Director, Product Marketing

Role Description

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

What You’ll Do

Own Ignite’s Positioning and Message Architecture

Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows.

Develop segment- and persona-based messaging for SMB and MML buyers and customers.

Translate product complexity into differentiated value propositions.

Lead Go-to-Market for Ignite Launches

Build and lead a tiered launch process.

Own launch readiness across Product, Sales, CS, and Onboarding.

Set and hold the quality bar for launch communications.

Drive Customer Adoption and Lifecycle Outcomes

Establish a customer communications rhythm tied to roadmap milestones.

Collaborate with CS and Onboarding to develop messaging and content.

Use customer insight and usage data to understand product story effectiveness.

Build Competitive Intelligence Into the Fabric of GTM

Develop and maintain a competitive intelligence capability.

Translate competitive insight into positioning adjustments.

Ensure the field is never caught flat-footed by a competitor move.

Be a Strategic Partner to Product

Bring customer, market, and competitive context into roadmap discussions.

Represent market reality in discussions with Product.

Build a strong PMM-Product relationship.

Develop the Ignite PMM Team

Lead as a player-coach and set high standards for quality.

Create clarity on what excellent product marketing looks like.

Help define the future state of the Ignite PMM team.

What Success Looks Like in 12 Months

Ignite has a clearly articulated, differentiated positioning and message architecture.

Launch quality has improved measurably.

Ignite has an embedded competitive intelligence capability.

PMM has a visible, credible seat at the Product table.

Customer adoption and lifecycle communications have improved.

The Ignite PMM team is operating at a higher level of strategic clarity.

Qualifications

12+ years of B2B SaaS product marketing experience.

Demonstrated ability to build positioning from the ground up.

Experience in SLG environments where Sales is a primary GTM motion.

A track record of building credible, influential relationships with Product leadership.

Strong competitive intelligence instincts.

People leadership experience with a clear point of view on excellent PMM.

High standards for written communication and executive storytelling.

Fluency with AI as a thinking and research accelerator.

Analytical mindset comfortable with GTM performance data.

Ability to operate as both a strategic leader and a hands-on builder.

Benefits

Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset.

Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO!

Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together.

Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws!

Best Life Perk – quarterly reimbursement for your fitness journey.

Medical/Dental/Vision coverage.

EAP – we get you help when you need it.

Premium Calm App subscription for you and up to 4 dependents over the age of 16.

And more!

Company Description

ABC Fitness is the #1 software provider for fitness businesses of any size, all around the world. Supporting 30K clubs, 650K coaches, 40M members, and processing more than $12B in payments every year, ABC Fitness provides scalable, data-driven solutions to simplify club management and engage members and clients.