📌 Core Information
- Job Title: Product Marketing Lead, PLG
- Company: Airtable
- Location: San Francisco, CA; Austin, TX; New York, NY; Remote - US
- Job Type: Full-time
- Category: Marketing
- Date Posted: May 14, 2025
🚀 Job Overview
Key aspects of this role include:
1. Strategic Influence: Shape product roadmap, positioning, and narratives while serving as the subject matter expert on PLG platforms and applications.
2. Messaging & Positioning: Develop clear and differentiated messaging for the Airtable platform, specifically for self-serve builder audiences.
3. Go-to-Market Execution: Collaborate closely with product, demand gen, and sales teams to create and execute comprehensive go-to-market plans for self-serve programs.
4. Builder Community Development: Generate momentum among the builder community by collaborating with Communications, Community, and Content teams to produce engaging content and customer success stories aligned with key use cases.
5. Performance Optimization: Own the end-to-end self-serve customer journey metrics from awareness through advocacy, leveraging data to inform strategic decisions and optimize strategies.
ASSUMPTION: This role requires a strong understanding of PLG motion and experience optimizing self-serve conversion funnels. The ideal candidate will have a proven track record working cross-functionally to develop positioning, messaging, and GTM strategies for complex technical products targeting builder/developer audiences.
📋 Key Responsibilities
- Influence Product Strategy: Shape product roadmap, positioning, and narratives while serving as the subject matter expert on PLG platforms and applications. Conduct regular market research to identify trends, opportunities, and competitive positioning for Airtable's self-serve offerings.
- Messaging & Positioning: Develop clear and differentiated messaging for the Airtable platform, specifically for self-serve builder audiences. Create practical sales enablement materials built around customer use cases and ensure consistency of messaging across all channels.
- Go-to-Market Execution: Collaborate closely with product, demand gen, and sales teams to create and execute comprehensive go-to-market plans for self-serve programs. Lead product launches for PLG initiatives that rally the entire organization around a cohesive story.
- Builder Community Development: Generate momentum among the builder community by collaborating with Communications, Community, and Content teams to produce engaging content and customer success stories aligned with key use cases that demonstrate measurable business results.
- Performance Optimization: Own the end-to-end self-serve customer journey metrics from awareness through advocacy, leveraging data to inform strategic decisions and optimize strategies. Track and analyze key performance indicators to drive consistent adoption and growth.
ASSUMPTION: This role requires a strong understanding of the PLG motion and experience optimizing self-serve conversion funnels. The ideal candidate will have a proven track record working cross-functionally to develop positioning, messaging, and GTM strategies for complex technical products targeting builder/developer audiences.
🎯 Required Qualifications
- Education: Bachelor's degree in Marketing, Business, or a related field. MBA or relevant advanced degree is a plus.
- Experience: 5+ years of product marketing experience, with at least 2 years focused on PLG strategies or self-serve SaaS products.
- Required Skills:
- Proven track record working cross-functionally to develop positioning, messaging, and GTM strategies for complex technical products targeting builder/developer audiences.
- Strong understanding of the PLG motion and experience optimizing self-serve conversion funnels.
- Demonstrated ability to translate technical capabilities into compelling use cases and value propositions (both written and verbal).
- Data-driven approach to decision making with a strong focus on analyzing customer journey metrics and optimizing conversion funnels.
- Understanding of AI integration in productivity platforms and its value proposition.
- Experience with influencer marketing strategies in technical communities, balancing creative marketing initiatives with measurable business outcomes.
- Background in both B2B and B2C marketing approaches, particularly with products having dual audience appeal.
- Preferred Skills:
- Experience with Airtable or similar no-code platforms.
- Familiarity with SQL or other data querying languages.
- Knowledge of AI and machine learning concepts.
ASSUMPTION: This role requires a strong understanding of the PLG motion and experience optimizing self-serve conversion funnels. The ideal candidate will have a proven track record working cross-functionally to develop positioning, messaging, and GTM strategies for complex technical products targeting builder/developer audiences.
💰 Compensation & Benefits
- Salary Range: $177,000 - $278,000 USD per year (depending on location and experience level)
- Benefits:
- Benefits package
- Restricted Stock Units
- Incentive Compensation
- Working Hours: 40 hours per week, with flexibility for remote work
ASSUMPTION: The salary range provided is based on industry standards for similar roles and experience levels. The actual salary may vary based on the candidate's work location, relevant skills, and experience.
