📌 Core Information
🔹 Job Title: Product Marketer (B2B)
🔹 Company: Goodnotes
🔹 Location: Hong Kong OR London
🔹 Job Type: Full-time
🔹 Category: B2B Product Marketing
🔹 Date Posted: May 30, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote OK (with at least 4 hours overlap with closest collaborators)
🚀 Job Overview
Key aspects of this role include:
- Transforming and scaling Goodnotes' B2B marketing and lead generation efforts
- Crafting compelling messaging and positioning products effectively
- Driving multi-channel campaigns and optimizing conversion funnels
- Hiring and managing a high-performing B2B marketing team
- Collaborating cross-functionally with product, design, and sales teams
ASSUMPTION: This role requires a strategic and entrepreneurial mindset, with a proven track record in B2B product marketing and a deep understanding of product-led growth strategies.
📋 Key Responsibilities
✅ End-to-End Product Marketing: Lead marketing efforts for key product areas, focusing on core client apps and platform technologies
✅ Lifecycle Marketing and Product-Led Growth: Collaborate across marketing, product, and design to enable, accelerate, and optimize lifecycle marketing and drive product-led growth strategies
✅ Sales Enablement: Equip sales teams and resellers with sales enablement material and support to effectively communicate the value of Goodnotes' products and convert leads
✅ Identify and attract new customer segments in the SMB and mid-market space
✅ Optimize the B2B website experience and conversion funnel
✅ Capacity Building: Establish the product marketing function within the marketing team and across the company, delivering measurable impact
✅ Own and deliver on pipeline volume, conversion rates, and B2B self-service revenue growth targets
✅ Manage agency and content partner relationships
ASSUMPTION: This role involves a high degree of cross-functional collaboration, requiring strong communication and problem-solving skills to navigate ambiguity and drive results.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 5-10 years of senior-level experience in B2B product marketing, ideally as a Senior Manager or Director
Required Skills:
- Proven track record marketing PLG (product-led growth) software to B2B customers
- Deep understanding of solution marketing, lead generation, and channel management
- Experience collaborating effectively with product managers and technical stakeholders
- Demonstrated ability to hire and build teams, leveraging your network to accelerate execution
- Self-starter with a high bar for excellence and an entrepreneurial mindset
- Working knowledge of leveraging marketing and product analytics to drive experimentation, optimization, and measurable results
- Ability to navigate ambiguity in a fast-changing organization, with strong cross-functional problem-solving skills
- Effective, clear, precise communication skills, oral and written
- Experience in the US market, ideally based in London or Hong Kong
Preferred Skills:
- Experience in the education technology (EdTech) industry
- Fluency in multiple languages
ASSUMPTION: Candidates with experience in the EdTech industry and/or multiple language fluency may have an advantage in this role, given Goodnotes' focus on transforming digital note-taking for various user segments.
💰 Compensation & Benefits
Salary Range: $120,000 - $180,000 USD per year (based on experience and location)
Benefits:
- Meaningful equity in a profitable tech-startup
- Budget for things like noise-cancelling headphones, setting up your home office, personal development, professional training, and health & wellness
- Sponsored visits to the Hong Kong or London office
- Company-wide annual offsite
- Flexible working hours and location
- Medical insurance for you and your dependents
Working Hours: Full-time, with flexible hours and a focus on results and outcomes
ASSUMPTION: The salary range provided is an estimate based on industry standards for B2B product marketing roles with 5-10 years of experience. Final compensation will be determined based on the candidate's qualifications and the company's compensation structure.
📌 Applicant Insights
🔍 Company Context
Industry: Software Development, with a focus on digital note-taking and AI-enabled productivity tools
Company Size: 201-500 employees, offering a mid-sized company culture with opportunities for growth and impact
Founded: 2011, with a history of innovation and user-focused product development
Company Description:
- Goodnotes turns complexity into clarity, empowering users to do their best thinking and creating with a powerful note-taking app that combines natural handwriting experience with AI-enabled digital capabilities
- Used by more than 24 million users worldwide and named Apple's 2022 iPad App of the Year
- Focused on transforming digital note-taking into an inspiring and innovative experience
Company Specialties:
- Note-taking apps
- AI-enabled productivity tools
- Education technology (EdTech)
Company Website: http://goodnotes.com
ASSUMPTION: Goodnotes is a well-established company in the note-taking app space, with a strong focus on innovation and user experience. Their B2B expansion presents an exciting opportunity for the right candidate to make a significant impact.
📊 Role Analysis
Career Level: Senior-level, with the opportunity to build and lead a team, as well as shape the company's B2B go-to-market strategy
Reporting Structure: This role reports directly to the Chief Marketing Officer (CMO) and will have the opportunity to hire and manage a team of B2B marketing professionals
Work Arrangement: Remote OK, with at least 4 hours of overlap with closest collaborators, and the option to work from the Hong Kong or London office
Growth Opportunities:
- Building and leading a high-performing B2B marketing team
- Shaping Goodnotes' B2B go-to-market strategy and driving revenue growth
- Expanding the company's presence in the B2B market and identifying new customer segments
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a lasting impact on Goodnotes' B2B expansion and revenue growth.
