Director of Product Marketing

AI is fundamentally changing how product strategy and market strategy work together. The boundary between building the right product and bringing it to market the right way is disappearing - and the companies that recognize this will build product marketing functions that operate as strategic growth engines, not service organizations.

ActiveCampaign’s Active Intelligence platform - autonomous AI agents serving 180,000+ growing businesses - is redefining how marketing works. We need a Director of Product Marketing who shapes how the market understands it through bold storytelling, drives adoption that compounds, and transforms the PMM discipline in the process.

This role reports to the SVP of Product. Product and Product Marketing operate as a single strategic arm - you’ll have the same context as the people building the product and the same accountability for what happens when it meets the market. This is a player-coach role: you lead a team, but you also personally create - strategies, narratives, content, programs. AI makes that possible at a level it never was before, and we expect our leaders to use it.

Why This Role Matters:

The way companies build, market, and grow products is being reshaped by AI. Product Marketing must evolve from a support function into a strategic operating system for customer understanding, market differentiation, and intelligent go-to-market execution. At ActiveCampaign, we’re building that now. This role is at the center of it.

On a typical day, you might:

• Market Narrative & Positioning:

• Define and evolve positioning that clearly articulates why Active Intelligence represents a fundamentally new way for businesses to run their marketing - and why that matters now.
• Translate complex AI capabilities into clear, compelling customer value that resonates across segments.
• Bring conviction to the narrative - if the story isn't bold enough, make it bolder. We want a PMM leader whose point of view strengthens every room they're in.

• Adoption & Customer Outcomes:

• Lead go-to-market strategies measured by adoption and continued usage, not launch ceremony. Your success is customers who build their business on Active Intelligence.
• Own the market-side of the customer lifecycle - the narrative that moves someone from “I tried it” to “I can’t turn this off.” Partner with Product to build both sides of that engine.
• Run experimentation-driven programs: every initiative has a hypothesis, a signal, and a learning cycle. We move in weekly learning cycles, not quarterly planning windows.

• AI-First Execution:

• Automate traditional launch mechanics - release notes, enablement decks, internal comms. Your team operates above the automation line.
• Leverage AI to transform how the PMM craft works, not just what it produces. Speed, experimentation, and operational scale improve by default.

• Sales, Partner & Revenue Enablement:

• Arm Sales, CS, and our partner ecosystem with positioning, proof points, and talk tracks that improve conversations and conversion.
• Establish feedback loops between GTM teams and Product - friction points and market opportunities flow back into product decisions.

• Evangelism & Market Authority:

• Build the market presence that makes ActiveCampaign the reference point for autonomous marketing - thought leadership, proof points, and narrative formats that establish our position.

• Team Leadership:

• Lead a PMM team of outcome owners who own strategic priorities the way PMs own product areas - with backlogs, experiments, and shipped impact.
• Set the standard by doing the work yourself, not just directing it. The best PMM leaders we’ve seen create alongside their teams - AI makes that leverage real.
• Build a culture of accountability, ownership, and urgency. Create clarity in ambiguity and drive alignment through influence and results.
• Invest in your people's growth as seriously as the work itself - create conditions where they do the best work of their careers in service to their individual and collective success.

The ideal candidate will bring:

Required:

• 8+ years of hands-on experience in Product Marketing, Growth, or Product Strategy in B2B SaaS or AI-driven technology companies.
• 3+ years of proven leadership experience leading PMM teams - experience building or transforming a function, not just running one.
• A product-strategy mindset: you think about market impact the way great PMs think about product-market fit.
• A proven track record driving adoption and retention outcomes, not just launch metrics.
• Proven ability to influence across Product, Sales, Marketing, and Customer Success.

Highly Valued:

• Prior experience with AI-native products, marketing automation, or platform products serving SMB/mid-market
• Experience building experimentation-driven marketing functions.
• Deep customer empathy paired with analytical rigor.
• A mindset that thinks beyond launches - you understand how product marketing drives company growth.
• A desire to erase the artificial boundary between product and marketing.
• An AI-native approach in how you think, work, and lead - not just AI-curious.
• A bias for action and execution: you’d rather build the positioning doc yourself than wait for someone to draft it. Leading a team doesn’t mean you stop creating.
• The ability to build trust through clarity, accountability, and results. You care about outcomes, not organizational theater.
• A passion for transformation rather than maintenance.

What Success Looks Like:

Within 3-6 months, you will have:

• Established Product Marketing as a strategic growth function trusted by Product, GTM, and leadership.
• Driven measurable improvement in product adoption, continued usage, and customer expansion.
• Sharpened market and product positioning to the point where customers deeply understand the step-change innovation we’re delivering and how it transforms their business.
• Built a modern PMM operating model - a team of leaders fully leveraging AI in everything they do, oriented around measurable business outcomes.

One more thing

Please review the prompt below and come prepared to discuss it during the interview:

Tell us about a time you drove product adoption through experimentation rather than a traditional launch playbook. What was the hypothesis? What did you learn? What would you do differently?

We value this response highly - it tells us more about how you think than any resume line.