Director/Sr. Director - Product Marketing (Coherent DSP)

POSITION: Product Marketing Manager

Job Mode : Remote 

Shift Timings: 6.00 pm to 3.00 am IST (EST Time Zone)

We are seeking a Product Marketing Manager with a proven track record in B2B SaaS product

marketing. This individual will be responsible for positioning our products in the market, driving go-to-market strategies, and enabling sales teams with compelling messaging and competitive intelligence. You will report to the VP of Demand Generation & Revenue Strategy and work cross-functionally with Product, Sales, Customer Success, and Marketing teams.

JOB OVERVIEW:

Product Positioning & Messaging

● Develop and refine product positioning, messaging, and value propositions that resonate with target

audiences

● Create compelling product narratives that differentiate SalesIntel in competitive markets

● Conduct market research and competitive analysis to inform positioning strategies

● Develop messaging frameworks for different customer segments (SMB, Mid-Market, Enterprise)

Go-to-Market Strategy

● Lead go-to-market planning and execution for new product launches and feature releases

● Collaborate with Product teams to understand roadmap priorities and translate technical capabilities

into market-facing benefits

● Define target customer segments, buyer personas, and ideal customer profiles

● Develop pricing and packaging strategies in partnership with Product and Revenue teams

Sales Enablement & Training

● Create sales enablement materials including battle cards, competitive positioning, objection handling

guides, and demo scripts

● Develop and maintain sales training programs on product positioning, competitive differentiation, and

customer use cases

● Partner with Sales leadership to understand pipeline challenges and create materials to address

conversion bottlenecks

● Conduct regular sales training sessions and product updates

Customer & Market Intelligence

● Gather customer insights through interviews, surveys, and feedback analysis to inform product and

marketing strategies

● Analyze market trends, competitive landscape, and customer behavior to identify opportunities

● Create buyer journey maps and understand decision-making processes

Content & Campaign Strategy

● Develop product-focused content including whitepapers, solution briefs, webinars, and thought

leadership pieces

● Collaborate with Marketing teams to create integrated campaigns that drive product awareness and

adoption

● Create product marketing assets for trade shows, conferences, and industry events

● Support customer marketing initiatives with product-specific messaging and positioning

Cross-functional Collaboration

● Work closely with Product Management to influence roadmap priorities based on market feedback

● Partner with Customer Success to understand customer adoption patterns and expansion

opportunities

● Collaborate with Marketing teams to ensure consistent messaging across all channels

● Support Revenue teams with competitive intelligence and win/loss analysis

Performance Measurement

● Define and track product marketing KPIs including message resonance, sales adoption of materials,

and pipeline influence

● Conduct win/loss analysis to understand competitive positioning effectiveness

● Measure and optimize sales enablement program impact on conversion rates and deal velocity

● Analyze customer feedback and market response to refine messaging and positioning

REQUIRED SKILLS & QUALIFICATIONS:

● 10+ years of product marketing experience, preferably in B2B SaaS

● Experience in product positioning, go-to-market strategy, and competitive analysis

● Proven track record in sales enablement and creating materials that drive revenue impact

● Experience with market research, customer interviews, and competitive intelligence

● Deep understanding of B2B sales processes and buyer journeys

Technical Skills:

● Proficiency with CRM systems (Salesforce, HubSpot) and marketing automation platforms

● Strong analytical skills with experience in performance measurement and KPI tracking

● Familiarity with product management tools and methodologies

Core Competencies:

● Strong written and verbal communication skills with ability to translate technical concepts into

business value

● Analytical mindset with data-driven approach to strategy development

● Excellent project management skills with ability to manage multiple product launches simultaneously

● Experience working in fast-paced, high-growth SaaS environments

● Proven ability to influence cross-functional teams without direct authority

PREFERRED SKILLS & QUALIFICATIONS:

● SaaS experience across SMB, Mid-Market, and Enterprise segments

● Experience with AI-powered sales and marketing tools

● Experience working with remote and globally distributed teams

● Previous experience in customer-facing roles (sales, customer success, consulting)

REPORTING: This position will report to the Chief Revenue Officer or assigned Manager within the Department.

EMPLOYMENT TYPE: Full-Time

LOCATION: Remote

A BIT ABOUT US

Appknox is a leading AI-native mobile application security platform trusted by enterprises around the world. Recognized by Gartner and G2, Appknox helps organizations secure mobile applications throughout their lifecycle through automated security testing, continuous monitoring, and actionable intelligence.