🌍 Location & Work Environment
Office Type: Hybrid (Hong Kong and London offices), with a focus on asynchronous collaboration and remote work
Office Location(s): Hong Kong and London
Geographic Context:
- Hong Kong: A vibrant, multicultural city with a strong business environment and a thriving tech industry
- London: A global hub for technology, finance, and culture, with a diverse talent pool and numerous networking opportunities
Work Schedule: Flexible, with a focus on results and outcomes, and at least 4 hours of overlap with closest collaborators
ASSUMPTION: Goodnotes' hybrid work environment offers candidates the opportunity to work remotely or from one of the company's offices, with a strong focus on asynchronous collaboration and flexibility.
💼 Interview & Application Insights
Typical Process:
- An introductory call with someone from the talent acquisition team
- A take-home assignment to showcase your skillset for the role
- A role-specific call to discuss your background and skillset for this role more in detail, as well as do a live exercise
- A call with your hiring manager
- A meet-the-team call with 2 or 3 Goodpeople you’d be working closely with at Goodnotes
Key Assessment Areas:
- Product marketing expertise and experience
- Strategic thinking and problem-solving skills
- Cross-functional collaboration and communication skills
- Leadership and team-building abilities
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for the take-home assignment by reviewing Goodnotes' products and understanding their unique value proposition
- Research Goodnotes' company culture and values to ensure a strong fit
ATS Keywords: B2B Product Marketing, PLG, Solution Marketing, Lead Generation, Channel Management, Team Building, Marketing Analytics, Cross-Functional Collaboration, Sales Enablement, Customer Segmentation, Website Optimization, Conversion Funnel, Entrepreneurial Mindset, Problem-Solving Skills
ASSUMPTION: Goodnotes' interview process is designed to assess candidates' skills and cultural fit, with a focus on strategic thinking, cross-functional collaboration, and leadership abilities.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., HubSpot, Marketo)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
- Analytics tools (e.g., Google Analytics, Mixpanel)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Goodnotes uses a variety of marketing, analytics, and project management tools to streamline workflows and drive results. Candidates should be comfortable working with these tools and be open to learning new ones as needed.
👔 Cultural Fit Considerations
Company Values:
- Dream big
- Build great things
- Operate like an owner
- Win like a sports team
- Learn and grow fast
- Share our passion
- Be user obsessed
Work Style:
- Asynchronous-first culture with a focus on documentation and shared ownership
- Results-driven and outcome-focused
- Collaborative and team-oriented
Self-Assessment Questions:
- Do you align with Goodnotes' company values, particularly 'Dream big' and 'Operate like an owner'?
- Are you comfortable working in an asynchronous, remote-first environment with a focus on results and outcomes?
- Do you thrive in a collaborative, team-oriented work environment, with a focus on shared ownership and success?
ASSUMPTION: Goodnotes' company culture is built on a foundation of innovation, collaboration, and user focus. Candidates should assess their alignment with these values and work style preferences before applying.
⚠️ Potential Challenges
- Managing a remote, distributed team across multiple time zones
- Navigating a fast-changing organization and adapting to new priorities
- Balancing the need for strategic, long-term planning with tactical, day-to-day execution
- Identifying and capitalizing on new market opportunities in the B2B space
ASSUMPTION: This role presents unique challenges and opportunities for growth, requiring a strategic and adaptable mindset, as well as strong leadership and communication skills.
📈 Similar Roles Comparison
- Unlike traditional B2B product marketing roles, this position focuses on driving product-led growth and optimizing the B2B website experience and conversion funnel
- Goodnotes' B2B expansion presents a unique opportunity to shape the company's go-to-market strategy and drive revenue growth in a rapidly evolving market
- Career progression in this role may include opportunities to lead the B2B marketing function or take on broader marketing leadership responsibilities
ASSUMPTION: This role offers a unique blend of strategic, tactical, and leadership responsibilities, with the potential for significant career growth and impact.
📝 Sample Projects
- Developing and executing a go-to-market strategy for a new B2B product launch, including messaging, positioning, and multi-channel campaign planning
- Optimizing the B2B website experience and conversion funnel to drive self-service revenue growth
- Identifying and capitalizing on new market opportunities in the SMB and mid-market space, including customer segmentation and targeting strategies
ASSUMPTION: These sample projects illustrate the strategic, tactical, and leadership responsibilities of this role, with a focus on driving measurable results and impacting Goodnotes' B2B expansion.
❓ Key Questions to Ask During Interview
- What are the top priorities for this role in the first 30, 60, and 90 days?
- How does Goodnotes support the professional development and growth of its employees?
- What are the key challenges facing the B2B team, and how can this role help address them?
- How does Goodnotes approach cross-functional collaboration and decision-making?
- What are the key performance indicators (KPIs) for this role, and how will success be measured?
ASSUMPTION: These key questions help candidates assess the role's priorities, growth opportunities, and cultural fit, as well as understand the company's expectations for 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 the take-home assignment by reviewing Goodnotes' products and understanding their unique value proposition
- Research Goodnotes' company culture and values to ensure a strong fit
- Follow up with the hiring manager one week after submitting your application, inquiring about the status of your application and expressing your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
