Product Marketing Director

📌 Core Information

🔹 Job Title: Product Marketing Director

🔹 Company: Workiva

🔹 Location: Denver, Colorado, United States (Remote OK)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 4, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote OK (Up to 30% travel)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing go-to-market (GTM) strategies for the Strategic Partner channel
• Driving product positioning, marketing strategy, and sales enablement to achieve revenue goals
• Collaborating cross-functionally with Product, Sales, Customer and Partner Experience (CPX), and Marketing teams
• Representing market perspectives in product strategy and roadmap planning processes
• Creating thought leadership content and speaking engagements to advance credibility and drive pipeline

ASSUMPTION: This role requires a strategic mindset, strong communication skills, and the ability to influence cross-functional teams. A successful candidate will have experience in B2B tech marketing, preferably in SaaS, and be comfortable working in a dynamic, collaborative environment.

📋 Key Responsibilities

✅ Create and execute GTM strategies for assigned products, markets, and solutions to drive business goals

✅ Manage platform and point-solution initiatives to focus sales efforts and achieve revenue and profit goals

✅ Develop and deliver thought leadership content to advance credibility and drive pipeline

✅ Collaborate with Partnerships, Product Management, Sales, Sales Operations, and Field Readiness for successful sales roll-outs of sales enablement and support tools

✅ Develop product positioning and messaging, and enable sales teams

✅ Consult with customers in partnership with Product Management and Sales to explore product and market opportunities

✅ Identify key functional, ecosystem, and operational requirements to better serve targeted markets

✅ Provide consulting and management support to marketing and sales areas, identifying emerging market opportunities

✅ Become an influencer through thought leadership exposure and speaking engagements across industry associations

ASSUMPTION: This role involves a mix of strategic planning, cross-functional collaboration, and hands-on execution. A successful candidate will be comfortable wearing multiple hats and adapting to changing priorities.

🎯 Required Qualifications

Education: Bachelor's degree in marketing, business, or a similar area of study

Experience: 10+ years of experience in roles relating to product marketing, product management, partnerships, sales, or closely related fields

Required Skills:

• Proven experience in business-to-business (B2B) tech marketing, with a preference for Software as a Service (SaaS) expertise
• Proficiency in implementing product-led growth GTM strategies, approaches, and tactics
• Effective communication skills across all organizational levels, spanning from buyers and end-users to executive management
• Demonstrated success in collaborating and influencing cross-functional leadership teams
• Strategic mindset with the ability to derive insights from data for decision-making
• Proven ability to innovate and optimize business-driven strategies
• Exceptional program management skills

Preferred Skills:

• Experience in business-to-business (B2B) tech marketing, with a preference for Software as a Service (SaaS) expertise
• Proficiency in implementing product-led growth GTM strategies, approaches, and tactics
• Effective communication skills across all organizational levels, spanning from buyers and end-users to executive management
• Demonstrated success in collaborating and influencing cross-functional leadership teams
• Strategic mindset with the ability to derive insights from data for decision-making
• Proven ability to innovate and optimize business-driven strategies
• Exceptional program management skills

ASSUMPTION: While the job listing does not explicitly state preferred qualifications, based on the required skills and the nature of the role, it's reasonable to assume that candidates with experience in B2B tech marketing, SaaS expertise, and strong communication and program management skills would be highly preferred.

💰 Compensation & Benefits

Salary Range: $154,000.00 - $250,000.00 per year (US)

Benefits:

• Discretionary bonus typically paid annually
• Restricted Stock Units granted at time of hire
• 401(k) match and comprehensive employee benefits package

Working Hours: Full-time (40 hours per week) with up to 30% travel

ASSUMPTION: The salary range provided is for the US and may vary based on location. The actual salary offer will consider a wide range of factors, including skills, qualifications, experience, and other relevant factors.

📌 Applicant Insights

🔍 Company Context

Industry: Workiva operates in the Software Development industry, focusing on government reporting, internal controls, and regulatory compliance. They serve a wide range of clients, including public companies, financial institutions, and government agencies.

Company Size: Workiva is a mid-sized company with 1,001-5,000 employees. This size allows for a structured yet agile work environment, offering opportunities for growth and collaboration.

Founded: Workiva was founded in 2008 and is headquartered in Ames, Iowa, with additional offices in the United States, Europe, and Asia.

Company Description:

• Workiva is on a mission to power transparent reporting for a better world. They build and deliver the world’s leading cloud platform for assured integrated reporting to meet stakeholder demands for action, transparency, and disclosure of financial and non-financial data.
• Their platform simplifies the most complex reporting and disclosure challenges by streamlining processes, connecting data and teams, and ensuring consistency.
• Workiva offers the only unified SaaS platform that brings customers’ financial reporting, sustainability, and Governance, Risk, and Compliance (GRC) together in a controlled, secure, audit-ready platform.

