Product Marketing Lead – Self-Service SaaS

TransPerfect is seeking a Product Marketing Lead to drive the positioning, go-to-market strategy, and demand generation efforts for ourself-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.

• Craft compelling, conversion-oriented copy for product pages, onboarding flows, emails, and ad campaigns.

• 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.

• Define launch narratives and cross-channel rollout plans that include email, site updates, webinars, blog content, paid ads, and social.

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.

• Familiar with tools such as Salesforce, HubSpot/Marketo, Google Analytics, Amplitude, and CMS/email platforms.

• Excellent writing, positioning, and cross-functional collaboration skills.