Headquartered in Singapore with engineering based in Bengaluru, Appknox serves customers across North America, the Middle East, Southeast Asia, Japan, and India. Our customers include Fortune 500 companies, governments, financial institutions, and digital-first enterprises that rely on Appknox to secure their mobile ecosystem.

We are a profitable, fast-growing B2B SaaS company with a highly collaborative culture and ambitious plans to shape the future of application security in the AI era.

About The Role

Application security is undergoing a fundamental shift. AI is changing how software gets built, how vulnerabilities emerge, how security teams investigate and prioritise risk, and how enterprise buyers discover and evaluate security platforms.

Appknox has spent more than a decade building deep expertise in mobile application security. Our next chapter requires us to evolve both what Appknox stands for and how effectively we take that story to market.

We are looking for a hands-on Lead for GTM Marketing to translate Appknox’s product, positioning and business priorities into integrated go-to-market programmes that create awareness, engagement and pipeline.

You will lead the GTM marketing team and own demand generation, campaigns, ABM, website and conversion, organic discovery, content activation, field marketing and events. You will work as a peer to Product Marketing, partnering closely with Sales, Product and leadership to connect market strategy with disciplined execution.

This is not a role for someone who only manages agencies, runs isolated campaigns or waits to receive briefs. You will help determine where marketing should focus, challenge assumptions, build the operating plan, develop the team and remain close enough to execution to maintain a high quality bar.

What You Will Own

1. GTM strategy 

Translate Appknox’s product, positioning and revenue priorities into a focused GTM strategy, operating plan and measurable goals.

For each significant opportunity, help answer:

Who are we trying to influence? What problem matters to them? What do we want them to believe? What should we take to market? Through which channels? What commercial outcome should it create?

You will:

• Lead and develop the GTM marketing team, creating clarity around priorities, ownership, quality and performance.
• Build quarterly and annual GTM plans aligned with company, product and regional revenue priorities.
• Prioritise across markets, audiences, channels and opportunities rather than allowing every request to become a campaign.
• Manage relevant budgets, agencies and specialist partners.
• Establish clear operating rhythms across GTM Marketing, Product Marketing, Sales and Product.

2. Demand Generation and Integrated Campaigns

Build integrated programmes that create qualified demand and contribute meaningfully to pipeline.

You will:

• Own marketing-sourced and marketing-influenced pipeline targets, measurement and review rhythms.
• Design programmes across inbound, paid, organic, content, webinars, retargeting and emerging acquisition channels.
• Connect campaigns to defined audiences, customer problems, offers, conversion paths and commercial outcomes.
• Diagnose funnel performance and work with Sales and revenue operations to improve conversion.
• Identify successful GTM plays that can be repeated and scaled.

Success will be measured through qualified engagement, opportunity creation and progression, pipeline contribution and conversion-not campaign activity alone.

3. Account-Based and Segment GTM

Partner with Sales and Product Marketing to build focused programmes for priority accounts, industries, personas and regions.

You will:

• Identify segments and accounts where focused marketing can create disproportionate impact.
• Understand buying committees, account-level triggers and market-specific context.
• Work with Product Marketing to develop relevant narratives by segment and buyer.
• Design integrated ABM programmes, offers, landing experiences and content.
• Coordinate marketing engagement with SDR and sales outreach.
• Track account engagement, opportunity creation and progression.

At Appknox, ABM should combine account insight, buying committee, customer problem, narrative, offer and sales motion-not simply apply advertising to an account list.

4. Website, Organic Discovery and Conversion

Transform Appknox.com into an active GTM and experimentation engine.

You will own or drive:

• Information architecture and messaging activation.
• Product, use-case, industry, persona, regional and competitive pages.
• Campaign landing experiences and conversion paths.
• Website experimentation and performance measurement.
• SEO and evolving AI-led discovery across platforms such as ChatGPT, Gemini and Perplexity.

You will develop a measurement system connecting discoverability, relevance, engagement, conversion and pipeline. Traffic, rankings and AI mentions alone are not success.

5. Product Launches and Market Activation

Partner with Product Marketing and Product to take new capabilities and products to market.

Product Marketing will lead customer insight, ICP definition, positioning, competitive differentiation and product narrative. You will lead GTM planning and activation across campaigns, website, content, distribution, organic discovery, sales activation, field programmes and amplification.

This is not a downstream handoff. You will participate in launch strategy, contribute market and performance insight, and help test whether the positioning works when exposed to buyers.

6. Content and Thought Leadership

Lead the GTM content agenda and the team responsible for bringing it to life.

