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Product Marketing Lead
hace 3 semanas
TransPerfect is seeking a **Product Marketing Lead** to drive the positioning, go-to-market strategy, and demand generation efforts for our**self-service suite of GlobalLink products**, including GlobalLink Web, Share, Scribe, and Strings. These products serve as entry points into the GlobalLink ecosystem for thousands of users and organizations globally.
This role is focused on **acquisition, conversion, and retention** across our ecommerce and product-led growth channels. You will oversee marketing strategy for individual products and the self-service portfolio as a whole, with a focus on driving **subscription growth, upsell adoption across service tiers**, and integrated GTM execution.
This is a highly visible, hands-on leadership role that blends strategic thinking with executional excellence across content, performance marketing, product storytelling, and lifecycle optimization.
**Key Responsibilities**
**Product Positioning and Messaging**
- Develop and refine messaging and value propositions for each self-service solution and the broader product family.
- Tailor messaging by audience segment, persona, use case, and service tier (free, basic, pro, enterprise).
- Ensure consistency across digital, product, and campaign touchpoints.
**Go-to-Market Strategy and Launch Execution**
- Lead go-to-market planning for new product releases, pricing changes, packaging updates, and integrations.
- Partner with product management, engineering, and customer support to align on key features, timelines, and positioning.
**Demand Generation and Funnel Optimization**
- Develop and execute full-funnel acquisition campaigns, including content syndication, paid search, paid social, affiliate, and SEO.
- Set lead acquisition, conversion, and retention goals for each product and campaign initiative.
- Collaborate with digital performance teams to manage budgets, optimize conversion paths, and test messaging variants.
- Own performance tracking, analytics, and campaign retrospectives, and continuously improve based on results.
**Subscription Growth and Tiered Upsell Strategy**
- Define and optimize **upsell journeys** between self-service tiers (e.g., free pro, pro enterprise).
- Coordinate lifecycle marketing programs (nurture, trial conversion, re-engagement, churn prevention).
- Partner with customer success and sales to transition high-value accounts from self-serve to managed service.
**Market Research and Competitive Intelligence**
- Conduct persona research, user interviews, and behavior analysis to inform positioning and growth strategy.
- Monitor industry trends and competitor offerings, pricing models, and marketing approaches.
- Provide insights to product and executive teams on growth opportunities, positioning risks, and whitespace.
**Why This Role Matters**
GlobalLink’s self-service tools are the front door for a growing percentage of our user base. This role shapes how these products are discovered, evaluated, adopted, and expanded—all through scalable, ecommerce-friendly strategies. Your work will help us reduce friction in the buying process, drive higher lifetime value per user, and create a high-converting marketing engine to support TransPerfect’s global scale.
- 5-7+ years in **product marketing or growth marketing** for B2B or hybrid B2C/B2B SaaS, with ownership of self-service products or subscription-based models.
- Proven ability to drive go-to-market planning, digital campaign strategy, and product storytelling for technical solutions.
- Experience with **ecommerce platforms, self-service conversion funnels, or product-led growth models**.
- Strong understanding of **lifecycle marketing**, pricing/packaging, and user segmentation.
- Excellent writing, positioning, and cross-functional collaboration skills.
