Product Marketing Manager

📌 Core Information

🔹 Job Title: Product Marketing Manager

🔹 Company: SOCi

🔹 Location: Vancouver, Canada (Remote)

🔹 Job Type: Hybrid (50/50 split between remote and in-office work)

🔹 Category: Marketing

🔹 Date Posted: April 18, 2025

🔹 Experience Level: 2-5 years

🔹 Remote Status: Hybrid (with remote work until the Vancouver office is established)

🚀 Job Overview

Key aspects of this role include:

• Defining and executing product marketing strategies to drive adoption and revenue growth
• Collaborating with various teams to develop positioning, messaging, and sales enablement tools
• Leveraging market and competitive intelligence to shape positioning and identify strategic opportunities
• Championing the voice of the customer to inform marketing decisions
• Optimizing lifecycle marketing to drive feature adoption, upsell opportunities, and retention

ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a focus on driving measurable results through integrated campaigns and cross-functional collaboration.

📋 Key Responsibilities

✅ Drive product go-to-market strategy by building and executing GTM plans for new product launches and feature releases, in partnership with product and marketing leadership

✅ Craft messaging and positioning that resonates with multi-location customers, translating technical features into compelling benefits and value propositions

✅ Build sales enablement and field readiness tools, such as sales decks, battle cards, and training materials, to ensure field teams understand the value of SOCi's products

✅ Lead cross-functional collaboration with product, demand gen, content, customer marketing, and sales teams to build integrated campaigns that fuel awareness, demand, and adoption of SOCi's platform

✅ Leverage market and competitive intelligence to stay on top of trends, customer pain points, and competitor movements, using insights to shape positioning and proactively identify strategic opportunities

✅ Champion the voice of the customer by using qualitative and quantitative insights to deeply understand buyer needs and inform marketing decisions

✅ Optimize lifecycle marketing to drive feature adoption, upsell opportunities, and retention through targeted campaigns and in-product messaging

ASSUMPTION: This role requires strong project management skills, the ability to manage multiple projects simultaneously, and the capacity to adapt to changes in priorities and job descriptions as needed.

🎯 Required Qualifications

Education: Bachelor’s degree in marketing or a related field preferred

Experience: A minimum of 2 years of product marketing experience in the technology sector (B2B / SaaS/Martech) is required

Required Skills:

• Proven success in bringing products to market and driving adoption through strategic messaging and GTM execution
• Experience working cross-functionally with product, sales, and marketing teams
• Data-driven mindset with the ability to identify trends, derive insights, and make recommendations
• Highly organized, detail-oriented, and capable of managing multiple projects simultaneously
• Comfortable in an agile, fast-paced environment where priorities shift quickly

Preferred Skills:

• Strong grasp of customer personas, buyer journeys, and value-based messaging
• Experience marketing AI-powered or data-driven products
• Familiarity with multi-location marketing or franchise brands
• Exposure to tools like Salesforce, HubSpot, Productboard, Figma, or Asana
• A portfolio of marketing assets or GTM campaigns you've led

ASSUMPTION: While not required, having experience in the specific industries or tools mentioned can provide a significant advantage in this role.

💰 Compensation & Benefits

Salary Range: SOCi expects to pay a base salary in the range of $75,000 - $105,000 CAD base plus bonuses/commission. Within the range, individual pay is determined by factors such as job-related skills, experience, and relevant education or training.

Benefits:

• Comprehensive benefits package (full-time, non-contract roles only)
• Health insurance plans, dental, and vision
• Wellness incentives
• 401(k) plan with employer match
• Flexible work environment (full-time, non-contract roles only)
• Flexible paid time off
• Quarterly wellness days
• Paid holidays
• Unique employee engagement programs

Working Hours: Full-time, with a 50/50 split between remote and in-office work once the Vancouver office is established

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles, experience levels, and locations. Actual compensation may vary based on individual factors such as skills, experience, and education.