Company Specialties:

• Government Reporting
• Internal Controls
• Section 16
• SEDAR Reporting
• SOX
• SEC Reporting
• CCAR/Stress Tests
• Enterprise Risk Management
• Environmental Health and Safety
• ORSA
• RRP
• Sustainability
• Board Reporting
• Investor Relations
• Managerial Reporting
• CASS
• Statutory Reporting
• Regulatory Reporting
• Internal Audit Management
• Financial Close Reporting
• Berichtspflichten
• ESEF-Berichterstattung
• Geschäftsberichte
• Internes Kontrollmanagement
• Regulatorisches Berichtswesen
• SEC-Berichterstattung
• Reporting annuel
• Gestion des Contrôles Internes
• Reporting réglementaire
• Reporting statutaire
• ESEF Reporting
• Statutory Reporting
• Regulatory Reporting
• Annual Reporting
• ESG
• and CSRD

Company Website: http://www.workiva.com

ASSUMPTION: Workiva's extensive list of specialties reflects their comprehensive platform and commitment to serving a wide range of client needs in the reporting and compliance space.

📊 Role Analysis

Career Level: This role is at the senior management level, requiring a strategic mindset and significant experience in product marketing or related fields.

Reporting Structure: The Product Marketing Director will report directly to the Senior Vice President of Product Marketing and will collaborate with various teams, including Product, Sales, CPX, and Marketing.

Work Arrangement: This role is remote-friendly, with up to 30% travel required for meetings, conferences, and customer visits.

Growth Opportunities:

• As Workiva continues to expand its platform and client base, there may be opportunities for the Product Marketing Director to grow into a more senior role or take on additional responsibilities.
• The diverse range of clients and industries served by Workiva also presents opportunities for the Product Marketing Director to gain exposure to new markets and develop their skills.
• Workiva's commitment to professional development and employee growth makes it an attractive choice for candidates looking to advance their careers.

ASSUMPTION: While Workiva does not explicitly mention growth opportunities, their commitment to employee development and the nature of the role suggest that there are ample opportunities for career advancement.

🌍 Location & Work Environment

Office Type: Workiva has multiple office locations, with this role being based in Denver, Colorado. However, the role is remote-friendly, allowing for flexibility in work arrangements.

Office Location(s): 1700 Platte St., Suite 200, Denver, Colorado 80202, US

Geographic Context:

• Denver, Colorado, is a vibrant, growing city with a strong tech industry and a high quality of life.
• The city offers a mix of urban and outdoor living, with easy access to the Rocky Mountains for skiing, hiking, and other recreational activities.
• Denver has a semi-arid climate, with four distinct seasons and an average of 300 days of sunshine per year.

Work Schedule: Full-time (40 hours per week) with up to 30% travel

ASSUMPTION: While Workiva is headquartered in Ames, Iowa, the Product Marketing Director role is based in Denver, Colorado, offering candidates the opportunity to live and work in a dynamic, growing city with a strong tech industry.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• Behavioral and technical interviews with the hiring manager and cross-functional team members
• Final round interview with senior leadership
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Cross-functional collaboration and communication skills
• Product marketing expertise and industry knowledge
• Ability to influence and drive results in a matrixed organization
• Cultural fit and alignment with Workiva's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, using specific examples and quantifiable achievements.
• Be prepared to discuss your experience with go-to-market strategies, product positioning, and sales enablement in a B2B tech marketing context.
• Research Workiva's platform, clients, and industry to demonstrate your understanding of the company and its offerings.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and strategic thinking.
• Follow up with the hiring manager or HR team after your interview to express your interest in the role and reiterate your qualifications.

ATS Keywords: Go-To-Market Strategy, Product Marketing, Sales Enablement, B2B Tech Marketing, SaaS Expertise, Cross-Functional Collaboration, Strategic Mindset, Data-Driven Decision Making, Program Management, Thought Leadership, Influencing Skills

ASSUMPTION: Workiva's interview process is designed to assess candidates' strategic thinking, collaboration, and industry expertise. By preparing for these key assessment areas, candidates can increase their chances of success.

