📌 Core Information
🔹 Job Title: Head of Product Marketing & Brand
🔹 Company: UpKeep
🔹 Location: Los Angeles, California, United States
🔹 Job Type: Hybrid (On-site and Remote)
🔹 Category: Software Development
🔹 Date Posted: May 7, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Hybrid (Remote work is allowed)
🚀 Job Overview
Key aspects of this role include:
- Defining UpKeep's category and differentiating its platform
- Shaping market perception and go-to-market strategy
- Combining positioning, pricing, packaging, and brand leadership
- Leading cross-functional teams and driving business impact
ASSUMPTION: This role is highly strategic and combines multiple marketing functions into one. It requires a strong background in product marketing, category creation, and brand leadership.
📋 Key Responsibilities
✅ Define and evolve UpKeep’s core narrative and category story
✅ Own differentiated messaging across all product lines (CMMS, Edge, DataHub, Sensors, AI tools)
✅ Translate technical capabilities into clear, value-driven stories for buyers
✅ Lead all storytelling around UpKeep’s AI roadmap and differentiation
✅ Build positioning tailored to industry verticals (manufacturing, facilities, etc.)
✅ Identify and articulate customer pain points that align with UpKeep’s roadmap
✅ Partner with Product and RevOps to own monetization strategy, bundling, and pricing
✅ Test, validate, and iterate pricing structures that drive ARR
✅ Own product launches and enablement across Marketing, Sales, and CS
✅ Build sales collateral, messaging playbooks, customer stories, battlecards
✅ Collaborate closely with VP of Demand Gen to ensure alignment across acquisition, ABM, events, and growth
✅ Build and lead a high-performing team of marketers across core disciplines including: Product Marketing, Brand, Social, Creative/Design
ASSUMPTION: This role requires a mix of strategic thinking, cross-functional collaboration, and hands-on execution. It involves working closely with various teams to drive market perception and business growth.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 7–12+ years of experience in product marketing, GTM strategy, or category creation in high-growth B2B SaaS
Required Skills:
- Proven experience owning positioning, pricing, and packaging
- Experience working with AI/ML products or deeply technical products (a strong plus)
- Ability to lead cross-functional launches and partner closely with Product, Sales, and Demand Gen
- Strong writing chops—distill complex ideas into crisp, clear, differentiated stories
- Analytical and data-driven—comfortable working in dashboards, A/B tests, and funnel metrics
- Player-coach mentality—lead a team, but also build the deck yourself
Preferred Skills:
- Industrial software, asset management, or maintenance tech background
- Familiarity with PLG/self-serve SaaS models
- Previous experience reporting directly to CEO or founder(s)
ASSUMPTION: This role requires a strong background in product marketing, category creation, and brand leadership. Experience with AI/ML products and industrial software is a plus.
💰 Compensation & Benefits
Salary Range: $200,000 - $230,000 USD per year
Benefits:
- Stock Options
- Equity
- Great Benefits
- Flexibility to Work Remote
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is competitive for a high-impact, strategic role in a Series B tech startup. The benefits package is comprehensive and includes equity and remote work flexibility.
📌 Applicant Insights
🔍 Company Context
Industry: UpKeep operates in the Software Development industry, focusing on Asset Operations Management solutions.
Company Size: UpKeep is a mid-sized company with 51-200 employees, providing a dynamic and collaborative work environment.
Founded: UpKeep was founded in 2014 by Ryan Chan, with the mission to empower the frontline workforce by streamlining workflows and improving collaboration.
Company Description:
- UpKeep is a leading provider of cloud-based Asset Operations Management software, revolutionizing the way teams manage facilities and maintenance work.
- The company offers mobile-first SaaS solutions, Industrial IoT sensors, data analytics tools, advanced enterprise integrations, and professional services.
- UpKeep's innovative technology is modernizing workflows and maximizing operational efficiency for over 3,000 customers, including Shell, Yamaha, Unilever, McDonald's, Subway, Pepsi, and Marriott.
Company Specialties:
- EAM (Enterprise Asset Management)
- CMMS (Computerized Maintenance Management System)
- Work Order Software
- Maintenance Management
- Reliability
- Maintenance Software
- Asset Management Software
Company Website: www.upkeep.com
ASSUMPTION: UpKeep is a well-established company in the Asset Operations Management space, with a strong focus on innovation and customer success.
📊 Role Analysis
Career Level: This role is at the senior leadership level, reporting directly to the CEO and leading a team of marketers.
Reporting Structure: The Head of Product Marketing & Brand will report directly to the CEO and collaborate closely with the VP of Demand Gen.
Work Arrangement: This role is hybrid, requiring on-site presence at the LA HQ on an as-needed basis.
Growth Opportunities:
- As UpKeep continues to grow, there will be opportunities to expand the team and take on more responsibilities.
- This role offers the chance to shape the company's narrative and go-to-market strategy, making a significant impact on its growth and success.
- The company's focus on innovation and category creation provides ample opportunities for professional development and career growth.
ASSUMPTION: This role offers significant growth potential, both for the individual and the company, as UpKeep continues to expand its market presence and product offerings.
🌍 Location & Work Environment
Office Type: UpKeep's headquarters is a modern, collaborative workspace designed to foster innovation and teamwork.
Office Location(s): 10880 Wilshire Blvd, 850, Los Angeles, California 90024, US
Geographic Context:
- Los Angeles is a major tech hub, offering a vibrant and dynamic work environment.
- The city is known for its diverse industries, including software development, entertainment, and finance.
