Senior Product Marketing Manager

📌 Core Information

🔹 Job Title: Senior Product Marketing Manager

🔹 Company: Relay

🔹 Location: Toronto, Ontario, Canada

🔹 Job Type: Full-Time, Hybrid (2 office days per week)

🔹 Category: Product Marketing

🔹 Date Posted: July 6, 2025

🔹 Experience Level: Mid-Senior Level (5+ years)

🔹 Remote Status: Hybrid (Remote work available)

🚀 Job Overview

Key aspects of this role include:

• Developing and owning go-to-market strategies for new features and product launches
• Project managing product launches in collaboration with the marketing team
• Leveraging customer knowledge to craft positioning and messaging
• Influencing product direction through comprehensive customer, market, and competitive analysis
• Refining product messaging across all stages of the customer journey

ASSUMPTION: This role requires a strong balance of strategic thinking, project management, and customer empathy to drive product success.

📋 Key Responsibilities

✅ Develop and own go-to-market strategies for new features and product launches

✅ Project manage product launches in collaboration with the marketing team

✅ Leverage customer knowledge to craft positioning and messaging that resonates with users

✅ Influence product direction by building and socializing deep insights into the market

✅ Maintain a close pulse on the industry and competitors, sharing industry developments with the team

✅ Work with Product to establish targets for adoption and engagement, creating and executing programming to hit those targets

✅ Refine product messaging across all stages of the customer journey, working with marketing to ensure this messaging is integrated across all channels

✅ Own sales enablement for products and features, working closely with sales and customer success teams to ensure they can effectively communicate the value of Relay

✅ Build strong relationships across every team in the company to support alignment on product value and vision

ASSUMPTION: This role involves a high degree of cross-functional collaboration and requires strong communication skills to influence various stakeholders.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 5+ years of experience in product marketing, ideally in a startup environment supporting SMBs

Required Skills:

• Proven track record of launching and driving adoption for new products or features
• Excellent project management skills
• Strong customer empathy and understanding
• Ability to craft and tell a story that resonates with cross-functional stakeholders and customers
• Superior project management skills
• Ability to determine KPIs and independently craft requirements for data reporting

Preferred Skills:

• Previous experience working in fintech
• Previous experience working with small business customers

ASSUMPTION: While not explicitly stated, a master's degree in a relevant field or equivalent experience may be beneficial for this role.

💰 Compensation & Benefits

Salary Range: CAD 120,000 - CAD 160,000 per year (Based on industry standards for a mid-senior level product marketing role in Toronto)

Benefits:

• Competitive salary and meaningful equity
• Comprehensive health benefits from day one
• Flexible vacation and time off, including an extra week of office closure during the end-of-year holidays
• Parental leave with top-up for all full-time employees, regardless of location, and accessible for all parents
• Hybrid work environment with twice-weekly office days
• Dog-friendly space
• Personal and professional growth opportunities through ongoing feedback, mentorship, and coaching
• Top-tier equipment
• Social connection through two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders

Working Hours: Full-time (40 hours per week) with flexible hours and the option to work remotely on non-office days

ASSUMPTION: The salary range provided is an estimate based on industry standards for a mid-senior level product marketing role in Toronto. The actual salary may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Fintech, focusing on small business banking and money management

Company Size: Small to mid-sized (51-200 employees)

Founded: 2020

Company Description:

• Relay is a collaborative money management platform designed to increase the success rate of small businesses
• Their mission is to transform traditional banking from a growth limiter to a growth enabler for business owners
• Relay focuses on delivering a human-centric customer experience to help SMBs be 'on the money'

Company Specialties:

• Small business banking
• Money management
• Collaborative financial tools

Company Website: https://relayfi.com/

ASSUMPTION: Relay is a growing fintech startup focused on serving the financial needs of small businesses, with a strong emphasis on customer-centric design and innovation.

📊 Role Analysis

Career Level: Mid-Senior Level (5+ years of experience)

Reporting Structure: This role reports directly to the Senior Manager of Product Marketing and works closely with cross-functional teams, including Product, Marketing, Sales, and Customer Success

Work Arrangement: Hybrid (2 office days per week, with remote work available on non-office days)

Growth Opportunities:

• Potential career growth into leadership roles within the Product Marketing team or broader Marketing organization
• Opportunities to expand the scope of responsibilities based on the company's growth and success
• Chance to work on high-impact projects that directly influence the company's product direction and market positioning

ASSUMPTION: This role offers significant growth potential as Relay continues to expand its product offerings and market presence.

🌍 Location & Work Environment

Office Type: Hybrid (2 office days per week, with remote work available on non-office days)

Office Location(s): Toronto, Ontario, Canada

Geographic Context:

• Toronto is the capital of the province of Ontario and the largest city in Canada
• The city is known for its diverse economy, with strengths in finance, technology, and creative industries
• Toronto has a vibrant startup ecosystem and is home to numerous fintech companies

Work Schedule: Full-time (40 hours per week) with flexible hours and the option to work remotely on non-office days

ASSUMPTION: The hybrid work arrangement offers a good balance between in-person collaboration and remote flexibility, allowing employees to enjoy the best of both worlds.

