Job Description

At airSlate , our journey began in Boston, USA, in 2008. What started as a single product with 3,000 customers has grown into an influential tech company with 900+ team members across six offices worldwide. In 2022, airSlate reached a total valuation of $1.25 billion and became a 'Unicorn '. But even as we scale, team members remain our most valuable asset. That's why we've built a company that excites people about their work.

We develop products that serve over 100 million users with no-code workflow automation, electronic signature, and document management solutions. The company's portfolio of award-winning products, signNow, pdfFiller, DocHub, WorkFlow, Instapage, and US Legal Forms, empower teams to transform how their organizations run digitally.

About SignNow team:

We are a passionate and ambitious team of 130+ people on a mission to succeed with our award-winning signature solution – SignNow.SignNow empowers over 28 million people at companies across the world to move fast with everything they need to send and eSign their documents. Increase productivity with document workflows, impress customers, and save money while maximizing ROI with SignNow.

As the Product Marketing Manager for SignNow, you’ll be at the forefront of defining the future of digital agreements. This is a rare opportunity to make a significant impact—leveraging your strategic thinking, market insight, and flawless execution to grow and scale our market presence.

In this high-impact role, you’ll sit at the intersection of Product, Sales, Marketing, and Customer Success—serving as the voice of both the customer and the market. You’ll shape how SignNow is positioned, packaged, and launched across channels, driving acquisition, adoption, engagement, and growth.

We’re looking for a tech-savvy, data-driven, and analytical professional who thrives in a fast-paced environment. You should be comfortable working with AI tools, performance analytics, and customer insights to drive business outcomes. Strong problem-solving and analytical skills are essential for success in this role. You should have a deep understanding of where data resides, how to communicate key findings, and how to extract actionable insights. Additionally, you should be able to analyze user cohorts as they move through the funnel—from acquisition to adoption and expansion—and identify opportunities for improvement.

Positioning & Messaging

• Own and evolve SignNow’s brand and product positioning to clearly differentiate in a competitive eSignature market
• Develop audience-specific messaging that drives conversion across PLG and SLG funnels
• Work with design, content, and demand gen to apply messaging across landing pages, ads, sales materials, onboarding flows, and more
• Use AI-powered tools to generate, optimize, and test messaging variants at scale

Go-to-Market Strategy & Launches

• Build and execute GTM plans for new features and product initiatives, aligned to both self-serve and sales-led segments
• Develop a tiered launch playbook to drive the GTM execution plan activities and measurement by launch impact
• Partner with Product, Growth, Brand, and Sales for funnel management and drive awareness, trial, adoption, and expansion across the user journey

Market Intelligence & Insights

• Conduct ongoing market, competitive, and ICP research to influence positioning, GTM, and product strategy
• Capture the voice of the customer through surveys, sales calls, win/loss interviews, and AI-assisted analysis. Leverage the VOC to refine roadmap priorities and improve overall SignNow experience
• Share strategic insights that impact roadmap prioritization and segmentation decisions

Sales & Customer Marketing Enablement

• Develop enablement assets that help sales win competitive deals and accelerate the sales cycle (battlecards, one-pagers, pitch decks, ROI tools)
• Collaborate with Growth and CS to create lifecycle campaigns and in-product experiences that drive activation, feature adoption, and expansion
• Support advocacy and retention by identifying high-NPS users and amplifying success stories

• 5+ years of B2B SaaS product marketing experience, with a strong track record in product-led growth (PLG) environments (required) and sales-led growth (SLG) motions (preferred)
• Demonstrated ability to develop and execute positioning and messaging frameworks that drive demand, adoption and expansion across the customer journey
• Collaborate with GTM to map user journey and drive funnel optimization. You’ll define key stages, identify friction points, and partner with Growth and Product to deliver targeted messaging and content that drives users from awareness to activation, conversion, and expansion.
• Proven experience leading product and Tier 1 feature launches, including end-to-end GTM planning across both self-serve and sales-assisted funnels

Strong portfolio of GTM enablement assets developed and deployed, such as:

• Battlecards, sales decks, ROI tools, onboarding flows, product pages, comparison content, and walkthroughs
• Tailored for PLG automation as well as high-touch sales engagements
• Used in real-world launches and adopted by GTM teams with measurable impact

Highly analytical and data-informed, with experience using behavioral, intent, and usage data to:

• Identify and refine ICPs, use cases, and segments
• Map user journeys and surface high-intent cohorts (e.g., PQLs)
• Influence product roadmap and GTM campaigns with insight-backed recommendations

Hands-on experience working with or guiding AI-powered tools to:

• Generate and personalize content at scale (e.g., ChatGPT, Jasper, Copy.ai , Writer)
• Discover and cluster customer segments using data models
• Train AI systems to produce high-performing assets using product tone, messaging pillars, and ICP inputs

• A strong cross-functional collaborator, comfortable partnering with Product, Growth, Sales, and CS to align messaging, share insights, and drive go-to-market success
• A compelling communicator and storyteller with the ability to distill complex ideas into simple, persuasive narratives
• A self-starter with a high-ownership mindset, known for being scrappy, resourceful, detail-oriented, and relentlessly focused on impact
• A customer-obsessed and growth-minded marketer, always testing, iterating, and looking for ways to improve outcomes

If you're seeking a dynamic environment that encourages creativity, collaboration, and continuous improvement, you've come to the right place. Join us as we transform the way organizations operate and leave a positive impact on millions of users worldwide.

What we offer:

— Compensation and incentives — At airSlate, everyone is an owner. Not only do we offer competitive salaries, we award stock options to all team members. You’ll have skin in the game.

— Igniting your career — airSlate is a place to grow your career. You will have stellar teammates who are collaborative and curious. Our senior leadership team is accessible to all team members, and open two-way communication is always encouraged.

— Investing in your wellness — We invest in your whole well-being. In addition to comprehensive medical, dental, and vision offerings, airSlate offers 401K employer-matching, life & disability, and fitness and wellness reimbursements. We encourage you to re-energize with fun team events and generous time off policies.

We are proud of:

— airSlate Care for Ukraine — With a significant number of our team members in Ukraine, our foremost concern was ensuring their safety by providing both financial and logistical assistance to them and their families. What started as an immediate response has evolved into a cornerstone of the airSlate charity program. We match donations contributed by our team members, offer humanitarian aid to those affected by the conflict, distribute food packages to seniors, and support animal shelters. Our commitment remains steadfast in working towards restoring peace to Ukraine.

— airSlate Junior Club — Our sense of family extends beyond our team. All team members with children gain access to the airSlate Junior Club, featuring engaging events such as cooking classes, creative activities, and educational online games.

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