🛠️ Tools & Technologies

• Workiva's cloud-based platform for integrated reporting
• Salesforce or other CRM platforms
• Marketing automation tools (e.g., Marketo, Pardot)
• Project management tools (e.g., Asana, Jira)
• Data visualization tools (e.g., Tableau, Power BI)

ASSUMPTION: While Workiva does not explicitly list the tools and technologies used in this role, based on the job description and industry standards, it's reasonable to assume that candidates should have experience with marketing automation tools, CRM platforms, and data visualization tools.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Customer Focus
• Innovation
• Collaboration
• Accountability
• Excellence

Work Style:

• Dynamic and fast-paced, with a focus on results and continuous improvement
• Collaborative and team-oriented, with a strong emphasis on cross-functional collaboration
• Data-driven and analytical, with a focus on using data to inform decision-making
• Adaptable and flexible, with a willingness to take on new challenges and learn new skills

Self-Assessment Questions:

• Do you thrive in a dynamic, fast-paced environment, and are you comfortable working in a matrixed organization?
• Are you an effective communicator, able to collaborate with various teams and influence cross-functional leadership?
• Do you have a strategic mindset and the ability to derive insights from data for decision-making?
• Are you comfortable working remotely and managing your time effectively?
• Do you align with Workiva's values, and are you committed to delivering excellence in all aspects of your work?

ASSUMPTION: Workiva's values and work style emphasize collaboration, innovation, and a customer-focused approach. Candidates should assess their fit with these values and work style factors to ensure a successful cultural fit.

⚠️ Potential Challenges

• The role requires a strategic mindset and the ability to influence cross-functional teams, which may present challenges for candidates without extensive experience in product marketing or related fields.
• The role involves a mix of strategic planning, cross-functional collaboration, and hands-on execution, which may require candidates to adapt to changing priorities and manage multiple projects simultaneously.
• The role is remote-friendly, which may present challenges for candidates who prefer a more structured office environment or have difficulty managing their time effectively.
• The role requires up to 30% travel, which may be challenging for candidates with personal or family commitments that limit their availability for travel.
• The role is based in Denver, Colorado, which may present challenges for candidates who prefer to live in a different geographic region or have difficulty adjusting to the local climate and altitude.

ASSUMPTION: While Workiva offers a dynamic and flexible work environment, candidates should be aware of the potential challenges associated with the role's requirements and consider their personal and professional priorities when applying.

📈 Similar Roles Comparison

• Product Marketing Manager (PMM) vs. Product Marketing Director (PMD): A PMD role typically involves more strategic decision-making, broader team leadership, and a higher level of responsibility than a PMM role. A PMD is expected to have more experience and a proven track record of success in product marketing or related fields.
• B2B Tech Marketing vs. B2C Marketing: B2B tech marketing focuses on selling products or services to other businesses, while B2C marketing targets individual consumers. B2B tech marketing often requires a deeper understanding of industry trends, technical specifications, and the unique needs of business customers.
• SaaS Expertise vs. On-Premise Software Expertise: SaaS (Software as a Service) expertise is increasingly valuable in today's market, as more businesses adopt cloud-based solutions. Candidates with SaaS expertise may have an advantage in this role, as Workiva's platform is a cloud-based solution.

ASSUMPTION: While Workiva does not explicitly mention similar roles or industry comparisons, understanding the differences between these roles and the unique requirements of B2B tech marketing and SaaS expertise can help candidates better understand the expectations for this role.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new product or feature launch, including market research, competitive analysis, and positioning
• Creating thought leadership content, such as blog posts, whitepapers, or webinars, to establish Workiva's expertise in the market and drive pipeline
• Collaborating with cross-functional teams to develop and deliver sales enablement tools, such as battle cards, sales playbooks, or training materials
• Conducting customer interviews or surveys to gather insights on market needs, preferences, and pain points, and using those insights to inform product development and marketing strategies
• Analyzing market data and trends to identify emerging opportunities and inform strategic decision-making

ASSUMPTION: These sample projects reflect the diverse range of responsibilities and skills required for the Product Marketing Director role at Workiva. Candidates should be prepared to discuss their experience with similar projects and the outcomes they achieved.

❓ Key Questions to Ask During Interview

• Can you describe the typical work arrangement for this role, and how the company supports remote work?
• How does the company measure the success of the Product Marketing Director, and what key performance indicators (KPIs) are used to track progress?
• Can you provide an example of a recent product launch or go-to-market strategy that the company has executed, and what the outcomes were?
• How does the company support the professional development and growth of its employees, particularly in the marketing and product management functions?
• What is the company's approach to collaboration and cross-functional teamwork, and how does the Product Marketing Director role fit into the broader organizational structure?
• How does the company balance the need for strategic planning and execution with the dynamic nature of the market and the evolving needs of its clients?

ASSUMPTION: Asking thoughtful, insightful questions during the interview process demonstrates a candidate's interest in the role and their commitment to understanding the company's priorities and culture.

📌 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, using specific examples and quantifiable achievements.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and strategic thinking.
• Research Workiva's platform, clients, and industry to demonstrate your understanding of the company and its offerings.
• Follow up with the hiring manager or HR team after your interview to express your interest in the role and reiterate your qualifications.
• If selected for the final round, be prepared to present a go-to-market strategy or thought leadership content piece that showcases your skills and expertise in product marketing.

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