📌 Core Information
🔹 Job Title: Product Marketing Manager
🔹 Company: Appcast (StepStone Group)
🔹 Location: Lebanon, NH, USA
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: April 28, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing content across the full buyers' journey, with a focus on mid- to bottom-of-funnel sales collateral
- Collaborating with internal stakeholders to build deep product knowledge and leverage it in marketing strategies and campaigns
- Leading Go-To-Market (GTM) strategy for new product launches or features
- Creating market-facing materials and sales enablement content
- Monitoring and maintaining competitor intel and battlecards
ASSUMPTION: This role requires a strong blend of strategic thinking, extensive collaboration, and creative execution. The ideal candidate will have a deep understanding of the HR tech industry and be able to develop a project plan, create reasonable project scopes, and set reasonable deadlines for those involved.
📋 Key Responsibilities
✅ Collaborate with internal stakeholders in Product, Platform, Strategy, and Sales to build deep product knowledge and leverage it in marketing strategies and campaigns
✅ Lead Go To Market (GTM) strategy for new product launches or features, collaborating with cross-functional stakeholders and subject matter experts and managing GTM execution with marketing teammates
✅ Contribute to collateral development - Develop market-facing materials (e.g., PowerPoint decks, product roadmap decks) with strong value messaging and storytelling that transcends our market-facing digital properties (e.g., website); create sales materials including external one pagers and internal training materials
✅ Own case studies and testimonials - Identify potential testimonials and case study sources, interview customers to collect relevant details, and write the case studies/craft testimonials for customer review and signoff
✅ Contribute to the development of a full-funnel content strategy that drives engagement and leads across all channels
✅ Understand our customers' problems and needs; assist with developing and then continuously evolving our buyer's personas; use data to inform decisions.
✅ Monitor and maintain competitor intel and battlecards as needed to enable sales teams
✅ Support international sales growth and partnership marketing
✅ Manage presence on third-party review and community sites, such as G2
✅ Collaborate with internal and external design resources as well as subject matter experts
✅ Assess the effectiveness of the product marketing programs, tools (G2), and technology (Mindtickle) that support Appcast’s GTM efforts on an ongoing basis
ASSUMPTION: This role requires a high level of positive energy, drive, curiosity, and commitment. The ideal candidate will be a self-starter with strong time management skills and enjoy working in a fast-paced and collaborative environment.
🎯 Required Qualifications
Education: Bachelor’s degree in marketing, advertising, business management, or similar is preferred
Experience: Minimum of 5 years of work experience in a marketing role at a B2B company
Required Skills:
- Excellent organization, attention to detail, and project management skills
- Editorial mindset that seeks to understand what resonates best with our audience and the best content type/channel for communicating it
- Strong verbal and written communication skills
- Ability to develop a project plan, create reasonable project scopes, and set reasonable deadlines for those involved
- Awareness of/interest in HR tech industry
Preferred Skills:
- Experience creating compelling content and collateral for sales teams (including pitch decks)
- Experience developing/contributing to GTM plans for new/enhanced products
ASSUMPTION: While not explicitly stated, proficiency in using marketing tools such as G2 and Mindtickle is likely expected for this role.
💰 Compensation & Benefits
Salary Range: $80,000 - $120,000 per year (Based on industry standards for a Product Marketing Manager with 5-10 years of experience in the HR tech industry)
Benefits:
- Competitive compensation
- Comprehensive benefits
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a Product Marketing Manager with the required experience level in the HR tech industry. Actual salary may vary based on factors such as performance, skills, and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Appcast is part of the Stepstone group, a leading digital recruitment platform that connects companies with the right talent and helps people find the right job. The company specializes in online recruiting and job search.
Company Size: The Stepstone group has 1,001-5,000 employees globally, with Appcast being one of its brands. This size allows for a mix of startup agility and enterprise resources.
Founded: The Stepstone group was founded in 1996, with Appcast joining the group in 2013.
Company Description:
- Appcast is the global leader in programmatic recruitment advertising technology and services
- The company manages job advertising annually for enterprise clients across industries
- Appcast is headquartered in Lebanon, NH, with offices in the U.S., Canada, and Europe
Company Specialties:
- Programmatic recruitment advertising technology
- Recruitment marketing services
- Job advertising management
Company Website: https://www.appcast.io/
ASSUMPTION: As a part of the Stepstone group, Appcast benefits from the resources and expertise of a larger organization while maintaining a startup-like culture focused on innovation and growth.
📊 Role Analysis
Career Level: This role is at the mid-level career stage, requiring a blend of strategic thinking and tactical execution. It offers opportunities for growth and advancement within the marketing department and the broader organization.
Reporting Structure: The Product Marketing Manager reports directly to the VP of Marketing and works closely with various internal stakeholders, including Product, Sales, Strategy, and Customer Success teams.
Work Arrangement: This role is on-site, with travel required as necessary. The specific office location is 10 Water Street, Lebanon, NH 03766, USA.
Growth Opportunities:
- Advancement within the marketing department, such as a Senior Product Marketing Manager or Director of Product Marketing role
- Expansion into other areas of the business, such as sales, customer success, or product management
- International opportunities, as Appcast has offices in the U.S., Canada, and Europe
ASSUMPTION: Given the company's growth and expansion, there are likely numerous opportunities for career progression and development within Appcast and the Stepstone group.
🌍 Location & Work Environment
Office Type: Appcast's headquarters is located in a modern office building in downtown Lebanon, NH, offering a collaborative and professional work environment.
