Director of Product Marketing

📌 Core Information

🔹 Job Title: Director of Product Marketing

🔹 Company: Relay

🔹 Location: San Francisco, California, United States

🔹 Job Type: Full-Time

🔹 Category: Product Marketing

🔹 Date Posted: 2025-04-28

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Leading go-to-market strategies for new features and product launches
• Managing and developing a team of product marketers
• Building strong relationships with key stakeholders across the company
• Championing product marketing initiatives and driving alignment for product launches

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and cross-functional collaboration. The ideal candidate will have experience in product marketing, team management, and stakeholder management.

📋 Key Responsibilities

✅ Lead the go-to-market strategies for new features and product launches, managing a team of product marketers responsible for key product lines and features

✅ Hire, train, and develop a high-performing Product Marketing team; support team members’ growth and professional development

✅ Build a deep understanding of Relay’s customers and bring the voice of the customer into all product marketing initiatives

✅ Build strong relationships with key cross-functional stakeholders in product, sales, demand generation, enablement, customer success, and other key teams

✅ Champion product marketing (and our customers!) to the rest of the company and drive alignment for product and feature launches

✅ Inform and help develop the product roadmap by bringing core insights on customer pain points and jobs to be done

✅ Leverage customer knowledge to craft positioning and messaging that meaningfully resonates with our market and users

✅ Own Relay’s messaging and positioning, and make messaging improvements and updates where necessary

✅ Influence product direction by building and socializing deep insights into our market. Conduct comprehensive customer, market and competitive analysis that leverages both qualitative and quantitative data

✅ Own quarterly/annual planning, metrics and KPI reporting for product marketing

✅ Lead with influence, and be a player-coach to your team

ASSUMPTION: This role requires a strong understanding of product marketing strategies, customer research, and market analysis. The ideal candidate will have experience in product lifecycle management, from pre-launch to post-launch, and aligning marketing efforts at each stage.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 10+ years of experience in working product marketing, ideally in a startup environment. At least 5 years of management experience where you were responsible for a Product Marketing team’s performance.

Required Skills:

• Proven track record of successfully launching and driving adoption for a new product or feature
• Excellent storytelling skills and the ability to craft and tell a story that resonates with and influences cross-functional stakeholders and customers
• Deep understanding of customer needs and the ability to extrapolate both functional, compelling messaging and product ideas from customer conversations and research
• Superior project management skills, with the ability to lead and influence multiple cross-functional partners to work with urgency and meet objectives and deadlines
• Ability to determine KPIs and work independently with the data team to generate high-quality reports to track progress against goals
• Experience in product lifecycle management, from pre-launch to post-launch, and aligning marketing efforts at each stage

Preferred Skills:

• Previous experience working in fintech
• Previous experience working with small business customers

ASSUMPTION: The ideal candidate will have a strong background in product marketing, team management, and stakeholder management. Previous experience in fintech or working with small business customers is a plus but not required.

💰 Compensation & Benefits

Salary Range: $198,000 - $242,000 per year (based on industry standards for a Director of Product Marketing role in San Francisco)

Benefits:

• Competitive salary and meaningful equity
• Comprehensive health benefits, including medical, dental, and vision coverage for you and your dependents
• Flexible vacation and time off, with an extra week of office closure during the end-of-year holidays
• Parental leave with top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive
• Remote work environment with occasional visits to the Toronto office for collaboration and team connection
• Personal and professional growth opportunities through ongoing feedback, mentorship, and coaching
• Top-tier equipment, including multiple screens and ergonomic seating
• Social connection through two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders

Working Hours: Full-time position with a standard workweek of 40 hours, with flexibility for remote work

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Director of Product Marketing role in San Francisco. The actual salary may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Fintech, focusing on small business banking and money management

Company Size: Mid-sized company with a growing team and a strong focus on employee growth and development

Founded: 2020, with a mission to increase the success rate of small businesses by providing an all-in-one, collaborative money management platform

Company Description:

• Relay is a collaborative money management platform designed to help small business owners thrive
• The company offers an all-in-one solution for employer SMBs and their finance function, both internal and external
• Relay aims to help small businesses be ‘on the money’ by providing a human-centric customer experience

Company Specialties:

• Small business banking
• Money management
• Collaborative finance solutions

Company Website: relayfi.com

ASSUMPTION: Relay is a well-established fintech company with a strong focus on small business banking and money management. The company is committed to providing a human-centric customer experience and helping small business owners thrive.

📊 Role Analysis

Career Level: Director-level role, reporting directly to the COO

Reporting Structure: This role will manage a team of product marketers and collaborate with various cross-functional stakeholders, including product, sales, demand generation, enablement, and customer success

Work Arrangement: Primarily remote work with occasional visits to the Toronto office for collaboration and team connection

Growth Opportunities:

• Leading and developing a high-performing Product Marketing team
• Building strong relationships with key stakeholders and driving alignment for product and feature launches

• Influencing product direction through comprehensive customer, market, and competitive analysis
• Gaining experience in a high-growth fintech environment

ASSUMPTION: This role offers significant growth opportunities for the right candidate, including team leadership, cross-functional collaboration, and influence over product direction. The ideal candidate will be eager to take on new challenges and grow within the organization.