📌 Applicant Insights
🔍 Company Context
- Industry: Software Development
- Company Size: 501-1,000 employees
- Founded: 2012 (as a private company)
- Company Description: Airtable is the no-code app platform that empowers people closest to the work to accelerate their most critical business processes. We believe in the transformative power of equipping anyone to build the software applications they wish existed – regardless of their technical skill. That’s why more than 500,000 organizations, including 80% of the Fortune 100, rely on Airtable for collaborative work management and citizen development to transform how work gets done.
- Company Specialties: No-code platforms, collaborative work management, citizen development, AI-powered apps
📊 Role Analysis
- Career Level: Mid-level to senior-level marketing role
- Reporting Structure: This role reports directly to the Head of Product Marketing or a similar senior-level position.
- Work Arrangement: This role offers a hybrid or remote work arrangement, with the option to work from one of Airtable's offices in San Francisco, Austin, or New York, or remotely from anywhere in the United States.
- Growth Opportunities: This role offers opportunities to grow within the marketing department, potentially moving into senior leadership or management positions as the company continues to expand.
ASSUMPTION: This role is well-suited for a mid-level to senior-level marketing professional with a strong background in product marketing, PLG strategies, and self-serve SaaS products. The ideal candidate will have a proven track record working cross-functionally and a deep understanding of the PLG motion.
🌍 Location & Work Environment
- Office Type: Airtable's offices are modern, collaborative spaces designed to foster creativity and productivity.
- Office Location(s): San Francisco, CA; Austin, TX; New York, NY
- Geographic Context:
- San Francisco: Known for its vibrant tech industry, diverse culture, and mild Mediterranean climate.
- Austin: A growing tech hub with a lower cost of living than many other major US cities, offering a unique blend of urban living and outdoor recreation.
- New York: A global financial and cultural center with a fast-paced, competitive work environment.
- Work Schedule: Airtable offers a flexible work schedule, with core hours between 10:00 AM and 4:00 PM in each time zone. Employees are encouraged to work remotely when needed and take advantage of Airtable's unlimited PTO policy.
ASSUMPTION: This role may require occasional travel to Airtable's offices or client sites. The ideal candidate will be comfortable working in a remote or hybrid work environment and able to manage their time effectively.
💼 Interview & Application Insights
- Typical Process: Airtable's interview process typically includes an initial phone or video screen, followed by multiple rounds of interviews with relevant stakeholders, including the hiring manager and team members. The final round may include a case study or project presentation.
- Key Assessment Areas: Problem-solving skills, strategic thinking, communication and presentation skills, and a strong understanding of the PLG motion and self-serve SaaS products.
- Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Showcase your understanding of the PLG motion and self-serve SaaS products in your application materials.
- Prepare for behavioral interview questions that focus on your experience working cross-functionally and developing positioning, messaging, and GTM strategies.
- Familiarize yourself with Airtable's products and understand how they fit into the broader no-code app platform market.
ATS Keywords: Product Marketing, PLG Strategies, Self-Serve SaaS, Cross-Functional Collaboration, Messaging, Positioning, Go-To-Market Execution, Builder Community Development, Performance Optimization, Data Analysis, AI Integration, Influencer Marketing, B2B Marketing, B2C Marketing, Customer Journey Metrics
ASSUMPTION: Airtable's application process may vary depending on the role and the candidate's background. The ideal candidate will be proactive, resourceful, and able to navigate the application process effectively.
🛠️ Tools & Technologies
- Airtable's suite of no-code app development tools
- Marketing automation and analytics platforms (e.g., HubSpot, Marketo, Google Analytics)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
- Project management and collaboration tools (e.g., Asana, Trello, JIRA)
- Data visualization and reporting tools (e.g., Tableau, Power BI, Looker)
- AI and machine learning tools (e.g., TensorFlow, PyTorch, AWS SageMaker)
ASSUMPTION: The ideal candidate will have experience working with a variety of marketing and project management tools and be comfortable learning new technologies as needed.
👔 Cultural Fit Considerations
- Company Values: Airtable values innovation, collaboration, and customer-centricity. We prioritize continuous learning, experimentation, and a growth mindset.