📌 Applicant Insights

🔍 Company Context

Industry: SOCi is a leading provider of AI-powered marketing solutions for multi-location businesses, operating in the competitive and rapidly evolving software development industry

Company Size: SOCi has 501-1,000 employees, providing a mid-sized company environment with ample opportunities for collaboration and growth

Founded: SOCi was founded in 2012, with a history of consistent growth and innovation in the AI-powered marketing solutions space

Company Description:

• SOCi is the leader in AI-powered marketing solutions for multi-location businesses
• With its proprietary Genius AI™ and suite of Genius Agents™, SOCi provides a first-of-its-kind, AI-powered digital workforce capable of handling the workload of 1,000 local marketers™
• SOCi empowers brands to achieve unmatched digital visibility, strengthen customer engagement, and scale faster than ever before

Company Specialties:

• Social Media
• Digital Marketing
• SaaS
• Localized Marketing
• Multi-Location Marketing
• Marketing Platform
• Enterprise Marketing Platform
• Local SEO
• Local Listings Management
• Online Reputation Management
• Localized Chatbots
• Integrated Reporting
• Centralized Marketing Platform
• Multi-Location Marketing Platform
• Localized Social Media
• Localized Social Advertising
• Social Listening
• Local Pages
• and Locators

Company Website: www.soci.ai

ASSUMPTION: SOCi's focus on AI-powered marketing solutions and multi-location businesses sets it apart in the software development industry, providing unique opportunities for growth and innovation.

📊 Role Analysis

Career Level: This role is at the mid-level career stage, requiring a balance of strategic thinking and tactical execution, with opportunities for growth and advancement within the marketing department and the broader organization

Reporting Structure: The Product Marketing Manager will report directly to the VP of Marketing, working closely with various teams, including product, demand gen, content, customer marketing, and sales

Work Arrangement: This role is hybrid, with a 50/50 split between remote and in-office work once the Vancouver office is established. Until then, the role is fully remote

Growth Opportunities:

• Potential career progression into senior or management roles within the marketing department or broader organization
• Opportunities to expand skills and expertise in AI-powered marketing solutions and multi-location businesses
• Chance to work with and learn from industry experts and thought leaders in the AI-powered marketing solutions space

ASSUMPTION: This role offers a unique opportunity to grow both personally and professionally, working with a dynamic and collaborative team in a fast-paced, agile environment.

🌍 Location & Work Environment

Office Type: SOCi's headquarters are in San Diego, California, with a growing presence in Vancouver, British Columbia, Canada. The Vancouver office is expected to be established in the near future

Office Location(s): 350 10th Ave, Suite 101, San Diego, California 92101, US (headquarters); Vancouver, British Columbia, Canada (upcoming)

Geographic Context:

• Vancouver, British Columbia, Canada, is a vibrant, multicultural city with a strong tech industry presence
• The city offers a high quality of life, with access to outdoor activities, cultural attractions, and a diverse food scene
• Vancouver is known for its mild climate, with both urban and natural environments close at hand

Work Schedule: Full-time, with a 50/50 split between remote and in-office work once the Vancouver office is established. Until then, the role is fully remote

ASSUMPTION: Working remotely until the Vancouver office is established provides flexibility and convenience, while the hybrid work arrangement offers the best of both remote and in-office work environments.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-depth interview with the hiring manager and other team members
• Final interview with the VP of Marketing
• Background check and offer extension

Key Assessment Areas:

• Product marketing experience and expertise
• Strategic thinking and problem-solving skills
• Cross-functional collaboration and communication skills
• Data-driven mindset and analytical skills
• Adaptability and comfort in a fast-paced, agile environment

Application Tips:

• Tailor your resume and cover letter to highlight relevant experience, skills, and achievements related to product marketing, cross-functional collaboration, and data-driven decision-making
• Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work effectively with various teams
• Be ready to discuss your experience with AI-powered or data-driven products, multi-location marketing, and relevant tools like Salesforce, HubSpot, Productboard, Figma, or Asana
• Showcase your portfolio of marketing assets or GTM campaigns you've led, if applicable
• Follow up with the hiring manager or recruiter after your interview to express your interest in the role and reiterate your qualifications

ATS Keywords: Product Marketing, B2B, SaaS, Martech, Cross-Functional Collaboration, Data-Driven Mindset, Project Management, Agile Environment, Customer Personas, Buyer Journeys, Value-Based Messaging, Sales Enablement, Market Trends, Competitive Intelligence, Lifecycle Marketing, AI-Powered Products

ASSUMPTION: Tailoring your application to the specific requirements and keywords of this role will significantly improve your chances of being selected for an interview.