You will:

• Determine what Appknox should talk about based on customer problems, market shifts, buyer demand and the company’s strategic point of view.
• Guide the development of category narratives, research-led content, technical thought leadership, competitive content, executive communications and campaign assets.
• Build content distribution into every major initiative rather than treating publication as the finish line.
• Maintain a consistently high standard of clarity, substance and differentiation.

Every significant content investment should answer: Who are we trying to influence? What belief are we trying to change? What should happen after they consume it?

7. Field Marketing and Events

Own the GTM strategy and marketing execution for priority industry events, executive programmes, regional activations and field initiatives.

You will:

• Select and prioritise events based on target audiences, market objectives and commercial potential.
• Build pre-event, onsite and post-event motions with Sales.
• Develop programmes that create meetings, progress target accounts and deepen customer and partner relationships.
• Establish consistent measurement for event-sourced and event-influenced pipeline.
• Balance global consistency with the realities of different regions and sales motions.

8. Market Intelligence and Experimentation

Work with Product Marketing to continuously monitor competitor positioning, market narratives, buyer behaviour, campaign signals, organic discovery and emerging security themes.

Product Marketing will lead the strategic implications for positioning and product. You will ensure relevant market and performance signals translate rapidly into GTM action.

Work Expectations

First 60 days

• Understand Appknox’s market, customers, product portfolio, team, current GTM programmes, website funnel, organic presence and competitive landscape.
• Establish performance baselines and clarify team ownership and operating rhythms.
• Identify the three to five highest-leverage GTM opportunities or leaks.
• Build the initial GTM and experimentation roadmap.

Within 90 days

• Ship meaningful website, campaign or conversion improvements.
• Launch the first focused account or segment programmes with Sales.
• Improve the speed at which narratives, campaigns and landing experiences reach the market.
• Establish practical measurement connecting marketing programmes to qualified engagement, opportunities and pipeline.
• Create clearer briefs, priorities and performance expectations for the GTM marketing team.

Within 6 months

• Stronger market association between Appknox and the strategic application-security themes it chooses to own.
• Improved qualified organic engagement and conversion.
• One or two repeatable account, segment or regional GTM plays.
• Faster and more disciplined website and campaign experimentation.
• Better coordination across GTM Marketing, Product Marketing, Sales and Product.
• Clearer visibility into which channels, narratives and programmes influence pipeline.
• A repeatable system for taking new products and market narratives to market.

Personality Traits We Admire

• Strategic thinker with strong execution skills.
• Curious, commercially minded, and customer obsessed.
• Comfortable with ambiguity and fast-moving environments.
• Strong collaborator who can influence cross-functional teams.
• Excited by AI and emerging technologies.
• Eager to build and grow with the company over the long term.

What We Are Looking For

• 7–10 years of B2B SaaS marketing experience, ideally within technical SaaS, cybersecurity or enterprise software.
• Experience leading or managing a marketing team, with the ability to set direction, develop people and maintain a strong execution bar.
• Demonstrated ownership of integrated GTM programmes and measurable pipeline outcomes.
• Strong understanding of product positioning and messaging, with the ability to turn strategy into market-facing activation.
• Experience working closely with Sales on demand generation, ABM, field marketing or regional programmes.
• Strong digital and website fundamentals, including conversion optimisation and organic discovery. Familiarity with AEO and GEO is valuable, but deep SEO specialisation is not required.
• Ability to understand technically complex products and simplify them without losing substance.
• Strong analytical capability and a desire to understand why a metric moved—not simply report that it did.
• Excellent writing, storytelling and communication skills.
• Ability to move between strategic thinking, team leadership and hands-on execution.
• Comfort operating in ambiguity, making trade-offs and building systems where none currently exist.
• Low ego, high ownership and the confidence to challenge assumptions constructively.

Interview Process

Round 1: Hiring Manager

Round 2: Functional Case Study

Round 3: Marketing + Sales Panel

Round 4: Co-founder Discussion

Round 5: HR Discussion

Compensation and Benefits

• Competitive compensation and ESOP opportunities.
• Flexible work environment.
• Comprehensive health insurance for employees and their families.
• Opportunity to work with global customers and cutting-edge AI and cybersecurity technologies.

Why Join Appknox?

Ownership and Impact

Shape how a global cybersecurity company is positioned in the market and influence strategic decisions across the business.

Growth Opportunity

This role offers a clear path toward building and leading the product marketing function as Appknox scales.

High Visibility

Work closely with company leadership and collaborate across Product, Engineering, Sales, and Customer Success.

Continuous Learning

We believe in experimentation, curiosity, and helping people grow beyond their current role.