Product Marketer

We are seeking a highly motivated and experienced Product Marketer to join our team. In this role, you will be responsible for developing and executing marketing strategies that drive adoption and growth of the FlowFuse platform. You will work closely with product, engineering, and sales to understand and shape our product roadmap, target audience, and market trends. Your primary focus will be to effectively communicate the value of FlowFuse to our target audience, drive demand, and support our overall business growth through both strategic product marketing and tactical demand generation execution.

As we scale, this role will evolve to include demand generation responsibilities, covering the full marketing funnel from awareness to conversion. Initially focused on product marketing fundamentals, you will eventually take ownership of lead generation programs, email nurture campaigns, webinar management, and funnel optimization.

• Define and refine product positioning and messaging for FlowFuse and key use cases, grounded in customer and market insights
• Translate complex technical capabilities into clear, outcome-oriented narratives that resonate with target personas in industrial and IoT contexts
• Develop and execute comprehensive product marketing strategies to drive product adoption and achieve revenue targets
• Coordinate cross-functional launch execution with Product, Engineering, Sales, and Marketing teams
• Measure launch performance, capture learnings, and iterate on GTM playbooks
• Create and maintain high-impact assets such as product pages, one-pagers, decks, case studies, demos, and release notes
• Enable Sales with talk tracks, battlecards, objection-handling guides, and competitive positioning materials
• Design and execute multi-channel email nurture campaigns to move prospects through the buyer journey
• Build and manage webinar programs from concept to execution, including promotion, delivery, and follow-up sequences
• Develop and optimize lead scoring models and qualification frameworks in HubSpot
• Build and maintain lead lifecycle workflows, including automated triggers, scoring adjustments, and sales notifications
• Manage content syndication partnerships and evaluate ROI of third-party lead generation programs
• Analyze campaign and funnel performance data to optimize programs and improve lead-to-opportunity conversion rates
• Coordinate event follow-up campaigns to maximize ROI from conference attendance, sponsorships, and webinars
• Develop a deep understanding of target personas, segments, and buying journeys through customer conversations, analytics, and research
• Maintain a view of the competitive landscape and adjacent tools, and ensure insights are reflected in messaging and enablement
• Partner with Content to plan thought-leadership and educational content that supports awareness, consideration, and expansion
• Feed structured insights back into Product and Sales to refine strategy, ICPs, and GTM plays

Skills

• Proven experience in product marketing, preferably in a B2B SaaS environment
• Familiarity with the industrial sector, IIoT, IoT or similar domains
• Strong understanding of software development, deployment, and management
• Excellent written and verbal communication skills, with the ability to translate technical features into clear benefits
• Experience in B2B demand generation, marketing operations, or funnel management
• Proficiency with HubSpot, including workflows, lead scoring, email automation, and reporting
• Strong analytical skills to measure effectiveness, analyze funnel metrics, identify bottlenecks, and optimize campaigns
• Experience designing and executing email nurture campaigns with proven lead-to-opportunity conversion results
• Collaborative and able to work effectively across different teams
• Node-RED knowledge and familiarity is a plus.
  
  

90-Day Plan

• Week 1-4:
  • Immerse yourself in FlowFuse's product, strategy, and market.
    • Watch 15+ sales calls (Fathom) to hear from prospects where the product marketing can improve.
    • Interview 5 prospects or customers to learn what problems they're solving and what they like about FlowFuse.
  • Familiarize yourself with the Node-RED ecosystem and competitive landscape.
    • Set up a team of FlowFuse, and go through the onboarding and build a small application
  • Meet with key stakeholders across product, sales, and engineering.
  • Review existing marketing materials, map them to sales stages, and identify areas for improvement.
  • Deliverables:
    1. Update the sales deck to reflect your findings and improve first meeting conversion
    2. Create "Cheat Sheets" for the second sales meeting, handle the top 3 objections, and the current pricing.
• Week 5-8:
  • Develop a deep understanding of our target personas and their needs.
  • Start developing key messaging and positioning for FlowFuse.
    • Update the handbook as you learn on messaging and positioning. Communicate changes with Sales, Marketing, and Product.
  • Begin working on content for upcoming product launches or feature releases.
    • Take a 30 minute session per release to train Sales and CSM roles on them
    • Write and maintain documention, blogs, and other customer communication
  • Analyze current marketing & sales performance.
• Deliverables:
  1. 2 Battlecards against our main competition
  2. Create a plan to reduce sales cycle length, increase win rate, and conversions.
• Week 9-13:
  • Develop and begin executing on initial marketing campaigns.
  • Create sales enablement materials to support the sales team.
  • Gather customer feedback and market insights to refine messaging and strategy.
  • Establish processes for ongoing market analysis and competitive intelligence.

Hiring Plan

• Initial Screening: Review resumes and cover letters to assess candidate qualifications and experience.
• First Interview: Conduct a phone or video interview to further evaluate candidate skills, experience, and cultural fit.
• Second Interview: In-depth interview with the hiring manager and other team members to discuss specific experience, skills, and how the candidate aligns with the product strategy and pillars.
• STAR interview - Behaviour interview to understand if there’s value alignment.
• Assessment/Presentation: Will require a work sample, case study, or presentation to demonstrate the candidate's abilities. Internal doc with assessment guidance.
• Final Interview: A final interview with key stakeholders.
• Offer: Extend an offer to the selected candidate.