability in fast-paced, ambiguous environments
• Accountability for outcomes and commitment to driving results

Customer-Centric

• Deep empathy for diverse marketplace stakeholders and their needs
• Curiosity to understand customer motivations and pain points
• Ability to translate customer insights into compelling GTM strategies