- Work Style: Airtable's work environment is fast-paced, dynamic, and collaborative. We encourage open communication, active listening, and a strong sense of ownership and accountability.
- Self-Assessment Questions:
1. How do you approach continuous learning and staying up-to-date with industry trends and new technologies?
2. Describe a time when you had to adapt your communication style to effectively collaborate with a diverse team or stakeholder group.
3. How do you prioritize and manage multiple projects or responsibilities with competing deadlines?
ASSUMPTION: The ideal candidate will be a strong cultural fit for Airtable, with a proven track record of working effectively in a dynamic, collaborative environment and a deep understanding of the PLG motion and self-serve SaaS products.
⚠️ Potential Challenges
1. Rapidly Evolving Market: The PLG market is constantly evolving, requiring the ideal candidate to stay up-to-date with the latest trends and technologies.
2. Cross-Functional Collaboration: This role requires close collaboration with various teams, which may present challenges in coordinating efforts and aligning priorities.
3. Data-Driven Decision Making: The ideal candidate must be comfortable working with data and using it to inform strategic decisions, which can be challenging in a fast-paced, dynamic environment.
4. Remote Work: While Airtable offers a flexible work arrangement, remote work may present unique challenges in maintaining productivity and work-life balance.
ASSUMPTION: The ideal candidate will be proactive, resourceful, and able to navigate these challenges effectively, leveraging their strong understanding of the PLG motion and self-serve SaaS products.
📈 Similar Roles Comparison
1. Product Marketing Manager, PLG (Airtable) vs. Senior Product Marketing Manager, Self-serve (Company X): While both roles focus on PLG strategies and self-serve products, Airtable's role emphasizes cross-functional collaboration and go-to-market execution, whereas Company X's role may prioritize strategic planning and roadmap development.
2. PLG Specialist (Airtable) vs. Product Marketing Manager, Enterprise (Company Y): Airtable's role requires a strong understanding of the PLG motion and self-serve SaaS products, while Company Y's role may focus more on enterprise-level product positioning and messaging for larger, more complex organizations.
ASSUMPTION: The ideal candidate will have a clear understanding of the unique aspects of this role and how it differs from similar positions in the industry.
📝 Sample Projects
1. Airtable's Self-serve Product Launch: Develop and execute a comprehensive go-to-market plan for Airtable's self-serve product, including messaging, positioning, and launch events, to drive adoption and awareness among builder audiences.
2. AI Integration in Product Marketing: Collaborate with Airtable's AI team to create compelling use cases and value propositions for AI-powered features within the Airtable platform, driving adoption and engagement among builder users.
3. Builder Community Engagement: Partner with Airtable's communications and content teams to create engaging content and customer success stories that showcase the real-world applications of Airtable's self-serve products, driving momentum and growth within the builder community.
ASSUMPTION: The ideal candidate will have experience working on similar projects and be able to apply their knowledge to drive meaningful results in this role.
❓ Key Questions to Ask During Interview
1. Role Responsibilities: Can you provide more details about the day-to-day responsibilities of this role and how they may evolve over time?
2. Team Structure: How does this role fit into the broader marketing organization, and who will I be working closely with on a daily basis?
3. Company Culture: How does Airtable's culture support the growth and development of its employees, and what opportunities exist for professional advancement within the marketing department?
4. PLG Strategy: What are Airtable's long-term plans for its PLG motion, and how does this role contribute to their success?
5. AI Integration: How does Airtable plan to integrate AI into its products and marketing strategies, and what role does this play in driving adoption and growth?
ASSUMPTION: The ideal candidate will be proactive and inquisitive, using the interview process to gain a deep understanding of the role and Airtable's broader organizational goals.
📝 Next Steps for Applicants
To apply for this position:
1. Submit your application through [this link](https://airtable.com/jobs/7995748002).
2. Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your understanding of the PLG motion and self-serve SaaS products.
3. Prepare for behavioral interview questions that focus on your experience working cross-functionally and developing positioning, messaging, and GTM strategies.
4. Familiarize yourself with Airtable's products and understand how they fit into the broader no-code app platform market.
5. Follow up with Airtable's hiring team one week after submitting your application to inquire about your application status and next steps in the interview process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
