Director of Product Marketing

📌 Core Information

🔹 Job Title: Director of Product Marketing

🔹 Company: Relay

🔹 Location: Toronto, Ontario, Canada

🔹 Job Type: Full-Time, Hybrid (2 office days per week)

🔹 Category: Product Marketing

🔹 Date Posted: April 4, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site (with hybrid option)

🚀 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 the voice of the customer and driving product marketing initiatives
• Conducting market and competitive analysis to inform product direction

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and cross-functional collaboration. The ideal candidate will have experience managing teams and driving product launches in a startup environment.

📋 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, supporting 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 best practices, as well as the ability to manage and develop a team of product marketers. The ideal candidate will have experience working with cross-functional stakeholders and driving product launches.

🎯 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, with at least 5 years of management experience leading a Product Marketing team

Required Skills:

• Proven track record of successfully launching and driving adoption for new products or features
• Excellent storytelling skills and the ability to craft compelling messaging that resonates with customers and stakeholders
• Deep understanding of customer needs and the ability to extrapolate both functional, compelling messaging and product ideas from customer conversations and research
• Strong 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
• Proven 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, with experience managing teams and driving product launches. Previous experience in fintech or working with small business customers is a plus.

💰 Compensation & Benefits

Salary Range: Competitive salary and meaningful equity. Relay employees are Relay owners, complete with equity and a competitive salary.

Benefits:

• Comprehensive health benefits from day one, including medical, dental, and vision coverage for you and your dependents
• Flexible Health or Wellness Spending Accounts
• Flexible vacation and time off, with an extra week of office closure during the end-of-year holidays
• Parental leave with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive
• Hybrid work environment with two office days per week, including lunch, snacks, and beverages
• Dog-friendly space
• Personal and professional growth opportunities through ongoing feedback, mentorship, and coaching
• Top-tier equipment, including multiple screens and ergonomic seating
• 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 standard business hours (40 hours per week)

ASSUMPTION: The salary range for this role is competitive and based on industry standards for a Director of Product Marketing with 10+ years of experience. The benefits package is comprehensive and designed to support the well-being and growth of employees.

📌 Applicant Insights

🔍 Company Context

Industry: Fintech

Company Size: Startup (less than 50 employees)

Founded: Relay was founded in 2021 and is headquartered in Toronto, Ontario, Canada

Company Description:

• Relay is an all-in-one, collaborative money management platform designed to increase the success rate of small businesses
• The company aims to be a growth enabler rather than a limiter for business owners, providing a human-centric customer experience
• Relay helps small and medium-sized businesses (SMBs) be 'on the money' by delivering a comprehensive suite of financial tools and services

Company Specialties:

• Small Business Banking
• Expense Management
• Invoicing and Payments
• Cash Flow Management
• Financial Reporting

Company Website: relayfi.com

ASSUMPTION: Relay is a fast-growing fintech startup focused on providing financial solutions tailored to the needs of small businesses. The company's mission is to help small business owners thrive by providing them with the tools and resources they need to manage their finances effectively.

📊 Role Analysis

Career Level: Senior-level management position

Reporting Structure: The Director of Product Marketing will report directly to the COO and work closely with cross-functional stakeholders, including product, sales, marketing, and customer success teams

Work Arrangement: Hybrid work arrangement with two office days per week, allowing for a balance between collaboration and remote work

Growth Opportunities:

• As Relay continues to grow, there will be opportunities for the Director of Product Marketing to expand their team and take on additional responsibilities
• The ideal candidate will have the opportunity to shape the product marketing function and make a significant impact on the company's growth and success
• Relay values internal mobility and provides opportunities for employees to grow and develop their careers within the organization

ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to build and lead a high-performing product marketing team and drive the company's go-to-market strategy.

🌍 Location & Work Environment

Office Type: Hybrid work environment with two office days per week, located in downtown Toronto

Office Location(s): 150 King Street West, Suite 200, Toronto, Ontario, Canada M5H 1J9

Geographic Context:

• Toronto is the capital of the province of Ontario and the largest city in Canada, with a population of over 2.9 million people
• The city is known for its diverse cultural scene, vibrant neighborhoods, and robust economy
• Toronto is home to a thriving tech industry, with a strong presence of startups, venture capital firms, and established tech companies

Work Schedule: Standard business hours (9:00 AM to 5:00 PM EST) with flexibility for remote work on non-office days

ASSUMPTION: The hybrid work arrangement allows for a balance between collaboration and remote work, with two office days per week. The downtown Toronto location provides easy access to public transportation, restaurants, and cultural attractions.

