Director, Product Marketing — GTM, Competitive & Product-led Growth Leader

Department: Marketing Reports to: Chief Marketing Officer FLSA: Exempt Location: California| Travel: ~10–20% (adjust as needed)

Job Summary

The Director, Product Marketing is an individual leader role accountable for iBase-t’s market-facing narrative, competitive posture, and growth strategy. This leader owns positioning, differentiation, competitive strategy, Voice of the Customer, and GTM readiness to drive revenue across new logos and enterprise expansion.

This role builds deep credibility with the Sales organization and influences Product direction with evidence-based market insight. The role starts hands-on and is expected to establish the operating cadence and resourcing plan to scale product marketing capability quickly as impact is demonstrated.

Initial Focus and Phasing (How the role ramps)

First 6–9 months focus

Establish Sales-force credibility and “source of truth” posture
Reset/strengthen competitive strategy and win themes (battlecards, objection handling, plays)
Build a repeatable messaging + sales play system used in real deals
Stand up a Voice of the Customer cadence that drives GTM and product decisions

Expansion scope (as cadence and resources scale)

Deepen pricing/packaging strategy influence via Pricing Committee leadership
Expand account expansion/adoption plays in partnership with Customer Success
Leverage User Group / EAC more systematically to accelerate adoption and advocacy

Core Outcomes (What success looks like)

Sales leaders and top reps treat Product Marketing as a trusted source of truth for what customers need, what they need to hear, and why iBase-t wins.
Clear, compelling, consistently used value proposition and competitive differentiation across the field.
Improved competitive performance: stronger head-to-head win rates, higher late-stage conversion, fewer “messaging confusion” losses.
A GTM strategy that balances new logo acquisition with installed-base expansion through adoption, customer success, and platform expansion.
Pricing and packaging decisions are better informed by buyer value, competitive reality, and end-user needs, supported by an effective value narrative.
A repeatable customer proof engine (outcomes, proof points, references) supports enterprise sales cycles and expansion motions.
Customer community leverage (User Group / EAC) accelerates product adoption, expansion, advocacy, and product-based growth.

Essential Functions

1) GTM Strategy & Sales Force Credibility

Own the end-to-end GTM narrative for iBase-t Solumina: market narrative & buying criteria, value proposition, differentiation, proof points, and message hierarchy.
Establish credibility with Sales leadership, SEs, and top reps through regular engagement (field listening, QBR participation, enablement) and by delivering assets that materially improve deal outcomes.
Define and operationalize sales plays and talk tracks for priority personas, segments, and use cases—enabling consistent “what to say / why it matters / how we win.”

2) Competitive Strategy (confident, direct, actionable)

Own competitive strategy: competitor narrative analysis “how they sell”, battlecards, objection handling, “why we win” frameworks, and deal-stage competitive guidance.
Drive ongoing competitive readiness: updates, enablement sessions, competitive drills, and sales feedback loops that increase sales confidence and consistency.
Lead win/loss programs and convert findings into changes in messaging, enablement, packaging guidance, and (when needed) product recommendations.

Competitive Intelligence Operations

Establish and run a competitive intelligence operating cadence: field intel intake loop, monitoring, monthly/quarterly updates, and rapid-response briefs for major competitive moves.
Create lightweight CI governance: what changes trigger updates, how battlecards are versioned, and how insights are pushed into sales plays, enablement, and Pricing Committee discussions.

3) Voice of the Customer & Market Insight (owned, structured, continuous)

Build and maintain direct relationships with customers and prospects across complex manufacturing personas (manufacturing engineering, quality, operations, supply chain, sustainment/MRO, IT, program leadership).
Establish and run a VoC system (interviews, advisory input, deal debriefs, field listening, win/loss) and translate insights into:
- messaging and proof points
- sales plays and enablement priorities
- roadmap and packaging recommendations
Ensure VoC insight is consistently reflected in GTM strategy, competitive posture, and adoption/expansion initiatives.

Customer Proof Engine (outcomes + references + assets)

Establish a repeatable “proof engine” to capture and operationalize customer outcomes: quantified value/ROI, before-and-after stories, benchmarks, and credible proof points by persona/use case.
Partner with Customer Success and Sales to build a scalable customer reference and advocacy motion that supports both new-logo validation and expansion/adoption.
Maintain proof-point governance (approved claims, supporting evidence, source-of-truth repository) so Sales uses consistent, defensible messaging.