Office Location(s): 10 Water Street, Lebanon, NH 03766, USA
Geographic Context:
- Lebanon, NH, is a small city in the Dartmouth-Lake Sunapee region of New Hampshire, with a population of approximately 13,000 people
- The city is known for its natural beauty, outdoor recreation opportunities, and vibrant arts and culture scene
- Lebanon is located about 2 hours north of Boston, MA, and 2.5 hours west of Portland, ME
Work Schedule: The standard workweek is Monday through Friday, with core hours of 9:00 AM to 5:00 PM. However, the role may require occasional evening or weekend work to meet project deadlines or attend events.
ASSUMPTION: While the role is on-site, the company may offer flexible work arrangements, such as hybrid or remote work, depending on the candidate's needs and the team's requirements.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR department
- In-depth interview with the hiring manager (VP of Marketing) and a team member from the marketing department
- Final interview with the CEO or another senior leader within the organization
Key Assessment Areas:
- Candidates' understanding of the HR tech industry and Appcast's products and services
- Candidates' ability to develop a strategic marketing plan and execute tactical marketing initiatives
- Candidates' communication and collaboration skills, as well as their ability to work effectively with cross-functional teams
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing experience, skills, and accomplishments
- Be prepared to discuss your understanding of the HR tech industry and Appcast's products and services, as well as your ideas for marketing strategies and initiatives
- Demonstrate your ability to work collaboratively and effectively with cross-functional teams
ATS Keywords: Product Marketing, Content Development, Collaboration, Project Management, Communication, Strategic Thinking, Sales Enablement, Market Research, Customer Engagement, GTM Strategy, Buyer Personas, Data Analysis, Case Studies, Testimonials, HR Tech Awareness
ASSUMPTION: The interview process may include assessments or case studies to evaluate candidates' skills and fit for the role.
🛠️ Tools & Technologies
- Marketing automation platforms (e.g., Marketo, HubSpot)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
- Project management tools (e.g., Asana, Trello)
- Design tools (e.g., Adobe Creative Suite, Sketch)
ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's role and the team's requirements.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric: Appcast prioritizes understanding and meeting the needs of its customers
- Innovative: The company encourages creativity, continuous learning, and improvement
- Collaborative: Appcast fosters a culture of teamwork and cross-functional collaboration
Work Style:
- Fast-paced: The company operates in a dynamic and fast-changing environment, requiring employees to be adaptable and responsive
- Data-driven: Appcast uses data and analytics to inform decision-making and measure performance
- Results-oriented: The company focuses on achieving tangible outcomes and delivering value to its customers
Self-Assessment Questions:
- How do you stay up-to-date with industry trends and best practices in the HR tech industry?
- Can you provide an example of a time when you had to adapt to a significant change or challenge in a marketing role?
- How do you approach collaborating with cross-functional teams, and can you share an example of a successful collaboration?
ASSUMPTION: Appcast values candidates who are passionate about the HR tech industry, curious, and eager to learn and grow within the organization.
⚠️ Potential Challenges
- Managing multiple projects and priorities simultaneously, requiring strong organizational skills and time management
- Keeping up with the fast-paced and ever-changing HR tech industry, necessitating continuous learning and adaptation
- Collaborating effectively with cross-functional teams, requiring strong communication and interpersonal skills
- Working in a matrixed organization, which may present unique challenges in terms of decision-making and prioritization
ASSUMPTION: While these challenges may present obstacles, they also offer opportunities for growth and development within the role.
📈 Similar Roles Comparison
- Compared to other Product Marketing Manager roles, this position offers a unique blend of strategic thinking, tactical execution, and cross-functional collaboration
- In the HR tech industry, this role provides an opportunity to work with a wide range of customers and stakeholders, from enterprise clients to small and medium-sized businesses
- Career progression in this role may follow a path similar to other marketing professionals, with opportunities for advancement within the marketing department or expansion into other areas of the business
ASSUMPTION: This role offers a unique blend of strategic thinking, tactical execution, and cross-functional collaboration, making it an attractive opportunity for marketing professionals looking to grow and develop their careers in the HR tech industry.
📝 Sample Projects
- Developing a comprehensive content strategy for a new product launch, including market-facing materials, sales enablement content, and customer testimonials
- Conducting market research to understand customer needs and preferences, and using that data to inform product development and marketing strategies
- Creating a competitive battlecard to help the sales team effectively position Appcast's products against competitors in the HR tech industry
ASSUMPTION: These sample projects illustrate the range of responsibilities and initiatives a Product Marketing Manager at Appcast might undertake, showcasing the role's strategic and tactical nature.
❓ Key Questions to Ask During Interview
- Can you describe the company's long-term vision for the product marketing team and how this role fits into that plan?
- How does the marketing team collaborate with other departments, such as product development, sales, and customer success, to ensure effective product positioning and sales enablement?
- What are the most significant challenges facing the product marketing team currently, and how can this role help address them?
- How does the company support the professional development and growth of its marketing team members?
- What is the company's approach to work-life balance, and how does that manifest in this role?
ASSUMPTION: These questions help candidates better understand the role, the team, and the company, enabling them to make an informed decision about their fit and potential for success in the position.
📌 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 marketing experience, skills, and accomplishments, with a focus on your understanding of the HR tech industry and Appcast's products and services
- Prepare for your interviews by researching the company, the industry, and the role, and be ready to discuss your ideas for marketing strategies and initiatives
- If applicable, have examples of your marketing work ready to share, such as case studies, testimonials, or portfolio pieces
- Follow up with the hiring manager or HR department one week after your final interview to express your continued interest in the role and ask about the next steps in the process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