🌍 Location & Work Environment

Office Type: Primarily remote work with an occasional visit to the Toronto office for collaboration and team connection

Office Location(s): Toronto, Canada

Geographic Context:

• Toronto is the capital city of the province of Ontario, Canada
• The city is known for its multicultural population, vibrant arts scene, and diverse neighborhoods
• Toronto is home to a thriving tech industry, with a strong focus on fintech and startup growth

Work Schedule: Full-time position with a standard workweek of 40 hours, with flexibility for remote work

ASSUMPTION: The primarily remote work arrangement offers flexibility and work-life balance, while occasional visits to the Toronto office provide opportunities for collaboration and team connection.

💼 Interview & Application Insights

Typical Process:

• Stage 1: A 45-minute Google Meets video call with a member of the Talent Team
• Stage 2: A 60-minute Google Meets video call with the COO
• Stage 3: A 45-min Google Meets video call with a member of Relay’s Leadership team
• Stage 4: A take-home case study followed by a 1-hour presentation of your solution to our Marketing team

Key Assessment Areas:

• Product marketing strategy and execution
• Team management and leadership skills
• Customer understanding and research methods
• Cross-functional collaboration and stakeholder management
• Data analysis and reporting

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral interview questions that focus on your experience with product marketing, team management, and stakeholder management
• Be ready to discuss your approach to customer research and market analysis
• Showcase your ability to craft and tell a story that resonates with and influences cross-functional stakeholders and customers
• Follow up with the hiring team after your interview to express your interest in the role and reiterate your qualifications

ATS Keywords: Product Marketing, Team Management, Stakeholder Management, Customer Research, Market Analysis, Data Analysis, Cross-Functional Collaboration, Product Launch, Messaging, Positioning, KPI Reporting, Product Lifecycle Management

ASSUMPTION: The interview process for this role is designed to assess the candidate's product marketing strategy, team management, and cross-functional collaboration skills. The ideal candidate will have a strong background in product marketing, team management, and stakeholder management, with a proven track record of successfully launching and driving adoption for a new product or feature.

🛠️ Tools & Technologies

• Google Workspace (Google Meets, Google Docs, Google Sheets)
• Project management tools (Asana, Trello, Jira)
• Customer relationship management (CRM) software (Salesforce, HubSpot)
• Marketing automation tools (Marketo, Pardot)
• Data analysis tools (Excel, Google Analytics)

ASSUMPTION: The ideal candidate will have experience with Google Workspace, project management tools, CRM software, marketing automation tools, and data analysis tools. Familiarity with industry-specific tools and technologies is a plus but not required.

👔 Cultural Fit Considerations

Company Values:

• Push relentlessly for reinvention
• Crave autonomy
• Own your work
• Treat comfort as a red flag
• Care about impact, not noise
• Be energized by complexity and ambiguity
• Seek out feedback
• Be here for more than a job

Work Style:

• Collaborative and cross-functional
• Data-driven and customer-focused
• Agile and adaptable
• Transparent and open communication
• Results-oriented and accountable

Self-Assessment Questions:

• Do you push relentlessly for reinvention and seek out feedback to improve your work?
• Are you comfortable taking initiative, working independently, and seeking input when needed?
• Do you treat comfort as a red flag and seek growth opportunities in new and challenging terrain?
• Do you care deeply about the substance of your work and measure success by results, not recognition?
• Are you energized by complexity and ambiguity, and comfortable building from scratch and iterating as you go?

ASSUMPTION: The ideal candidate will align with Relay's company values and work style, demonstrating a strong commitment to reinvention, autonomy, and results-driven work.

⚠️ Potential Challenges

• Managing a team of product marketers and driving alignment for product and feature launches may require strong leadership and communication skills
• Conducting comprehensive customer, market, and competitive analysis may require significant time and resources
• Occasional travel to the Toronto office may be required for collaboration and team connection
• Working in a high-growth fintech environment may present unique challenges and opportunities

ASSUMPTION: The ideal candidate will be prepared to take on the challenges of managing a team, conducting comprehensive market analysis, and working in a high-growth fintech environment.

📈 Similar Roles Comparison

• This role differs from related positions in its focus on small business banking and money management, as well as its emphasis on customer understanding and market analysis
• Industry-specific context: The fintech industry is rapidly evolving, with new competitors and technologies emerging regularly. This role requires a strong understanding of the fintech landscape and the ability to adapt to change
• Career path comparison: This role offers significant growth opportunities for the right candidate, including team leadership, cross-functional collaboration, and influence over product direction. The ideal candidate will be eager to take on new challenges and grow within the organization

ASSUMPTION: This role is unique in its focus on small business banking and money management, as well as its emphasis on customer understanding and market analysis. The ideal candidate will have a strong background in product marketing, team management, and stakeholder management, with a proven track record of successfully launching and driving adoption for a new product or feature.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new feature or product launch
• Conducting comprehensive customer, market, and competitive analysis to inform product direction and messaging
• Managing a team of product marketers to deliver on key product lines and features
• Building strong relationships with key stakeholders across the company to drive alignment for product and feature launches

ASSUMPTION: The ideal candidate will have experience with these types of projects and be able to demonstrate their ability to lead and execute on strategic initiatives.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics of the Product Marketing team?
• How does the Product Marketing team collaborate with other departments, such as Product, Sales, and Customer Success?
• What are the biggest challenges facing the Product Marketing team, and how can this role address them?
• How does Relay support the professional growth and development of its employees?
• What are the key priorities for this role in the first 30, 60, and 90 days?

ASSUMPTION: The ideal candidate will ask thoughtful questions that demonstrate their understanding of the role and their eagerness to contribute to the team's success.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral interview questions that focus on your experience with product marketing, team management, and stakeholder management
• Be ready to discuss your approach to customer research and market analysis
• Follow up with the hiring team after your interview to express your interest in the role and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.