💼 Interview & Application Insights

Typical Process:

• 30-minute Google Meets video call with a member of the Talent team
• 45-minute Google Meets video call with the Senior Manager of Product Marketing
• 30-minute Google Meets video call with a member of the Leadership team
• Take-home case study followed by a 60-minute Google Meets video call presentation to the Senior Manager of Product Marketing, VP of Marketing, and Product Management Lead

Key Assessment Areas:

• Strategic thinking and go-to-market planning
• Project management skills and ability to collaborate with cross-functional teams
• Customer empathy and understanding
• Communication and presentation skills
• Problem-solving and analytical skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, customer empathy, and strategic thinking
• Research Relay's mission, products, and target market to demonstrate your understanding of the company and its customers

ATS Keywords: Product Marketing, Go-To-Market Strategy, Product Launch, Customer Empathy, Market Research, Competitive Analysis, Sales Enablement, Relationship Building, Storytelling, Data Reporting, Cross-Functional Collaboration, Messaging, Fintech, Small Business Banking, Money Management

ASSUMPTION: The interview process is designed to assess the candidate's strategic thinking, project management skills, customer empathy, and communication skills, with a strong focus on problem-solving and analytical abilities.

🛠️ Tools & Technologies

• Project management tools (e.g., Asana, Trello, JIRA)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau, Power BI)
• Marketing automation and email marketing platforms (e.g., Mailchimp, HubSpot, Marketo)
• Collaboration and communication tools (e.g., Google Workspace, Microsoft 365)

ASSUMPTION: The specific tools and technologies used may vary depending on the company's tech stack and the candidate's role and responsibilities.

👔 Cultural Fit Considerations

Company Values:

• Push relentlessly for reinvention
• Crave autonomy
• Own your work
• Treat comfort as a red flag
• Care about impact, not noise
• Be energized by complexity and ambiguity
• Seek out feedback
• Be here for more than a job

Work Style:

• Collaborative and cross-functional
• Data-driven and analytical
• Agile and adaptable
• Customer-centric
• Results-oriented

Self-Assessment Questions:

• Do you actively seek out feedback and use it to improve your work and personal growth?
• Are you comfortable working in an environment where change and ambiguity are common, and you're expected to navigate new terrain to create something better alongside your team?
• Do you prefer a work environment where you have the freedom to take initiative, take risks, and seek input when needed?

ASSUMPTION: Relay values employees who are proactive, adaptable, and customer-focused, with a strong desire to drive impact and reinvention.

⚠️ Potential Challenges

• Working in a fast-paced, growing startup environment may require adaptability and the ability to manage multiple priorities and tight deadlines
• Balancing customer empathy with strategic decision-making may be challenging, as customer needs and market demands may not always align
• Collaborating with cross-functional teams may present communication and coordination challenges, requiring strong project management and communication skills
• Working in the fintech industry may require a strong understanding of financial products and services, as well as relevant regulations and compliance requirements

ASSUMPTION: While Relay offers a dynamic and exciting work environment, candidates should be prepared to manage the challenges that come with working in a fast-paced, growing startup and the fintech industry.

📈 Similar Roles Comparison

• This role is unique in its focus on small business banking and money management, with a strong emphasis on customer-centric design and innovation
• Compared to other product marketing roles in the fintech industry, this role may require a deeper understanding of small business financial needs and challenges
• Career progression in this role may follow a path towards leadership roles within the Product Marketing team or broader Marketing organization, rather than transitioning into a product management or general management role

ASSUMPTION: While this role shares similarities with other product marketing roles in the fintech industry, its focus on small business banking and money management sets it apart and offers unique growth and learning opportunities.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new feature that helps small business owners better manage their cash flow
• Conducting customer research to understand the pain points and needs of small business owners, and using those insights to inform product development and marketing strategies
• Collaborating with the product team to establish targets for adoption and engagement, and creating and executing programming to hit those targets

ASSUMPTION: These sample projects illustrate the strategic, customer-focused, and collaborative nature of the work required for this role.

❓ Key Questions to Ask During Interview

• How does Relay measure the success of its product marketing efforts, and what key performance indicators (KPIs) are most important for this role?
• Can you describe the team structure and dynamics within the Product Marketing team, and how this role would fit into that structure?
• How does Relay support the professional growth and development of its employees, particularly within the Product Marketing team?
• What are the most significant challenges facing small business owners today, and how is Relay addressing those challenges through its products and services?
• How does Relay balance the need for innovation and reinvention with the need to maintain a stable and reliable product for its customers?

ASSUMPTION: Asking these questions will help candidates better understand the role's responsibilities, the company's culture, and the team's dynamics, allowing them to make a more informed decision about the position.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the provided link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, customer empathy, and strategic thinking
• Research Relay's mission, products, and target market to demonstrate your understanding of the company and its customers
• Follow up with the hiring manager one week after submitting your application to express your continued interest in the role

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