- Los Angeles provides ample opportunities for networking and professional growth.
Work Schedule: The work schedule is full-time, with flexible remote work options.
ASSUMPTION: UpKeep's headquarters offers a modern and collaborative work environment, with ample opportunities for professional growth and networking in the vibrant Los Angeles tech scene.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager (CEO)
- In-depth behavioral and situational interviews with the CEO and VP of Demand Gen
- Final round with the CEO and other key stakeholders
Key Assessment Areas:
- Strategic thinking and category creation
- Cross-functional collaboration and leadership
- Writing and communication skills
- Analytical and data-driven approach
- Cultural fit and alignment with UpKeep's mission
Application Tips:
- Tailor your resume and cover letter to highlight your experience in product marketing, category creation, and brand leadership.
- Prepare examples of your work that demonstrate your ability to define category stories, differentiate products, and drive market perception.
- Be ready to discuss your approach to pricing, packaging, and go-to-market strategy.
- Showcase your ability to lead cross-functional teams and drive business impact.
- Demonstrate your understanding of UpKeep's products, industry, and competitive landscape.
ATS Keywords: Product Marketing, Category Creation, Brand Leadership, Positioning, Pricing, Packaging, AI, Data-Driven, Cross-Functional Leadership, Storytelling, Analytical Skills, Team Leadership, Collaboration, Change Management, Communication, Integrity
ASSUMPTION: UpKeep's interview process is designed to assess strategic thinking, cross-functional collaboration, and cultural fit. Applicants should be prepared to discuss their approach to product marketing, category creation, and brand leadership.
🛠️ Tools & Technologies
- Marketing automation tools (e.g., HubSpot, Marketo)
- CRM software (e.g., Salesforce, HubSpot CRM)
- Project management tools (e.g., Asana, Trello)
- Data analysis tools (e.g., Google Analytics, Tableau)
- Design and creative tools (e.g., Adobe Creative Suite, Sketch)
ASSUMPTION: UpKeep uses a variety of marketing, project management, and data analysis tools to streamline workflows and drive business growth.
👔 Cultural Fit Considerations
Company Values:
- Empower the Frontline: UpKeep's mission is to empower the frontline workforce by streamlining workflows and improving collaboration.
- Customer Obsessed: UpKeep prioritizes customer success and strives to understand and meet their evolving needs.
- Innovate and Adapt: UpKeep fosters a culture of continuous learning and improvement.
- One Team, One Dream: UpKeep values collaboration, teamwork, and a collective commitment to its mission.
Work Style:
- UpKeep's work style is dynamic, collaborative, and data-driven.
- The company values a balance of strategic thinking, cross-functional collaboration, and hands-on execution.
- UpKeep's culture is inclusive and mission-driven, with a strong focus on employee growth and development.
Self-Assessment Questions:
- How do you align with UpKeep's mission to empower the frontline workforce?
- How do you approach customer-centric marketing and product development?
- How do you balance strategic thinking with hands-on execution in your work style?
ASSUMPTION: UpKeep's culture is inclusive, mission-driven, and focused on empowering the frontline workforce. Applicants should assess their alignment with the company's values and work style.
⚠️ Potential Challenges
- This role requires a strong background in product marketing, category creation, and brand leadership, with a proven track record of driving business impact.
- The role involves working with AI/ML products and deeply technical products, which may require a learning curve for candidates without relevant experience.
- The hybrid work arrangement may require occasional on-site presence at UpKeep's LA headquarters.
- The role may involve travel for industry events, conferences, and customer meetings.
ASSUMPTION: This role presents significant opportunities for growth and impact, but also comes with challenges that require a strong background in product marketing, category creation, and brand leadership.
📈 Similar Roles Comparison
- This role is unique in its combination of product marketing, category creation, and brand leadership responsibilities.
- Compared to traditional product marketing roles, this position requires a deeper understanding of AI/ML products and technical capabilities.
- Compared to category creation roles, this position involves a broader range of responsibilities, including pricing, packaging, and go-to-market strategy.
- Compared to brand leadership roles, this position requires a stronger focus on product differentiation and market perception.
ASSUMPTION: This role is unique in its combination of responsibilities and requires a strong background in product marketing, category creation, and brand leadership.
📝 Sample Projects
- Developing a comprehensive category story and messaging framework for UpKeep's AI-powered CMMS
- Conducting market research and customer interviews to identify pain points and inform product positioning
- Launching a new product line or feature, including pricing, packaging, and go-to-market strategy
- Building and leading a high-performing team of marketers, including product marketing, brand, social, and creative/design specialists
ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and hands-on nature of the Head of Product Marketing & Brand role at UpKeep.
❓ Key Questions to Ask During Interview
- How does UpKeep differentiate its AI-powered CMMS from competitors in the market?
- What are the key industry trends and customer pain points that inform UpKeep's product positioning and go-to-market strategy?
- How does UpKeep approach cross-functional collaboration and alignment between marketing, sales, and product teams?
- What are the key priorities for the Head of Product Marketing & Brand in the first 90 days in the role?
- How does UpKeep support the professional growth and development of its employees?
ASSUMPTION: These key questions help applicants understand UpKeep's product positioning, market strategy, and company culture, enabling them to make informed decisions about the role.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience in product marketing, category creation, and brand leadership.
- Prepare examples of your work that demonstrate your ability to define category stories, differentiate products, and drive market perception.
- Be ready to discuss your approach to pricing, packaging, and go-to-market strategy.
- Follow up with the hiring manager (CEO) one week after submitting your application to express your interest and reiterate your qualifications.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