4) Pricing & Packaging Strategy (Pricing Committee leadership)

Lead the Pricing Committee and drive the agenda, cadence, and decision-quality of pricing/packaging discussions.
Bring market truth to pricing: competitive structures, buyer value drivers, segmentation, end-user requirements, and willingness-to-pay signals.
Partner with Product, Finance, and Revenue leadership to inform pricing and packaging decisions; provide sales-ready pricing narrative and value justification to support both new-logo and expansion motions.

5) Enablement & Messaging Assets (strategic-first, still hands-on)

Define enablement strategy, standards, and governance for field-facing tools (pitch story, POVs, ROI/value frameworks, competitive tools, deal-stage assets).
Personally create and/or co-create the highest-impact assets; orchestrate production and scale through shared MarCom resources and contractors as appropriate.
Maintain alignment across channels so messaging is consistent from first call to proposal to renewal/expansion.

6) GTM for New Logos and Enterprise Expansion

Build and operationalize GTM motions for both:
- New logo acquisition (ICP clarity, evaluation criteria, competitive displacement, proof points)
- Enterprise expansion (adoption-led growth, cross-product/platform expansion, value realization, renewal/upsell support)
Partner tightly with Customer Success on adoption narratives, value realization frameworks, and customer outcome proof that fuels expansion selling and advocacy.

7) Launch & Readiness

Lead GTM readiness for product/major release launches: positioning, narrative, packaging guidance, enablement plan, and rollout.
Ensure launches translate into field behavior: clear plays, proof points, competitive guidance, and measurable adoption.

8) Customer Community & Advisory Leadership (User Group / EAC)

Serve as a GTM leader and partner to User Group and Executive Advisory Council (EAC) programs.
Shape agendas and content to drive product-based growth: adoption, expansion use cases, peer proof points, and customer advocacy.
Partner with Customer Success and Product to convert community insights into GTM and product strategy changes.

9) Analyst & Influencer Engagement (in partnership)

In partnership with corporate and product leadership, contribute to analyst and influencer narratives (briefings, messaging alignment, competitive positioning) to strengthen category credibility and support enterprise sales cycles.
Provide market and competitive inputs and proof points to improve external perception and internal alignment of iBase-t’s category story and differentiation.

10) Program Ownership & Function Build Out

Establish the product marketing operating cadence (VoC, competitive updates, win/loss, messaging governance, enablement rhythms).
Create the resourcing plan to scale capability (contractors/agencies initially; hiring plan and org design as justified).

Resources and Support

This role will leverage shared internal resources across Sales Enablement and Marketing Communications (MarCom) for execution and production support.
Contractor/agency support may be used to scale research, content production, and asset development as priorities expand.
This role is not expected to produce all marketing communications deliverables; the focus is on strategy, narrative, competitive readiness, and the highest-impact enablement that drives revenue outcomes.
This role will define the operating systems (proof engine, CI cadence, messaging governance) and leverage shared resources/contractors for production and scaling.
Strategic expansion expectation (quick growth): This leader is expected to move quickly in building the plan and business case to rapidly expand product marketing capability once early impact is demonstrated. If the role delivers the anticipated results, iBase-t intends to scale what’s working and accelerate outcomes.

Required Qualifications

Proven ability to earn high credibility with enterprise software Sales teams and materially influence deal outcomes.
Expert-level positioning and differentiation skills; strong executive storytelling and presentation presence.
Demonstrated experience owning competitive strategy (battlecards, win themes, objection handling, enablement) and running CI as an operating cadence (intake, updates, governance).
Demonstrated ability to lead or heavily influence pricing and packaging through market insight and competitive perspective; experience leading cross-functional pricing discussions strongly preferred.
Demonstrated experience building direct customer relationships and running VoC programs that change GTM strategy and/or product direction; experience standing up a proof engine (outcomes/proof points/references) preferred.
Strong understanding of enterprise platform selling, multi-stakeholder buying, and complex deal dynamics.
Proven ability to balance and lead GTM strategy for both new-logo growth and installed-base expansion through adoption and customer success.
High ownership; strong cross-functional leadership and ability to influence without formal authority.

Domain Requirement (A&D / Complex Manufacturing)

High familiarity with Aerospace & Defense and/or complex manufacturing environments including common personas, buying dynamics, compliance/quality realities, and the operational pains of regulated, high-mix, high-complexity production and sustainment environments.

Education / Experience

Bachelor’s degree required (MBA a plus).
10–15+ years in enterprise B2B product marketing and/or adjacent GTM roles (Solutions Consulting/SE leadership, GTM strategy) with demonstrated ownership of competitive and enablement outcomes.
Experience supporting platform or suite selling in complex enterprise environments.
Experience partnering with Customer Success and Sales leadership on adoption, value realization, and expansion strategies within enterprise accounts.