Product Marketing Director - Incentives (Workday)
At Varicent, we’re not just transforming the Sales Performance Management (SPM) market—we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM, 2023 Ventana Research Revenue Performance Management (RPM) Value Index, Gartner Peer Insights, 2024 Gartner SPM Market Guide, and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more. Here’s why you’ll thrive at Varicent:
- Innovate with Purpose: Build impactful solutions for customers worldwide.
- Join Excellence: Work in a diverse, collaborative, and innovative team.
- Shape the Future: Lead in redefining revenue optimization.
- Grow Together: Unlock your potential in a supportive environment.
Join us at Varicent—where your talent and ambition meet limitless opportunities for success!
The Product Marketing Director plays a critical role in advancing key go-to-market initiatives, serving as a strategic partner to product, marketing, sales, and executive leadership. This role is a central connection point between product, sales, marketing, customer success, partners, and business development teams.
The Director will influence go-to-market strategy by identifying market opportunities, shaping product strategy, leading sales and GTM enablement, supporting pipeline development, and driving measurable revenue impact.
This role requires strengths in value-based messaging, cross-functional leadership, domain expertise, and the strategic application of modern AI tools to accelerate insight generation, messaging development, and go-to-market execution.
KEY RESPONSIBILITIES
- Guide, create, and deliver differentiated positioning, messaging, and buyer personas that communicate compelling value throughout the buyer journey.
- Lead development of AI-informed messaging frameworks and leverage generative AI tools to enhance speed, personalization, and quality of content creation.
- Support and influence GTM strategy and execution aligned to product/domain ownership.
- Perform market, customer, and competitive research (primary and secondary), leveraging AI-powered research and analysis tools to extract actionable insights and identify new product opportunities.
- Lead new product and feature launches, partnering with product management on roadmap prioritization and narrative development.
- Support marketing programs that drive awareness, engagement, and pipeline growth.
- Collaborate with demand teams to build and execute high-response campaigns informed by performance analytics and AI-driven insights.
- Enable sales, GTM teams, and strategic partners with differentiated messaging and positioning, competitive intelligence, and value frameworks.
- Develop AI-enhanced enablement assets (e.g., dynamic talk tracks, persona-based messaging variants, objection-handling frameworks).
- Provide thought leadership and category narrative development within the Sales Performance Management and broader Revenue Performance ecosystem.
- Foster customer advocacy programs (CABs, user groups, events, field engagement).
- Lead cross-functional initiatives aligned to corporate objectives with defined KPIs and measurable outcomes.
- Champion adoption of generative AI tools and workflows within product marketing to increase efficiency, insight quality, and scale.
SKILLS & EXPERIENCE
- 10+ years of B2B technology experience, ideally within Sales Performance Management, Revenue Operations, or enterprise SaaS.
- 5-7+ years in product marketing leadership roles.
- Demonstrated track record of driving successful enterprise GTM strategies with measurable revenue impact.
Domain & Ecosystem Experience
- Knowledge of or direct experience with SPM technologies (Varicent and competitors).
- Experience within the Workday ecosystem (Workday partners, marketplace, integrations, or adjacent HR/Finance technology ecosystems) strongly preferred.
- Familiarity with enterprise sales motions, platform selling, and value-based selling models.
Generative AI & Modern Marketing Capabilities
- Strong proficiency using generative AI tools (e.g., ChatGPT, Claude, Gemini, Copilot, AI research tools) to accelerate:
- Messaging development
- Competitive analysis
- Persona research
- Content creation
- Enablement development
- Ability to design AI-assisted workflows to improve productivity, scalability, and content quality
- Experience evaluating AI outputs critically for accuracy, brand alignment, and differentiation
- Curiosity and experimentation mindset around emerging AI tools and GTM innovation
Core Competencies
- Exceptional storyteller with strong messaging framework expertise
- Ability to create bold, differentiated positioning that elevates category narrative
- Clear, compelling written and verbal communication skills
- Strong analytical mindset; able to interpret disparate datasets and adjust strategy based on insights
- Significant cross-functional project planning and leadership experience
- Collaborative, consensus-building leadership style with executive presence
- Established relationships with analysts, influencers, and industry associations preferred
Education
- Bachelor’s degree in Marketing, Business, Computer Science, Engineering, or related field
- MBA preferred
PERFORMANCE BASED SUCCESS CRITERIA
What is the candidate expected to own, teach, learn and improve once they're on the job? What should a candidate accomplish by when? How will the candidate's career progress throughout the year?
1-3 Months: Foundation & Strategic Alignment
- Develop deep understanding of Varicent’s portfolio, ICP, GTM motions, and competitive landscape.
- Audit and refine positioning, messaging, personas, and enablement for assigned product(s).
- Establish baseline GTM KPIs/OKRs tied to pipeline influence, win rates, and enablement adoption.
- Work with product leadership to align on 12-month product marketing roadmap aligned to revenue and growth priorities.
- Support existing GTM motions and marketing campaigns, events.
4-6 Months: GTM Execution & Revenue Impact
- Lead at least one major product or feature GTM rollout with measurable pipeline and revenue potential.
- Enable sales and partners with differentiated positioning, competitive intelligence, and value-based narratives.
- Drive adoption of AI-assisted workflows to increase messaging/content adoption.
- Improve campaign performance, competitive win rates, or sales effectiveness related to assigned product(s).
- Strengthen external narrative through thought leadership, events, or analyst engagement.
- Establish positive, reliable internal brand.
- Support RKO.
7 Months & beyond: Strategic GTM influence and impact
- Provide strategic insights to product and executive leadership on market and/or product expansion.
- Establish repeatable, high-impact GTM roll outs and enablement frameworks.
- Deliver sustained, measurable GTM impact contributing to revenue growth and long-term differentiation.
Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. If you require accommodation at any time during the recruitment process please email accomodations@varicent.com
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