Director, Product Marketing

Role Description

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

What You’ll Do

• Own Ignite’s Positioning and Message Architecture
  • Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows.
  • Develop segment- and persona-based messaging for SMB and MML buyers and customers.
  • Translate product complexity into differentiated value propositions.
• Lead Go-to-Market for Ignite Launches
  • Build and lead a tiered launch process.
  • Own launch readiness across Product, Sales, CS, and Onboarding.
  • Set and hold the quality bar for launch communications.
• Drive Customer Adoption and Lifecycle Outcomes
  • Establish a customer communications rhythm tied to roadmap milestones.
  • Collaborate with CS and Onboarding to develop messaging and content.
  • Use customer insight and usage data to understand product story effectiveness.
• Build Competitive Intelligence Into the Fabric of GTM
  • Develop and maintain a competitive intelligence capability.
  • Translate competitive insight into positioning adjustments.
  • Ensure the field is never caught flat-footed by a competitor move.
• Be a Strategic Partner to Product
  • Bring customer, market, and competitive context into roadmap discussions.
  • Represent market reality in discussions with Product.
  • Build a strong PMM-Product relationship.
• Develop the Ignite PMM Team
  • Lead as a player-coach and set high standards for quality.
  • Create clarity on what excellent product marketing looks like.
  • Help define the future state of the Ignite PMM team.

What Success Looks Like in 12 Months

• Ignite has a clearly articulated, differentiated positioning and message architecture.
• Launch quality has improved measurably.
• Ignite has an embedded competitive intelligence capability.
• PMM has a visible, credible seat at the Product table.
• Customer adoption and lifecycle communications have improved.
• The Ignite PMM team is operating at a higher level of strategic clarity.

Qualifications

• 12+ years of B2B SaaS product marketing experience.
• Demonstrated ability to build positioning from the ground up.
• Experience in SLG environments where Sales is a primary GTM motion.
• A track record of building credible, influential relationships with Product leadership.
• Strong competitive intelligence instincts.
• People leadership experience with a clear point of view on excellent PMM.
• High standards for written communication and executive storytelling.
• Fluency with AI as a thinking and research accelerator.
• Analytical mindset comfortable with GTM performance data.
• Ability to operate as both a strategic leader and a hands-on builder.

Benefits

• Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset.
• Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO!
• Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together.
• Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws!
• Best Life Perk – quarterly reimbursement for your fitness journey.
• Medical/Dental/Vision coverage.
• EAP – we get you help when you need it.
• Premium Calm App subscription for you and up to 4 dependents over the age of 16.
• And more!

Company Description

ABC Fitness is the #1 software provider for fitness businesses of any size, all around the world. Supporting 30K clubs, 650K coaches, 40M members, and processing more than $12B in payments every year, ABC Fitness provides scalable, data-driven solutions to simplify club management and engage members and clients.