🛠️ Tools & Technologies

• Salesforce
• HubSpot
• Productboard
• Figma
• Asana

ASSUMPTION: Familiarity with these tools is not required but can be beneficial in this role. SOCi may provide training and resources to help you develop the necessary skills.

👔 Cultural Fit Considerations

Company Values:

• Collaboration and cross-functional teamwork
• Dynamic and agile environment
• Thought leadership and input encouraged
• Focus on driving measurable results and optimizing productivity

Work Style:

• Fast-paced and adaptable
• Data-driven and analytical
• Strategic and hands-on
• Collaborative and cross-functional

Self-Assessment Questions:

• Do you thrive in a fast-paced, agile environment where priorities shift quickly?
• Are you comfortable working cross-functionally with various teams, including product, sales, and marketing?
• Do you have a data-driven mindset and the ability to derive insights from data to inform marketing decisions?
• Are you comfortable managing multiple projects simultaneously and adapting to changes in priorities and job descriptions as needed?

ASSUMPTION: SOCi's dynamic, collaborative, and data-driven work environment requires individuals who are adaptable, strategic, and comfortable working cross-functionally with various teams.

⚠️ Potential Challenges

• The role requires a balance of strategic thinking and tactical execution, which can be challenging for some individuals
• The fast-paced, agile environment may not suit candidates who prefer a more structured or predictable work environment
• The role may require occasional travel to the San Diego headquarters or other SOCi offices as needed
• The hybrid work arrangement may present challenges for candidates who prefer fully remote or fully in-office work environments

ASSUMPTION: Understanding the potential challenges of this role and assessing your fit with the required work style and environment is crucial for long-term success in this position.

📈 Similar Roles Comparison

• Compared to other product marketing roles, this position places a greater emphasis on cross-functional collaboration and working with various teams to drive integrated campaigns and adoption
• SOCi's focus on AI-powered marketing solutions and multi-location businesses sets this role apart from similar positions in the software development industry
• Career paths in product marketing can vary, with opportunities for growth and advancement within the marketing department or broader organization

ASSUMPTION: Comparing this role to similar positions in the industry can help you understand the unique aspects and requirements of this opportunity.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new AI-powered product feature, in collaboration with product and marketing leadership
• Crafting messaging and positioning for a multi-location marketing platform, translating technical features into compelling benefits and value propositions
• Building sales enablement tools, such as sales decks, battle cards, and training materials, to ensure field teams understand the value of SOCi's products

ASSUMPTION: These sample projects illustrate the strategic and hands-on nature of the role, requiring a balance of strategic thinking and tactical execution.

❓ Key Questions to Ask During Interview

• Can you describe the typical priorities and workload for this role in the first 30, 60, and 90 days?
• How does the marketing team collaborate with other departments, such as product, sales, and customer success, to drive integrated campaigns and adoption?
• What are the most important qualities and skills for success in this role, according to the hiring manager and team members?
• How does SOCi support the professional growth and development of its employees, particularly in the marketing department?
• What are the key performance indicators (KPIs) for this role, and how are they tracked and measured?

ASSUMPTION: Asking thoughtful and insightful questions during the interview process can help you better understand the role, the company, and the team dynamics, enabling you to make an informed decision about the opportunity.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight relevant experience, skills, and achievements related to product marketing, cross-functional collaboration, and data-driven decision-making
• Prepare for behavioral interview questions that focus on your problem-solving skills, strategic thinking, and ability to work effectively with various teams
• Be ready to discuss your experience with AI-powered or data-driven products, multi-location marketing, and relevant tools like Salesforce, HubSpot, Productboard, Figma, or Asana
• Showcase your portfolio of marketing assets or GTM campaigns you've led, if applicable
• Follow up with the hiring manager or recruiter after your interview to express your interest in the role and reiterate your qualifications

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