💼 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-minute 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 Relay’s Marketing team

Key Assessment Areas:

• Candidates will be assessed on their strategic thinking, leadership, and cross-functional collaboration skills
• The interview process will also evaluate the candidate's ability to manage and develop a team, as well as their understanding of product marketing best practices
• Candidates will be expected to demonstrate their ability to drive product launches and achieve tangible business and customer outcomes

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Be prepared to discuss your experience with product marketing, team management, and driving product launches
• Demonstrate your understanding of Relay's mission and how your skills and experience align with the company's goals
• Prepare for behavioral interview questions that assess your leadership, strategic thinking, and cross-functional collaboration skills
• Research Relay's products and competitors to show your understanding of the market landscape and the company's unique value proposition

ATS Keywords: Product Marketing, Team Management, Go-to-Market Strategy, Customer Understanding, Stakeholder Management, Product Launch, Market Analysis, Messaging, Positioning, Product Lifecycle Management

ASSUMPTION: The interview process for this role is designed to assess the candidate's strategic thinking, leadership, and cross-functional collaboration skills. Candidates should be prepared to discuss their experience with product marketing, team management, and driving product launches.

🛠️ Tools & Technologies

• Asana
• Slack
• Google Workspace (Gmail, Google Docs, Google Sheets, Google Slides)
• Microsoft Office (Word, Excel, PowerPoint)
• CRM (e.g., Salesforce, HubSpot)
• Marketing Automation Platforms (e.g., Marketo, Pardot)
• Customer Feedback Tools (e.g., SurveyMonkey, Typeform)

ASSUMPTION: The ideal candidate will have experience working with a variety of project management, communication, and marketing tools and technologies. Familiarity with Asana, Slack, and Google Workspace is preferred.

👔 Cultural Fit Considerations

Company Values:

• Relentlessly push for reinvention
• Crave autonomy and take ownership of your work
• Treat comfort as a red flag and seek growth opportunities
• Care about impact, not noise, and let your work speak for itself

Work Style:

• Collaborative and cross-functional, with a focus on driving results and achieving outcomes
• Data-driven and customer-centric, with a strong emphasis on understanding customer needs and preferences
• Agile and adaptable, with a willingness to pivot and iterate based on feedback and market conditions
• Open and honest, with a commitment to fostering a culture of feedback and continuous improvement

Self-Assessment Questions:

• Do you push relentlessly for reinvention and seek out opportunities for growth and change?
• Are you comfortable taking initiative and driving results in a collaborative, cross-functional environment?
• Do you prioritize impact over recognition and let your work speak for itself?
• Are you energized by complexity and ambiguity, and do you thrive in environments where there is no playbook?
• Do you value open and honest feedback, and are you committed to fostering a culture of continuous improvement?

ASSUMPTION: Relay values employees who are passionate about driving reinvention, taking ownership of their work, and seeking out growth opportunities. The ideal candidate will be comfortable working in a collaborative, cross-functional environment and prioritizing impact over recognition.

⚠️ Potential Challenges

• As a fast-growing startup, Relay may experience growing pains and challenges related to scaling and managing rapid growth
• The fintech industry is highly competitive, and Relay may face challenges from established competitors and new entrants
• The role of Director of Product Marketing requires a high level of strategic thinking, leadership, and cross-functional collaboration, which can be challenging and demanding
• The hybrid work arrangement may present challenges related to communication and collaboration, as well as work-life balance

ASSUMPTION: The potential challenges for this role include the fast-paced nature of a startup environment, the competitive landscape of the fintech industry, and the demands of a senior-level management position. The ideal candidate will be comfortable working in a dynamic, fast-paced environment and able to manage and prioritize multiple responsibilities.

📈 Similar Roles Comparison

• Compared to other Director of Product Marketing roles, this position may require more experience with team management and driving product launches in a startup environment
• The fintech industry is highly competitive, and Relay may face challenges from established competitors and new entrants, requiring a strong understanding of market dynamics and customer needs
• As a startup, Relay may offer more opportunities for growth and career advancement compared to larger, more established companies

ASSUMPTION: This role may require more experience with team management and driving product launches in a startup environment compared to similar roles at larger, more established companies. The fintech industry is highly competitive, and Relay may face challenges from established competitors and new entrants, requiring a strong understanding of market dynamics and customer needs.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new core banking feature, including customer segmentation, messaging, and launch planning
• Conducting market research and competitive analysis to inform product direction and positioning
• Building and managing a team of product marketers responsible for key product lines and features, such as expense management and invoicing
• Collaborating with cross-functional stakeholders to drive product launches and achieve tangible business and customer outcomes

ASSUMPTION: The ideal candidate will have experience working on similar projects and be able to demonstrate their ability to drive results and achieve outcomes in a collaborative, cross-functional environment.

❓ Key Questions to Ask During Interview

• Can you describe the company's product roadmap and how this role will contribute to its development?
• How does Relay approach cross-functional collaboration, and what are the expectations for this role in terms of stakeholder management?
• What are the biggest challenges facing the company, and how can this role help address them?
• How does Relay support the growth and development of its employees, and what opportunities are there for professional advancement within the company?
• What are the key performance indicators (KPIs) for this role, and how will success be measured?

ASSUMPTION: The ideal candidate will be curious and proactive, asking insightful questions about the company, its products, and the role's expectations. These questions will help demonstrate the candidate's interest in the position and their understanding of the company's mission and goals.

📌 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 assess your leadership, strategic thinking, and cross-functional collaboration skills
• Research Relay's products and competitors to show your understanding of the market landscape and the company's unique value proposition
• Follow up with the hiring manager one week after submitting your application to express your continued interest in the role

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